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Marketing and sales research in general do not provide a widely accepted definition for sales strategy, as noted by Panagopoulos and Avlonitis, who have studied the antecedents of the concept. Customer prioritisation & targeting involves prioritising the customers or opportunities and targeting and pursuing these based on a set of criteria and in a way that corresponds with the firm and marketing approaches and strategies.
Relationship objectives and selling models refer to that the relationship orientation and selling models (transactional vs.
Use of multiple sales channels refers to the decisions regarding which sales channels the firm chooses to use for approaching the customer or opportunity. Value proposition refers to understanding the value for the customer of the service that the seller is offering. FormulationĀ of sales management program refers to managerial tasks such as deciding on sales teams, how to manage sales calls, setting up the sales territories, sales training, sales reporting, sales objectives and quotas, and remuneration of the sales force. This involves considering not only the firm, but also the environment in which the firm operates, i.e. The sales channels that the seller can choose from include: personal selling through a field sales force, channel sales partners, distribution network, telesales, and Internet-based selling.


Value can be understood as the result of the benefits for the customer of the service after all costs involved (of acquiring the service) have been deducted. Optimally, the sales and selling process should correspond to the buying process of the customer or opportunity. An appropriate sales strategy can have a major impact on a firm’s resource allocation, on focusing on the right customers in each segment, and overall success of the company.
When setting up the sales strategy is conducted professionally and in a way that links to the selling firms and customer’s approaches and strategies, this usually has a very positive effect on sales and overall performance. Instead of regarding the sales process as something that is constructed only from the perspective of the seller, however, does not correspond to today’s world. We help our clients to win, grow and manage customers (and suppliers) to improve their business performance.
When constructing a the sales process, not only the selling firm’s firm and marketing approaches and strategies should be taken into consideration. The sales strategy should be aligned with the overall and marketing strategies of the firm.


In brief, theĀ firm strategy is the specification of the business in which the firm decides to be. Conversely, in the event that the costs exceed the benefits, the value of the service becomes negative. The marketing strategy refers to the marketing approach and activities related to generating and sustaining competitive advantage for a firm. This involves selecting the market segments and developing marketing programs that are tailored to the needs and wants of the new and existing customers in the selected target segments.
The sales strategy refers to how the firm chooses to relate to and interact with individual customers within a market segment.



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