SALES STRATEGIES

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Sales activity is very important, so you need to spend some time thinking about the most appropriate way to sell. To do this, you need to consider some factors, such as the sector in which the company is located, the target market, the products or services offered and the stage the company is in. There are two main categories of sales strategies: the traditional offline strategy and the digital online strategy. Two mistakes are often made when determining the right sales strategy. The first is to think that the offline strategy is obsolete and has nothing to contribute to a startup. The second mistake is to define two separate strategies instead of arriving at an integrated sales mix.

Offline sales strategies are those used outside the digital environment, such as direct sales, advertising in print media or participation in trade fairs. Online sales strategy, on the other hand, focuses on the digital environment, through techniques such as digital marketing, online advertising and social media. The best sales strategy for a company will depend on several factors, including the target market, the available budget and the company's objectives. Therefore, it is important to think carefully and strike a balance between the two strategies in order to get the maximum benefit.

SALES STRATEGIES

B2B

1. Consultative selling: implies that the seller acts as a consultant to the buyer, analysing his needs and offering him solutions adapted to his situation.
2. Value-added sales: it is about offering the customer better value than the competition, through product and service customisation, speed of delivery, technical support, quality, etc.
3. Sale of solutions: it is about offering customers a global solution to their problems, rather than selling them products or services in isolation.

B2C

1. Impulsive selling: it is about taking advantage of the customer's impulse to make the purchase on the spot, through marketing techniques such as promotions, discounts, etc.
2. Emotional selling: it is about appealing to the customer's emotions so that they feel identified with the product or service and buy it, through advertising, design, etc.
3. Convenience sales: is about offering the customer a product or service easily and quickly, so that they do not have to invest a lot of time or effort in acquiring it.

B2G

1. Sale by tender: In this type of sale, the process of acquiring goods and services is carried out through a public tender process, in which companies submit their proposals and the best one is selected.
2. Sale of consultancy: in this case, companies offer specialised consultancy services to public administrations to help them solve problems and make strategic decisions.
3. Sales by framework contract: This is an agreement between a public administration and a company, which establishes the conditions for the purchase of goods and services for a given period of time.

B2B2C

B2B2C is a business model in which one company sells its products or services to another company (B2B), but the final recipient of these products or services are the end customers (B2C). In this business model, the company selling to the end customer uses the products or services of the B2B company as part of its offering.

An example of B2B2C is a company that produces electronic components and sells those components to another company, which in turn uses them to manufacture an end product, such as a mobile phone. The mobile phone manufacturing company then sells the phones to end consumers. Another example is a company that sells software solutions to other companies to integrate into their products or services, and then the company that buys the software uses that solution to provide a better experience for the end customer. In a nutshell, the B2B2C model allows companies to offer high quality products or services to end-customers, while benefiting from the experience and expertise of another company in a related industry.

B2B2B sales

B2B2B (Business-to-Business-to-Business) is a sales model in which one company sells its products or services to another company, which resells them to a third company. In other words, it is a supply chain in which one company is a supplier to another company, which in turn is a supplier to another company. In this model, the company that sells the product or service acts as a supplier and works with the intermediate company, which in turn works with another company that ultimately uses or consumes the product or service. Each company in the chain adds value to the product or service before passing it on to the next link.

An example of B2B2B might be an electronic component manufacturing company that sells its products to a wholesale distributor who, in turn, sells them to an electronic device manufacturing company that uses those components to produce its final products. In this model, It is important for each company to have a good relationship with its customers and suppliers, as their reputation and ability to meet delivery schedules and product specifications can affect the entire supply chain.

Sales 

B2B2B2B2C SALES

B2B2B2B2C is a sales model that involves the collaboration of three types of companies in the supply chain, where one B2B (Business-to-Business) company supplies another B2B company, which in turn supplies another B2B company, and finally, the product or service reaches the end customer through a B2C (Business-to-Consumer) company. This sales model is mainly used in the manufacturing and distribution industry, where a complex supply chain is required to get a product from the manufacturer to the final consumer. The initial B2B company may be a manufacturer of parts or components that sells to a higher-level B2B company that assembles the products and sells them to another B2B company, such as a wholesale distributor. Finally, the product reaches the end customer via a B2C company, such as a retail shop or an online shop. In this sales model, each company in the supply chain is responsible for adding value to the product or service before it reaches the final customer. For example, the upstream B2B company can add value by manufacturing high-quality components, while the downstream B2B company can add value by assembling the components into a finished, customised product for its B2B customer. The downstream B2C company can add value by offering an easy and convenient buying experience for the end customer.

