What Is a Sales Strategy: Everything You Need To Know

You can’t leave success in business to chance. In contrast, a strong sales strategy can be the engine driving sustainable growth. Think of it as more than the sum of its parts. Instead, it’s a roadmap that informs your sales team’s approach to sales calls that translates goals into action. The most effective sales strategies are clear, relevant, and actionable.

What is a sales strategy?

A sales strategy spells out how a company can identify, nurture, and convert prospects into loyal customers. The document will reflect research, buying patterns, sales processes, and measuring outcomes.

Why is having a sales strategy the key to business success?

Crafting a sales strategy can mean the difference between thriving and floundering. These are the main reasons why your sales reps need one to achieve results.

Provide Clear Direction and Focus

Without a plan, your team won’t necessarily be plugged into your goals and how to get from Point A to B. A reference point like a sales strategy document helps to keep everyone engaged and on track.

Develop Consistent Messaging

A sales strategy serves as a living document salespeople can reference so that they deliver the same message when interacting with customers, helping to elevate your brand’s reputation and inspire confidence.

Optimize Resource Allocation

You don’t have an endless supply of money to devote to sales activities. A sales strategy, however, can help your sales reps use resources wisely so you don’t lose money on unnecessary spending.

Target the Right Audience

A hyper-focused market means you can devote time, energy, and money to reaching the hottest leads instead of losing traction with a more general audience.

Establish Long-term Growth

Curating a cohort of strong and loyal customer relationships is how businesses stand the test of time. A sales strategy is the North Star for building these one by one.

Types of Sales Strategies

Salespeople can look to several types of sales strategies and find success. The best ones will vary based on industry, target market, and sales goals. However, these are known to produce the best results over time:

Outbound Sales Strategy

More of an old-school approach, outbound is rooted in contacting prospects via cold calling, email, or direct mail.

Inbound Sales Strategy

Today’s savvy sales teams look to a combination of content marketing, SEO, and social media to reach consumers where they tend to hang out online.

Consultative Selling

In contrast to forceful techniques that can turn people off, consultative selling tends to resonate more with prospects because sales professionals act as experts with solutions to their problems.

Account-Based Selling

In this case, salespeople go after specific accounts and adjust their messaging and approach to their needs.

SPIN Selling

This paradigm means salespeople will rely on specific questions to better understand customer needs and frustrations.

Solution Selling

Salespeople leverage this tactic to match customer problems with solutions that align with their budget and other considerations.

Value-Based Selling

As opposed to fixating on a price, salespeople use this one to drive home how a product or service will make their lives better or easier.

Challenger Sale

In this case, salespeople will point out the customer’s current situation and offer alternative solutions that might serve them better.

Conceptual Selling

In the case of certain products, customers place high expectations on results. Salespeople can tune into this by playing up how the product or service will help them achieve their ideal version of themselves or their future.

SNAP Selling

An acronym, salespeople will pitch how their offering meets the criteria around simplicity, needs, alignment, and priorities.

16 Sales Strategy Examples Your Business Can Try Right Now

Sales strategies can help your business hit the next stage of growth. Here are several examples of tried and true ones you might consider adopting.

Focus on Benefits

Go beyond the product features. It’s best to make the case for how your offering is relevant and stands out from the competition.

For instance, if you operate a spa, you could sell prospects on how a massage offers more than just relaxation and the opportunity to reset. Customers might find that their overall health, well-being, and relationships improve as a result. This exercise speaks to a deeper desire and is more effective than simply stating the face-value benefits.

Start Prospecting and Try to Understand Them

Do your homework. Conduct your own research, comb through social media interactions, and ask for referrals to uncover sources of potential leads. Being tuned in to customer needs, frustrations, and preferences can produce better results in the end.

Target Small Markets

Hyper focusing on niche markets usually works better than trying to be everything to everyone. By focusing on small markets, you can refine your sales strategy and create a more loyal customer base.

Set SMART Goals

A mainstay in the business world, S.M.A.R.T. goals are Specific, Measurable, Achievable, Relevant, and Time-bound. Breaking the acronym down, S.M.A.R.T. goals are:

• Specific: Be crystal-clear about what you want to achieve.
• Measurable: Define how you’ll measure success.
• Achievable: Set goals that fit within your team’s abilities and bandwidth.
• Relevant: Ensure your team’s goals support the company’s overall business objectives.
• Time-bound: Break up larger goals into smaller ones to set guidelines around timelines.

Engage in Networking

Connections can be invaluable when trying to penetrate new markets. Carve out time for industry events, contribute to online discussions, and add to your network on sites like LinkedIn. Doing so can lead to strategic collaborations, partnerships, and referrals that can materialize into sales.

