Sales Strategy – More Than Tactics & Incremental Growth

Corporate, business, and marketing strategies are often too broad, or too focused on either financial or brand results only as to offer any clear direction to a sales team. Which means the support, focus, direction, standards, and mission of a sales operation is often reduced to little more than generating more business at better margins.

Because of this broader focus on the bigger picture, sales strategies all too often become a series of tactical activities that do little more than support marketing. In the end all that this achieves is making sales an expensive, frustrating exercise with salespeople viewed as being more trouble than they are worth. Regrettably, most organisations view their sales operations as tactical functions in the value chain. And in many ways they are right – that is if these organisations are looking at the sales activities performed by the “foot soldiers” they employ.

SELLING IS MUCH MORE COMPLEX THAN JUST GETTING BUSINESS (NEW OR INCREMENTAL).