One of the main advantages of the B2B2B2B2C model is that it allows each company in the supply chain to focus on its area of expertise, which can result in higher quality products and services for the end customer. However, it can also be complicated to coordinate the supply chain and ensure that each company fulfils its responsibilities so that the product or service reaches the end customer in a timely and seamless manner.

B2B2B2B2C is a sales model that involves the collaboration of three types of companies in the supply chain, where one B2B (Business-to-Business) company supplies another B2B company, which in turn supplies another B2B company, and finally, the product or service reaches the end customer through a B2C (Business-to-Consumer) company. This sales model is mainly used in the manufacturing and distribution industry, where a complex supply chain is required to get a product from the manufacturer to the end consumer. The initial B2B company may be a manufacturer of parts or components that sells to a higher-level B2B company that assembles the products and sells them to another B2B company, such as a wholesale distributor. Finally, the product reaches the end customer via a B2C company, such as a retail shop or an online shop. In this sales model, each company in the supply chain is responsible for adding value to the product or service before it reaches the final customer. For example, the upstream B2B company can add value by manufacturing high quality components, while the downstream B2B company can add value by assembling the components into a finished, customised product for its B2B customer. The end B2C company can add value by offering an easy and convenient shopping experience for the end customer.

One of the main advantages of the B2B2B2B2C model is that it allows each company in the supply chain to focus on its area of expertise, which can result in higher quality products and services for the end customer. However, it can also be complicated to coordinate the supply chain and ensure that each company fulfils its responsibilities so that the product or service reaches the end customer in a timely and seamless manner.

Another classification by type of sales:

According to the degree of complexity of the product or service:

• Simple sales: low-cost, easy-to-understand products or services that do not require complex decision-making on the part of the customer.
• Complex sales: high value products or services, with complex technical characteristics and decision making involving several departments or individuals within the client company.

Depending on the distribution channel:

• Direct sales: are made through the direct relationship between the seller and the buyer, without intermediaries.
• Indirect sales: are made through intermediaries such as distributors, wholesalers or retailers.

Depending on the type of customer relationship:

• Transactional sales: focus on a one-off sale without establishing a long-term relationship with the customer.
• Relational sales: focus on building a long-term relationship with the customer, based on trust and satisfaction.

Depending on the type of market:

• Local sales: are carried out in a limited geographic market.
• Regional sales: sales are made in a market that spans several regions or countries.
• International sales: are carried out in markets in other countries.

Depending on the time of sale:

• Opportunity sales: are made at a time when the customer needs the product or service immediately.
• Programmed sales: are carried out in a pre-planned manner.

These are just some of the possible classifications in sales, and each company can tailor its sales strategy according to its needs and objectives.

How to choose the best sales strategy in a start-up company

Choosing the best sales strategy for a new business can be a complex process, but here are some steps that can help you:

1. Know your ideal customer: Before deciding on the best sales strategy, it is important that you have a complete understanding of your ideal customer. Research your potential customers thoroughly, discover their needs, interests, problems and buying behaviour. This information will help you to better define the sales strategy you should adopt.
2. Analyse your competition: Learn from your competitors and observe their sales strategies. Analyse what they are doing right and what they are doing wrong, how they are approaching their target market and what results they are getting. This will help you find opportunities to improve your own strategies.
3. Define your sales targets: It is important that you set specific sales targets for your business. This will help you to have a clear and measurable focus for your sales strategy. For example, do you want to increase sales by 20% in the next six months? Do you want to win new customers in a specific market?
4. Analyse the available sales channels: Identify the sales channels that are available to you, both online and offline. For example, you can sell through your website, on social media, in a physical shop, at events and trade fairs, in collaboration with other businesses, among others. Evaluate the pros and cons of each channel and decide which ones are best for your business.
5. Define your integrated sales mix: Once you have completed the above steps, it is time to define your integrated sales mix. This means selecting the sales channels that best suit your objectives, your target market and your budget. You don't have to limit yourself to one sales channel, but can combine different channels to maximise your results.

Remember that choosing the best sales strategy for a new business may take time and effort, but once you have defined it, it will allow you to drive your business forward and achieve your goals.

