Sales Strategy

Less IS More when it comes to Sales Planning & Market Segmentation

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Less Is More when it comes to doing good strategy, sales planning and market segmentation.

As Michael Porter, Professor and ‘Father’ of Competitive Strategy (Harvard Business School), says:

  • The essence of good strategy is choosing what not to do;
  • The essence of strategy is that you must set limits on what you are trying to accomplish; and
  • Strategy 101 is about choices. You cannot be all things to all people. It’s about making choices, trade-offs. It’s about being deliberately different

This is ...

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4 Questions to Test if your Sales & Prospecting Tactics are Ethical

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  1. Do other people stand to gain from your sales tactics and actions?
  2. Do your sales tactics and actions have a positive influence on your own and others’ well-being and self-esteem?
  3. Do your sales tactics and actions move you and your customer closer to your respective short- and long-term goals?
  4. Would most people approve of how you prospect for new business and sell?

If each of us can honestly answer “yes” to these questions, then it would appear that our sales and prospecting ...

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CX & HX – it’s all about people

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The terms Customer Experience and Customer Centric have been around for some time. These terms are now referred to in shorthand as CX. Now a new term is emerging – HX, the Human Experience.

What does all this mean? Aren’t they the same thing?

Let’s look at some definitions first:

In commerce, customer experience (CX) is the product of an interaction between an organisation and a customer over the duration of their relationship. Basically, it’s the steps involved and how a ...

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What’s in a strategy: business, sales and marketing strategies

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There’s usually confusion between sales and marketing strategies. So to avoid mix-ups, it’s always good to look at definitions.

Michael Porter defines strategy as the set of choices that define a company’s distinctive approach to competing, and the competitive advantages on which it will be based. There are two different levels: corporate strategy, which is the strategy for the business overall (the portfolio of businesses); and business strategy, which determines how each business will compete. Business strategy is a ...

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What are the biggest sales issues & opportunities for CEOs & Sales Leaders?

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Research done by our parent company, Barrett, on Sales Strategy and Operations shows several emerging trends across businesses in the public, private and Not for Profit sectors.

Here are some of the findings:

The biggest sales issues facing CEOs & Sales Leaders today:

  1. No clarity, communication or consistency: regardless of industry, every business lacked clarity of purpose, strategy and roles; had very inconsistent or poor communication practices; and no consistency of sales processes, standards, tools or resources across their sales teams
  2. Complete ...
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Ditch short-termism for robust sales strategies

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‘If you don’t know where you’re going, every road will lead you nowhere’. This famous quote is usually attributed to the master strategist and politician, Winston Churchill.

Sadly, in today’s busy, noisy and complex world, this quote represents a common state of affairs for many organisations’ CEOs, Executive Leaderships Teams, Sales Leaders and their sales teams who are struggling to make sales, retain their relevance with clients, and generate profit.

Many are finding themselves in a race to the bottom ...

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HOPE is not a Sales Strategy

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Hope isn’t a sales strategy and without the right ingredients failure is certain

The protocol for developing a sales strategy is fundamentally different to that used for other business strategies. Even the thinking that drives a sales strategy is somewhat different to that which drives marketing strategies. Here are a few guidelines:

  1. The golden rule that underpins any sales strategy is knowledge. By learning as much as one can about the market, buyers and the alternatives buyers have, sales is ...
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The difference between Sales and Marketing Segmentation

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To segment or not to segment that is the question.

Traditionally, marketing has almost always dictated what a segment was. But sales segmentation and marketing segmentation are substantially different. In fact, it is these very differences that make sales strategy so different from marketing strategy.

Marketing defines segments as “A group of people that share one or more demographic and / or psychographic characteristics”.

However, salespeople deal with people, not groups.

Traditional segmentation usually takes into account how attractive a segment is ...

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Better sales outcomes through discernment

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What is discernment?

Discernment is the quality of being able to grasp and comprehend what is obscure[1]. It comes from from Old French discerner (13c.) “distinguish (between), separate” (by sifting), and directly from Latin discernere “to separate, set apart, divide, distribute; distinguish, perceive,” from dis- “off, away” (see dis-) + cernere “distinguish, separate, sift” (see crisis)[2]. According to the Cambridge dictionary, it is the ability to judge people and things well.

In this busy, cluttered and ...

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Sell and Deliver Value or Commoditise

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With business becoming much more complex and value harder to discern in product sales alone, business leaders have to make serious decisions about how to do business. In essence, they have two choices in terms of the way to run legitimate operations:

  1. Run a business that sells unique solutions or customised products/services and generates reasonable margins and delivers real value beyond product. This means stepping up their game, building out their sales team’s business acumen and solution selling capabilities ...
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