sales strategy

27
Presented by Atmadeep Das

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Page 1: Sales strategy

Presented by

Atmadeep Das

Page 2: Sales strategy
Page 3: Sales strategy

What is a Sales Strategy?

• An operating plan for a company’s sales

force.

What does a Sales Strategy do?

• Allocates sales resources efficiently to

selling costs down and revenues up.

What does it mean to use a Sales

Strategy?

• CEO can get the most out of his/hersales force.

Page 4: Sales strategy
Page 5: Sales strategy

Merger of sales forces after Acquisition

Declining Sales Revenues

Declining market share

Increasing cost of sales

Changing market- product mix

New Product launch that falls short of sell-through

expectation

New market entries posing competitive threat

Page 6: Sales strategy

ChannelsDetermine optimal route to market

Develop

Go-to-

Market

Plan

2

Sales Force StructureOrganizational model effectiveness vs.

efficiency

Sales Force SizeMatch selling capacity to market demand

Design

Sales

Force3

Sales InfrastructureCreate performance conditions for optimal results

Build

Infrastruct

ure4

Account

SegmentationSegment accounts by Ideal

Customer Profile

Lead ManagementGenerate MQL/SAL/SQL

Sales ProcessMap customer/prospect buying process to custom built sales

process

Develop

Sales

Strategy

STEP

1

Page 7: Sales strategy

State what you exactly want to achieve.

Can you break larger tasks into smaller

items?

Establish clear definitions to help you to

measure if you are reaching your goals.

Describe your goals using actions verbs,

and outline the exact steps you will take

to accomplish your goal.Give yourself the opportunity to succeed

by setting goals you will actually be able to

accomplish. Be sure to consider obstacles

you need to overcomeNow much time do you have to complete

the task? Decide when you will exactly

start and finish the goals.

Page 8: Sales strategy

Corporate

Strategy

Marketing

Strategy

Sales Strateg

y

Sales Management Tools

Page 9: Sales strategy
Page 10: Sales strategy

• Feature and

benefits

• Product Mix

• Distribution

• Price schedule

• Volume discounts

• Personal selling

• Advertising

• Customer Service

Page 11: Sales strategy
Page 12: Sales strategy
Page 13: Sales strategy
Page 14: Sales strategy

• Target market

penetration

• Price realization

• Brand integrity• Product mix

• Efficient distribution

• And so on….

Page 15: Sales strategy

Application

Buyer

Product

Value

AddedSelling

cost

Conclusion: Adding value during the sales process

costs money!

Page 16: Sales strategy

Sales Management tools

Job Design

Pay and recogniti

on

Recruiting and

selection

Training &

Coaching

Career Managem

ent

Sales management tools should be strategically

aligned

Page 17: Sales strategy
Page 18: Sales strategy

Things like Corporate Strategy, Business Life Cycle,

Market Dynamics.

1. Assess Performance Environment

• Review existing documentation

• Research industry markets

• Interview executives and management

• Survey Sales Force

• Survey Customers

• Mystery Shop competition

Page 19: Sales strategy

2. Evaluate Organizational Design

Look at Sales Structure, Value Chain, Sales Channel,

Processes/Tools

Page 20: Sales strategy

Evaluate Organization Design

Questions to Consider- How do you apply?

Is Compensation

inciting correct

behavior? Is there an active

Performance

Mgmt. plan in

place? Does the CRM

platform maximize

efficiencies?

Page 21: Sales strategy

3. Conduct Competitive Analysis

Including Stakeholder analysis and identification of

competitive openings

Page 22: Sales strategy

Competitive AnalysisCompetitive Intelligencelinks sales strategy to competitive response

Magazines

Newswires

SEC Filings

Web Sites

Census

Market

Research

Newspaper

s

Internal &

External

Experts

Business Intelligence

Software

News Portals

Online Directories

Vertical Portals

News Portals

Research Shops

Monitoring

Tailoring

Archiving

Competitor Profiling

SWOT Analysis

Trend Analysis

Simulation

Forecasting

Communications

Brand

Marketing Position

Human Resources

Suppliers

Mergers/Acquisitions

Financial

Product Dev.

Business Dev.

Public Relations

Marketing

Information

Information

AggregationStrategy Business

Action

Competitive

IntelligenceContent

Generatio

n

Page 23: Sales strategy

4. Develop Buyer Personas.

Don’t just try to understand who your customer is…. Understand how they

buy. Otherwise you cant tailor your sales methodology to their buyer

methodology.

Page 24: Sales strategy

4. Develop a road map.

With ROI models, Change Management Plan, Sequencing of

improvement initiatives

Requires a Sales Force Effectiveness team to carry out

Page 25: Sales strategy

Develop Roadmap

Mom

entu

m

Success

Build

SO

P

Desi

gn

Systems, processes and communication are Standard Operating Procedure

Strategies successfully executed and creating measurable results

Implement and execute defined strategies

Develop the systems, processes and communications that drive results

Research and define the marketplace, strategies and measures of success

Clear roadmap in developing

sales strategy to achieve

corporate goals

Page 26: Sales strategy

Best Practices in Sales Strategy

• Ensure active and visible CEO/Business Unit Leader

participation

• Agree on financial & operational term definitions

• Plan and execute robust communications

• Garner continuous cross-company engagement

• Deploy/contract talented resources to carry out build &

improvement efforts

• Don’t forget to link to Corporate Strategy

• Continually refresh strategy as needed

Page 27: Sales strategy