October 14, 2014

Let your sales strategy flex its own muscles

Let your sales strategy flex its muscles

I often get asked by my clients to help write their sales strategy.

There’s a problem with this.

The problem is not in the writing. The problem is in me doing all the writing.

Most clients want a document handed to them on a silver platter with minimal to no involvement.

This, of course is a recipe for disaster.

The ‘strategy’ ends up on a sales managers desk where it normally stays, gathering dust.

I walk off with some money and the company … well, the company is left with nothing of real value, except a lifeless document.

Rider – I did this (wrote strategy) when I was younger and dumber. Now, no involvement from everyone, no strategy … not from me at least.

A sales strategy is almost a living, breathing animal. It needs input and buy-in from all the role-players – from sales director down to sales assistant. It needs to be nurtured and grown into something that can help produce results.

What should typically be in a sales strategy?

A sales strategy in a nutshell is really just a roadmap for the sales team to follow. It gives them direction and purpose.

Although every company is unique and has different goals when it comes to driving sales, here are 3 broad-stroke areas that should be covered:

  • Opportunity – finding the right solutions for the right customers at the right time
  • Go-To-Market – finding the right channels with the right skills in the right places
  • Sales growth – leading, enabling and activating sales channels


Because the strategy is a ‘living’ entity, it should be implemented and used so that it can work out its muscles and grow into something worthwhile. If it is just sitting on a desk, gathering dust, it will atrophy.

Life is not smooth. It can be quite ugly, rough and trying whilst we are trying to figure out a path. A sales strategy is the same and needs to be tested, tweaked, nurtured and improved upon in the rough and tumble that is the reality of sales.

One Comment on “Let your sales strategy flex its own muscles

October 14, 2014 at 6:12 pm

I have to agree. As a writer I create with words and to then see them wasted, is actually physically painful. The strategy you outline works – thanks for posting


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