A strong sales strategy plan creates the foundation for a cohesive and successful sales organization.
Sales strategies and initiatives also align salespeople on shared goals and empower them to do their best work — keeping them happy and successful, too.
In this guide, we'll dig into some sales strategies and initiatives that can help you generate more leads and close more deals. But first, let’s define what a sales strategy is.
What is a sales strategy?
A sales strategy is a set of decisions, actions, and goals that inform how your sales team positions the organization and its products to close new customers. It acts as a guide for sales reps to follow, with clear goals for sales processes, product positioning, and competitive analysis.
Most strategies involve a detailed plan of best practices and processes set by management.
Why is a sales strategy important?
A clear sales strategy serves as a map for the growth of your business. Your sales strategy is key to future planning, problem-solving, goal-setting, and management.
An effective sales strategy can help you:
- Give your team direction and focus. Strategic clarity can help your sales reps and managers understand which goals and activities to prioritize. This can lead to improved productivity and outcomes.
- Ensure consistent messaging. Your sales strategy can help your team deliver a consistent message to prospects, partners, and customers. This can increase both trust and effectiveness.
- Optimize opportunities. Strong sales strategies will help you target the right prospects and customize your approach. This can help your team make the most of every sales opportunity.
- Improve resource allocation. Your sales strategy outlines priorities and resources. In turn, this can help your sales team use their time, effort, and resources efficiently. This efficiency can boost your team's ability to focus on high-potential deals.
Let's cover some popular sales strategies — including inbound sales.
Sales Strategies
- Increase online sales through social media.
- Become a thought leader.
- Prioritize inbound sales calls as hot leads.
- Properly research and qualify prospects.
- Implement a free trial.
- Don't shy away from cold calling.
- Offer a demonstration of the product.
- Provide a personalized, clear end result.
- Be willing to adapt your offering.
- Close deals with confidence.
- Nurture existing accounts for future selling opportunities.
1. Increase online sales through social media.
Social media is one of the most popular ways that people consume information these days. That’s why nine out of ten retail businesses are active on at least two social platforms. With the data on your side, increasing online sales through social media is attainable with some creative thinking and strategic planning.
Although it may be tempting to jump on the hottest social media trend or go where your competitors are, that probably won’t be your best choice. Time is precious and you’ll want to build your pipeline as efficiently as you can. So, be diligent about figuring out where your target customers are spending their time and meet them where they're most active.
Keep in mind that your tone and voice may need to adjust to the platform so that you can connect with your audience. You’ll want your content to blend in naturally with the platform and not seem out of place.
Featured Guide: 37 Social Selling Tips for LinkedIn
2. Become a thought leader.
Sharing your advice, tried-and-true best practices, and niche expertise are some of the most long-lasting ways to build your personal brand and lend more credibility to your organization. I’m sure we all can agree that nobody wants to feel like they’re being sold to. Instead, it’s better to help people by offering solutions to their problems.
Thought leaders do exactly this, and it’s even been backed up by Edleman data. In its 2022 Thought Leadership Impact Report, Edelman found that "Thought leadership is one of the most effective tools an organization can use to demonstrate its value to customers during a tough economy – even more so than traditional advertising or product marketing, according to B2B buyers."
According to the study, 61% of decision-makers said thought leadership could be moderately or very effective at demonstrating the value of a company’s products compared to traditional product marketing. Additionally thought leadership becomes even more important during economic downturns with 51% of C-suite executives stating it has more of an impact on purchases.
So what’s the catch?
Not all thought leadership content is created equal. While it can positively affect a company, poor thought leadership can be devastating to a company’s sales goals. A quarter of decision-makers who answered Edleman’s previous survey reported that thought leadership content contributed to their reasons for not doing business with an organization. Ouch!
Before you plan a spree of LinkedIn posts to drive leads, consider who your audience is, what they need to know, and how your organization can help. And, it may not hurt to have a second set of eyes from your marketing, communication, and PR departments review your plan first to make sure everything is on-brand (and trackable!)
Free Sales Plan Template
Outline your company's sales strategy in one simple, coherent sales plan.
- Target Market
- Prospecting Strategy
- Budget
- Goals
3. Prioritize inbound sales calls as hot leads.
There’s the age-old question: "Should I discuss product pricing with a prospect on the first sales call?" The honest answer is: It depends.
