Sales Strategies

Overview
By; Mariam Omar.
Objectives

 Sales Strategy: Definition and

Explanation.
 Understanding the sales funnel
 Techniques for lead generation
 Importance of follow-up and
customer services.
Definition of Sales Components Of Sales
Strategies Strategy
A sales strategy is a
comprehensive, detailed plan that
outlines the tactics, tools, and
targets a business will use to make
sales and increase its revenue. It is
Sales Goals Target Sales Team
the strategic approach to selling
that puts a company's products or Market Structure
services in front of the right
customers at the right time, with
the right message.

The Sales Strategy Is Often

Documented In A Sales Strategy
Plan, Which Outlines The Sales Unique Key
Company’s Components Of A Sales Processes Selling Performance
Strategy Proposition Indicators
(USP) (KPIs)
 1. Direction and Focus; it provides a clear direction for
the sales team, helping them understand what they need
to do to achieve the company's sales goals. It also helps
the company align its sales efforts with its overall
business objectives.
2. Better customer targeting; helps the company identify
Importan its target customers and understand their needs,
preferences, and buying behaviors. This enables the

ce of
company to tailor its products, services, and sales
messages to meet the specific needs of its target
customers, thereby increasing its chances of making

Sales 3.
sales.
Increased efficiency; a sales strategy provides a

Strategy framework for managing and measuring the performance

of the sales team. By setting clear sales goals and KPIs,
the company can track the progress of its sales efforts,
identify areas of improvement, and make necessary
adjustments to its sales strategy.
4. Competitive advantage and Scalability; It allows you
to highlight your strengths, capitalise on market
opportunities. It helps you scale your business by
ensuring that as your market presence grows, your sales
efforts can grow with it.
 Explanation of Sales Strategy
• First, The company needs to define its sales goals. (SMART)
• Second; The company needs to identify its target market; researching and
understanding the demographics, psychographics, and buying behaviors of the potential
customers, understand the market trends, competition, and external factors that may affect
its sales.
Deve •
lopin Third; The company needs to develop its unique selling proposition; this
ga includes; the quality, price, customer service, brand reputation, or any other factor that the
Sales customers value.
Strat • Finally, The company needs to define its sales process; this is the sequence
egy of steps the sales team follows to identify, qualify, and close sales opportunities. The sales
process should be efficient, repeatable, and scalable.
• First; Training the sales team on the sales process, providing them with
the necessary tools and resources.
• Second; Monitoring the performance of the sales team and the
effectiveness of the sales strategy; this involves tracking the key performance
Imple indicators, analyzing the sales data, and making necessary adjustments to the
ment sales strategy
ing a • Third; Building and maintaining relationships with customers; This
Sales includes providing excellent customer service, resolving customer complaints
Strat promptly, and keeping the customers engaged with the company through regular
egy communication and updates.
 Different types of sales
strategies
• Inbound sales strategy; is a customer-
centric approach that focuses on providing
value and building trust with potential
customers. It is the process of identifying,
connecting, and exploring leads, personalizing
and improving their experience, and finally,
leading them to make a purchasing decision.
The goal is to create valuable content that
draws people in, making them want to learn
more about what you offer.
• Outbound sales strategy; This is a proactive
approach where sales teams reach out to
potential customers directly. With this strategy,
sales professionals aim to generate customer
engagement. They help identify potential
customers and contact them regarding the
product or service they're selling. It often
involve cold calling, follow-up calls,
negotiations and closing attempts.
 Understanding The Sales Funnel
A sales funnel is the journey a prospect Benefits Of A Sales
takes from awareness of a product or Funnel;
service to purchase. Better customer journey;
 This journey consists of a funnel of steps that sales teams use considering target customers at every
to convert prospects into customers, also known as stage of funnel journey, will increase
prospecting. customer lifetime value and boost
conversions.
 It provides businesses with a strategic roadmap they can use to
guide their marketing and sales efforts. More understanding; sales
team can get a better idea of what
customers need and give it to them at
the exact moment they need it.
Customer relationship
management; Pushing leads
through a customer funnel builds long-
lasting relationships that result in easier
conversions.
An improved sales funnel
strategy; Constant communication
means more opportunities for feedback,
helping to identify sales funnel leakage
and giving an edge over competitors .
 Stages of The Sales Funnel

 There are generally Four to Six sales funnel stages to any business funnel. But one
thing remains true for each one: There’s Bottom, Middle and Top.
 The top of the funnel is where new leads, or prospects, start their buying journey, while
the narrow bottom is where leads convert to customers at the end of the sales process.
 While the stages can vary, typical model progresses through following stages;
Awareness, Interest, Desire, Action and Loyalty