Sales strategy according to customer type

There are various sales strategies that can be used depending on the type of customer you want to reach.

Some of these strategies are presented below:

1. Direct selling strategy: It consists of directly reaching the target customer by visiting their home or workplace, by telephone calls, mail, among others. It is a very effective strategy for the sale of low-cost, high-volume products.
2. Online sales strategy: This strategy focuses on using the internet and social media to reach customers. Different tools can be used such as paid Google ads, social media advertising and content marketing. It is ideal for companies that want to reach a mass audience and saves on advertising and marketing costs.
3. Point-of-sale strategy: This strategy uses the geographical location of the company to reach the customer. It involves selling in places with high traffic, such as department stores, supermarkets, among others. It is effective for products that require demonstration, such as household appliances, gadgets, etc.
4. Personalised sales strategy: It focuses on getting to know the customer in depth and offering tailor-made solutions. This strategy is based on creating a lasting relationship with the customer, and for this it is necessary to get to know them, know their needs and offer them personalised treatment. It is ideal for high-cost products or services.
5. Indirect selling strategy: In this strategy, intermediaries are used to reach the customer. It involves selling through distributors, resellers or sales agents. It is a useful strategy for companies that do not have the capacity for direct sales and require additional support.

It is important to bear in mind that each strategy must be adapted to the needs and objectives of the company and the client to be reached, so it is recommended to carry out a detailed analysis of the options and select the one that best suits the circumstances.

Practical examples of sales strategies according to customer type

The following are some practical examples of sales strategies according to the type of customer:

1. Sales strategy for new customers: An effective strategy to attract new customers is to offer discounts on the first purchase or gifts for the purchase of certain products. A targeted advertising campaign can also be implemented on social media or traditional media to reach potential new customers. For example, a new clothing company could offer a 10% discount on the first purchase through its website.
2. Sales strategy for loyal customers: To keep customers loyal and encourage repeat purchases, loyalty programmes can be offered with exclusive benefits, such as additional discounts, free shipping or access to private sales. Personalised emails can also be sent with special offers for these customers. For example, a beauty products shop could offer loyal customers early access to a new product line.
3. Sales strategy for B2B customers: In the case of selling to other companies, customised solutions can be offered to meet their specific needs. A customised relationship can also be established with customers, offering specialised advice and dedicated customer service. For example, a software company could offer a customised version of its product to meet the needs of a specific company.
4. Sales strategy for online customers: In the digital world, it is important to have a strong online presence and use digital marketing techniques such as social media advertising, email marketing and SEO to attract customers. Online customer services and an easy and hassle-free purchasing process can also be offered. For example, a cleaning services company could offer an online order form and live chat to answer customer questions.

Choosing the right sales strategy will depend on the type of customer and the company's objectives. It is important to have a good understanding of customers, their needs and preferences in order to tailor sales strategies and improve sales effectiveness.

Sales strategy by customer type

Private individuals: SALES TO INDIVIDUALS B2C (see+)

• Discounts and promotions: An effective strategy to attract individual customers is to offer discounts and promotions on products or services. This can be a temporary offer or an offer for new customers.
• Content marketing: Creating valuable and relevant content for individual customers, such as blogs, videos or infographics, can attract new customers and build loyalty with existing ones.
• Referral marketing: Encouraging individual customers to recommend the brand to their friends and family is an effective strategy to increase the customer base.

Companies: SALES TO B2B COMPANIES (see+)

• Specialised content marketing: Creating specialised content for businesses, such as reports, studies or white papers, can attract new business customers and build loyalty among existing ones.
• Demonstrations and tests: Offering demonstrations and free trials of products or services can be an effective strategy to attract businesses and convince them that the brand offers effective solutions to their needs.
• Public relations marketing: Working with the media and specialised blogs to generate positive coverage of the brand and its business solutions can be an effective strategy to increase brand visibility and attract new business customers.

Governments: SALES

• Tenders and competitions: Participating in government tenders and bids can be an effective strategy for winning contracts and increasing the government's customer base.
• Partnerships and alliances: Establishing partnerships and alliances with companies or government entities can be an effective strategy to increase brand visibility and attract new government customers.
• Public relations marketing: Working with government media can be an effective strategy to generate positive coverage of the brand and its solutions for governments.