Increase Online Sales Through Social Media

Use social media to interact with your audience and close more deals. Show your customer base you’re plugged in by using polls, Q&As, and live sessions that create a sense of community and belonging.

Become a Thought Leader

Build credibility by contributing to industry discussions and publishing content that positions you as an expert. When you’re consistent over time people will come to consider you as the authority in your domain.

Prioritize Inbound Sales

There’s untapped potential in using content and resources to your advantage. Instead of placing the focus on pulling customers in, lay the foundation so that customers seek you out on their own. Content marketing, SEO, and webinars are ways to pique interest. Educated customers tend to be the most loyal because they know what they want and how you can deliver.

Implement a Free Trial

A low-pressure and low-barrier-to-entry offer can work in your favor because you can make a case for your product’s value and utility.

Be sure to check in after the trial period to see if they have questions or concerns. Going the extra mile can help you turn more prospects into customers, as they feel seen and heard.

Create an Engaging Brand Story

It takes hard work and intention to connect with your audience beyond the face value. Consider how your story fits in with the customer journey. Companies that have mastered the art of the brand story know how to use testimonials and success stories to draw the connection between their product and real-world impact.

Listen to Feedback

Don’t discount the value of customer feedback. Take their suggestions and experiences to heart. When warranted, use these comments to make changes that will help you create a better product. Always assure customers that you’ve received their feedback and are committed to making positive changes. You might even do this publicly, which shows that you own mistakes and want to be better.

Do Some Cold-Calling

Cold calling might seem like a relic of the past, but it remains an effective sales technique. Always take the time to research the person or company in advance and change your pitch based on the situation.

Master the art of active listening to create dialogue and help prospects feel like they’re not just numbers. Use your CRM to log notes about your calls so you can be sure to reference past conversations and lighten the mood.

Follow Up Regularly

Following up is an underappreciated facet of the sales cycle. In fact, many sales fall short because sales people skip this step. Dedicate time to formulate a follow-up plan that accounts for regular check-ins.

Reaching out, even without an agenda, can help keep your business top-of-mind. Doing so after they make a sale is a gesture that can pay dividends in terms of loyalty. Salespeople can use CRM software to help them track and monitor follow-up so that nothing is left to chance.

Offer a Demonstration of the Product

Demos can help people see your product in action. This is great for kinesthetic learners because oftentimes, they need that experiential interaction to fully understand how the product works. You can execute live demos at conferences and trade shows or offer virtual demos to call out key features and benefits.

Be Willing To Adapt

The best salespeople know how to go with the flow. They know when it’s prudent to adjust their strategy and have seen firsthand how doing so can position them for success. If certain approaches miss the mark, do what it takes to right the ship. This quality can help your company stand out, especially if the competition is committed to doing things a certain way just because of habit. Take inventory of your sales strategies and be open to new ideas. Both can place you and your company in a favorable light and help you win more sales.

Close Deals With Confidence

Know your strengths and own them. Practice your presentation and expect questions and opposition. Prepare responses to both. Confidence sells. Customers are more likely to do business with you if and when they feel you take the job seriously.

The goal is to create win-win situations, so stroke a balance between being aggressive and empathetic during the sales call. Don’t forget to make time and space to celebrate small victories to keep spirits high.

Supercharge Your Sales Strategy With Podium

Sales plans are just the beginning. Sales professionals can look to Podium’s features to make a meaningful difference in their sales goals. For example, Podium’s text messaging tools allow salespeople to connect with prospects and customers and strengthen relationships at the same time.

Another advantage is that collecting and managing reviews through Podium can make your business look more legitimate. Doing this builds trust and helps reach new or different audiences. Plus, Podium makes it easy to track customer and prospect interactions and the results, so sales reps can hit goals around loyalty and retention.

Speaking of interactions, Podium integrates with several CRM systems. This advantage means sales teams can get a holistic view of customer interactions. In turn, they can send targeted messaging based on prior conversations and feedback. Doing so can result in more sales because the customers or prospects feel like your sales team knows them and is paying attention to their needs or situations.

Lastly, salespeople can get significant value out of Podium’s analytics. These reports can help sales teams get tuned in to buyer persona behavior, preferences, and pain points. For instance, maybe through a survey they learn that a certain group of customers responds better to text messaging in contrast to emails. Based on this information, they can adjust their outreach and sales methodologies to send the right message at the right time through the right channels.

Bottom line: Using Podium’s technology helps your sales team work more efficiently while also helping it close more deals and cultivate relationships. Watch a demo and see how it can positively affect your sales team’s competitive edge.