Sales Strategy Presentation

Information on pulling together a sales strategy presentation, a template for what to include when developing your sales strategy plan with presentation guides and insights. An effective sales strategy presentation needs to consider what are your products and where or who is your market. It also plots out how the sales effort will be directed to ensure it captures profitable growth selling to customers. A sales strategy presentation should outline market and customer coverage with detailed plans that give the best possible opportunity for the business to win more customers. In more detail, a sales strategy defines the customer segments it wants to target and the business value propositions for each segment. Then it spells out how the sales force will be structured along with a documented selling processes.

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So a sales strategy is a business decision on 

  1. Who are you going to sell to.
  2. What are you going to sell them.
  3. How are you going to sell to them.
  4. What is your core sales and marketing messaging.
  5. What are your sales priorities.
  6. A clear set of goals that everyone will work toward.

Effective Sales Strategies are 100 percent aligned with the overall business strategy. They outline the ideal target clients, what is your value proposition, what are your success metrics, goals, roles, processes and specific actions required to meet targets. The sales strategy presentation must be based on the business and marketing plans so they all ties in together. It needs to outline in as much detail as possible – how will the sales and marketing team will deliver on objectives and the plan to target market segments. It covers how the sales team will they support marketing activities, such as inbound leads or promotional events.

Identify the Key Aims of the Sales Strategy.

The questions it should resolve and bring clarity to include, Is it to sell more to the same customer base? or Is it about market penetration or market development?. Also which target markets you are aiming for and the time, money and resources needed. These questions should be answered by researching when, where, how and why the existing customer base buys.

Set A Clear Market Strategy.

The sales strategy presentation needs to detail out questions in the plan such as;

Grow existing accounts?
Revenue with existing products?
Revenue from new products?
New revenue with existing products?
Up and cross-selling?
Retention plan?
Acquisition plan?
Customer mix?
Product mix?
Seasonal sales cycles?

Business growth depends on acquiring new, profitable business with different customers. Plan how you will approach every new customer. Maybe to win the business of a key customer, you may offer acquisition pricing, creating a loss-leader or maybe giving the product on a trial basis. Make sure you have a plan to move prices and margins back up to a profitable level, or else live with reduced margins from these customers.

Reaching the Customer and Target Market.

  1. Which sales channels will be most effective in selling to which customers.
  2. Do you sell direct or through channels?
  3. Map out the costs of each channel against the benefits it would bring.
  4. Implement a well-functioning funnel and opportunity planning process.

Sales Plans, Forecasting and the Annual Sales Budget.

The sales strategy presentation should include a detailed breakdown of the sales to be achieved each month, by customer and by product. The sales forecasts should be based on previous sales levels, or if a new business then the sales targets should be based on the business plan. It also takes into account information about customers’ buying habits, the sales cycle and other factors such as pricing and marketing activities.

Selling Resources Required to Meet the Plan.

The sales strategy is not just about sales, it also covers what resources are required to meet the plan. So it should document topics including – What is the Training plan. The plan to improve the customer experience. What (if any) specialist support is needed. What resources will be needed to make the sales force more productive.  What will the cost be of providing admin support so sales people spend more time on selling. Then it needs to call out all the marketing and sales assets in play and what needs to be created prior to launch the sales strategy.

Sales Strategy Presentation – Measuring Sales Performance.

Finally, the sales strategy presentation will give insight into how the sales performance will be measured against the plan. Areas to be included are;

Sales forecasting accuracy.
Cost of sale analysis.
Time and money spent on different customers.
Analysis of customer segments.
Insights into the win/loss ratio.
Salesperson productivity.
Channel productivity.
Lead to conversion ratio.
Cost per customer sale.
The return on sales costs.

In the business of selling, there are many of the factors that determine success which are outside of your control. So all the more reason you need to define your goals and tactics for meeting (and exceeding) your sales target. Writing a sales strategy presentation will help you take a more control in the fast paced world of sales.

Remember, the success of the sales strategy is the engine for the success for the whole company. It may sound simplistic but without acquiring and developing profitable customers, a business will eventually fail. Regardless of the size of a business, it’s critical to ensure your sales strategy presentation is clear, purposeful, with clear goals on what you want to achieve, and how you will serve your customers.  Learn more about Sales and Social Selling Training Strategy

This article was republished with permission of The Digital Sales Institute. Original article here:  https://www.thedigitalsalesinstitute.com/sales-strategy-presentation/

 

Sales Strategy Plan

A sales strategy is the process of matching the business purpose or mission with a sales plan, then putting in place goals, metrics and sales tactics. The sales strategy will also map out courses of action and allocating resources to achieve the selected goals and tactics.

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A sales strategy is really about answering the one critical question “What is the best most viable method for the business reach paying customers for the product or service? Is it sell to or sell through, direct or indirect?

Before a sales strategy addresses how the sales team will sell or, it must first address how customers are buying. Today customers are seizing the balance of power in the buyer-supplier relationship, more and more aspects of the sales process is being played out online, so companies need to structure the sales plans and resources for this new reality.

  • “57% of the purchase decision is complete before a customer even calls a supplier.” (CEB)
  • “67% of the buyer’s journey is now done digitally.” (SiriusDecisions)

Today’s selling reality.

