This document provides guidance for sales leaders to conduct a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis. Through a SWOT analysis, sales leaders can achieve sales objectives, develop skills and self-awareness, establish practices to manage challenges, and gain confidence and strategies to adapt to business changes. The SWOT analysis involves examining internal strengths and weaknesses as well as external opportunities and threats. It then provides strategies to leverage strengths and opportunities, improve weaknesses by taking advantage of opportunities, use strengths to reduce threats, and prevent weaknesses from impacting the business due to threats. Conducting an internal and external analysis provides key inputs to develop strategies and initiatives for sales leadership benchmarking.

1. S.W.O.T
For SALES LEADERS
MAXIMUM IMPACT Indonesia (MI2)
1

2. Through SWOT Analysis,
Sales Leader will:
• Achieve their sales objectives
• Develop the knowledge and skills to achieve sales
targets
• Develop self awareness of their strengths and areas
requiring further development
• Establish practices to effectively manage challenges
• Become increasingly confident in their ability to
provide effective sales leadership
• Gain strategies to manage ongoing change in the
business environment

3. Internal Analysis
How will past performance
affect future action?
S.W.O.T
Strengths
External
Environment
Analysis
How key environmental
drivers going to affect
achievement ?
Weaknesses
Opportunities
Threats
Strengths
Weaknesses
Opportunities
S-O Initiatives
W-O Initiatives
Threats
S-T Initiatives
W-T Initiatives
• S-O  How to leverage on the internal strengths
to take advantage of external opportunity.
(GROWT)
• W-O  How to improve internal weaknesses by
taking advantage of external opportunity.
(SUSTAIN)
• S-T  How to use the internal strengths to
reduce its vulnerability to external threats.
(SUSTAIN)
• W-T  How to prevent personal’s weaknesses
from making it susceptible to external threats.
(SURVIVE)
Internal and external environment analysis are the key input in developing strategies and
initiatives to be Sales Leader Benchmarking model.

4. Strengths
• What advantages do you have that others don't have (for example, skills,
certifications, education, or connections)?
• What do you do better than anyone else?
• What personal resources can you access?
• What do other people (and your Leaders, in particular) see as your strengths?
• Which of your achievements are you most proud of?
• Are you part of a network that no one else is involved in? If so, what connections
do you have with influential people?

5. Weaknesses
• What tasks do you usually avoid because you don't feel confident doing them?
• What will the people around you see as your weaknesses?
• Are you completely confident in your education and skills training? If not, where
are you weakest?
• What are your negative work habits (for example, are you often late, are you
disorganized, do you have a short temper, or are you poor at handling stress)?
• Do you have personality traits that hold you back in your field? For instance, if you
have to conduct meetings on a regular basis, a fear of public speaking would be a
major weakness.

6. Opportunities
• What new technology can help you? Or can you get help from others or from
people via the Internet?
• Is your industry growing? If so, how can you take advantage of the current
market?
• Do you have a network of strategic contacts to help you, or offer good advice?
• What trends (management or otherwise) do you see in your company, and how
can you take advantage of them?
• Are any of your competitors failing to do something important? If so, can you take
advantage of their mistakes?
• Is there a need in your company or industry that no one is filling?
• Do your customers or vendors complain about something in your company? If so,
could you create an opportunity by offering a solution?

7. Threats
• What obstacles do you currently face at work?
• Are any of your colleagues competing with you for projects or roles?
• Is your job (or the demand for the things you do) changing?
• Could any of your weaknesses lead to threats?

8. Strengths
What do you do well?
What unique resources can you draw on?
What do others see as your strengths?
Weaknesses
What could you improve?
Where do you have fewer resources than others?
What are others likely to see as weaknesses ?
Opportunities
Threats
What opportunities are open to you?
What trends could you take advantage of?
How can you turn your strengths into opportunities?
What threats could harm you?
What is your competition doing?
What threats do your weaknesses expose you to?

9. Wahyu Edhy Sutran (WESt)
BoardGAME Specialist,
Life Facilitator and eQuipper.
wahyuedhysutran@yahoo.com