You and your sales team know your process front and back and if you’ve seen success with pitching with pricing first, last, or somewhere in between, stick with what’s working for you.
Besides that, your team should always prioritize those prospects who call into sales first. These hot leads are definitely interested in what you have to sell and want to know enough information about how it’ll benefit them before they make a decision.
By prioritizing talking to these prospects as soon as they call or send an email, you’re putting your best foot forward and showing them that you’re helpful, solutions-oriented, and considerate of their time. If it means closing the deal on the first call, there’s no harm in it so long as the customer has the information they need to make an informed decision.
4. Properly research and qualify prospects.
Even the strongest sales strategy can't compensate for targeting the wrong customers. To ensure your team is selling to the right type of customer, encourage them to research and qualify prospects before attempting to discuss your product. They'll find that more work on the front end can lead to smoother closing conversations later on.
Outline the criteria a prospect should meet to qualify them as a high-probability potential customer. This should be based on a prospect’s engagement history and demographics.
Featured Guide: 101 Sales Qualification Questions
5. Implement a free trial.
Offering a free trial or freemium version of your product is a highly effective way to convert prospects. HubSpot’s sales strategy report found that free trials were 76% effective followed by a freemium option with 69% effective in turning prospects into paying customers.
Free trials give potential customers the opportunity to test your product out before committing. You can place restrictions on your free version like limited features or usage caps. Besides offering prospects a risk-free chance to try your product, free trials also help build brand loyalty and expand your customer base. Prospects that have a positive experience using the free version will be more likely to convert to the paid version.
6. Don't shy away from cold calling.
In sales, cold calling is unavoidable. But it doesn't have to be miserable. There are a number of cold-calling techniques that really work, including our bulletproof cold-calling template. Have your sales team practice cold calls with one another before making actual calls; it'll boost their confidence and get them comfortable with the script.
7. Offer a demonstration of the product.
Pitching can be the make-or-break moment in a sales strategy. The sales pitch has to be a powerful, compelling presentation, but it also can't come on too strong lest you scare away the prospect.
Study the elements of a successful sales pitch and prove to prospects how they’ll benefit from making the purchase. Have your team practice amongst themselves, too. Better yet, test your presentations on a few loyal customers and gather their feedback.
8. Provide a personalized, clear end result.
When customers come to your business, they aren’t necessarily looking for a product or service, they’re looking for their desired end result. These customers want to purchase a means to improve their own operation, or simply improve their strategies with the help of your offering.
After you explain your product or service offering, you have to personalize the benefits to each client in a way that’s valuable to them.
If you’re selling customer service software to a small business that has no experience with one, it’s your job to educate them on its use in the setting of a small business, not to manage hundreds of employees in larger ones. By doing so they will have an easier time seeing how they can use it and spend less time debating what they’ll use it for.
By painting a clear picture of the end result, your customer will be able to see the value of the purchase and feel more inclined to accept the offer.
9. Be willing to adapt your offering.
In sales conversations, you should expect to come across clients with unique demands. It’s only natural when working with companies that have different structures and needs.
Instead of saying "you won’t" or "you can’t" — make sure your sales strategy is adaptable to accommodate the customer’s desire.
10. Close deals with confidence.
How you close a sale is just as important as how you start the conversation. Encourage clear, concise, and firm closing techniques to make sure your sales team sets the right expectations and delivers on their promises.
Keeping a list of proven, go-to closing techniques will help salespeople routinely win deals. Such techniques can include the now or never close, "If you commit now, I can get you a 20% discount," or the question close, "In your opinion, does what I am offering to solve your problem?"
Available for free is our downloadable Sales Closing Guide to improve your closing techniques and to close deals with confidence.
11. Nurture existing accounts for future selling opportunities.
Once a deal is done, there's no need for a sales strategy ... right? Wrong. Account management is an incredibly important part of the sales process, encouraging loyal, happy customers, and leveraging cross-selling and upselling opportunities.
After your sales team sees success with the sales strategy, form a partnership between your sales team and customer service/success teams. Ensuring customers’ continued satisfaction with your product or service will make them more likely to do business with your company again and even advocate for it.
