sales strategy
TRANSCRIPT
Presented by
Atmadeep Das
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.
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
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
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.
Corporate
Strategy
Marketing
Strategy
Sales Strateg
y
Sales Management Tools
• Feature and
benefits
• Product Mix
• Distribution
• Price schedule
• Volume discounts
• Personal selling
• Advertising
• Customer Service
• Target market
penetration
• Price realization
• Brand integrity• Product mix
• Efficient distribution
• And so on….
Application
Buyer
Product
Value
AddedSelling
cost
Conclusion: Adding value during the sales process
costs money!
Sales Management tools
Job Design
Pay and recogniti
on
Recruiting and
selection
Training &
Coaching
Career Managem
ent
Sales management tools should be strategically
aligned
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
2. Evaluate Organizational Design
Look at Sales Structure, Value Chain, Sales Channel,
Processes/Tools
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?
3. Conduct Competitive Analysis
Including Stakeholder analysis and identification of
competitive openings
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
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.
4. Develop a road map.
With ROI models, Change Management Plan, Sequencing of
improvement initiatives
Requires a Sales Force Effectiveness team to carry out
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
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