Stages of developing a sales strategy

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The process of creating a sales strategy is complex. It consists of several stages that follow each other in a certain sequence and include a number of key actions. As a rule, work on a sales strategy consists of the following stages:

market research;

defining goals and setting objectives for the sales strategy;

identification of sales (distribution) channels and methods of managing them;

selection of the final form of the organization's sales strategy;

selection of partners and intermediaries, followed by the conclusion of cooperation agreements;

building relationships between participants in sales channels;

analysis of the company's sales system and control of its work.

The first step in the process of new zealand email list developing an organization's sales strategy is associated with the study of a specific market niche. At this stage, the market situation is assessed through an in-depth analysis of the factors that influence the intensity and volume of sales.

For example, the level of demand, its relationship with supply, price levels, regional characteristics, the size of the company’s market coverage, etc. can be measured.

Stages of developing a sales strategy

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The next step is to set the goals and objectives of the sales strategy. The key goal of such planning was described above. The goals of the sales strategy are closely related to the company's marketing activities, product range policy and the availability of the required financial resources.

The third step involves choosing a distribution channel. This involves determining how to manage it. An important aspect of the distribution channel is its level, which is determined by the intermediaries who help promote the product to the end consumer.

There is a separate classification based on this criterion. It includes the following types of sales channels: zero level (without intermediaries), single-level, two-level and three-level. The number of levels determines the complexity of the sales structure.

How to choose the optimal distribution channel? To do this, you need to analyze a number of indicators. The main ones here are costs, market coverage and control features.

Other indicators may also be taken into account: the size of investment in development, properties (key characteristics and compliance with the target market), the stability of intermediaries and their readiness for long-term partnership.

After analyzing various options, the company selects the most appropriate and effective distribution channel structure.

The fourth step involves developing the company's sales strategy. This is one of the most important stages in sales management.

The fifth step is related to the selection of partners and intermediaries. In addition, it is necessary to specify their number and type. There are two points to consider here. Cooperation with many small intermediaries helps the company maintain control and quickly respond to market changes, ensuring maximum coverage of buyers.