'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
It wasn't 'pie in the sky' or unachievable. Barrett was there to guide us to do our best- giving us the foundations, the knowledge, the behaviours and the structures to help us help ourselves. Barrett's individual, diagnostic approach 'was like a light bulb going on'. It helped people focus on themselves so they could see what was possible. The scientific, structured approach equipped us to push through those performance barriers together and pinpoint what wasn't working.