The document provides an overview of key concepts for developing an effective sales strategy, including conducting market analysis, crafting marketing messages, determining target customers, and analyzing competitive strengths and weaknesses. It also outlines the sales cycle from acquiring leads to developing customer loyalty, as well as tools for sales planning like ABC analysis and metrics for evaluating sales performance.

1. SALES MIND-MAP
Market Analysis
Acquire data and
evaluate
potential
Conduct
competitive
analysis
Marketing
Craft brand
message and
dialogue
Determine target
group(s)
Sales
Sales planning
and budgeting
Strategic sales
control
CRM
Customer data
management
Analysis of
improvement
areas
FIND ACQUIRE RETAIN
CUSTOMERS

2. MARKETING MIX 6P’S
• Main features
• Additional / side usage
• Quality and usability
• Branding and packaging
• Conditions
• Rebates
• Discounts
• Sweepstakes and prizes
• Customer interactions (how, when)
• Customer journey
• Marketing structure
• Employees
• Management
• Culture
• Customer service
• Advertisement
• Sponsors and partnerships
• Customer referrals
• Events and pop-up experiences
• Distributions
• Sales
• Logistics
• Locations
P R O D U C T
P R O M O T I O N
P L A C E
P R I C E
P R O C E S S
P E O P L E

3. SWOT ANALYSIS
What do you do particularly well? What’s do you
do that is unique in the “marketplace”? What do
your customers/clients/patrons ask you to do
over over again?
STRENGTHS
Are there new situations, current or incoming,
that you can take advantage of? How do new
trends, regulations, talents, technology,
investments, or tools give your business a big
step up?
OPPORTUNITIES
What do you not feel comfortable
doing? What necessary or essential
resources, staff or skills do you lack?
WEAKNESSES
What are the main competitors and what do they
offer that you can’t do as well or at all? Are there
environmental or other macro-level situations
outside of your control that could affect how
businesses are conducted?
THREATS
SWOT

4. PRE-SALES VS. POST-SALES STRATEGY
Cold leads Potential leads Qualified leads
Buying
opportunities
Close Implementation Service
Acquire leads Internal sales Account manager Account manager Account manager Account manager Account manager
External sales External sales Sales engineer Sales engineer Sales engineer Account mgmt.
Account manager Sales operation Account mgmt. Customer success.
P R E - S A L E S P O S T - S A L E S
R O L E S

5. SALES
CYCLE
08
09 01
02
03
04
05
06
07
SALES CYCLE
09. Win back customers or seek referrals
01. Search for leads
02. Make contact with leads
03. Gather information on customer interest
04. Determine sales opportunities
05. Persuade customer with convincing offer
06. Deliver to the customer
07. Follow up to generate customer loyalty
08. Continue to develop customer relationship

6. SALES CONTROL TOOL : ABC ANALYSIS
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0% 100%
10% 20% 30% 40% 50% 60% 70% 80% 90%
CUMULATED
REVENUE
PROPORTION OF CUSTOMER
A = Most valuable products or customers.
They contribute heavily to overall profit
without taking up much resources
B = Middle-of-the-road products or customers. With
some push, can be developed
into category A items
C = Tiny transactions that are necessary
but don’t contribute much value. Where most products
or customers live. Aim to automate
as much as possible to reduce overhead.

7. SALES PERFORMANCE SUMMARY
Customer visits by sales representative - cost calculation
TASKS AND ACTIVITIES PER YEAR
Total travel amount for sales representative 2000 h
Travel time up to 36,000 km 900 h
Breaks up to 1.5 hrs./travel day 300 h
Set-up time. Wait time, downtime 300 h
Active selling time 500 h
Active selling time Annual personnel and material costs Of a sales representative $8.3K
Customer visits (CV) at 1.0 hr./customer 500
Cost per customer visit $160