Sales Strategy Example

Sales Strategy Example
Mission, Vision, Values
THE DIGITAL SALES INSTITUTE
www.thedigitalsalesinstitute.com

Think!!
Can you out think your competitors?

• A business needs strategic thinking
before any strategic sales planning.
• “If today was the last day of your life,
would you do what you are about to do
today” Steve Jobs
Take Time to Think

• The purpose of the business
• Strength of the Business
• Strength of the team
• Current effectiveness
• Financial resources of the company
• Target market trends
• Current market position.
Ask and Answer

• Real sales planning and growth strategies
are founded on “Business Purpose”
• Vision: where the business is going in the
long-term
• Mission: the business purpose and reason
WHY for existing
• Values: Who and what the business
stands for
Know Why

• Think about the Business Mission
• The business mission concentrates on the
here and now. A mission statement defines
the fundamental purpose of any business. It
identifies who the company is, what it does,
and who it serves.
Business Mission

Why Sales Planning?
Die Quickly, Die slowly, Survive or
Thrive

Sales Strategy Planning
Ineffectively Effectively
DIE QUICKLY
“A poor plan executed well”
THRIVE
“ A great plan well executed”
DIE SLOWLY
“ A poor plan executed
poorly”
SURVIVE
“ A great plan executed
poorly”
Sales Strategy for Growth – Doing the Right things
Tactics-Dothingsright
InefficientlyEfficiently

1. Start with sales goals – what do we want out of
this business?
2. Create a vision of what the business needs to
look like in order to accomplish your goals.
3. Create a business mission to guide you along
the way.
4. Develop strategies to get you from where you
are now to where you want to be in the future.
Strategies require investments – which means
budgets, resources and timelines.
Take the Thrive Option

• Strategic sales planning is the process
of determining the primary business
purpose (the “WHY”), putting in place
goals and tactics, then adopting courses
of action and allocating resources to
achieve the selected goals and tactics.
Strategic Sales Planning

Steps in the
Strategic Planning Process

Building Blocks for a Successful
Sales Strategy
• The Team
• The Product or Service
• The Market.
• Each factor or a combination will most likely
determine the success or failure of any
individual business with a particular focus on
the product to market fit.

What causes sales success?
• Has history shown us that the No.1 sales
and business killer is lack of market.
• When a great sales team meets a stagnant
market, market wins. When an average sales
team meets a great market, market wins. But
when a great sales teamgreat sales team meets a greatgreat
marketmarket, then something really special
happens.

Ideal Growth Plan
• Differentiated Business and Sales Strategy
• Desirable products or Services
• Big enough market
• An economical way to target and serve it.
• A Strategy borne out of your greatest
strengths
• Note: Product quality will not create market size;
Steve Jobs learned that lesson with his NeXT
business.

How do you Differentiate from
your competitors?
BUSINESS SALES STRATEGY OPTIONS

Sales Strategy Selection

• Market PenetrationMarket Penetration – selling more of the
same things to more of the same customers
• Market DevelopmentMarket Development – selling more of the
same things to different customers
• Product DevelopmentProduct Development – selling new products
or services to the same customers
• DiversificationDiversification – selling new products or
services to different customers
Strategy Drives the Plan

• Market penetration is the name given to a
sales strategy where the business focuses
on selling existing products into existing
markets.
Market Penetration

• A market penetration sales strategy is about
focusing on markets and products you know
well
• Maintain or increase the market share
• Secure dominance of market
• Driving or buy out competitors
• Increase Customer Usage
• Cash Cow – Lower Risk - Smaller Growth
Market penetration

• Market development is the name given to a
sales strategy where the business seeks to
sell its existing products into new markets.
Market Development

• New geographical markets
• Product variations
• New distribution channels
• Different pricing to attract different
customers or create new market segments
• Investment – Higher Risk - Bigger Market
Market Development

• Product development is the name given to a
sales strategy where a business aims to
introduce new products into existing markets
• Product to Market Fit!!
Product Development

• Research & development and innovation
• Detailed insights into customer needs
• Being first to market with new product
• Investment – New Competencies – Big
Enough Market
Product Development

• Diversification is the name given to the sales
strategy where a business markets new
products in new markets.
• Product to Market Fit!!
Diversification

• Research & development and innovation
• Market research and customer acquisition
• Team execution and sales tools
• Skill upgrading and sales transformation
• Bigger Investment – Time - Highest Risk –
Biggest Rewards
Diversification

1. Budgets
• To fund activities, product, materials and resources
2. Information
• Market and product research, market trends, market
size, customer profiling, customer acquisition
3. People
• The right sales team needed to facilitate the growth
plan, to execute the plan, to manage the results
All Sales Strategies need Resources

Sales Growth-Share Matrix

The Sales Planning Process
Thinking Done
Know Why
Business Mission
Sales Strategy

• 5 Step Planning Process
• Imagine – what products or services to sell
• Dissect – data and customer feedback
• Expand – market research and tasks
• Analyse – results, information, investment
• Sell – customer acquisition, marketing, sales
Sales Strategy IDEAS

• Develop a "strategic hypothesis" and test it
out making very small bets. Try to sell the
idea to a customer before it’s built, look for a
supplier, ask a mentor or advisor who has
some expertise in the new area.
Test the Plan

• Sales Strengths to Leverage: Three to five
key strengths you will need to use to achieve
the plan.
• Sales Strengths to Develop: Three to five
strengths you will need to develop to achieve
the plan.
Strategy Planning Tactics

• Sales Priorities: List out the priorities you
will focus on to ThriveThrive
• Tactical Sales Priorities: Three to five
monthly priorities that support the sales and
business priorities.
• SMART Objectives: Projects and/or tasks
that are required to accomplish the monthly
priorities.
Strategy Planning Tactics

Life is a series of investments…this is about
deciding where to spend the time, money
and energy for sales success.
Schedule a steady rhythm of productive sales
meetings— quarterly, monthly, weekly
and daily. Evaluate the plan, what’s
working and what needs to be adjusted.
Establish A Rhythm for Success

• Grounded in your Business Purpose,
Mission and Core Values, a solid sales
strategy will help you develop a plan of
action and maximize your likelihood of
success in achieving your vision.
People don’t plan to fail, they
just fail to plan

Sales Strategy Example

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Sales Strategy Example