'Our only regret... we didn't do this process 12 months earlier'... Often confused with marketing strategy, from a sales perspective, the Go-to-Market Sales Strategy is the mechanism by which an organisation delivers its unique value proposition to segments within given target markets. Working with an organisation's senior executives, Barrett's Design a Sales Strategy Process includes...
Defining Sales Segments to determine the most effective strategy and Go-to-Market plan for each segment
Articulating a Value Proposition(s) that enhances the customers’ business creating a distinct point of difference and competitive advantage
Sales Performance Criteria (KPIs) that focus and drive excellent sales effort on a sustained basis
Performance Measures and methodologies for monitoring, measuring and sustaining sales momentum
Sales segmentation has become the more powerful way to improve sales effective targeting. Not only does micro (sales) segmentation enable sales to focus on growth areas and reduce unnecessary effort, because of its three-dimensional view of segments - attraction of the supplier to buyers in a segment, attractiveness of the segment to the supplier and competitive position in the segment, it minimise the number of competitors in play, reduces the cost of sales and shortens the sales cycle. Sale segmentation is about micro-marketing - identifying potential buyers in a territory and how best to reach them in order to...
Improve sales performance
Provide salespeople with direction
Identify how the organisation is positioned relative to available alternatives and thereby improving sales closing ratios
Interpret the position of the organisation in a segment and develop more effective strategies for success
One of the most potent, but often overlooked tools in the sales armoury is the value proposition - a statement that clearly describes the value that a buyer will receive in making a purchase decision, explained in a manner that not only motivates that buyer, but that defines the value in a way that differentiates the organisation. A meaningful value proposition...
Gives your company the opportunity to develop a competitive advantage, by differentiating you from your rivals
Provides salespeople with an effective way of quickly positioning your organisation
Enables salespeople to give buyers a reason to consider a purchase
Provides marketing with collateral that aligns with the sales message
Our team worked closely with Barrett's at a time when the market place in which we operate had become increasingly competitive, and as a result our sales team could no longer rely on our strong brand and passive referrals for new business. Leading up to the program our entire sales team completed an assessment to gauge sales prospecting fitness, with the team provided with individualised reports during the program to illustrate suggested strengths and potential weaknesses highlighting areas for development. This included a discussion on mindset around the sales process.Our three day course was introduced to our Regional General Managers on the first day with some specialised coaching training so that we could follow up one-on-one with the sales team once the program was completed. To enable this we were armed with practical tools provided by Barrett's to assist this coaching process, to ensure we could respond to the needs of each member of our sales team. The program itself illustrated the changes that had taken place in the sales process over time, and provided information and action plans as to developing an increasingly successful sales environment within our organisation. We looked at the overall prospecting process including goal setting, lead generation and review.Prior to our work with Barrett's the sales team had accepted a huge challenge to talk to 1000 new prospects over a short timeframe, and initially we heard any number of barriers and excuses as to why this would not be possible, however with the practical lessons gained from Sue, our 25-strong sales team put into practice the learnings from the course, and with the confidence gained we successfully hit the target, with time to spare. Working with a limited timeframe the sales team were able to focus their energy on the prospecting process, and successfully generated a pipeline of enquiries to follow up over the following period.This great result has provided a great deal of motivation for the sales team, and we are confidently looking forward to a productive prospecting future. Thanks Sue and the team at Barrett's for your support.