The power of guidance for sales growth

In the 1996 film, Jerry Macguire, the titular character observed: "So this is the world. And it can be a cynical world. And we work in a business of tough competitors." That's certainly true about today's tough economic climate, where driving revenue growth is more challenging than ever. With buyers becoming increasingly savvy and controlling much of the decision-making process, simply relying on traditional sales tactics won’t cut it anymore. These days, buyers have unprecedented access to information. They can research products, compare prices, read reviews, and even make purchasing decisions without ever interacting with a salesperson. This shift in power means that the old-school approach of cold calls, hard sells, and relying solely on a charismatic salesperson just doesn’t have the same impact it once did.

Buyers now expect a more personalised and informed experience. They’re looking for solutions that are tailored to their specific needs, and they want to engage with businesses that understand their challenges and can offer real value. This requires a shift from a transactional mindset to a consultative one. Sales teams need to focus on building relationships, understanding the buyer’s journey, and providing guidance at every step of the process.

So, how do you navigate this landscape and come out on top? The answer lies in redefining your sales strategy. Working smarter, not harder, is the key. This means being laser-focused on who your best prospects are, what story you’re telling them, and what products or services you’re offering. It’s about making every interaction count.

By refining your sales strategy, you empower your sales team to execute more consistently. This involves better use of tools and resources, like a CRM that tracks everything and automates follow-ups, ensuring no opportunity slips through the cracks. It’s about having a plan and a system in place that aligns your sales and marketing efforts, making sure your team isn’t wasting time on leads that won’t close.

With the right guidance, your sales team can be more efficient, more effective, and ultimately, provide a better experience for your prospects. Let's take a closer look.

Stop selling, start helping people buy

To succeed in today’s market, sales teams need to shift from being sellers to becoming buying assistants. This means embracing a mindset focused on genuinely helping buyers, whether they’re researching their problem, assessing product fit, or conducting an ROI analysis. Digital assets like your website play an important role in this transformation, providing valuable information at every stage of the buyer's journey. But it’s not just about the tools — sales actions must align with this mentality, making sure that every interaction is centred on guiding the buyer rather than pushing a sale. This approach is essential in the digital age, where the focus is on facilitating the buyer's decision-making process rather than simply closing a deal.

Building a sales strategy for mere mortals

The myth of the sales unicorn — that rare, magical salesperson who can single-handedly close deals, charm clients, and save the day — is enticing, but it’s also a dangerous one to believe in. Relying on one superstar to carry your sales efforts is not only unrealistic, but it’s also unsustainable.

Here’s the truth: no one should have to be a sales unicorn to succeed. Instead of hunting for that mythical creature, why not create a system that allows your entire team to perform like sales legends? By building a structured sales process, you’re setting up a repeatable, scalable way to achieve success. This approach ensures that even mere mortals — your regular, hardworking salespeople — can slot into the system and thrive.

Ditch the sales unicorn

Building a ‘machine’ to grow your B2B business? This is your guide to building a sales system that works without relying on those rare sales unicorns.

Download the eGuide

Who are we, and why should you care? Nailing down your sales foundations

You need to know who you are, what you sell, and who you’re selling to. Think of it as the blueprint for your sales strategy. Without a solid foundation, everything else is just guesswork. Surprisingly, many companies skip this crucial step, leading to inefficiency and missed opportunities.

First, let’s define who you are as a company. What’s your identity? What makes you stand out in the crowded market? This isn’t just about your name or logo; it’s about your values, your mission, and the unique value proposition you bring to the table.

Next, be crystal clear about what you sell. Whether it’s a product or a service, you need to know exactly what you’re offering, including its benefits and value. This clarity ensures that everyone on your team is on the same page and can communicate effectively with potential customers.

Now, who are you selling to? This is where you define your target market. Who are your ideal customers? What industries are they in? What are their pain points, and how does your product or service solve them? The more specific you can be, the better. When a lead comes in, you’ll be able to quickly determine if they fit your target profile or if they’re likely to be a time-waster.

Once you know your target audience, you need to figure out how to reach them. How do you prospect for new leads? Are you using inbound marketing strategies, or are you more focused on outbound efforts? Maybe it’s a mix of both. The key is to have a plan that aligns with your overall sales strategy.

