STRATEGIES OF

SALES
SESSION 4
Business plan Marketing plan
STEPS TO DESIGN A MARKETING STRATEGY

DEFINITION OF
APPROACH TO
STRATEGIES
GOALS

PROGRAM DEFINITION DEFINITION OF TACTICS

GENERAL SCHEDULE BUDGET

STEPS TO MAKE A SALE:

1) CULTIVATE A POTENTIAL BUYER

2) MAKE YOU UNDERSTAND THE FEATURES AND
BENEFITS OF THE PRODUCT OR SERVICE
3) CLOSE THE SALE, THAT IS, AGREE ON THE
TERMS AND THE PRICE.

Depending on the product, the market, and other aspects, the process may vary
or place greater emphasis on one of the activities.
 ■ 41% of company
salespeople are not clear
about corporate goals
GOALS and objectives

AND ■ 36% and 47% of sales

representatives in the
companies surveyed do
QUOTES not reach their
corresponding quotas.
 SURROUNDING
ANALYSIS

SWO
T
TIM
ELY
TIME
 MARKETING STRATEGIES
ANSOFF PRODUCT/MARKET MATRIX
ACTLjAES NEW PRODUCTS
CURRENT
APPLICATION OF OBJECTIVE; STRATEGY; TACTICS AND
CONTROLS
Aim Strategy Tactic Controls
Increase the use of Carry out a re- Carry out a persuasion Shelf audits
returnable packaging education campaign campaign in POS Promotion
by 30% in a period of so that the consumer 80/20 audits Sales
three months returns to using Design consumer reports
returnable containers, promotions that
using BTL means increase the use of
returnable containers,
offering some incentive
Place advertising at the
POS to use recency
(awaken interest) in the
ADVERTISING STRATEGY SCHEDULE
Techniques in the sales process

> PREPARATION
Know your product well, its qualities, its defects, its
cost to close the sale
> ATTENTION
Capture the customer's attention when starting the
conversation.
> INTEREST
Take an interest in the customer's needs to be able
to offer them the right product, or in an appropriate
way.
> DEMONSTRATION
Show our products so that the customer can know
what they are buying and how the product will
satisfy their needs.
ACTION
> Understand when the customer is ready to buy and
immediately close the sale.
SALES STRATEGY

■ IT IS ONE OF THE MOST IMPORTANT PILLARS IN ANY

COMPANY TO BE ABLE TO ACHIEVE GOOD ECONOMIC
RESULTS AND TO GROW.
■ THIS DEFINES THE ACTIONS THAT WILL CONTRIBUTE TO THE
GROWTH OF THE COMPANY SO THAT IT REACHES THE
EXPECTED PROFITABILITY.
ITS DEVELOPMENT SHOULD INCLUDE:
■ Sales channels.
■ Objectives of each channel.
■ Means by which each objective will be achieved.
■ Budget allocated to each channel and each sales action.
■ Time dedicated to the development of each action.
■ Type of actions to be carried out, frequency and order in
time.
■ Analysis and correction tools.
■ etc...
4 KEY FACTORS IN THE SALES STRATEGY

ANALYZE, CORRECT AND CHANGE

Improve the product

OPTIMIZE EXPENSES
only profitable stocks
IMIZE EXPENSES only actions

INCREASE PRODUCTIVITY apply Endomarketing

DETERMINE THE OBJECTIVES guide, evaluate

SALES STRATEGIES
PRAGMATIC:
P Perform demonstrations [ sampling – sachet ]
> Give the product a new use
Endorsement: That celebrities take care of using the
product in this new way will make others do the
same.
SALES STRATEGIES
PRAGMATIC:

Advertising : Announce this new use along with

previous uses so that users adopt it.
Influencers : Speaking on blogs and to promote
these new uses.
Display at the POS : That it is transmitted to
customers at the same point of sale.
SALES STRATEGIES
PRAGMATIC:

> Provide free additional services

> Use of testimonials
SALES STRATEGIES
PRAGMATIC:
> Get referrals
Build customer loyalty : Good customer loyalty is the best
way for them to recommend us. A happy customer is the best
seller.
Offer an additional benefit : Offering a percentage of the
sale, a free product or another benefit for getting customers is
a way to encourage referrals from our customers to our
business.
Give coupons to our customers : Give them coupons to
give to their family and friends.
ACTIONS TO INCREASE SALES

■ LISTEN TO CUSTOMERS :
■ ANALYZE CONSUMERS
■ ANALYZE THE COMPETITION :
■ FOCUS ON BOTH GAINING CUSTOMERS
AND RETAINING THEM :.
TYPES OF SALES

Personal sales
Phone sales
Online sales
Mail sales
Automatic sales