A lead funnel stages

 Stages Of A Sales
Funnel
Awarene
Interest Desire Action Loyalty
ss
starts when someone Once a person becomes prospective customers prospective customer Customer loyalty, also
first becomes aware of aware of the product, actively seek the decides to make a known as re-
the product or service. the next is to develop solution that best purchase. engagement or
focus on making their interest in your meets their budget The priority now is to retention, focus
prospects aware that business and learn and needs, ‘’ successfully fulfil the materials on turning a
you have products or about your offers. Consideration Stage’’ new customer’s needs customer into a repeat
services to solve their The company also They may research and expectations. you buyer.
problem. starts to build authority several times for offers may offer extra support Retention it reduces
At this stage, the goal and credibility with its and discounts. or educational on your the cost of finding new
is to generate enough brand. product. prospects.
You want to build trust
interest. they shift to strategies; Build the
and rapport with Implementing
Content should be prospective customers relationship with
by taking steps like prospects consistent, relevant retention strategies
instructive, will also keep
entertaining, and following the product Strategies; They emails, Follow up
on websites, asking include landing pages, quickly on any customers more
engaging satisfied and may
questions or sending social media posts or questions and queries
Strategies may direct messages. ads featuring lead about your company or convert them into
include; Develop a magnets such as: offers, Feature limited- brand advocates
clear message and Strategies include:
Identify the top time pricing specials, Strategies ; rewards
mission statement, Newsletter
keywords prospects use bundled packages or programs, Offer
Define the subscriptions, E-book offer discount or
psychographics and when looking for the downloads, Quizzes, coupons or discounts
information, Create promotional codes, for referring new
demographics of ideal surveys or polls, Perform consultations
client, Specify in your engaging content, Templates, Webinars customers, Provide
Create blog posts or live demonstrations, highly responsive
message what problem The ways to Use retargeting
the product solves. relatable to the customer support,
customer's needs and promote this stage ; techniques. Follow up with
The ways to build desires. Testimonials, ways to promote the
awareness: Company
feedback polls.
The ways to promote
Customer reviews, action stage; Insider
website, Whitepapers Comparisons or customer success ways to keep
and ebooks, Social the product; Email customers engaged:
campaigns, Blog posts, tips, Special offers,
media posts, radio ads, Product use or training Referral or loyalty
 Inbound sales; With inbound sales, Outbound sales; The sales
customers are coming to you, either team will need to spend time
virtually or in real life. researching prospects, writing
 With inbound sales, the funnel looks like scripts for sales pitches, and
this: traveling to trade shows or
 Awareness and discovery: industry events, all to hook

Inbound
Prospects acknowledge a problem, potential customers and educate
start searching for a solution to that them about the benefits of
problem, become aware of your
solution, and start asking questions
offerings.

sales vs. about how your product or service

can solve it.
 Interest: Prospects show interest
 The stages of the sales funnel
for outbound sales are
identical to those for inbound
outbound
and dive deeper into product or
service research. sales. Except for Awareness
 Desier: Prospects dig into the stage: it may take a

sales:
features, implementation details, significant amount of time to
and cost of what you’re offering to find prospects that fit the
see if it meets their unique needs.
They evaluate your solution via
product or service. Reps also

Difference hands-on use or demos and

compare it to others in the market.
 Action: The prospective buyer
have to tailor their sales
pitches specifically for each
one to ensure they address

s in the shows signs of wanting to purchase,

like signing up for a free webinar or
trial. A transaction takes place,
unique pain points and needs.
 In part because of this,

sales
marking the transition from prospect outbound sales usually
to customer.
involves longer sales cycles.
 Outbound sales is common for
funnel  Companies that frequently use
inbound sales include: Early-
stage startups, Companies with
brands that have: New and
innovative products and
services that are newly on the
products that many people market and require some
search for online, Services with explanation.
an existing audience
 Lead Generation Concept