Free Sales Plan Template
Outline your company's sales strategy in one simple, coherent sales plan.
- Target Market
- Prospecting Strategy
- Budget
- Goals
Sales Strategy Types
Who is your sales strategy for?
The most important element when choosing the best type of sales strategy for your business is your customer.
Once you consider your customer needs, it's time to think about your sales team — the professionals who are responsible for closing deals.
Your sales strategy needs to offer a framework that attracts and engages prospects. At the same time, it needs to enable your team to build relationships that help them achieve sales targets.
For these reasons, a sales strategy shouldn't be one-size-fits-all. Every customer and team is different; so, each organization should draw up the type of sales strategy that works best for their needs.
Outbound Sales Strategy
In outbound sales strategies — the legacy system of most sales teams — companies base their sales strategy on the seller, not the customer.
Outbound sales processes often include cold calling, purchasing email lists, and other cold prospecting techniques. And daily success is often based on the quantity of connections, not the quality.
Outbound sales teams often rely on manually-entered data to monitor the sales pipeline and coach their salespeople. They may also run sales and marketing independently, which can create a disjointed experience for buyers.
Inbound Sales Strategy
In inbound sales strategies — the modern methodology for sales teams — companies base their sales process on buyer actions.
They automatically capture seller and buyer data to monitor the pipeline and coach salespeople. Inbound sales strategies connect to the three stages of the buyer journey — awareness, consideration, and decision. Then, sales reps will map their tactics to the right step in the customer journey.
Many popular types of sales strategies have a customer-centric approach, including:
Learn about these approaches and more in this post about customer-centric selling systems.
Another important point — the inbound methodology aligns sales and marketing, creating a seamless experience for buyers. Check out this post to learn more about inbound sales and how to develop an inbound sales process.
Inbound vs. Outbound Sales Methodology
In the past, buyers suffered through evaluating a product and deciding whether to buy it using only the information offered to them by the seller. Today, all of the information needed to evaluate a product is available online and buyers are no longer dependent on the seller.
If today’s sales teams don’t align with the modern buyer’s process and fail to add value beyond the information already available to them, then they’ll have no reason to engage with a sales team.
As mentioned above, inbound sales benefits buyers at each stage of the buyer process:
- Awareness
- Consideration
- Decision
Inbound sales teams help the buyer become aware of potential problems or opportunities and discover strategies to solve problems. Then, they evaluate whether the salesperson can help with a problem, which leads to that buyer purchasing a solution to their problem. Inbound sales reps are helpful and trustworthy, creating partnerships rather than power struggles.
Not sure how to get started with inbound selling? Every sales team should have a sales strategy plan outlining its goals, best practices, and processes designed to align the team and create consistency.
Keep reading to learn how to create a sales strategy plan for your team.
Sales Planning: Building a Sales Strategy Plan
Now that you have the template you need, let's go over how you can build a sales strategy.
How to Build a Sales Strategy
- Develop organizational goals.
- Create a customer profile that is tailored to a specific product offering.
- Hire, onboard, and compensate sales team members adequately.
- Create a plan to generate demand.
- Measure individual and team performance.
- Track sales activities.
To build a comprehensive sales plan, you’ll find the following activities helpful along the way:
1. Develop organizational goals.
Setting goals is a no-brainer for most sales teams. Otherwise, how else will you know you're executing the right activities for the best results? To develop clear organizational goals for your sales strategy:
Involve cross-departmental stakeholders.
When developing sales goals, avoid doing it in a silo. Get input from stakeholders across the organization since every department is held accountable to the company’s bottom line.
Create SMART goals.
SMART stands for specific, measurable, attainable, relevant, and time-bound. Setting SMART goals helps your team simplify and track complex or long-term sales goals.
For example, a specific, measurable, and time-bound goal could be to sell 150% of the projected sales quota in Q2. Your internal team will create this goal and can decide whether this goal is relevant and attainable.
SMART goals help reduce confusion when it’s time to review your strategy to see what worked and what didn’t. Attainability is also important, because unrealistic sales goals can impact team motivation.
Connect individual goals to organizational goals.
If you're creating a team-specific strategy, you may also want to set goals for individual team members. Building ownership and accountability into sales goals can help keep your team aligned. It also makes your sales strategy more cohesive.
