Vous êtes sur la page 1sur 26

The Sales Strategies

by Anoop Kumar Gupta MAIT


1

What is a sales strategy?


A

sales strategy sets out in detail how you will get your product or service in front of people who need it.

What is a sales strategy?


A

sales strategy is to be based on your business and marketing plans. It looks at how you will deliver objectives set out in your marketing plan.

Elements of a sales strategy


Elements of a sales strategy are: Account targeting strategy Relationship strategy Selling strategy Sales channel strategy

The Sales Strategy Framework


Buying Situation Account Targeting Strategy Relationship Strategy Buying Center

Organizational Buyer Behavior

Account

Salesperson

Sales Strategy

Buying Process

Sales Channel Strategy

Buying Needs

Selling
Strategy

Formulation of Sales Strategy

Sales strategy
Territory analysis / Account targeting

strategy
Relationship strategy Sales channel strategy
Direct Marketing Channel Sales (thru intermediary)

Multi-level Marketing
Personal Selling

Selling Strategy

Components of Sales Strategy


Account targeting strategy
Marketing strategy defines target market and each customer in the target segment is different with different needs and different profit potential (may classify customers into high, medium, low sales & profit potentials) Account targeting strategy provides the foundation for all other elements of the sales strategy.

Sales Strategy: Account-Targeting Strategy


The classification of accounts within a target market into categories for the purpose of developing strategic approaches for selling to each account or account group.

Target Account Strategy


SALES STRATEGY

TARGET ACCOUNTS

Undifferentiated Account Approach

Target Account Strategy


Account Account 1 2 Account Account 3 4

SALES STRATEGY

Account Segmentation Approach


Key Account Profitability Size Potential

Components of Sales Strategy


Relationship strategy
It is a determination of the type of relationship to be developed with different account groups. It ranges from a Transactional relationship based on selling standardized products Solutions relationship that emphasizes on solving customers problems Partnership relationship represents a preferred supplier position over the long term Collaborative relationship in which the buyers and sellers work together for the benefit of both businesses.

Sales Strategy: Relationship Strategy

A determination of the type of relationship to be developed with different account groups.

Components of Sales Strategy


Relationship strategy
As a sales organization moves from transactional to collaborative relationship, the time frame becomes longer, the focus changes from selling to creating value The products offered move from simple and standardized to more complex and customized. The movement from transactional to collaborative relationship requires a greater commitment between buyer and seller, because they will be working together much more closely The selling costs increases while serving accounts with higher level relationship The critical task is to balance the customers needs with the cost to serve the account.

Characteristics of Relationship Strategies


Transaction Goal Sell Products Time Short Frame Offering Standardized Number of Many Customers Solutions Partnership Collaborative Add Value

Long
Customized

Few

Matching Selling and Relationship Strategies


High Collaborative Cost to Serve Partnership Solutions Transaction Low Commitment High

Sales Strategy: Selling Strategy


A planned selling approach for each relationship strategy. Developing efficient and effective selling strategies is an important sales management task.

Components of Sales Strategy (Continued)


Selling Strategy
Is the planned selling approach for each relationship strategy. Five basic selling strategies (1) Stimulus response, (2) mental state or formula, (3) need-satisfaction, (4) Problem solving, (5) consultative Selection of appropriate selling strategy depends on relationship strategy

Sales Strategy: Sales Channel Strategy


Ensuring that accounts receive selling effort coverage in an effective and efficient manner. Sales channel options include:

The Internet Industrial Distributors Independent Representatives Team Selling Telemarketing Trade Shows

Components of Sales Strategy (Continued)


Sales Channel Strategy
o There are many sales / marketing channels. For example:
Internet Distributors (Franchisees, Agents, Wholesalers & Retailers) Company sales-force Team Selling Telemarketing Trade Shows

o Selection of a suitable channel depends on both the buyer and the seller, products / services, and markets

Sales Channel Strategy: The Internet


Used strategically to: Increase Reach Gather Information about Customers Showcase New Products Conduct Surveys Enhance Corporate Image Obtain Feedback Service Existing Customers

Sales Channel Strategy: Industrial Distributors


Essentially, channel intermediaries that: Have Their Own Sales Force May Represent One Manufacturer; Several Non-competing Manufacturers; Several Competing Manufacturers Take Title to the Goods and Normally Carry Inventory

Sales Channel Strategy: Independent or Manufacturers Reps


Outsourcing the selling effort to individuals or organizations that: Sell complimentary products from non-competing manufacturers. Do Not Take Title to the Goods or Carry Inventory Are Paid for Performance Have Control over the Selling Effort May Control Access to Customer Information

Sales Channel Strategy: Team Selling


Multiple individuals from the selling organization working together to develop and expand relationships with one or more accounts. The salesperson typically coordinates the teams selling efforts.

Sales Channel Strategy: Telemarketing


Using the telephone as a means of customer contact. This low-cost method of customer relationship management may replace field sales force for certain accounts. When integrated with field sales force, activities include: Prospecting, Qualifying Leads, Conducting Surveys Taking Orders, Checking on Order Status, Handling Order Problems Following Up for Repeat Business

Sales Channel Strategy: Trade Shows


Events at which the company exhibits its wares. Used by organizations to:
Generate Leads Test Market New Products Introduce New Products Close Sales Gather Competitive Information Service Existing Customers Enhance Corporate Image

Any Questions

Vous aimerez peut-être aussi