What is a sales strategy?
A sales strategy can be defined as a plan to position and sell your product or service to potential leads in a way that sets you apart from your competitors. A bit of a mouthful, but when broken down into points, it's actually not that complicated.
B2B sales strategy
Before we look at what a sales strategy should include, let's take a look at sales strategy for B2B companies, i.e. business-to-business. Compared to B2C, i.e. selling to an end user, B2B often has a much narrower target group to go after, simply because there are fewer companies than private individuals. On the other hand B2B sales almost always larger, as companies buy home in larger quantities.
Another crucial factor in a B2B sales strategy is that B2B sales are less impulse or emotionally motivated. Therefore, when planning your B2B sales strategy, you should keep in mind that B2B sales is something that only comes about after more time and thought.
There are also more parties involved in the decision-making process when it comes to B2B sales. And unlike private consumers, businesses are often looking for more specific solutions (whether you're selling products, services or both) and usually require more technical instruction and guidance both before and after the sale.
All these factors mean that a B2B sales strategy requires a more persistent and long-term sales strategy. This will often increase the budget required and can therefore benefit from automated processes.
What should a sales strategy include?
Here are a number of elements that a good sales strategy should contain:
1. Value, value, value
As Steve Jobs said, "people don't know what they want until you show it to them". In other words, most prospects can't articulate, or simply don't realize, what they are missing that can improve their business, simplify their lives or processes, make them happier, less stressed or otherwise add value to their lives.
That's exactly the thing you need to sell to them. Whether it's a physical product, a digital solution or a competent service, your sales strategy should be centered on what you can offer the customer. What value can you bring to them and how will that value benefit them.
2. Create the desire for change
It may sound surprising, but most prospects don't actually want a big change. They are mostly happy with their lives and the things they know. That's why it's important that you include a way to create the desire for change in your leads in your sales strategy.
If you only communicate the message "this is why you should choose my product over other similar products", you're not very strong. It's far better if your sales and marketing strategy can communicate the message "this is how your life will be better if you buy my product". This again points back to point 1, offer value.
3. Tell a compelling story
Often in sales, the strategy is to list facts about the product in the hope of convincing the customer to buy by simply stating how great the product is. But no matter how impressive you can make your product look, there won't be much impact in terms of sales if you don't also tell a compelling and unforgettable story.
Storytelling is a better sales strategy. Stories paint vivid pictures and make prospects not only connect with your message, but also remember it much longer.
4. Focus on the customer journey
A sales strategy is really about the customer buying process, which can be seen as a journey. The key points on this journey will often be discovery, consideration and decision. Use these in a creative way and weave them into your storytellingwhile highlighting the value that the journey will ultimately bring to the customer. If you can do this, you'll have a strong sales and marketing strategy.
So now you know some of the basics of what a sales strategy should contain.
Digital sales strategy
Back in 2018, the number of online shoppers globally reached over four billion. And it has only increased since then. So there are plenty of opportunities and reasons to create a digital sales strategy. Here are 3 basic elements you can use when designing your digital sales strategy.
1. Optimize your online sales channels
Make sure your funnels are set up to focus on capturing the right leads. Make sure these leads are properly warmed up afterwards. And make sure there is as little friction in your sales channel as possible. In other words, make the journey as easy and seamless as possible for the customer.
2. Be visible on many online channels
Blogs, social media, online webinars and events, email marketing, the list goes on. You should be visible in as many places as possible.
3. Use data for analysis
Your digital sales strategy has the great advantage that your digital sales automatically generate data that you can analyze and use to improve your strategy. Make sure this useful data doesn't go to waste.