Point of sale: MERCHANDISING. TECHNIQUES AT THE POINT OF SALE (see+)

• Sensory marketing: using sensory elements such as music, scent or lighting can create an engaging and memorable shopping experience for customers at the point of sale.
• Discounts and promotions at the point of sale: Offering discounts and exclusive promotions at the point of sale can be an effective strategy to attract customers and encourage impulse purchases.
• Personalisation: Offering personalised solutions to customers at the point of sale, such as the possibility to customise products or services, can increase customer satisfaction and loyalty.

Ecommerce: SELL THROUGH E-COMMERCE. ONLINE STORE (see+)

• Content marketing: Creating valuable and relevant content for customers in ecommerce, such as product reviews, comparison shopping or buying guides, can increase brand visibility and attract new customers.
• Affiliate marketing: Establishing affiliate agreements with websites and blogs specialised in the brand's industry can be an effective strategy to increase visibility and sales in ecommerce.
• Online advertising: using online advertising, such as Google Ads or social media, can be an effective strategy.
• Non-profit institutions: In this case, sales are based on persuasion and building long-term relationships. It is important to highlight the social benefits and positive impact that the organisation can generate. Transparency and clear communication about the use of funds are also key to gaining donors' trust.
• Distributors: In the case of distributors, the sales strategy focuses on establishing collaborative and mutually beneficial relationships. It is important to demonstrate the quality and value of the products or services offered, as well as the ability to meet delivery deadlines and provide good after-sales service. In addition, it can be beneficial to offer incentives and discounts to distributors who achieve certain sales targets.
• Wholesalers: Wholesalers are usually looking for competitively priced products or services in large quantities. Therefore, the sales strategy for this type of customer focuses on offering attractive prices and additional benefits such as volume discounts and on-time delivery. In addition, it is important to keep in mind that wholesalers tend to have many customers, so personalised attention and good service are key to maintaining a long-term relationship.
• Corporate consumers: In this case, the sales strategy focuses on demonstrating the ability of the product or service to solve the company's specific problems. It is important to highlight long-term benefits and profitability, as well as to provide good after-sales service. In addition, it can be beneficial to build relationships with decision-makers in the company and maintain frequent communication to understand their needs and offer appropriate solutions.
• General public: In this case, the sales strategy focuses on capturing the customer's attention and highlighting the benefits and unique features of the product or service. Advertising campaigns, social media promotion and customer service are key to achieving this. In addition, offering guarantees and payment facilities can be beneficial in attracting potential customers.

ENVOLVING STRATEGY (see+)

INTERNET SALES (see+)

E-COMMERCE IN MARKETPLACES (see+)

PERSONAL SALES (see+)

CROSS SELLING AND UP SELLING (see+)

Case study for an entrepreneur to select the right sales strategy for his new venture

Let's imagine that an entrepreneur has created a new company that offers a financial advisory service for small and medium-sized enterprises. His target market is SMEs looking to improve their financial situation, increase their profits and grow their business. The entrepreneur needs to select the right sales strategy for his new company.

Here are some steps you can take:

1. Analyse the market: The first thing to do is to analyse the market to understand who the potential customers are, what problems they have and what needs they have. You may need to conduct market research or surveys to obtain relevant information. You should also analyse your competitors to understand what sales strategies they are using.
2. Identify the ideal customer: Once you have analysed the market, you need to identify the ideal client for your business. In this case, the ideal client would be an SME that needs financial advice and is willing to pay for it.
3. Selecting the sales strategy: Once the ideal customer has been identified, the most appropriate sales strategy can be selected. Here are some options to consider:
   1. B2B sales strategy: Since the company's objective is to work with SMEs, a B2B sales strategy can be effective. This could include company visits, presentations at business events and calls to potential companies.
   2. Content marketing: A content marketing strategy could help attract potential customers. The company could create useful and relevant content for SMEs, such as financial guides, articles on how to improve the company's financial situation and tips on how to grow a business.
   3. Social media marketing: Social media can be an effective tool to reach out to SMEs. The company could create a social media page and share content relevant to its target audience, such as financial news, business tips and special promotions.
4. Implement the sales strategy: Once a sales strategy has been selected, the company must implement it effectively. This may require resources such as sales staff, online advertising and marketing tools. In addition, the company must measure and analyse the results of the sales strategy to adjust it as necessary.

In a nutshell, To select the right sales strategy for his or her new venture, the entrepreneur must analyse the market, identify the ideal customer and select an effective sales strategy. The company must then implement the strategy and measure the results to adjust it as necessary.