TopMark helps each of its clients put together a sales strategy that optimizes revenue growth at the least possible cost by leveraging the capabilities of the organization, individuals, channel members, information and systems. Working with management in sales strategy development, we:
- Investigate customer needs, buying processes and behaviors, value perceptions, and channel preferences;
- Detect pre- and post-sale activities central to the delivery of a company's segment-specific value proposition;
- Design cost-efficient sales channels;
- Document and analyze current sales processes and specify new processes to increase coverage effectiveness and control costs;
- Determine support capabilities required to facilitate customer coverage and sales channel effectiveness;
- Identify and overcome implementation challenges; and create sales organization enthusiasm for, and commitment to, the strategy.
An effective sales strategy articulates how a company's sales channels fit together to efficiently and successfully attract and retain customers, including, for example, the:
- Definition of customer segments;
- Targeted current and prospective customers;
- Products, services and value propositions matched to each segment;
- Alignment of sales channels and resources with current and prospective customers;
- Messages and activities consistent with the overall marketing strategy;
- Intelligence covering competitors in each segment and for the company's product/service offering; and support that will be provided to facilitate market coverage.
Prior to matching sales channels to customer segments and targets, a company should assess its internal sales capabilities relative to those of its channel partners and the competition. In addition, the economics of its employee sales force and support functions should be compared to the company's internal objectives and competitors. The results of both analyses provide valuable information for determining channel and sales/support activity assignments and minimizing channel conflict.
Sales management challenges have expanded as companies adopt multi-channel sales strategies in response to customers' increasingly sophisticated buying methods and the transparency of sellers' costs. Successful management of a collection of sales channels requires:
- Information systems for tracking account details and activity by channel;
- Financial systems that identify the profit derived from channels, channel partners, customers, and Product/service purchases; and controls, cross-channel communication and training.