Achieving results is a challenge that can only be overcome with the correct sales strategy, know its 3 phases
Many people confuse sales strategy with sales techniques. The sales strategy is a direction from the top management of the company about what goals you want to achieve, when and in what way.
Techniques are tactical skills that each salesperson uses to achieve the company’s strategic objectives at the operational level.
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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 his sales and achieve results.
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Do you know the difference between sales techniques and sales strategy?
Sales strategies are divided into four phases. Depending on the lifecycle of the product or company, they can be used together or individually. Typically, in the vast majority of cases, they are used together, but some companies may choose to strengthen some of them over others.
What is a trading strategy?
A commercial strategy is a series of actions aimed at finding and winning potential customers to increase a company’s sales. A good sales strategy must take into account consumption trends and indicators for optimization, such as average ticket, number of customers, lead generation, among others.
How to assemble a commercial strategy?
- Define and know your persona well;
- Study and analyze the market well;
- Have defined goals and objectives;
- Define how the sales strategy’s lead generation will be;
- Price your product/service and create value for the customer;
- Create a sales funnel aligned with strategy;
- Make sure you have a well-defined, customer-centric process;
- List possible objections to your trading strategy;
- Define what the sales performance indicators will be.
What is a closing strategy?
The close sales strategy is the last step in a business process. It is the conclusion and presentation of a proposal, which may involve persuasion and sales techniques to help the negotiation succeed. A good closing strategy must also have a good relationship between both parties.
What are the main sales strategies?
- Find Your Potential Customers
- Win these potential customers
- Keeping conquered customers
Now it’s easier to understand why some companies can use one sales strategy and not another. Imagine a newly launched startup. There’s no way to maintain or increase sales to customers if she hasn’t won them yet! Therefore, a company in this initial situation focuses its efforts on finding and winning customers.
A more mature company, which perhaps is feeling that it is at its highest level of customer service capability, might choose a strategy of retaining customers and increasing the sales value for those won customers.
Everything will depend, as we said, on the life cycle of the company and its products.
In order for you 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.
What are the phases of sales strategies?
It is necessary to understand the different phases and sales strategies: finding, conquering, keeping and selling more to your customers
For each phase, there is a strategic objective and some ways to reach 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:
1. Find potential customers
To find your customers, one way is to attract them to your offerings 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 them emails or participating in trade fairs, we can answer that calls and emails are already part of the strategy for gaining clients and that trade 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 usually these salespeople are supported by some kind of mass media.
In this way, mass media (TV ads, newspapers, magazines, billboards, etc.) attract your customers to your points of sale or to contact you via phone or internet. And, in fact, we can say that this is more a marketing job than a sales one.
For a good salesperson to find customers he needs to generate leads that is: get in touch with potential customers, get their data and, then yes, go for the conquest. To do this, he must do a lot of researching the market and the company’s internal sales data to create a profile of his potential customers.
Then, detail this profile, for example: small companies that need IT consulting services or, in the case of end consumers, middle-class couples with teenage children who are looking for internet solutions at home.
These are examples to inspire you. Now, a list of companies or people that meet this profile must be made, through their business relationships, their customer portfolios, union and association websites, social networks, etc.
Before calling or contacting us, find out more about each one and present your company’s solutions that can best serve them.
To develop this work more safely, download our e-book: The Prospecting Guide.
Another way to get leads is called content marketing, in which interesting content is created on the internet (on blogs and social networks), attracting customers with the desired profile and who want access to this information.
In exchange for more complete materials, such as e-books, tutorials or free periods to try out software in the cloud, for example, the seller can get the contact details of these customers.
Learn more about using content marketing in your sales strategy to find customers (and in other phases as well) by reading this article: Everything you need to know about content marketing!
2. Gain customers
Now that the company already has its customer lists, managed to attract them to sales outlets or get in touch, it’s time to meet their needs and show that the solutions offered by your company can solve their problems.
Now is the time to use sales and negotiation techniques. The main focus is always to put yourself in the customer’s shoes, understand their needs and offer products and services they really need. Two main tips are very important:
- Good salespeople listen more and talk less;
- Good sellers don’t push sales, but “pull” purchases.
To be even more capable of winning customers, read this post carefully: The 6 steps that will show you how to be a super seller. Use and abuse these tips to gain customers.
3. Build customer loyalty
The foundation of sales success is relationship marketing and the use of a strategic CRM, aided by information technology.
Basically, the company must deeply know its customers and anticipate their needs, offering:
- The right offer;
- For the right customer;
- On the right time;
- For the right price;
- Through the right channel.
Exceed your customers’ expectations and they will buy more and more
This sales strategy aims to exceed customer expectations, surprising them at all times and making them realize that the company cares about them, is always following their needs and constantly offering the best solutions.
The goal is to retain and make your customers loyal, people who admire your company, not only buying your products and services, but also promoting your business to friends and relatives.
With a good sales strategy, you are sure to have an efficient sales process in your business. And did you know that you can create and improve your business process with Scheduler?
The Agent is a tool designed to make the relationship with customers the guiding principle of the entire commercial process. In addition to helping to design the sales process, the Agent keeps all the customer relationship history!