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Strategy Defined

In this chapter, we explore the framework for developing robust sales strategies, beginning with a broad territory strategy that narrows down to specific key account and call strategies. A successful territory strategy requires an analysis of customer needs, understanding local market dynamics, and assessing the competitive landscape. It's essential for individual territory strategies to align with the larger corporate strategy, ensuring cohesive implementation of marketing tactics. This alignment aids in efficient resource allocation, equitable customer treatment, and consistent messaging across all sales activities.

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Strategy Defined

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  1. Strategy Defined • Sales strategies begin with • a very broad, long-term plan • called a territory strategy • Then become more refined or “drilled down” • to specific key account strategies • and eventually to a call strategy • for a specific call on a specific customer Chapter 8 Developed by Purdue University

  2. Territory Strategy • Your territory is the geographical area • or group of customers • from which you are expected • to generate sales Developed by Purdue University Chapter 8

  3. Territory Strategy • A territory strategy is based on: • Your personal analysis of all customers’ needs • Your local market dynamics • Your competitive situation • based on your opportunities and barriers Chapter 8 Developed by Purdue University

  4. “Fit” With Corporate Strategy? • Each salesperson’s territory strategy • should be part of the company’s larger strategy • There is usually a basic set • of company marketing strategies • that serve as a foundation • for regional and territory selling strategy Chapter 8 Developed by Purdue University

  5. “Fit” With Corporate Strategy? • Consistent implementation of marketing strategies • by salespeople helps the company • Spend its marketing dollars more efficiently • Ensures that customers • are treated fairly and equitably • Reinforces a consistent message Chapter 8 Developed by Purdue University

  6. “Fit” With Corporate Strategy? • Companies expect the cooperation • of their salespeople • in implementing corporate strategies • Sales people are expected work • with each buyer • in a highly individualized way • but always consistent with • company wide marketing strategy • Company marketing strategy • can really help the salesperson Chapter 8 Developed by Purdue University

  7. Here Are Some Things You Need To Know • Products • Which products or services • should be emphasized? • Services • Which products or services • will be phased out? • Which products or services • are most profitable Chapter 8 Developed by Purdue University

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