Sales Strategy and Sales Management

Lots of companies have intricate marketing strategies. Far fewer have detailed sales strategies.

Sure, they recognize the importance of sales, but they often lack the precise details on what their sales teams will attempt, where, and in what order. They have few systems in place to measure how their sales are proceeding, or where potential sales are being lost.

Even companies that do invest in sales management and strategies whill often fail to see the returns that they should. There are three gaps in most companies' sales programs:

• The sales strategy is not developed in tight harmony with the marketing plan and and available sales resources. Most companies will have a marketing plan of some sort, but it will very often fall far short of giving any serious detail on how to build a relationship with and actually sell to key prospects.
• The sales process is not measured or managed consistently. Most companies know more or less what they need to do to get the sales, but "more or less" would be a scary approach to their manufacturing or accounting processes. Detailed planning, precisely-defined targets, and consistent follow-up are key elements in any successful sales effort. And hey, a well-planned sales incentive program for your sales team is always a good idea.
• The sales team lacks effective training. Small and mid-sized companies often see sales training as too expensive or simply unnecessary. Others recognize the need, but simply do not have a trusted resource for those services. As a result, those companies save on the training costs, but lose big on salespeople who miss opportunities or take too long to bring in business. In sales, there's nothing more expensive than saving money in the wrong places.

These problems are certainly common with small companies, but even mid- to large-sized operations struggle with these realities. In these days of reduced budgets and limited resources, very few companies have everything they need to build the ideal sales strategy or hire the professionals they'd like to have.

A limited resource base does not have to mean limited results. Sales success is possible. Even in the worst economic downturns, there are always some companies that continue to make money and prosper while caring for their clients.

Do the above gaps sound familiar to you? If so, today you can start to close your sales gaps. And close more sales. Whether it's developing a sales strategy, managing your processes, or providing training, Lorne Pike & Associates can get your company on the winning track.