Arrow icon
Ness Labs: Make the most of your mind
Learn more about Joggo

A Summary of

8 steps to create your winning sales strategy, according to industry leaders

by
Courtney Chuang
Intercom
View original

Understand what it takes to attract your target customer based on 3 key sales models.

  1. Enterprise
    1. Attain high-value customers through a complex sales process.
    2. e.g. HubSpot
  2. Transactional
    1. Attain high-value customers through a simple sales process (self-service).
    2. e.g. Amazon
  3. Self-service
    1. Attain low-value customers through a simple sales process.
    2. e.g. Xero

Know when to add sales to a self-serve business model.

  • If you're selling something with a low average contract value (e.g. $1000 for the year), sales are not critical.
  • If you're selling something with a high average contract value (e.g. above $5,000-$10,000), sales are critical.

Establish clear, differentiated roles on your sales team.

e.g. Inbound and outbound sales teams require vastly different skills and workflow.

Define your ideal customer profile (ICP).

  • Good ICPs should:
    • Enable you to identify a good prospect quickly
    • Enable you to simply convey the ICP to someone else in such a way that they can find other ICPs.
    • Be defined so systems can be built to identify them.
  • e.g. Heads of sales with teams larger than 50 people in tech.

Act as a consultant to your prospects.

  1. Engage with prospects in their context.
  2. Understand the specific challenges they're trying to solve.
  3. Translate the generic marketing strategy on your website to their business.
  4. Tell the story from their perspective.
  5. Follow up

Be deliberate when moving upmarket.

Maintaining a simple sales process while introducing more complex products and purchase processes requires careful planning and execution.

Experiment with your sales strategy before you pivot.

  1. Generate Hypothesis
    1. What sales strategy are you testing?
  2. Design Experiment
    1. Agree to a timeline and define goals.
  3. Run Experiment
    1. Track metrics and KPIs
  4. Analyze Results
    1. If it works, how far can it scale?

Use resellers and channel partners to accelerate growth.

Only do so when you're 6 months to 1 year in, have a product that has traction and growth, and have found success with content marketing.

Related content
See all posts
Arrow icon
March 12, 2019
/
Pete Prowitt
/
Intercom

5 lessons learned starting a new team within our sales organization

Read more
/
Courtney Chuang
/
Intercom

8 steps to create your winning sales strategy, according to industry leaders

Read more
/
Alan Gleeson
/
Intercom

9 essential sales steps you need to grow your SaaS startup

Read more
/
/
First Round Review

Designing Your Sales Stack so that Customers Come to You  

Read more
/
David Frankel
/
Founder Collective

Startups should read this checklist before they go “whale hunting” for big partners

Read more