What Is Sales Support? (With Definition and Benefits)

By Indeed Editorial Team

Published May 29, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

A strong sales and marketing team is essential for companies hoping to increase their revenue and connect with new customers. When sales team members receive sufficient support, they may be more likely to meet their targets and increase profits for the business. Learning about selling support can help you understand this important business concept and determine if you want to pursue a career in this field. In this article, we explain what sales support is, describe the benefits of quality support, list different tools and methods for supporting sales staff, and give tips for improving support.

What is sales support?

Sales support is any material, tool, or organizational function designed to assist a sales team and allow them to focus directly on making sales. It can take a variety of forms depending on the industry, size of the business, and makeup of the sales team. Support for sales can take the form of specialized software that sales associates use to track leads and connect with customers, or it can be physical marketing materials that help generate leads and attract new business. Selling support can also be a job description for employees within a sales team.

Support for sales is common within larger companies because they have more resources to allocate and can gain more from increasing sales. Developing systems for supporting salespeople can benefit almost any company because it can make the sales team more productive and allow them to focus on their strengths. New technology can help you automate tasks to complete them faster, allowing you to use more work hours directly contacting potential customers.

Benefits of sales support

Supporting a sales team with new technology or procedures can have positive effects on a company. Here are some of the main benefits of supporting sales staff:

Focused sales team

One of the primary benefits of increased support for a sales team is that it allows them to spend more time connecting with customers and making sales for a business. Salespeople often have specialized skills that allow them to build relationships with customers, listen to their requirements, and find a satisfactory agreement for a sale. When they can use their abilities to connect with interested customers, they may meet or exceed their sales targets and help grow a business. When a sales team is free to do what they do best, they might also become more motivated.

Related: Developing a Sustainable Sales Process to Close Deals Faster

Increased product knowledge

An important aspect of supporting sales is providing dedicated training to sales staff on product features and new products. If you develop effective methods for teaching sales staff about the products you sell, you can make them more convincing and ensure that customers receive the highest quality advice when they ask questions. Product training can help make sales staff more confident when they speak with customers, which can lead to increased sales and revenue.

Connect with customers

Supporting sales can also mean finding creative new ways to connect with customers and generate leads. You may use technology to advertise to new customers and access databases of potential leads. Customer relationship managing software can help you track existing customers and study their buying habits to determine how to close sales more effectively. Seeking feedback from customers can help you understand why they bought a product and develop new sales methods.

Related: Relationship and Effect of Customer Service in Sales


Providing support to sales staff might require a company to try new approaches and experiment with technology. This innovation can help increase efficiency, provide access to new customers, and allow sales staff to give existing customers superior service. Supporting sales staff can involve constantly searching for new methods and assessing the results, so it may prevent a company from becoming stagnant in their approach to sales.

Support tools and methods

There are many ways to provide support to sales staff and increase the efficiency of a sales team. Here are some common methods and tools for support:

Company website

A well-designed company website can act as the first point of contact with potential customers, display products in a positive light, and provide methods to connect interested visitors with sales team members. Creating a company website or updating an old one can be an excellent way to generate new business. Websites that are visually appealing, informative, and modernized help a business make an impression on visitors and encourage further visits. It can sometimes be beneficial to use a web design firm to update a company website and add tools that allow customers to place orders and connect with support.

Email campaigns

Email campaigns generally target potential customers that may have shared their address with a business or an affiliated organization. You can send customers special offers, information packets, or other promotional material to create interest in your products. You can automate email campaigns to send thousands of messages at one time. Customers that respond to email offers can then connect with members of the sales team to finalize their purchases. If you're working on an email campaign, you can try to send out an appropriate amount of messages to attract customers' attention without disturbing them.

Support staff

Support staff work with the sales team and assist them with administrative tasks. They might help implement aspects of a marketing campaign, organize customer databases, follow up with customers, or perform any other duties as requested. It can seem appealing to cut costs by minimizing the number of support staff you employ, but increasing support staff often correlates with an increase in sales. Some supporting sales staff may have previous sales experience, while others might come from an administrative background.

Customer relationship management

Customer relationship management software can allow you to track interactions with customers across every medium of communication and analyze the data to gain insight into how a business is performing. This software is becoming increasingly powerful in the ways it can interpret data and provide suggestions for improvement. It's often available on a subscription basis and can be an incredibly powerful tool for improving sales practices. You may conduct research to find the appropriate customer relationship management software for the business.

Related: What Is a CRM System? (Types, Features, and Benefits)


Automation refers to the practice of using computer programs to complete repetitive tasks automatically, saving time for employees. Automating aspects of your sales pipeline can increase efficiency and provide more free time for testing creative approaches. You can automate anything from customer inquiries to marketing emails to lead generation from databases. Automation typically requires specialized programming skills, so it may be expensive to set up, but is likely to save a business money over the long term.

Lead generation

Lead generation is the practice of finding new potential customers for the sales team to contact. A company website can be an excellent first source of leads, and a sales team can perform their own lead generation, but most sales specialists prefer working with an existing lead list. Employing a specialized lead generation firm or creating a team dedicated to lead generation can help you find higher-quality leads.


Following up with customers or potential customers can help you gain insight into how well your sales process is functioning and how you might better serve customers in the future. You can follow up with customers by sending them a short survey by email, or by reaching out to them with a phone call. Asking questions about their experience with the sales team, their knowledge of the product, or their reasons for making a purchase from another retailer is advisable. You can use the insight you gain to make adjustments to your sales practices.

Tips for improving support

There are many strategies for improving supporting practices. Here are some tips for how a company can effectively support its sales team:

Assess thoroughly

Before you make changes and bring in support for a sales team, you can perform a thorough assessment of your sales practices. You may collect as much data as possible concerning customer interactions, potential customers, and conversion rates. Using software can help you organize the data to display prominent trends. You can also ask members of the sales team for feedback and suggestions, or observe competitors' sales practices and note what they do best.

Consult with experts

Some of the most effective support software can be complex, and experts can customize it to suit the needs of each business. You may consult with experts who can help you set up and learn to use customer relationship management software or design automated processes to streamline your sales pipeline. You can also find experts to assist with lead generation and sales team training.

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