2. Create a customer profile that is tailored to a specific product offering.
A detailed profile of the target customer — a buyer persona — is essential to an effective sales strategy. There are many ways you can create a useful buyer persona.
Find target markets and segments.
First, look at your industry as a whole. Get to know your ideal customer's company size, psychographics, and buying process. You may want to look at industry trends too.
Conduct market research to understand customer needs and preferences.
Next, do some market research. This template can help you streamline the process and understand which types of research will be best for your business.
You may also want to do some competitor analysis at this stage. Once you know the strengths and weaknesses of competing brands you can more easily find gaps that you can fill for specific customers.
Create a clear value proposition to attract your ideal customer to your product or service.
Your product offering should outline the product benefits. It should also use insights from your customer profile to emphasize features that solve your target customer's pain points.
Your business may already have a clear value proposition, but if not, you can use these free value proposition templates to draft one.
Quick tip: Be sure to schedule time to update and refine your buyer persona to make sure it aligns with current customer trends and expectations.
3. Hire, onboard, and compensate sales team members adequately.
To develop your sales strategy, you must have a powerful sales team in place.
According to HubSpot research, the churn rate for sales teams was about 35% in 2021 and 2022. But the ideal churn rate for most businesses is around 10%, a significant difference.
To create a supportive and successful sales team that can both support and enhance your sales strategy:
Create great processes for hiring new members of your sales team.
To begin this process, create a list of criteria for sales managers to screen for when interviewing candidates. A well-defined job description and competency framework are also useful. These tools can help your team with recruiting and retaining top talent.
Develop sales onboarding, training, and development programs.
Your training and onboarding program should prepare your sales team to sell effectively and efficiently. It should also help sales reps build advanced skills and industry knowledge.
But what if you don't have the resources to develop comprehensive training in-house? In these situations, think about combining organization-specific training with online sales training programs.
Create a motivational compensation and rewards plan.
Many organizations connect sales compensation to organizational sales goals. Regardless of what compensation plan you choose, make sure that it meets or exceeds industry expectations. It should also inspire your team to celebrate individual and team achievements.
4. Create a plan to generate demand.
This section should include a detailed plan for how to target potential customers to increase awareness of your offering. For example, using paid social acquisition channels, creating e-books, hosting webinars, and other strategies in this post.
Featured Resource: Sales Plan Template
Download the Template for Free
As you create your sales plan, be sure to consider these tips:
Create targeted messaging and positioning for your target audience.
This positioning will help your team create a foundation for targeting your top audience. It will also help you choose the best channels and tactics for each campaign. This boosts your chances of increasing demand and qualified leads with each sales strategy.
Add clear goals and KPIs to your sales plan.
This step will help you stay motivated and track the effectiveness of your sales strategies. This approach can also help you change or update your strategies for effectiveness over time.
Create processes for lead nurturing and follow-up.
Once you've generated demand, it's time to convert. But not every lead generation opportunity translates to qualified leads or sales opportunities.
As you track your newly generated demand, find ways to align your processes with your buyer's journey. Then, use sales automation tools to manage leads and create personalized follow-ups. This can help every rep on your team send the right message at the right time.
Optimize your sales plan and process.
Build in time to review your metrics. Then, use A/B testing, customer feedback, and sales team insights to refine your sales strategy plan.
5. Measure individual and team performance.
Time to track! Once the infrastructure is set up, create a procedure for tracking performance on the individual, team, and company levels.
Tracking your efforts is imperative if you plan to optimize your processes and practices for growth in the future. Even if you’re just getting started setting benchmarks for the team, write those down and track your progress toward them.
Build useful metrics to track sales performance.
This measurement can take the form of quarterly KPIs, weekly dashboards, monthly reviews, or some combination of all three. It should also highlight the specific metrics that the team should focus on.
If you're not sure where to start, these KPIs can help you align performance expectations with sales goals:
- Revenue targets
- Sales quotas
- Conversion rates
- Lead-to-opportunity ratios
- Average deal size
- Pipeline velocity
Think about real-time performance tracking.
While business KPIs are useful for the long-term, fast-moving industries may need real-time tracking. To get an at-a-glance look at sales team performance, choose tools that can give you instant visibility, like Sales Hub.