Lead Generation is the process of

building interest in a product or service
and then turning that interest into a
sale.
Lead gen makes the sales cycle more efficient because it
focuses on the strongest and most valuable prospects. .
 The result is greater success in new customer acquisition Importance of lead
and conversion rates. generation
 It coincides with the first step in the buyer’s journey –
1. Target the right
the awareness stage.
 people
Lead generation is conducted by two groups: sales
representives and marketers. 2. Build brand
 The leads generation process is a step-by-step awareness
process has two types; inbound lead generation process 3. Grow revenue
and outbound lead generation process. 4. Get valuable data
Types Of Lead type 1: Based on interest split them into
Leads two subgroups:
1. Warm, or inbound leads, are the ones who showed
their interest by themselves and found you on their own
2. Cold, or outbound leads; generated by you thanks
to your targeting strategy and lead generation tools.
Lead type 2: Based on enrichment ; based on
the information you have on your leads. Depending
on the amount of data you have,
1. Non-enriched leads are thin on information. Most
often, they only have a one contact method.
2. Enriched leads come with a set of additional
information and secondary contact details.
Lead type 3: Based on qualification; This type
helps define leads based on their qualification and
stage in the sales funnel:
1. Marketing qualified lead (MQL) has an interest in
you but is still not ready to communicate.
2. Sales qualified lead (SQL) has expressed actual
interest in your product and is one step closer to
becoming a paying customer.
3. Product qualified lead (PQL) has taken action to
become a paying customer.
 Lead Generation Strategies
Lead Generation
A lead generation strategy is an overarching plan Tools
for getting prospective customers to become leads
Inbound lead Outbound lead
generation generation Email lookup tools
strategies strategies
1.Content 1.PPC advertising;(
marketing; some pay-per-click); paid
examples: Articles lead generation can Email outreach tools
and guides, Lead also be a key to
magnet. Videos, massive sales.
Podcasts. 2.Cold outreach;
2.Social media; can presupposes that Advertising tools
combine blogging, you first perform
targeted ads, and lead sourcing and
more onto one then connect to
platform potential leads via Communication tools
3.SEO(Search cold emails or cold
Engine calls.
Optimization); fill 3.Content
your content and syndication; Marketing and sales
pages with automation tools/CRMs
keywords and
 Lead Generation Techniques
1. Use a tempting CTA; Your whole landing page should always look amazing, but your
CTA must be extra alluring to motivate the lead to sign up. Use the potential buyer’s
fears and desires when composing the CTA.
2. Optimize your website and landing pages for mobile; Almost 60% of users would
never recommend a website that isn’t mobile-optimized. Make sure all elements are
displayed correctly, and your lead can sign up from mobile.
3. Create evergreen content ; Evergreen content is like a quality car – it may take more
effort to create, but it will last much longer and pay off much quicker than content built
of fleeting trends.
4. Don’t forget about email marketing; According to numerous research, email
marketing is still the best choice for business in 2023. Take advantage of it to nurture
leads, onboard, share updates, and, of course, sell.
5. Be regular and consistent When people subscribe, they expect something more than
just one email. Create an email drip campaign with valuable content and choose the
optimal email frequency to always be on your leads’ minds.
6. Create a referral program Word of mouth works great in any business. So, let your
clients share a referral link to bring you new targeted leads for a small bonus or reward.
7. Combine lead generation strategies Ensure leads don’t stop filling your sales funnel.
If you see that inbound marketing isn’t bringing you as many leads as you need, take
matters into your hands, try outbound lead generation strategies, and rely on lead
generation tools.
 Example

Life-saving medical equipment providers for various industries, from hospitals to the
military, struggled to get their message across to their international audience, which
prevented them from reaching their growth and turnover goals. They were advised to use
tailored inbound sales strategies to help them boost their company and achieve the
results they wanted.
The goal was to help them become market leaders in their industry allowing them to
reach their £3 million turnover target. For this to happen, they created a tailored
programme that will help them become an established brand.
The programme included:
1. LinkedIn Advertising: targeted ads showing to people in hand-picked job roles in specific
industries on LinkedIn.
2. Marketing Content: blog articles written, published, optimised, and shared across their social
media platforms.
3. Lead Generation: we applied several conversion rate optimisation strategies to the website and
also created two PDF guides on an annual basis to use as part of online lead generation.
4. Email Marketing and social media support: email marketing and social media were to be
managed in-house, and we have provided HubSpot marketing training and support/guidance on
how to get the best results.
5. SEO (search engine optimisation): ongoing SEO and monthly technical SEO to achieve high
natural rankings in Google.
6. Callrail: call tracking to understand which campaigns are helping drive inbound leads
 Importance Of Follow-up And Customer
Services
What is a follow-up
Customer Service? It is the
process of staying in touch with
customers after a purchase or
interaction.
 A follow up can be anything from a call,
email, or even a letter.
 following up is crucial to ensure leads
and customers feel valued and to push
them further down the sales funnel.
 It is the key to building relationships with
customers, maintaining a high level of
customer satisfaction, and increasing
customer retention.
 Follow up interactions in customer service
generally contain the following elements,
1. A show of gratitude
2. Some way to gather customer feedback
3. Asking for suggestions
 Why Customer
Service Follow-
Up is Important?
1. Building customer loyalty and
satisfaction: when you proactively reach
out to customers after their initial purchase,
this helps build trust and enhances the
overall customer experience.
2. Retention and repeat business. By
staying engaged with your customers and
consistently meeting their needs, you
increase the chances of them coming back
for future purchases. A positive follow-up
experience also encourages customers to
recommend your brand to others, leading to
organic growth.
3. Opportunities for upselling and cross-
selling. By understanding your customers’
needs and preferences, you can recommend
additional products or services
4. Gaining valuable feedback. By actively
seeking feedback, you can identify areas for
improvement, uncover new product or
service opportunities, and gain insights into
the overall customer experience.
How to follow up with a Strategies for Effective Tips for Effective
customer Customer Service Follow- Customer Service Follow-
The best type of follow up for Up; Up
each service situation. 1. Define clear objectives for 1. Be proactive in
follow-up interactions. addressing customer
1. Seeking help; Feedback, and
Offer more help 2. Personalize follow-up issues
communication 2. Demonstrate empathy
2. Asking questions; Upselling
3. Timing and frequency of and understanding
and Referrals
follow-up 3. Offer personalized
3. Submitting complaints; 4. Utilizing multiple channels solutions or
Discounts and Additional
features
for follow-up recommendations
5. Implementing automation 4. Provide additional
4. Requests or Suggestions; and technology resources or educational
Suggest alternative and Show
gratitude 6. Training and empowering content
customer service staff 5. Ensure prompt and
5. Onboarding; Send starting timely responses
resources and Event invite
Example; Healthcare Sales Strategies
Healthcare sales strategies are a bit different than strategies for
selling say, a consumer product. The healthcare industry is
constantly changing, and you need to adapt your sales strategies
for the best results.

