SALES

MANAGEMENT AND
PROFESSIONAL
SALESMANSHIP
PREPARED BY: ETHEL T. DEL CASTILLO
Unit 1:Introduction
to Sales
Management
Unit 1.3:Sales Strategy
Development
 What is Sales Strategy
Development?
• Definition: Sales strategy development
involves creating a plan that outlines how a
company will sell its products or services to
achieve its sales goals.
• Importance: A well-developed sales
strategy is crucial for guiding sales teams
and ensuring consistent revenue growth.
 Importance of a Sales
Strategy
1. Aligns Sales with Business Goals:
• Ensures that sales efforts are focused on achieving
overall business objectives.
 Scenario: A Tech Company Launching a New Product
 Business Goal: The company's strategic objective is to
increase its market share in the premium smartphone
segment by 20% within the next year.
 Importance of a Sales
 Strategy
Sales Alignment Strategy:
1. Define Sales Objectives:
1. Set a specific sales target to achieve a 20% increase in market share for the premium
smartphone segment.
2. Establish measurable goals, such as selling 100,000 units of the new premium smartphone
within the year.
2. Develop Sales Strategies:
1. Market Segmentation: Focus on high-income consumers who are likely to purchase
premium smartphones.
2. Sales Tactics: Utilize direct sales through online platforms and premium retail stores,
leverage partnerships with high-end electronics retailers, and offer exclusive pre-launch
promotions.
 Sales Alignment Strategy:

3. Sales Training:
 Train the sales team on the unique features and benefits of the new smartphone to effectively
communicate its value to target customers.
 Provide training on how to position the product as a premium option that aligns with the company’s
goal of capturing a larger share of the high-end market.
4. Sales Incentives:
 Implement incentive programs for the sales team, such as bonuses for exceeding sales targets or
achieving high customer satisfaction scores.
5.Monitor and Adjust:
 Regularly review sales performance metrics, such as sales volume, market share growth, and
customer feedback.
 Adjust sales tactics and strategies as needed to address any challenges or opportunities identified
during the sales process.
 Importance of a Sales
Strategy
2. Improves Sales Efficiency:
• Provides a clear roadmap for the sales team,
reducing wasted time and resources.
Scenario: A Software Company Enhancing Sales Team
Performance Objective: The company wants to improve
the efficiency of its sales team to increase the number
of sales closed each month while reducing wasted time
and resources.
 2. Improves Sales Efficiency
 Steps to Improve Sales Efficiency:
1. Implement a Sales Playbook:
 Action: Create a comprehensive sales playbook that outlines the sales process
from lead generation to closing deals. This playbook includes scripts for common
sales scenarios, best practices for handling objections, and guidelines for qualifying
leads.
 Outcome: The sales team has a clear and consistent approach to follow, reducing
time spent figuring out the sales process and ensuring that best practices are
consistently applied.
 2. Improves Sales Efficiency

2. Adopt a CRM System:

•Action: Integrate a Customer Relationship Management (CRM) system
to track leads, manage customer interactions, and analyze sales
performance. Ensure the CRM is customized to fit the sales team’s needs
and that it includes automated task reminders and follow-ups.
•Outcome: The CRM system helps streamline lead management and
follow-up processes, reducing manual data entry and ensuring that no
leads are overlooked. It provides real-time insights into sales activities,
improving overall efficiency.
 2. Improves Sales Efficiency

3. Define Clear Sales Metrics:

• Action: Establish key performance indicators (KPIs) such as average
deal size, conversion rates, and sales cycle length. Set up regular
performance reviews and dashboards to monitor these metrics.
• Outcome: The sales team can focus on high-impact activities that
drive results. By monitoring KPIs, the team can identify inefficiencies
and adjust strategies to improve performance
 2. Improves Sales Efficiency

3. Optimize Sales Territories:

• Action: Analyze geographic and market data to reassign
sales territories based on potential revenue and customer
density. Ensure that sales representatives are assigned
territories that align with their strengths and expertise.
• Outcome: Sales representatives spend less time traveling
to less profitable areas and can focus on high-potential
markets, leading to increased productivity and reduced
operational costs.
 2. Improves Sales Efficiency

