make sales strategies & action plans

Download Make Sales Strategies & Action Plans

Post on 14-Aug-2015




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  2. 2. 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?...
  3. 3. 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
  4. 4. Why have a sales strategy? SALES STRATEGIES & ACTION PLANS Without a sales strategy the companys customer facing people will struggle to obtain the focus needed for successful selling... every organisation needs a sales strategy A sales strategy aligns the companys sales goal with the approach to achieve that goal
  5. 5. 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 needs 3. 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?
  6. 6. 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 shows 6. 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?
  7. 7. 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
  8. 8. 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
  9. 9. 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 derived from features... Deliver desired outcomes
  10. 10. 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
  11. 11. 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
  12. 12. Prospecting About identifying potential new customers and generating sales leads... Essential in a dynamic and changing market Must allocate time to generating quality leads
  13. 13. Presenting A crucial step in the selling process Beginning 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 proposition Selling benefits is what moves the customer to buy The sales value proposition must feature prominently in the sales strategy
  14. 14. Applying the AIDA selling model State of customer engagement What you might say A Attention Winning more customers would grow your business [address the painneed] I Interest How would it be if Firefly enabled you to win more customers [likely replytell 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]
  15. 15. Sales Value Proposition A benefits statement Differentiates product/service from competition Dramatically improves marketability of product/service A powerful branding tool that supports the sales strategy through marketing communications e.g. advertisements, website, social media Forges a lasting reputation that allows realisation of sales and raises customer awareness
  16. 16. How to build a successful sales strategy? Step 1 Engage the customer facing team Step 2 Describe the current situation Step 3 Create the Sales Strategy Canvas Step 4 Prepare sales strategy document Step 5 Launch/ review progress and adapt
  17. 17. 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...
  18. 18. Dani Pangestu Email :