Developing a sales strategy

A sales strategy defines whom you approach, with which benefit, through which channels and with which messages. This training is for sales and marketing teams that want to set up or revise their strategy.

Participants work on their own company. The examples come from my own work, including building an integrated marketing and sales team at Lavazza.

Content and modules

1. Target customers: ideal customer profile and industries with potential
2. Value proposition: a USP that answers the problems of your target customers
3. Sales goals: three to five goals whose achievement can be measured
4. Channels: assess sales channels by reach, fit with the target group and cost
5. Buying centre and messages: who has a say on the customer side and which message reaches each role, including in social selling
6. CRM, automation and AI: plan automation in the CRM and assess AI tools in sales
7. Transfer: the strategy on one page and the next steps in your own company