How to Build and Maintain Your Sales Strategy

by | Nov 5, 2018 | Business Strategy

How to Build and Maintain Your Sales Strategy

Pop quiz: What does your sales strategy look like?

  1. Wing it.
  2. Stored in your mind.
  3. Sales strategy? Help me out here.
  4. Carefully written out document with headings and subheadings.

If you agree with the last statement you are well on your way to understanding the importance of sales in your business strategy.  If you agree with any of the first three statements then sales is probably not at the core of your business strategy.


Top Tip #1: Put sales at the centre of your business strategy.

Only 14% of businesses that were on the Fortune 500 in 1955 still exist. Most recently, Toys R Us closed its doors for the last time. Whilst technology, market forces and eCommerce all played their part in its downfall so did business strategy.

Let’s get one thing out of the way: your business strategy needs to be continuous. Business values are fixed from the beginning but how you will tackle disruptions to the market and face new opportunities should be as variable as the challenges.

So, whilst a business strategy is crucial to the success of your business; do you put sales at the centre of it? When you break a business down to its core purpose of selling a product or service that fulfils a need, it becomes evident why sales should be at the heart of your business strategy.

To put it very crudely; no sales = no customers.


Top Tip #2: Sales fear is temporary.

What is it that holds many business owners back when it comes to sales? It is a fear of sales; linked to a fear of rejection. Human nature is to seek acceptance because it improves evolutionary fitness. The caveman in a group was more likely to survive than the caveman hunting alone because of resources, protection and care.

Fear of rejection in sales is not new. It is important to think about how to overcome this through different strategies and look forward as “Every failure brings with it the seed of an equivalent success” Napoleon Hill.

Even if initially it takes time to overcome that fear you can still put sales at the centre of your business strategy.


Top Tip #3: Always link to sales when defining your business goals.

Where are your customers? Where do they operate? Where do they meet? This will help you to decide if networking needs to be a part of your business strategy. For example, a breakfast network meeting is unlikely to be useful if you are a B2C company.


Top Tip #4: Make sales a part of your culture

Focus on these key components:

For more about your business sales plan and how you can actively enjoy selling in your business, why not consider becoming a part of the Sales Growth Club. This is a package designed specifically with the smaller business in mind. You can find out more about the Sales Growth Club HERE.

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