How To Write And Execute A Sales Strategy

There are several important considerations to bear in mind when it comes to the ideal sales strategy. A sales strategy must deliver several critical results, such as priorities, outcomes, guidelines, and objectives.

Once these factors have precise definitions, it’ll make the overall flow of your business smooth and reliable in the long run.

If you lack the right strategy, you’ll have to decide on what’s best at the moment. Not knowing the big picture can be detrimental in the long run. If you want to ensure that your business has sustained growth, creating a powerful sales strategy is necessary. When writing sales strategy, you need time to consider crucial elements carefully.

In most cases, the sales strategy begins with a person at the top who comes up with a random growth number based on new product development, investor demands, or any factor that has no connection with sales. Sadly, these poor tactics often result in deteriorating morale, escalating attrition, and, eventually, poor business performance.

Here are several steps in creating and executing a sales strategy.

Assess Your Current Status

Before planning for the future, you should first look at the past. Conduct an assessment of the previous year of your business and take into consideration the following:

  • Check the sale figures and critical indicators from last year
  • Any evident changes
  • Are you in the position to reach the revenue targets?
  • A logical place to look for possible growth
  • Any elements that can support the desired growth
  • The need for extra support

Considering these factors can help you make the right moves and go forward with sales strategy execution at the appropriate time.

Creating A Customer Profile

In most companies, a high percentage of revenue comes from clients. After reviewing your accomplishments in the previous year, you can decide which clients spend the most money, buying more than one product, easiest to work with, and many more.

Determine what your top clients do and create a list of those criteria. Carefully check the demographics to create a complete profile. The ideal customer profile serves as a guideline for your sales reps, who’ll then prioritize those who are most likely to convert and deliver repeat business.

SWOT Analysis

A SWOT analysis is also an essential factor in your sales strategy. It’s a simple yet valuable framework for assessing your business’s strengths, weaknesses, opportunities, and threats.

The main objective is to determine how to boost your strengths to make the most of available opportunities. It would be best to consider any threats or setbacks that might prevent you from achieving your goals.

Find ways to minimize the potential threats and weaknesses of your business. Make sure that you’ll be precise with your efforts. Understand which products or services sell well and their corresponding reason. These are crucial details to build your plan.

Establishing A Clear Market Strategy

After your assessment and figuring out what works, start thinking about where your business is going. This is the right time to think about a market strategy.

In most cases, the fastest revenue will come from existing accounts and referrals. The slowest and costly new revenue will result from producing sales for new products in fresh locations.

Decide On Clear Revenue Goals

Once you combine your revenue targets with your market strategy basing on the assessment of the past and current situation, you can come up with realistic revenue objectives.

At this point, you should think about the support that your sales team needs to achieve these objectives. It’s best to combine the efforts of your marketing, sales, and production team in creating a plan.

Develop And Communicate Precise Positioning

Your market strategy will help you determine how you need to position your business and products for growth. Take note that you have several market segments that require a clear positioning plan.

  • Substantial accounts
  • Opportunities within current accounts with distinct product lines and markets
  • Companies that meet the suitable customer profile
  • New products and markets

The sales, production, and marketing teams should work as one to develop client profiles or positioning statements and value concepts that comply with every specific need.

Action Plan

The best way to make your sales reps successful is to implement a functional funnel and opportunity planning process.

Once you know the amount of revenue you need to get and where it should come from, each sales rep must create a funnel that showcases how they intend to produce that revenue. Your sales rep might achieve better success working with marketing and incorporating current leads that support specific objectives.


If your chief priority is to improve your business over time, always make sure you have a well-prepared sales strategy. The steps above will serve as a basis for an executable sales strategy that can significantly benefit your business in no time. By following the process, your sales team will have well-defined priorities, outcomes, guidelines, and objectives.