Far too often sales strategies look really good on paper but fail to inspire people and impact results. Why? Because a sales strategy is only as achievable as its execution plan is effective.
First, start with a sound sales strategy. Frank V. Cespedes, in his book Aligning Strategy and Sales provides expert guidance for creating a sound sales strategy. Here are a few questions I gleaned from his book to help sales leaders through their sales strategy development process.
- Objective: What is our objective? Why change strategy? When all is said and done, what do we hope to achieve?
- Scope: Where are we going to play? What customers, products, geographic areas, or market segments should we target? Where should we devote less time, money, and effort?
- Advantage: What is our competitive differentiation? What is our customer value proposition?
Notice the emphasis on WHY, WHERE, and WHAT when referring to strategy. When we begin to explore HOW to get there, we move into my area of expertise: execution. Sales Strategy Execution provides sales leaders at all levels with a system for aligning their sales goals with their sales strategy.
The Benefits of a System
Systems recognize the importance of their interconnected parts and appreciate how stress, failure, change, or growth of one part affects the others. And, systems provide diagnostics, methods, and mechanisms for repair.
The same is true for a sales organization. It is a rather complex system made up of sales people, customers, products, processes, and technologies. Consequently, sales leaders benefit from employing an effective system; one that provides clarity of purpose, increases operational efficiencies, and improves performance at all levels.
Our Sales Strategy Execution System is a five step process that sales leaders can implement in their own time and at their own pace for ensuring they align their activities and effort with their sales strategy and achieve their sales goals.
- Step 1. Align Sales Goals with Sales Strategy
- Step 2. Identify High Value High Impact Work Products
- Step 3. Improve Sales Processes
- Step 4. Prioritize Sales Tasks
- Step 5. Develop Sales People
Some of the above steps are quick fixes while some involve on-going projects. But, for certain, sales leaders who have the tenacity, discipline, and courage to tackle sales issues head-on are rewarded with increased endorsement, status, loyalty, and authority. I hope this will be you!
Sales leaders, it is not uncommon for sales organizations to have weak or undocumented sales strategies. This is not the ideal scenario, but if you find yourself in that situation, you can still use our system to achieve your sales goals.
You can find more information and resources at Sales Strategy Execution.