Getting a sales strategy right is one of the most potent weapons in a business arsenal. Whether you do it once you’ve acquired your first 100 or 1,000 customers, it remains one of the core activities your business will have to undertake. A well-defined sales strategy that supports your business plan will help you find sustainable traction in the long run.
For every business there are specific goals to achieve, and a comprehensive sales plan will guide you in achieving them. Get it right, and you’ll most likely yield positive outcomes.
So let’s get down to those fundamental steps to create a winning sales strategy.
Four key pointers to keep in mind
1. Market research
First things first, make sure you understand the market, and the niche you’re operating in, to position your business for growth. Your niche is your business’s area of expertise; it comprises your company culture, branding, content and overall message.
Ask yourself the following questions:
- What is the market size?
- Is there a need for the product you are selling?
- What is your market position? (A SWOT analysis can be helpful here. It stands for Strengths, Weaknesses, Opportunities, and Threats)
- What value does your brand bring to your audience?
- Who are your competitors and what their current strategies?
💡 Key takeaway: By combining your sales objective and your market research, you’ll be able to stand out from your competition and reach your target audience. For that, you’ll need to spend some time digging deeper.
>> Check out guide for creating brand guidelines ‘B is for Branding’.
2. Identify and define your primary audience
Once you’ve identified your niche, the next step would be to find out more about your customers. Who your audience is and what are their needs? These are called personas.
The main things to keep in mind are:
- demographics (age, gender, country),
- shopping behavior
- social media preferences
Here, your ally is Google Analytics. This will allow you to identify the personas and tailor your strategy to them. You should be able to answer the following:
What is their profile, their language, typical online behavior, and product preferences?
Once you have that, you can decide what kind of tone and benefits would appeal to them the most. Which would they prefer: a formal or a casual tone? How does your product or business benefit them, and what value does it bring?
Try to keep this in mind as you create your sales strategy, as this will help you connect with your potential users/shoppers/clients better.
💡 Key takeaway: What’s important here is to craft a sales strategy in a way that matches the perception, language and mindset of your audience. Through that, you’ll demonstrate a complete understanding of your customer’s preferences.
This takes us to the next key point.
3. Focus on client’s needs and behavior
Now that you have your personas’ profile figured out, the next step is to determine how to make them your customer. You can do this by charting out their needs, which will help you understand their journey from prospect to customer.
To have a better understanding of their needs, ask these questions:
- What issues do you want your product/business to help you solve?
- How does your business attract users, and why?
- What is your audience looking for?
- How are you addressing their needs?
Identify their needs and you’ll be one step ahead of your audience, by giving them what they’re looking for. This is a key point in the conversion process. Here, marketing efforts such as email marketing, social media or blogging can be your ally to increase visibility and attract more traffic.
💡 Key takeaway: Make sure you set up campaigns and analyse your performance. Does Facebook Ads work best for you, or do you have a higher conversion rate through Instagram? With a deeper knowledge of your audience, you’ll be able target the best channels and optimize your conversion rate.
>> Are you looking to start, or improve your marketing efforts, but you’re not sure how to maximize your advertising budget? Check out our article ‘Acquisition Channels Explained‘ for more information.
4. Give it a catchy slogan
Your slogan should captivate your audience and make them want to find out more. It should be the opening sentence of the message you’d like to convey. Keep it short, concise and straight-to-the-point. Let it show how you can achieve the result they want with what you have to offer.
For e-mail prospection, the subject line is your entry point to reaching your target audience. You’re captivating their attention by addressing their needs and how you can solve them – in a few words. For all marketing material support you’d like to use, such as flyer, billboards, website, banner, the process is the same.
Here are some example of companies that have done a great job at marketing how they’ve solved problems.
FedEx – “When there is no tomorrow”. Through their slogan, they communicate a promise, as well as the company’s vision and mission. It implies that our orders will be processed the same day because tomorrow might be too late. It directly targets users needs and preferences.
Levis – “Quality Never Goes Out Of Style”. This is one of Levis’s most popular campaign slogans. It has helped the brand obtain and maintain the reputation of the number one in the jeans industry. It endorses the promise of an everlasting classic wardrobe essential that is worth every penny.
L’Oreal – “Because You’re Worth It”. In 1971, the cosmetic brand came up with this slogan tailored to women, backing up the idea that they can buy and wear quality makeup to make them feel desirable and worth it. This is seen as one of the first slogans created from a woman’s perspective.
💡 Key takeaway: Even though this can be a challenging exercise, keep in mind that your slogan should capture the essence of your business, complementing your sales strategy.
>> Check out our article ‘Every Business Should Think of Their “Golden Circle‘ for more information on defining the ‘Why’ of your business.