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Sales strategy

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Atmadeep Das
Atmadeep Das

A sales strategy is a plan for efficiently allocating a company's sales resources to maximize revenues and minimize costs. It involves designing the sales force structure, size, and infrastructure to match market demand. Developing a sales strategy involves assessing the performance environment, evaluating the organizational design, conducting a competitive analysis, developing buyer personas, and creating a roadmap. The roadmap should include ROI models, change management plans, and sequencing of improvement initiatives to successfully implement defined strategies.

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Sales strategy
What is a Sales Strategy? An operating plan for a companys 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/her sales force.
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
Channels Determine optimal route to market Develop Go-to- Market Plan 2 Sales Force Structure Organizational model effectiveness vs. efficiency Sales Force Size Match selling capacity to market demand Design Sales Force 3 Sales Infrastructure Create performance conditions for optimal results Build Infrastruct ure 4 Account Segmentation Segment accounts by Ideal Customer Profile Lead Management Generate MQL/SAL/SQL Sales Process Map 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 overcome Now much time do you have to complete the task? Decide when you will exactly start and finish the goals.
Corpora te Strategy Marketi ng Strategy Sales Strateg y Sales Managem ent Tools
Sales strategy
Feature and benefits Product Mix Distribution Price schedul Volume discou Personal sellin Advertising Customer Ser
Sales strategy
Sales strategy
Sales strategy
Target market penetration Price realization Brand integrity Product mix Efficient distribution And so on.
Application Buyer Product Value Added Selling cost Conclusion: Adding value during the sales process costs money!
Sales Managem ent tools Job Design Pay and recogniti on Recruitin g and selection Training & Coaching Career Managem ent Sales management tools should be strategicall aligned
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
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 Analysis Competitive Intelligence links 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 Aggregation Strategy Business Action Competitive Intelligence Content Generatio n
4. Develop Buyer Personas. Dont 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 Momentum Success Build SOP Design Systems, processes and communic ation are Standard Operating Procedure Strategies successful ly executed and creating measurab le results Implem ent and execut e defined strategi es Develop the systems, processes and communic ations that drive results Research and define the marketpla ce, 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 Dont forget to link to Corporate Strategy Continually refresh strategy as needed
Sales strategy

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Sales strategy

  • 3. What is a Sales Strategy? An operating plan for a companys 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/her sales force.
  • 5. 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
  • 6. Channels Determine optimal route to market Develop Go-to- Market Plan 2 Sales Force Structure Organizational model effectiveness vs. efficiency Sales Force Size Match selling capacity to market demand Design Sales Force 3 Sales Infrastructure Create performance conditions for optimal results Build Infrastruct ure 4 Account Segmentation Segment accounts by Ideal Customer Profile Lead Management Generate MQL/SAL/SQL Sales Process Map customer/prospect buying process to custom built sales process Develop Sales Strategy STEP 1
  • 7. 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 overcome Now much time do you have to complete the task? Decide when you will exactly start and finish the goals.
  • 10. Feature and benefits Product Mix Distribution Price schedul Volume discou Personal sellin Advertising Customer Ser
  • 14. Target market penetration Price realization Brand integrity Product mix Efficient distribution And so on.
  • 16. Sales Managem ent tools Job Design Pay and recogniti on Recruitin g and selection Training & Coaching Career Managem ent Sales management tools should be strategicall aligned
  • 18. 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
  • 19. 2. Evaluate Organizational Design Look at Sales Structure, Value Chain, Sales Channel, Processes/Tools
  • 20. 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?
  • 21. 3. Conduct Competitive Analysis Including Stakeholder analysis and identification of competitive openings
  • 22. Competitive Analysis Competitive Intelligence links 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 Aggregation Strategy Business Action Competitive Intelligence Content Generatio n
  • 23. 4. Develop Buyer Personas. Dont just try to understand who your customer is. Understand how they buy. Otherwise you cant tailor your sales methodology to their buyer methodology.
  • 24. 4. Develop a road map. With ROI models, Change Management Plan, Sequencing of improvement initiatives Requires a Sales Force Effectiveness team to carry out
  • 25. Develop Roadmap Momentum Success Build SOP Design Systems, processes and communic ation are Standard Operating Procedure Strategies successful ly executed and creating measurab le results Implem ent and execut e defined strategi es Develop the systems, processes and communic ations that drive results Research and define the marketpla ce, strategies and measures of success Clear roadmap in developing sales strategy to achieve corporate goals
  • 26. 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 Dont forget to link to Corporate Strategy Continually refresh strategy as needed