Regular visitors to our blogs will know sales strategy features strongly in our thinking, and especially as a fundamental component of Reengineering Sales Management. Our book explains in detail the why’s and hows of sales strategy, and even includes a template to get readers started on developing their own, to fit their business, in their own markets.
But making sense of concepts can be tough, without the context of a particular business and its opportunities and challenges. That context is most easily set with real life examples.
Case studies can be ideal for explaining real life situations, showing how the concept is applied, and the value to come out of what can seem an academic exercise.
That’s why we’ve posted two case studies in our Successful Sales Management blog. These tell the stories of two opportunities we’ve been working on, for other parts of our business. They’ll make interesting reading for anybody who prefers concrete examples to esoteric theories.
Developing a Sales Strategy for a Bikes Business is a summary of our work in progress, figuring out how we can build on our personal interests in cycling to make an engaging and successful lifestyle business.
At precisely the time when cycling has transformed from merely a cheap mode of transport to a lifestyle, the services which actually enable that lifestyle have disappeared. Cycling only gets to be healthy friendly fun with the right bike and equipment, properly fitted and maintained, and as part of a community. Anybody buying a bike, based on the marketing and from a discount retailer, is making a mistake. Without the insight and support of an expert, that cheap bike will be awfully expensive when it stays in the garage, because riding it just isn’t fun, or it doesn’t work properly, or both.
Developing A Sales Strategy for a Medical Device explains how working on the detail of our sales strategy persuaded us to walk away from this particular opportunity.
We’re sales guys, not doctors. We aren’t experts in medical devices, and we have no specific knowledge of neurological diseases and treatments. Everything we discovered came from researching the internet, and talking to experts wherever we could. Once we developed the full picture, we shared it with consortium colleagues and asked them to correct any errors. They didn’t. You’ll understand why we decided to walk away from this opportunity, and save our money for more interesting ideas.
Follow the individual links to the original articles for the full stories and maybe spend some more time with our other articles about sales strategy.
Why doesn’t the traditional approach to selling and sales management work so well any more? What can the modern sales professional do to stay relevant in today’s customer driven markets? Check out our eBook Reengineering Sales Management for ideas on how to embrace the new order of customer driven buyer/seller relationships.