When it comes to selling to new and cold accounts, it’s all about persistence and personalisation. Cold outreach can be tough, but with the right approach, you can warm up those leads and turn them into loyal customers. And don’t forget about your existing customers — they’re often your best source of new business. Selling to customers should be about building long-term relationships and continually adding value.

In short, a well-defined sales foundation helps your team work smarter, not harder. It reduces wasted effort, increases efficiency, and sets you up for success.

Customer quest - sorting the good, the bad, and the inactive for sales success

With your foundation solidly in place, it’s time to get specific about the targets that will drive your sales strategy. Think of this as your sales roadmap — it’s all about defining who your customers are, what types of customers you should prioritise, and how to approach new business opportunities. Let’s break it down.

• Customers - start by clarifying who qualifies as a current customer. Is it anyone who’s purchased from you in the last year? Or just those who’ve been active in the last three months? This helps focus your efforts on the right people and avoid wasting time on those who’ve gone dormant.
• Customer types - not all customers are created equal. Some are dream clients who are easy to work with and generate consistent revenue, while others might be less ideal. Rank your customers from best to worst so you know where to direct most of your attention.
• New accounts - growth means bringing in new customers. But how many new accounts do you need to hit your targets? And where will they come from? Whether you’re generating new leads through marketing efforts, partner referrals, or direct outreach, knowing your numbers is key to hitting those growth goals.
• Active/inactive customers - stay on top of who’s still engaged and who’s drifted away. Active customers are those who continue to interact with your brand, while inactive customers may need a little nudge to get back on track.
• Leads/MQLs/SQLs - not all leads are created equal. You need to distinguish between raw leads, MQLs, and SQLs. This segmentation makes sure that your sales team is spending time on the prospects that are most likely to convert.
• Hot/active/engaged - within your leads, some are more ready to buy than others. ‘Hot’ leads are those who are actively considering a purchase, while ‘active’ and ‘engaged’ leads might need a bit more nurturing.
• Who's a good fit - this isn’t just about whether they have the budget — it’s about aligning your solution with their specific needs and pain points. When you know who’s a good fit, you can focus your energy on the deals that are most likely to succeed.

By breaking down your sales strategy into these key elements, you create a clear and actionable plan that aligns your team’s efforts with your revenue goals. And when everyone’s on the same page, working smarter becomes second nature.

The sales toolbox - gadgets, goals, and getting stuff done

Let's get into the nitty-gritty of execution. This is where the right tools, clear communication, and consistent metrics come into play, making sure your team stays on track.

What tools do we use?
CRM systems like HubSpot aren't just there for show. They’re essential for organising your process, managing your leads, and keeping your team aligned. With everything in one place, your salespeople can easily access the resources they need, whether it’s a case study, a pitch deck, or the latest prospect data. No more hunting in the dark; it’s all about efficiency and precision.

How do we communicate?
Consistent communication is the glue that holds your sales strategy together. Whether it’s through regular team meetings, updates in your CRM, or a good old-fashioned email, keeping everyone in the loop ensures that your strategy is executed smoothly. Weekly cycles of activity, guided by a playbook, help maintain focus and ensure that everyone is following the same game plan.

How do we measure progress?
Metrics are your map and compass, guiding you toward your goals. By tracking progress against KPIs, you can see what’s working and what needs adjustment. Are your new tools helping to close more deals? Is your communication keeping everyone on the same page? Regularly reviewing these metrics ensures that you’re not just moving, but moving in the right direction.

By standardising your approach with the right tools and consistent metrics, you create a streamlined, repeatable process that helps your sales team to perform at their best. No guesswork, no wasted effort — just a well-oiled sales machine that’s ready to tackle whatever comes its way.

Elevate your sales game - it's time for a strategic shift

To drive sustainable sales growth, your team needs a solid strategy, the right tools, and a well-defined process. By focusing on clarity, structure, and alignment, you'll help your salespeople to perform at their best, consistently execute, and deliver exceptional results. Success isn’t about relying on the occasional sales unicorn; it’s about building a system that allows every member of your team to shine. So, as you redefine your sales strategy, remember —smart work is what will set you ahead of the competition.

If you’d like to hear from the experts about how CRM-driven websites support your sales strategy, you won’t want to miss this webinar. Register here.