Real-time insights can help you find and address issues more quickly. They also create opportunities for proactive sales performance management.
Create a process for sharing performance data.
With performance metrics, you have data that can help you offer constructive feedback and coaching to each member of your team.
Whether you offer one-on-one meetings, performance reviews, or team huddles, be sure to make space for these conversations. They’re a great way to understand performance gaps, offer guidance, and share best practices. This process also supports individual and team development.
It can also help you understand whether it’s your team or your strategy that needs extra attention.
6. Track sales activities.
Data is key to an effective sales strategy plan and sales activity metrics can help you go beyond individual team performance.
Collect a range of sales activity data.
Sales activity metrics can help you understand how the team approaches day-to-day sales as a whole. You should track everything from the sales presentation to closing techniques.
Collect data to see how your sales team performs beyond call or deal numbers, in individual activities such as:
- Meetings scheduled
- Presentations delivered
- Proposals submitted
- Sales presentation success rates
- Closing techniques
Comparing this data to other goal metrics can show you patterns, best practices, and areas for improvement.
Track lead and prospect sources.
If you’ll be publishing thought leadership content or sourcing leads from social media, make sure that any link you share is trackable with a UTM parameter.
Trackable links aren't just valuable for learning which channels are generating the most leads. They can also help you focus your resources on the channels that generate the most relevant qualified leads for driving sales.
Focus on continuous improvement.
Once you have a complete set of analytics to track your strategy, use it to refine your sales strategies, team knowledge, and plans. A clear data-driven process will make it easier to use customer feedback to grow your sales. It will also give your sales team the ability to flex with industry and market changes that could impact your business.
Featured Resource: Sales Plan Template
Download the Template for Free
Sales Initiatives
- Refresh your buyer personas regularly.
- Actively align sales and marketing.
- Use a CRM.
- Listen to your prospects.
- Invest in sales development and team-building.
Businesses should always be looking for ways to innovate their approach to sales. Here are some creative things sales reps and teams can do on their own to jumpstart their performance, stand out from the competition, and boost team productivity.
1. Refresh your buyer personas regularly.
Buyer personas inform all kinds of activity at your business, including (and most importantly) who your marketing and sales teams pursue as customers. But as your market and company shift, your buyer personas can become out-of-date — which can cause your sales team's work to become stagnant and ineffective. Work with your marketing team to refresh your buyer personas to best equip your sales team for prospecting and outreach.
Free Sales Plan Template
Outline your company's sales strategy in one simple, coherent sales plan.
- Target Market
- Prospecting Strategy
- Budget
- Goals
2. Actively align sales and marketing.
Speaking of marketing, create and honor a service-level agreement (SLA) between your sales and marketing teams. This agreement will detail how each team can support each other, contribute to the other's goals, and honor boundaries in a way that still moves prospects toward conversion.
3. Use a CRM.
Successful sales teams and strategies require the right tools. HubSpot all-in-one CRM eliminates manual work and streamlines your sales activity and data. It also keeps your sales team up-to-date about all relevant activity with your prospects — an important transparency factor that helps motivate and align your team.
4. Listen to your prospects.
Just because prospects aren't customers doesn't mean they can't give valuable feedback. As you move prospects through their sales funnel and (especially) when they drop off, ask for candid feedback about their experience with your team and products. You may learn something that can help convert them or your next prospect.
5. Invest in sales development and team-building.
The best sales teams not only align with customers but also with their coworkers. Sales is a difficult career and can lead to burnout without proper encouragement and camaraderie. Invest in sales development and team-building activities to keep your sales team feeling satisfied and supported.
Sales Strategy Examples from Successful Sales Teams
In this section, we’ve analyzed two incredibly high-performing sales teams and how they achieved success using their unique sales strategies.
1. HubSpot
Founded in 2006, HubSpot has since grown to over 184,000 customers in over 120 countries and over $1.7 billion in annual revenue. With an IPO in 2014, HubSpot is now valued at over $24.63 billion.
That said, we want to share a few pages from our own sales strategy playbook.
Hire the right people according to repeatable evaluation criteria.
We first started by determining a list of attributes that made a successful sales rep: Work ethic, coachability, intelligence, passion, preparation and knowledge of HubSpot, adaptability to change, prior success, organizational skills, competitiveness, and brevity.
