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/her sales force.
 Merger of sales forces after Acquisition

 Declining Sales Revenues

 Declining market share

 Increasing cost of sales

 Changing market- product mix

 New Product launch falls short of sell-through

that
expectation
 New market entries posing competitive threat
 STEP
Account
Segmentation Lead Management
Segment accounts by Generate MQL/SAL/SQL Develop
Customer
IdealProfile
Sales Process
1 Sales
Strategy
Map customer/prospect buying process to custom built sales
process

Develop
Channels 2 Go-to-
Determine optimal route to market Market
Plan

Sales Force Structure Design

Organizational model effectiveness vs.
efficiency
Sales Force Size
Match selling capacity to market demand 3 Sales
Force

Build
Sales Infrastructure
Create performance conditions for optimal results 4 Infrastruct
ure
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
you need to overcome
Now much timeBedo you
accomplish. surehavetoto complete
consider
the task? Decide when you will exactly
obstacles
start and finish the goals.
Corpora
te
Strategy
Marketi
ng
Strategy
Sales
Strateg
y

Sales
Managem
ent
Tools
• Feature and • Price schedul
benefits • Volume disco
• Product Mix

• Personal selli
• Distribution
• Advertising
• Customer Ser
• Target
market penetration
• Price realization

•• BPraondducint tmegixrity

• Efficient distribution
• And so on….
 Application
Value Selling
Added Buyer cost

Product

Conclusion: Adding value during the sales process

costs money!
 Job
Design

Career Pay and

Managem recogniti
ent Sales on
Managem
ent
tools

Training Recruitin
& g and
Coaching selection

Sales management tools should be strategicall

aligned
 1. Assess Performance Environment

• Review existing documentation

• Research industry markets
• Interview executives and management
• Survey Sales Force
• Survey Customers
• Mystery Shop competition

Things like Corporate Strategy, Business Life Cycle,

Market Dynamics.
 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
Dploaecse?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

Content Information Competitive Strategy Business

Generatio Action
n Aggregation Intelligence

Magazines
Newswires Business IntelligenCcoempetitor Profiling
Communications Product Dev.
Software SWOT Analysis Brand
SEC Business Dev.
News Portals Trend Analysis Marketing Position Public Relations
Filings
Web Sites Online DirectoriesSimulation Human Resources Marketing
Vertical Portals Forecasting
Census Suppliers Information
News Portals
Market Mergers/Acquisitions
Research Shops
Research Financial
Monitoring
Newspaper
Tailoring
s
Archiving
Internal &
External
 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

Clear roadmap in developing

sales strategy to achieve

SOP
corporate goals

Success
Systems,
processes
Strategies

Momentum
and
communic
Implem successful ation
Build
Develop ent ly are
Research the
and and executed Standard
Design

systems, execut and Operating

define processes
the e creating Procedure
and defined measurab
marketpla communic
ce, le results
ations strategi
strategies that drive
and es
results
measures
of success
 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