5. Provide Targeted Training:

• Action: Offer training sessions that focus on specific areas
for improvement, such as advanced negotiation techniques
or product knowledge. Use data from the CRM and
performance metrics to identify training needs.
• Outcome: Sales representatives gain the skills and
knowledge needed to close deals more effectively, reducing
the time spent on unsuccessful pitches and increasing
overall sales efficiency
 Importance of a Sales
Strategy
3. Enhances Customer Relationships:
• Helps in understanding and meeting customer
needs more effectively.
 Example: Enhancing Customer Relationships
 Scenario:
A Retail Clothing Store Improving Customer
Engagement
 Objective: The retail clothing store aims to enhance
customer relationships to increase loyalty, repeat business,
and overall customer satisfaction
 3. Enhances Customer
Relationships:
 Steps to Enhance Customer Relationships:
1. Implement a Customer Loyalty Program:
 Action: Launch a loyalty program that rewards customers with points
for every purchase. Points can be redeemed for discounts, exclusive
offers, or special gifts. Offer additional benefits such as early access
to sales and personalized recommendations based on purchase
history.
 Outcome: Customers feel valued and are incentivized to return to
the store, increasing repeat purchases and fostering long-term loyalty.
 3. Enhances Customer
Relationships:
2. Personalize Customer Interactions:
• Action: Use customer data from the CRM system to
personalize communication. Send tailored email offers based
on previous purchases, such as recommendations for
complementary products or special discounts on favorite
items.
• Outcome: Personalized interactions make customers feel
understood and appreciated, leading to higher engagement
and a stronger connection with the brand
 3. Enhances Customer
Relationships:
3. Provide Excellent Customer Service:
• Action: Train staff to deliver exceptional customer service,
including active listening, personalized assistance, and prompt
resolution of issues. Implement a system for tracking
customer feedback and addressing complaints effectively.
• Outcome: High-quality customer service enhances the overall
shopping experience, builds trust, and encourages positive
word-of-mouth referrals.
 3. Enhances Customer
Relationships:
4. Host Exclusive Events:
• Action: Organize exclusive in-store events for loyal customers,
such as VIP shopping nights, fashion shows, or product launch
parties. Invite customers to participate in these events and
offer them special discounts or previews of new collections.
• Outcome: Exclusive events create a sense of community and
exclusivity, strengthening the relationship between the store
and its most valued customers
 3. Enhances Customer
Relationships:
5. Follow Up Post-Purchase:
• Action: Implement a follow-up process where customers
receive a thank-you email or a satisfaction survey after their
purchase. Offer additional support or assistance, such as
product care tips or recommendations for future purchases.
• Outcome: Following up with customers demonstrates that the
store values their business and is committed to their
satisfaction, leading to increased loyalty and repeat business.
 Components of a Sales
Strategy
• 1. Target Market Identification:
• Explanation: Define who your ideal customers are based on
demographics, needs, and purchasing behavior.
• Example: A tech company targeting small and medium-sized
businesses that need cloud solutions.
• 2. Value Proposition:
• Explanation: Clearly articulate what makes your product or service
unique and why customers should choose you over competitors.
• Example: A software company offering 24/7 customer support as a
key differentiator.
 Components of a Sales
Strategy
3. Sales Channels:
• Explanation: Determine the channels through which you will reach
your customers (e.g., direct sales, online platforms, retail
partnerships).
 Example: A clothing brand using both e-commerce and physical stores
to reach customers.
4. Sales Process:
• Explanation: Outline the steps your sales team will follow from lead
generation to closing a sale.
• Example: Lead qualification, product demonstration, negotiation, and
closing.
 Developing a Sales Strategy
• Step 1: Analyze the Market
• Market Research: Understand market trends, customer
needs, and competitor offerings.
• SWOT Analysis: Identify strengths, weaknesses,
opportunities, and threats.
• Step 2: Set Clear Objectives
• Sales Goals: Define specific, measurable, achievable,
relevant, and time-bound (SMART) sales goals.
• Example: Increase sales by 15% in the next quarter.
 Developing a Sales Strategy
• Step 3: Identify Key Metrics
• Sales KPIs: Track key performance indicators (KPIs) such
as lead conversion rate
• , average deal size, and sales cycle length.
• Step 4: Allocate Resources
• Budgeting: Allocate the necessary resources, including
budget, personnel, and tools, to achieve your sales goals.
• Example: Investing in a new CRM system to improve sales
tracking.
 Implementing the Sales
Strategy
• 1. Train the Sales Team:
• Explanation: Ensure that the sales team understands the
strategy and is equipped with the skills and knowledge to
execute it.
• Example: Regular training sessions on product features
and sales techniques.
 Implementing the Sales
Strategy
• 2. Monitor Progress:
• Explanation: Continuously track the performance
of your sales strategy and make adjustments as
needed.
• Tools: Use CRM software, sales dashboards, and
regular team meetings to monitor progress.
 Implementing the Sales
Strategy
• 3. Adjust and Optimize:
• Explanation: Be flexible and willing to make
changes based on what’s working and what isn’t.
• Example: If a particular sales channel isn’t
performing well, consider reallocating resources to
a more effective channel.
 Case Study
• Company Example:
• Background: Introduce a real or
hypothetical company that successfully
developed and implemented a sales
strategy.
• Strategy: Describe the steps they took and
the components of their strategy.
• Results: Highlight the outcomes, such as
increased sales, market share, or customer
 Challenges in Sales Strategy
Development
• 1. Market Uncertainty:
• Challenge: Rapid changes in the market can make it
difficult to predict customer behavior.
• 2. Competition:
• Challenge: High competition may require frequent
adjustments to your strategy.
• 3. Resource Constraints:
• Challenge: Limited resources can hinder the execution of
a comprehensive sales strategy.
 Conclusion
• Summary:
• Developing a strong sales strategy is key to achieving
business growth and staying competitive in the market.
• The process involves understanding your market, setting
clear objectives, and continuously optimizing your approach.
• Call to Action:
• Encourage businesses to regularly review and refine their
sales strategies to adapt to changing market conditions.