How to have an effective commercial strategy?

In this guide, you’ll learn how to create a solid sales strategy that will help you generate more leads, win more deals, and increase your revenue.

Implementing a sales strategy based on solid principles allows the sales team to achieve its objectives. This makes it easier to manage leads at every stage.

This will help you get more leads, win more business, and increase your revenue. Without further ado, let’s take a look at the different elements and steps necessary for a successful business strategy.

Setting up business objectives

By using the data at your disposal to guide your decision-making, you can set reasonable and achievable goals at each stage of the sales pipeline.

Each stage requires a unique approach, message, content and, most importantly, business activities. The resistance and obstacles you’ll encounter will also vary, which is why it’s essential to set goals for each stage of your sales pipeline.

These steps are, in most cases, the following:

For example, the goal of a prospecting call is to identify the prospect’s problem and determine if your solution can address it. Only when you get to step five (Proposal) will you begin to unpack your sales pitch and present your offer more fully.

Establish two kinds of goals:

Activity-based goals : emails sent, calls made, marketing brochures sent, etc.

Results objectives : number of meetings held, number of sales won, number of leads in the sales pipeline, etc.

When you know what sales actions are necessary to guide a prospect to the next stage of your pipeline, you can work on optimizing those activities.

Understanding the customer journey

Each company has its own customer journey. Start by gathering information on how leads are generated, new customer onboarding processes and solution implementation before putting a tailored action plan in place.

For example, a company could attract prospects through its lead generation efforts. These leads are then transmitted to the sales team, who will be responsible for qualifying them and securing an appointment with them. Once the prospect’s need has been identified, your team will develop their sales pitch and propose a suitable solution.

Whatever form this process takes for you, make sure you have a clear view of each step of the customer journey.

Analyze your existing sales process

To improve and optimize your sales process, you need to understand the tactics you already use. To do this, you can start by interviewing other salespeople and stakeholders so you can map (or chart) your sales process.

What methods do you use to qualify your prospects?

Once a prospect has entered your sales pipeline, what actions are taken to move them through the different stages of your sales funnel?

What are the challenges you encounter most often?

Asking these questions will give you a more comprehensive view of the current sales process, which will help you fill in any gaps in the process.

Identify your opportunities

Once you’ve mapped your existing business process, it’s time to identify your strengths and opportunities you can take advantage of.

For example, you may have a solid workflow that shepherds existing prospects through to closing, but your initial lead generation could use improvement.

In this case, your strength is the process you use to close a sale once the initial appointment has been made. Your opportunity is to generate more leads in order to increase the conversion rate into appointments.