Many people confuse sales strategy with sales techniques. The sales strategy is a direction from the top echelon of the company on what objectives it wants to achieve, when and how.

Techniques are tactical skills that each salesperson uses to achieve the company’s strategic objectives at the operational level. Thus, a salesperson who uses the famous SPIN selling technique or NLP practices is not using sales strategies, but a series of methodologies he has learned to make sales and achieve results.

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Sales strategy

Want to know more about these two sales techniques? Check out these posts:

Sales strategies are divided into four phases. Depending on the product or company life cycle, they can be used together or individually. Usually, in the vast majority of cases, they are used together, but some companies may choose to strengthen some of them at the expense of others.

Increase sales to customers won

It is now easier to understand why some companies can use one sales strategy and not another. Imagine a newly launched startup. There is no way to maintain or increase sales to customers if she hasn’t even won them yet. Therefore, a company in this initial situation focuses its efforts on finding and winning customers. Use the roadmap tools for a perfect planning making.

• A more mature company, which may be feeling that it is at the maximum level of customer service capacity, may opt for a strategy of retaining customers and increasing the value of sales for these conquered customers.
• Everything will depend, as we said, on the life cycle of the company and its products.
• In order to better understand each of these phases of the sales strategy, let’s talk a little about each one of them and how to use them in your business.
• For those who want even more information about the sales process, we recommend downloading this e-book: Guide: How to design and implement the sales process.

Sales strategy

You need to understand the different stages and sales strategies: finding, winning, maintaining and selling more to your customers. For each phase, there is a strategic objective and some ways to achieve it. The secret is to know how to combine each strategy in order to optimize your company’s resources, focusing on the most appropriate sales strategy for that moment. We can also say that each phase of the sales strategy is a strategy in itself. Let’s check each one:

Sales strategy to find potential customers

To find your customers, one of the ways is to lure them to your offers through the media. Promotions, contests and discounts can also play this role. Even if you say that you go after your customers, calling them, sending emails or participating in business fairs, we can answer that calls and emails are already part of the strategy of winning customers and that business fairs they are still a form of media. Perhaps only in the case of door-to-door salespeople can we say that they go after customers, but these salespeople are usually supported by some type of mass media.

Danny White