A strategy is a long term plan of action designed to achieve a particular goal, most often “winning”.   A strategy involves tactics or immediate actions along with premeditation, and well designed, rehearsed and executed.  Strategies are used to make the problem or problems easier to understand and solve.

Today’s sales professional must be at the top of their game in order to win sales through competitive advantages.  Successful sales pros take command of their operation by thinking like a CEO.  This demands careful design and execution in every area of their business, allowing them to function smoothly, effectively and strategically.

Selling consists of three main functions: activities that create a steady stream of business via leads and referrals, strategies that give you the edge over the competition, and efficient closing of the sale.   Sales strategy is the planning of sales activities: methods of reaching and staying in touch with clients, utilizing competitive differences and resources to create business.  Creating leads through prospecting, lining up appointments, building potential referral partners and most importantly follow-ups, construct the basis for strategic planning. The advantage of being a strategist improves your appointment ratio as well as your closing success. Ultimately strategists provide ideas and systems for their referral partners.  This is not one-sided as strategists attract like-minded professionals. The resulting network created expands your ability to service the client as well as create a steady stream of leads.

Acting as a strategist makes it easier to get appointments.  A strategist will be seen as an expert in their field, rather than just a salesperson.  A strategist is seen as credible and one who provides pertinent facts and data.  Even when a potential referral source has had a long relationship with another, providing credible data encourages them to see you as the trusted advisor and reliable partner you are.

When in front of a potential referral source, make a concerted effort to get to know them and see if you like them as a person. If comfortable with the person, search for clues as to their trustworthiness and determine if there is enough trust to share your strategies on how you do business.  Do not disclose how your systems and strategies work until you are comfortable enough with the person. There has to be high trust in a strategic relationship. Having a unique selling strategy needs to be protected or you will not come across as a true strategist. 

Because you know your plan, you have control over the interview and can unseat your competition. As part of the plan, a strategist creates a brand.  It allows you to pass the brand on to your professional referral sources as a coaching strategy. A unique business plan, selling tips, marketing plans, all add to the level of credibility you establish.  The goal is not to give every success secret away but to enhance your professional relationships so that there is an even flow of business referral between each of the professionals.  Part of the strategy is the willingness to share systems.  The value in sharing will guarantee the leads.

No matter what the unique selling proposition is, have the mind-set of a strategist.  Preparation and practice for every proposal, appointment, initial meeting and closing is essential. Come into that meeting as the best in your field, knowing your business plan well.  Your client/customers and professional referral sources will soon realize after your presentation that they have just witnessed the greatest strategist that they have ever had the opportunity to meet.  Anybody can be a sales person.  The successful salesperson is a sales strategist!