Look and analyse One of the fi rst steps to a sales strategy is to consider your current client database and what your existing customers look like. T ink about their needs and the issues they face, and what you’re doing for them, and that enables you to get a good handle on what works. T ink about what you’re doing well already and try to work out from that who you should be targeting. T ink about how your goods or services help people
resolve their problems or fi ll a need; ask yourself why they buy from you. It’s also important to look at pricing and where you
sit within in the marketplace. What is your competition doing? Are your prices too high, or are you undercutting yourself to get sales? T ere’s a diff erence between price and value, and both too high or too low can put your target market off .
Are you ready? When a business has set its revenue goals and has all its plans and ideas on a piece of paper, it’s time to look at the practicalities. If you know what you want your sales growth to be but
haven’t looked at the capacity within the business to create that growth, you will come unstuck. A sharp rise in sales is fi ne, but do you have the capacity in your warehouse or production facility, or within other departments, to cope? It’s important to think about the impact on the rest of the business and whether it is in a position to help deliver the growth you’re aiming for.
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Consider recruitment, staff training and upskilling,
what approaches to use. If you have people who have been taking incoming orders and now you expect them to get on the phones and sell, that’s a whole new set of skills. Similarly, do you need to expand your sales team? T at’s fi ne if you do, but consider carefully how big that team should be. What you don’t want is a lot of people who need training, or who are selling services your production team or warehouse can’t cope with.
Don’t be impatient T e main thing with a sales strategy is that you give it time. People can get carried away by what they see as a shiny new opportunity and put all their eff orts into coming up with an amazing sales strategy and then discard it because it doesn’t have an immediate impact. If you build your infrastructure, feel confi dent that you
can cope with the scale of growth you are aiming for, and you tie it in with the work of the marketing department, so everyone understands what the goals are, it gives your business a synergy, a direction for growth. Yes, it can take a while to start seeing results, but if you
have measurables that show you’re going in the right direc- tion, and you give the strategy time to work, you will see start to see sales skyrocketing.
T e Sales Ace off ers a free 60-minute sales review. Find out more on 01604 532004 or visit
www.thesalesace.co.uk
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