A sales transformation requires a focus on all three areas: sales strategy, capabilities, and leadership.
A sales strategy defines who a company’s customers and prospects are, what the value proposition is, and how the selling is done.*
Changes to a sales strategy may be required when a new product/category is launched, competitive offerings have changed, or the company has been acquired or made an acquisition.
We take companies through a process that allows us to develop your sales strategy. Some of the questions and areas we explore to get there are:
- Who are our customers?
- How and what do they buy?
- How should we organize the sales team?
- How do we balance selling effectiveness against cost of sales?
- Voice of the Customer
- Customer Potential & Segmentation
- Brand/Portfolio Analysis
- Value Proposition
- Determine voice of the customer and the customer’s buying process and criteria
- Define which brands/products will be sold to which customers through the mix of sales channels (e.g., direct, distribution, etc.)
- Determine the value propositions necessary to provide differentiable value
- Sales Roles
- Organizational Structure
- Management Alignment
- Identify sales and sales support roles along with required knowledge and skills
- Determine the optimal organizational structure (e.g., new team, matrix, overlay, etc)
Building a Winning Sales Force, Zoltners and Sinha