Healthcare products and service lines include drug and physical

therapies, technology, and equipment meant to deliver healthcare
or support healthcare businesses

Healthcare sales and marketing target medical audiences like

physicians, healthcare facilities, hospitals, pharmaceutical
companies, and patients.

 The most vital sale strategies, that can propel healthcare business
towards a trajectory of growth are;
 Create an Online
Take Your Brand to
Serve Your Customer’s
Presence
Doctors
Know Your Customer This is an old technique A professional and
Customer’s Businesses in healthcare that still works today. You well-built website is a
Purchasing may not always serve need to take your brand must to sell your
Hierarchy directly to the end to doctors and
customer. The healthcare products.
Selling to healthcare specialists so that they
cannot rely on a
pharmaceuticals or medical
can help sell your More than 50%
equipment you sell to a
“one-size-fits-all” hospital will ultimately serve
product. Obviously, as healthcare
process. Every client the patients and not the we said above, you need administrators
you come across has a product that fulfills
doctors. research vendors and
a different buying The trick to land sales in patient needs. While you
process. For healthcare is to focus on pitch, stop relying on products online
instance, you need your customer’s customers. traditional resources like 94% use the internet
to interact with only A doctor or hospital is more brochures or flyers. Arm to research product
one decision-maker likely to buy your product if your sales reps with
when you are selling you can make their patients’
features
mobiles and tablets to
to a clinic or doctor’s lives easier. So, focus on take advantage of visual 90% identify vendors
office. On the other the patients and try to align presentations that create on the web
hand, selling to a the benefits of your product more appeal. You can 82% compare
hospital will mean with patient needs while show your clients
convincing several you give your sales pitch. products online
relevant videos and give
people. a walkthrough of how 81% decision-makers
your product makes directly contact a
patients happier. vendor after an
online search
 Arm Your Sales
Reps with Mobile
Track Your CRM
Be a Product Expert Performance to increase the
Invest in PPC Ads Healthcare buyers are Whatever strategy efficiency, consider
PPC ads will help you now more informed you adopt, it’s empowering them
capitalize on searches thanks to the internet. really crucial to with a mobile CRM to
people conduct on You saw a little while ago
Google and other search track the numbers build a super
how healthcare and figures. You productive sales team.
engines. You can display
your ad on top of the administrators research need to measure You can track and
search engine results and and study products the effectiveness manage your sales
drive more traffic to your online. As a result, it’s
website or landing page of each strategy activities and know
not enough just to know and whether it what is going on in the
for conversion. If you are
an individual practitioner, about the benefits of leads to an field.
you might want to target your products or give a increase in sales.
local customers with your gist of your offering to a
PPC ads. Most of your Refine or scrap a A mobile CRM also
client. It’s not enough strategy if it fails to helps your reps to
patients will come from
your locality, so it makes just to know the benefits bring results while manage their day
sense to target that of a product; you also replicating those efficiently. They can
market. need to know how it that work. You access all leads with
works, how it can help should also address and location
patients, and how it can analyze your and keep track of their
ensure profitability for customer and sales meetings. The CRM
your client. data to form also suggests
Thank you