Download - Make Sales Strategies & Action Plans
Presented byDani Pangestu
Thursday, 19 June 2015
“MAKE SALES STRATEGIES & ACTION PLANS FOR MAXIMIZE CORPORATE REVENUE PERFORMANCE “
A plan to achieve the sales goal of a business
Describes how a business will win, retain and develop customers...
A blueprint for success
What is a sales strategy?...
What does a sales strategy do?…
SALES STRATEGIES & ACTION PLANS
‘Defines the selling activities and allocates resources to deliver the sales goal of the business…’
Why have a sales strategy?
SALES STRATEGIES & ACTION PLANS
‘Without a sales strategy the company’s customer facing people will struggle to obtain the focus needed for successful selling’...
‘every organisation needs a sales strategy’
‘A sales strategy aligns the company’s sales goal with the approach to achieve that goal’
Key elements of a sales strategy?…
SALES STRATEGIES & ACTION PLANS
1. Goal and Objectives• What is the goal of your business? • What are the objectives that when achieved will deliver the
goal?
2. Target Market (Customer)• Who is your target customer group? What /how/why… do
they buy? • Who is the person you are selling to? What are their needs3. Products/Services • What are you selling to the target market? Why would the
customer buy? • What is your sales value proposition? 4. Competitive Advantages • Who are your competitors? What are their
strengths/weaknesses?... • What are your competitive advantages ? How are you better,
cheaper, faster?
Key elements of a sales strategy?…
SALES STRATEGIES & ACTION PLANS
7. Resources, Skills and Capabilities
• What resources (e.g. sales time, money), skills and capabilities (e.g. sales planning, key account management ) are required to sell
• How will you develop and improve skills e.g. selling skills training…
8. Sales Management
• How is the sales target set, sales performance reviewed, coaching provided?• What performance incentives are provided? e.g. bonus scheme
5. Route to market• How will you reach the customer? e.g. direct, channel
partners, internet• What direct route will you adopt? e.g. sales team, telesales,
trade shows6. Selling Process• What are your selling activities? e.g. prospecting,
approaching and presenting• How will you maximise success during the ‘critical hour’ in
front of customer?
A sales strategy addresses common business challenges?
SALES STRATEGIES & ACTION PLANS
Stagnant or declining sales revenues
Merger of sales forces after an acquisition
New product introductions
Launch of a new competitor
Expansion to new markets
What is selling about?… Selling is helping the customer to buy Helping the customer to make up his mind based upon the satisfaction of his/her needs Selling is about going for a ‘win-win’ for you and the customer Selling is not so much about shifting product as making... customers
Successful selling is about asking questions and listening to the answers…
Customer orientation is a vital concept in selling…
Focus on the customer NOT the company!... Know that customers buy to satisfy needs... Recognise needs are fulfilled by benefits derived from features... Deliver desired outcomes
Understand the ‘selling process’ A communication and learning experience
Sales person learns the needs of the customer and the customer learns whether the product will meet needs
Characterised by nine activities that are directed at winning customers
Successful management of the selling process requires good analytical, communication, decision making,
and organisational skills
Engaging the selling process…1. Prospecting: generating leads
2. Classifying leads: identifying leads with largest revenue potential
3. Developing a sales plan: setting objective and defining how to achieve
4. Making the approach: reaching out and establishing contact
5. Presenting (‘critical hour’): pitching your sales value proposition
6. Trial closing: Early attempt to close sale 7. Overcoming objections: Removing barriers to making a
sale
8. Closing: Asking for the order
9. Following up: Delivering product and supporting customer
Prospecting
About identifying potential new customers and generating sales leads...
Essential in a dynamic and changing market
Must allocate time to generating quality leads
PresentingA crucial step in the selling processBeginning of a two-way communication between the salesperson and the customer… This is the pitch to capture attention, develop interest of the customer, raise desire and evoke action
The selling model
A – Attention
I – Interest
D – Desire
A – Action
Aiming to win customer acceptance of the sales value propositionSelling benefits is what moves the customer to buy…The sales value proposition must feature prominently in the sales strategy
Applying the AIDA selling modelState of customer engagement
What you might say…
A – Attention ‘Winning more customers would grow your business…’ [address the pain…need]
I – Interest ‘How would it be if Firefly enabled you to win more customers…’ [likely reply…’tell me’]
D – Desire ‘Let me show you how Firefly can do this…’ [present sales value proposition]
A – Action ‘Let me arrange a demonstration’ or ‘hire a unit for 6months and see the results…’ [trial close]
Sales Value Proposition
A benefits statementDifferentiates product/service from competitionDramatically improves marketability of product/serviceA powerful branding tool that supports the sales strategy through marketing communications e.g. advertisements, website, social mediaForges a lasting reputation that allows realisation of sales and raises customer awareness
How to build a successful sales strategy?
Step 1Engage
the custom
er facing team
Step 2 Describ
e the current situatio
n
Step 3 Create
the ‘Sales
Strategy
Canvas’
Step 4 Prepare
sales strateg
y docume
nt
Step 5 Launch/ review
progres
sand
adapt
What is your sales strategy?
What was/is your biggest challenge about selling?
What surprised you most?
What has been your learning experience?
What are your top three tips for someone developing a sales strategy
Asked the panel to address five questions...
Dani PangestuEmail : [email protected]