From there, we established a repeatable process to evaluate candidates during interviews based on these weighted criteria.
Train the sales team by making them wear customers’ shoes.
Again, the first step we took was to define the sales process that we thought would be most successful. We outlined our unique value proposition, target customer, competition, most common objections, product features and benefits, and so forth.
Then we created a hands-on training program that would not only imitate the sales process for reps before they actually began selling but also allow them to experience our target customers’ pain points.
Today, a large part of our training program involves making reps create their own website and blog, and then drive traffic to it. This exercise allows reps to better consult potential customers in the future. We also use exams, certification programs, and presentations to measure each rep’s performance.
After employees are onboarded, we continue tracking their progress throughout the various stages of our sales process. The primary criteria we look at includes: leads created, leads worked, demos delivered, and leads won. Then we measure these criteria against each other to create ratios such as leads created to leads won.
We track each stage in the process so that if a rep is struggling with any particular metric, we can dig deeper to understand why that’s the case.
Align sales and marketing.
The sales and marketing teams work closely together in a process we call "Smarketing" to generate consistent leads each month.
In this process, marketing understands which qualities a sales lead needs to meet before it’s handed over to sales as well as how many of those qualified leads it must create each month to meet our sales projections.
Meanwhile, the sales team understands how long they should wait before contacting a lead and how many attempts they should make to contact that lead. All of these decisions are led by data and science, not by gut.
Free Sales Plan Template
Outline your company's sales strategy in one simple, coherent sales plan.
- Target Market
- Prospecting Strategy
- Budget
- Goals
2. Shopify
Shopify is known for consistent momentum and customer satisfaction.
Loren Padelford, VP at Shopify and General Manager of Shopify Plus, shared his secret sauce for increasing sales.
Hire great people, not necessarily great salespeople.
Hiring is arguably one of the most essential components of a great sales strategy. Many sales managers, though, are misled into believing that they must hire sales superstars. Padelford looks for six key personality traits when hiring salespeople: intelligence, work ethic, history of success, creativity, entrepreneurship, and competitiveness.
The truth of the matter is that sales teams first must look for great people and then train them so they become great salespeople.
Treat sales as a science, not an art.
According to Padelford, we can now measure sales down to the second. We can explain success according to cold, hard data points rather than mystical qualitative assessments. Every sales team should be tracking their average deal size, average sales cycle length, lead-to-deal conversion rate, calls per day per rep, and the number of deals in the pipeline.
Each of these metrics, tracked over longer periods of time, will inform companies about the health of their sales process and pinpoint areas they need to improve upon.
Build a smart, technological foundation.
Before Padelford took over the sales process at Shopify, sales reps would manually log phone calls and emails into the CRM, consuming five precious hours each week. With a sales force of 26, that added up to 130 wasted hours per week.
Realizing this misuse of time and capital, Padelford led Shopify to adopt the HubSpot CRM. With the CRM, sales reps were able to receive notifications when prospects opened their emails, clicked links, and viewed document attachments.
With the prospecting tool, they also have access to over 19 million prospects as well as detailed information about said prospects like estimated revenue, the number of employees, suggested email addresses, and so forth.
Maintain a high-quality pipeline by eliminating unqualified leads.
Shopify uses the 4/5 Threshold to filter out unqualified leads, thereby allowing its sales reps to focus on selling to leads who have a higher probability of becoming customers.
When evaluating whether a lead is qualified, a rep must have a concrete answer to four of the following five variables:
- Pain: Is the prospective customer experiencing a prominent business issue or challenge that requires them to make a change?
- Power: Is the prospective customer directly involved with the decision-making process? If not, who is?
- Money: Does our offering fall within their budget constraints?
- Process: What's their buying process?
- Timeline: What stage are they in the buyer’s journey? Will they purchase within a reasonable time frame?
Grow Better with Sales Strategies, Initiatives, and Templates
Every company can benefit from crafting a sales strategy plan. The free template below includes everything you’ll need to customize your strategy for your business and sales team. Regardless of what strategy you choose, always implement a buyer-first approach. Learn from these winning sales team examples, too, to grow your sales team and performance.
Editor's note: This post was originally written in April 2020 and has been updated for comprehensiveness.
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