Sales strategies: how to create an action plan and have commercial success?

Sales strategies are a set of techniques, tactics and activities that direct the actions of the team to win buyers. By defining them, the actions and stages of the sale are organized in a plan that defines objectives, processes and information about the product, the company and the customers. Based on this, it also establishes the business results it hopes to achieve. 


A few years ago, commercial strategies focused on promoting the product or service offered. Currently, however, the change in customer behavior, closely related to digital transformation, has redirected the focus of commercial dialogue, which has become focused on buyers' needs

Furthermore, it is necessary to highlight the impact of digital retail, which also generated the need to think about a new strategic sales planning. In this article, you will learn all about sales strategies. Check it out!

What are sales strategies

Sales strategies are a set of techniques, tactics and activities that direct the actions of a sales team to win buyers. When defining these strategies, the actions and stages of the sale are organized in a plan that defines objectives, processes and information about the product, the company and the customers. 

Based on this, the team is also able to establish the business results they want to achieve. 

What are the 4 phases of the sales strategy?

Check out the 4 phases of a sales strategy below.

  1. Find potential customers
  2. Convert potential customers
  3. keep your customers
  4. Sell ​​more to your customers

1) Find potential customers

Commercial actions focused on finding new buyers must be continuous. After all, it is through this type of action that the organization expands its market share, increases its competitive capacity and raises the conversion rate

In a E-commerce, the actions of attraction, such as Sponsored ads, are excellent examples of campaigns to find potential customers and bring them into your shop. But there are others online sales strategies focused on attracting customers, such as Search Engine Optimization (search engine optimization).

2) Convert potential customers

It is not enough to present your brand and its products buyers, you have to convince them to pay for them. How to do this? Include in your strategic planning actions that focus on sales conversion

Show your customer the pain that your product (or service) solves and the losses that he may have if he does not acquire the solution. 

At this stage, it is also important to apply some tactics, such as:

  • optimization of the checkout process, with a checkout simplified;
  • offering a good user experience for anyone in contact with the brand;
  • easy access to products that consumers need and want;
  • use of mental triggers that guide decision making.

Resources such as smart search and recommendation windows should also be considered for works with e-commerce, after all, they contribute directly to the buyer find the goods you want and complete the purchase on the website. 

3) Keep your customers

Companies must also be concerned about the customer retention, regardless of the sector. That's because, by embracing this strategy, it improves financial results, generating more profit. 

UA study released by the Harvard Business School shows that it is 5 to 25 times more expensive acquiring a new customer than keeping an existing one.

For this, among the sales strategies indicated for this phase, we can mention: 

  • breeding of targeted campaigns e Custom de e-mail marketing;
  • optimization of unboxing experience (when the customer receives a product purchased online and is surprised by the company);
  • use of retention pop-ups to prevent shoppers from leaving the e-commerce before completing a deal;
  • service improvement, offering support in multiple channels in a personalized way, which includes chats, social networks etc.   

Read also: What is and how to make an e-commerce marketing plan?

4) Sell more to your customer base

It is critical that you also include tactics in your planning that encourage old customers to place new orders.

Among the options of sales strategies that have this objective, we can mention:

  • creation of a Fidelity program or one subscription club, so that the sale and income from a buyer are recurring;
  • offer of cashback with each purchase, for use in the next order;
  • actions of cross sell, where the buyer orders a new item that complements the product originally purchased.

How to prepare a strategic sales plan?      

Below, we organize a step-by-step guide on how to create a strategic sales plan. 

  1. Know your persona
  2. study the competition
  3. Build a sales funnel
  4. Determine your goals
  5. Do a SWOT analysis
  6. Analyze performance 

Know your persona

Undoubtedly, to set up good sales strategies, it is essential that you Know the audience you want to conquer. Without this, you will hardly succeed in your campaigns and will be shooting in the dark in search of a conversion. 

Learn how to create a persona and how important it is to your business.

study the competition

Always study your competition! What do they sell? How do you sell? Who do they sell to? What benefits do they offer? How do you build product pages? What sales marketing strategies do they use? 

The answers to these questions are essential for you to be better than your competitors and win the competition for the market. 

Do a SWOT analysis

One of the main steps in build a sales strategy is SWOT analysis. With it, you observe elements of extreme importance for your sales strategies.

  • Forces: highlights the positive aspects of the company internally, which sets it apart from the rest of the market.
  • Weaknesses: shows adverse conditions within the business, which can harm or hinder growth and results.
  • Opportunities: identifies external possibilities, which can be leveraged to create growth strategies for the organization.
  • Threats: observes unfavorable external factors that prevent the company from moving forward.

With this complete assessment, you have an important base of information that will help you make decisions, create strategies and define more effective ways to achieve your goals.  

Build a sales funnel

O sales funnel is a way of visualizing the stages through which a consumer passes until you decide to buy a product. 

By understanding these phases, it is possible to build a marketing plan and sales that brings your company closer to consumers at all these stages, facilitating their arrival to conversion. 

Learn about the stages of the sales funnel below.

  • top of funnel: learning and discovery.
  • middle of the funnel: problem recognition and solution consideration.
  • funnel bottom: buying decision.

Determine your goals

No type of planning works without the establishment of clear objectives, shared by the entire team. After all, that's what goes direct the way that must be covered and is also what shows whether success has been achieved. 

Remember to subdivide these goals into goals that are easily calculated and that they should be transparent, achievable and challenging

Analyze performance 

Finally, it is extremely important that you analyze the performance of the actions taken. Did everything that was planned come true? Have all actions been performed? What goals were achieved? What goals were achieved?

Making this balance throughout the process is vital for the making adjustments to the planning. These corrections will help to reduce the impact of failures and bottlenecks on the final result. 

Understanding what's working and what's not will also help you better manage your investments and reduce waste, increase your return on investment and your company's profitability. 

How to build good sales strategies?

With the steps we just presented, you are ready to organize a quality action plan. 

However, some extra tips to build your sales strategies will make your plan fantastic and make your company stand out in the market. Check it out below.

  • Adapt to shoppers' demands, for example by understanding the types of products they search for and the offers that help convert them.
  • bet on one recommendation system of products, with virtual showcases customized.
  • Present the benefits of the products and not just the technical features.
  • Customize offers according to each customer's searches and latest purchases.
  • embrace the tech to get closer to buyers, by e-mail, inside the virtual store or in other channels.
  • Invest in efficient communication techniques with consumers, using resources such as pop-ups, hotsites, banners etc. 

Go further with customer loyalty

It is still common to find companies that focus only on conquering new buyers, failing to cultivate the relationship with customers current. 

Is this the best selling strategy? Possibly not.

that's what it showed a search disclosed from Harvard Business School. According to her, increasing customer retention rates by 5% increases profits by 25% to 95%.

Therefore, when creating a strategic sales plan, it is also essential to consider the actions to Customer Loyalty, making the most of consumers who already know your product and company to do more business. 

And of course, always remember to offer the best shopping experience to the customer, whether new or recurring. 

A SmartHint specializes in increasing conversions through good customer experience. Understand how we can boost your online sales strategies, Learn about our solutions!

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Rodrigo Schiavini

Rodrigo Schiavini

Founder and business director of SmartHint, he is also regional director Paraná of ​​ABComm, with more than 10 years of experience in electronic commerce for major brands in the most varied segments.
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