Defining a Sales Strategy

While there are a million sales books, sales strategies, sales methodologies, etc., the most important thing to consider is what will work best for your culture, your clients, your way™ of doing business. 


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How do you build a winning sales team? It starts with a winning sales foundation. Nearly every sales strategy you can employ benefits from having the right foundation. Creating a sales strategy starts with a plan, identifying your goal and the obstacles to that goal. After you've outlined your goals and obstacles, the foundation of your sales strategy includes training, playbooks, processes, sales operations and enablement, Data, and a functioning CRM to provide the data sales reps and leaders need. These tools and resources should be tightly aligned with your products, your markets, and your teams. 

Once you have the data you need and the processes and training in place, creating your strategy comes from what you have available and where you win in your market. The strategy and foundation then enter a cycle where the strategy is tested and disseminated into the foundation, which in turn supports the next strategy. 

Artboard 1Strategy


Common Sales Strategy Elements

Let's dive into the sales foundation, and how it impacts the sales strategy you choose to leverage.  

Inside vs. Outside Sales

Depending on your product mix, deal size, prospect personas, geographic diversity and other factors, choosing the right mix of inside and outside sales reps can dramatically impact your sales strategy. Most companies will not write multi-million dollar checks if they haven't met their sales rep, they just won't have the same level of trust. Conversely, it would confuse the prospect if you show up at their office over a $7/month subscription because it's not enough money to justify a visit. 

Inside and outside sales typically have different sales processes, different entry points into the account, and can even have different messaging and target personas.  Making sure these two groups have 


 Market Position

There are three ways to win in a market, and most sales strategy experts will tell you to start with a niche before expanding. You can win on price, you can win on features, or you can win on relationships and intimacy. If you try to be everything to everybody, it's not going to work. Your sales strategy should reflect one of these market positions, and your foundation needs to reflect it. For example, if you have a premium product at a premium price, your sales process will likely be longer, require more case studies and stories of successful customers, leverage more data, and have tailored messaging to convey why your product is premium and what the increased value is. 


Subscription or One-Time-Sale

Determining if you're going to market to sell subscriptions has a very different set of messages and account management than a one-time-sale. You can have different objections, different timelines, different decision makers, and more. As you choose your strategy, it's imperative that your foundation sets up your strategy for success. 

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What to Look For in a Sales Strategy

Getting the Right Alignment


Customized to Your Business

Your strategy needs to work for you, your team, and your customers. Whatever your strategy is, your entire sales engine needs to back up that strategy. It's a critical oversight to assume your teams will all tweak their messaging the same way every time you change your high-level strategy. 

Detailed Discovery

We pride ourselves on becoming near-product experts in our first 30-45 days in working with you on a sales playbook because of our deep discovery process. During the discovery phase, we meet with leadership, sales people, product experts, marketing, and customers to build a 360 view of how the product fits into the marketplace. This allows us to help you align your foundation with your strategy to optimally execute on your vision.  

Proven Process

Sales Result has completed 300+ successful client engagements and streamlined a process proven time after time to deliver messaging and process alignment. We prioritize deeply understanding our clients needs, identifying an action plan, and working diligently across the organization to ensure success of the strategy. 

What are the Quick and Dirty Strategy Tricks?

For those of us that like bullets:

  • Don't try to be everything to everybody (pick a niche)
  • Ensure the tools, messages, and team sentiment are aligned with the strategy
  • Continue repeating the strategy, make it part of the culture
  • Fail fast - if it doesn't work, pick a new strategy and update accordingly
  • Leverage your customers' insights - why did they buy from you?


C-level executives call Sales Result when they know they have a good product, but the competition is killing them. Sales is surprised, forecasts are missed, and they wonder "what is going on here?"

Sales Leader

Sales Leaders call Sales Result because they are closing deals, and don't have months of time to dedicate to training - if they step out of the sales process, quotas get missed and jobs are on the line. 

Resources for You


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