You may very well believe that you have a coherent business strategy, but if your plan of attack does not congruently render expected sales results, perhaps its high-time to re-evaluate your plan of strategy. In other words, an effective plan measurably aligns strategy and sales – focusing upon “how” you sell to attain “what” your business aspires to achieve. Thus, strategy factors to be considered and enacted upon are:
- Understand Externals
- Customers and Accounts
- Determine Sales Tasks
- What do your sales personnel need to do to deliver value and extract value with your prospects and customers?
- Ensure Sales Activities Support Tasks.
- Hire People with the Right Skills
- Provide Adequate Training
- Take Performance Reviews Seriously
- Reinforce the Desired Behaviors through Effective Communication
- Recognize the Alignment is a Leadership Issue
- Leaders Must Conduct Regular Field Spot-Checks (with Customers). Leaders need to identify: Who is making the buy? Why do they buy? Why won’t they buy? What are they buying?
Remember, value is attained in the marketplace and not from within the vacuum of the boardroom. Many organizations may be “pretty good” at a lot of things, but not “very good” at anything. The essence of strategy is being excellent at certain things that your competitors cannot replicate. Many strategies fail due to poor execution. In order to improve your chances for successful implementation, be sure to align your strategy with sales. Remember, a desk is a dangerous place from which to view the world, particularly the sales world.
Be smart and be encouraged,