Potential customers or prospects will have researched a supplier based on digital reach and industry influence before a sales rep ever gets to talk to them

Sales and marketing are now one team, an integrated “Smarketing” team that functions to target and acquire customers.

Understanding customers buying behaviour define the product offerings.

To sell more and win market share a business needs to offer more seamless customer service touch points through lower cost channels

Vanilla flavoured selling will disappear, sales teams need to be specialised, social enabled and multi-channel savvy.

Sales reps have to work at adding value in the sales process rather than just quote features and benefits.

Sales complexity and the sales process needs to be minimised to ensure selling costs are controlled in a tighter margin environment.

The key Sales Strategy Questions.

Asking and answering a series of sales strategy questions will help a business identify and take advantage of the best opportunities to sell better and more often. Also Sales leaders who acknowledge the new selling reality need to know how to answer questions like:

  • Does the business have a market development lead strategy (selling more of same product to same/new customers) or a product development strategy (selling new products to same/new customers)?
  • Who is the business selling to? Does it know which market segments have the best growth rates?
  • What is the most effective means of reaching target customers and what is the cost in taking this route?
  • How does marketing and sales share the workload and collaborate?
  • How does the business equip the sellers (direct, indirect, partners) with the right content, expertise and skills to navigate the customers’ buying journey and then differentiate the business value proposition?
  • Does the business collect and analyse data to forecast which products customers are likely to buy or trends developing?
  • What is the most effective sales and distribution model?

“To compete in today’s customer educated world, companies got to have something different. The product must higher quality, easier to use, more convenient to buy, or a better fit than the competition.”

Sales Strategy Selection.

The sales strategy selection should cover what is the customer sweet spot, what are you offering them, sales deployment for customer coverage based on customer sweet spot, sales and marketing activities, what sales and marketing enables/tools will the business use, how you will manage and track performance against the goals.

  1. The target market. This is the customer selection, customer sweet spots where the sales and marketing focus will be.

Give it some detail. Once the target market has been defined, give it some detail. How big is it, profile of customers, buying preferences then create a hit list. The hit list should be number and data driven, do you have 100 or 1000 or 10,000 prospects on the list.

  1. Reaching the target market. What is the primary reach method or put another way “what is your customer acquisition plan”, is it on-line, social media, cold calling, partners, channel or networking?

Regardless of the method to reach paying customers, reaching the target audience takes “Smarketing”, sales and marketing working together on tactics like content marketing, social selling, industry influence, thought leadership, blogs, and whitepapers, audience reach on Twitter, Facebook, and LinkedIn etc.  Effective sales strategy using Smarketing means a business drives marketing qualified leads (MQL) and sales-qualified leads (SQL) into one sales funnel, then measures, monitors and ensures follow up on the leads generated for the business.

A business needs to map out the sales cycle and sales process. This is all about getting the sales team selling. The “Smarketing” effort should have a target of generating leads via inbound marketing, landing pages, request for information, social selling on LinkedIn and other social media sites, cold calling or field visits.

  1. Customer Nurturing. The sales process should be void of any unnecessary complexity or obstacles in customer interaction. The sales process has to include social selling, where the sales team gets engaged with social selling to the prospects. This stage is where prospective buyers are sourcing, digesting and reviewing information and content. A recent report by Act-On showed that 85% of Business-to-Business buyers said it takes three or more pieces of relevant content to help make a decision on progressing with a supplier. So, a business can lead nurture by influencing the buyer to take action by feeding them with relevant content on their terms or personalised preference.

Make sure the sales teams are delivering on what the marketing message promoted. Vanilla feature and benefit selling is gone, train the sales team to be industry experts, build the customer relationship. Don’t expect them to stay with you or use you for other needs if you are not taking the time to build a relationship with them. The sales process does not end with the sale.

  1. Collect and Analyse Data. This is one of the most critical aspects of a successful sales strategy. As a business moves forward with the sales plan it must collect, track and analyse how well the sales tactics, product offerings or pricing is working. Every sales rep to sales leader should be asking these questions:
  • How did it go?
  • What worked?
  • What didn’t work?
  • Did we hit the numbers?

Collecting the data gives the insights as to what works and what does not so a business can tweak the sales process.

So to recap, the Sales Strategy should cover:

Target Customer Profile – Customer Segmentation – Sales /Distribution Model – Sales Process Definition (i.e. Sales Cycle) – Sales Funnel Calculation – Pricing Strategy – Upselling and Cross selling Strategy

The actual Sales Plan Components should include:

Sales Materials – Content Materials – Sales Team – Smarketing, Sales Pipeline – Customer Nurturing and Channelling – Sales Cycle – Closing Techniques – Sales Forecast – Timeline – Budget

The challenge for sales leaders today is to better execute on their sales strategy. Buyers and business even consumers are going through changes in what they buy, how they buy, and what they are willing to pay for it. As buyers change how they buy, vendors need to change how they sell. The way a business sold its products or services is not going to cut it in the future. Sales strategies need to be nimble, social driven and customer lead. Now is the time to revisit and revise the sales strategy.

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