Growing revenues with your target customers appears easy, especially if you have invested time to really identify where you want your company to play and have communicated this strategy with your sales team? Wrong!
I agree with this article in that it is great to really understand your target customers, their buyer personas and develop great marketing content to attract them but if you are happy to be distracted by a commercial deal outside your strategy then why invest in it in the first place.
We have changed our commercial strategy during the last two years. We now understand who we really want to work with and in which industries. It is very difficult to turn down assignments and ultimately revenue but I am happy to confirm that by sticking to our guns our strategy has paid dividends. We are working with clients aligned to our purpose, vision and values. We are experts in industries and the experience we give to our clients is outstanding because our consulting team are securing Executive Search projects that they relish.
Sales professionals make decisions every day about what prospects and customers they will be meeting with, what products or services they will highlight in their pitches, and even what elements of your value proposition they will emphasize. McKinsey & Co. research on B2B purchases indicates that 25% of the buying decision depends on the interaction with the sales professional. That puts your strategy in the hands of inexperienced company strategists who are focused, often solely, on how to reach a quota. Are you comfortable with that? If not, there are three things you should do to make sure that your salespeople understand and implement your strategy as you intended it, and that their actions are in line with your goals, not just the target they want to make.