The essence of a good sales strategy: develop the right customers at the right time

Duration: 1 hour - As a result of attending this event, you will gain a deeper understanding of customer perceptions, leading to more productive conversations about what motivates them to choose what you are selling.

Credit CPDEx:1.0

Tag(s) Business, Leadership, English, Level 4, Level 5, Inside Sales, Field Sales (territory or product focused), Sales Manager (first line), Sales Leader (second line +), L3C1, L3B4, L3C4, L2S3, L3S3, L4B3, L4C2, L4C9, L4B1, L4B2, L4B7, L4C1, L5B1, L6B1, L6B2, L6C1, L6C3, L6L4

The essence of a good sales strategy: develop the right customers at the right time

Description

Recommended audience

Senior sales professionals, and sales leaders who coach sales professionals

Type of audience

UK and International

Description

For sales professionals, their most precious resource is time. The key to career success is spending it economically to realise opportunities that satisfy their employer and their customer. We can target customers and prospects as much as we want but if our sales strategy is not aligned with the customer's purchasing strategy, effort will be wasted. This talk explores a simplified customer portfolio matrix and what you need to know to classify customers where development time can be focused. It will also discuss the misaligned situations where choosing prospective customers is particularly challenging. New customers have to be developed to achieve sales growth; so when and how might a prospect be prepared to switch to do business with you?

Key takeaways

Understanding the customer's "value-in-use".
Switching points.
Development strategies.

CPD Points

CPD Points: Two (when attending live) or one (watching the recording)

Presenter

Dr Beth Rogers FF.ISP, PHFEA

Beth's 2020 book with practitioner Jeremy Noad, "Selling Professionally", is the Institute for Sales Professionals (ISP) textbook for the UK graduate level sales apprenticeships. On launch, it became an Amazon best seller in its category in the UK. Beth is a "pracademic", widely recognised as a pioneer of sales education, including work-based learning, at university level. She has had a long career spanning business development in the information technology sector, consultancy and higher education. Her doctoral dissertation was on resource decision-making in the sales function, and she is recognised as an advocate of innovative sales organisation design.