If your good or service is what you sell, your sales strategy is how you sell it. It's essential to have a streamlined plan for selling your offering, whether it’s an innovative digital tool, bespoke clothing, or business consulting.
The last thing you want to do is improvise through the sales process. Winging it at every turn isn’t going to help your sales team reach its goals or facilitate growth for your organization. The key is to create a detailed roadmap on the front end that carries you through the finish line.
Below, Poised shows you how to do just that.
How Do You Make an Effective Sales Strategy?
The first step to creating an impactful sales strategy is understanding precisely what a sales strategy is. Essentially, it’s a plan you develop that details how your salesforce will position and sell your product or service to new customers.
Perhaps the most critical factor to consider is your unique selling proposition (USP) for distinguishing your brand from the competition. An effective salesperson can approach potential customers and qualified leads in a fresh way.
Understanding your target customers is crucial, as a successful sales strategy will revolve around them. How you structure and execute your sales and marketing strategy will depend, almost solely, on the type of person you are targeting.
For maximum impact, you’ll want to tailor different strategies for each customer profile. When forming your sales pitch, you’ll want to appeal to the main decision maker, but not forget the other parties with a say.
Here are some tried-and-true tips for developing the best sales strategies that propel your company to your goals and beyond:
Create a Sales Template and Buyer Personas
The best thing about sales templates is that countless companies across many industries have used them to format their sales strategies. A good template gives employees a clear framework by which to base their roles and responsibilities.
Templates are entirely customizable, so you can adjust your demo to align with your monthly goals, quarterly KPIs, or bi-annual reviews. You can also adjust to accommodate your team’s diverse personalities and skill sets to ensure each person performs at the highest level.
Though your sales strategy example should be unique to your business, be sure to keep the key components to use as a formula and structure for your daily activities. Building your sales strategy with the uniformity of a template will provide your team with stability through the ups and downs of the sales process.
Once you’ve chosen your great sales templates, create buyer personas. These fictitious profiles describe your ideal customers and highlight why they seek your new product or service.
As with sales templates, a buyer persona (or customer profile) should include details unique to your team and organization as a whole.
That said, make sure these key elements are in each profile:
- A fictitious name and title (“Alvin A. Anderson, Atty.”)
- The buyer’s age, education, industry, and salary
- How your value proposition resolves their pain points
- Their short-term and long-term goals
Train Your Salespeople To Build Rapport
You should have some momentum after creating your sales templates and buyer personas. And you’ll need to train your salespeople to maintain that momentum and build strong customer relationships. Investing in training will show your sales reps that you’re committed to their success (which is where the rapport comes in).
It’s best to commit to the long game here; plan for ongoing training to equip your employees with the knowledge and skills they need to stay on track with team goals and advance their careers.
Identify Your Target Demographic
You’ll likely touch on this as you create buyer personas, but it’s essential to zero in on your target market. Understanding your ideal customer is key to planning and executing the rest of your sales strategy. Knowing your target demographic can also help you determine metrics like pricing.
Demographics essentially describe who an individual is. Common sales demographics include age, gender, ethnicity, education, income, marital status, and homeownership. Take your buyer persona and fill it out with more details.
If you have several personas, choose the one closest to your ideal customer. Or reevaluate, research, and mix and match demographics until you have your primary persona. This can help improve your search for new leads and even help with potential upsells in your sales strategy plans.
Setting Goals (That Are Realistic) With Team Members
Your team cannot work cohesively without goals. Establishing sales goals will guide your entire strategy and decision-making process while giving your team members something to aim for.
Just make sure your goals and initiatives aren’t too ambitious; otherwise, you risk employee burnout and damaged morale. That said, your team should have challenging goals that yield progress.
Practice Cold Calling and Cold Outreach With Your Team
Call calling is something that many sales reps dread, and some avoid it at all costs. The truth is no matter how confident a sales leader may seem; they may need a little assistance with this particular type of outbound sales strategy.
This is where AI like Poised can be helpful. Poised is discreet as it is powerful; leads won’t know your team is using Poised to maximize the impact.
Nonetheless, cold calling is still an impactful sales strategy that benefits companies across many industries. Set aside some time to challenge your employees with this type of sales call and explore cold outreach.
As you build a database of prospects, you’ll want to make use of a customer resource manager (CRM) program. This software will help your social media marketing team keep track of where different prospective customers are in the buying process and where follow-ups need to take place in the sales cycle.
Look at the Sales Tactics of Successful Companies
You may lose momentum at some point as you develop a sales funnel and strategy. And that’s OK; most teams plateau at one stage or another. But you’ve got to keep moving. You might need to focus on different types of sales strategies or review how you handle the customer journey.
If you’re unsure of your next step, research the sales tactics of other successful businesses in your industry. You might be surprised how much of their strategy you can incorporate into yours while remaining unique. Don’t discount startups or small businesses; even giants like LinkedIn were tiny fish at one point. (LinkedIn started in a California garage!)
Create a Referral Program
Referrals make the sales world go round. Set up a program for your current customers or clients that rewards them for telling other consumers or businesses about your brand. Referrals are among the cheapest and most effective marketing techniques you can implement.
Elevate Your Sales Strategy With Poised
Don’t let your sales team wander about aimlessly. Start developing a stellar strategy today that facilitates growth and development in each of your employees while propelling your sales organization forward.
While you’re at it, equip your team members with the tools they need to succeed. The Poised communication coach provides real-time feedback on video calls and helps users improve in nearly all communication metrics.