External Sales: A Guide for Entrepreneurs in E-Commerce
External sales are one aspect of business activity, including the processes and efforts made by the sales team to reach potential customers outside of the traditional work environment. These efforts involve several steps, and for these processes to be effective, they must be supported by a solid strategy that carefully plans the necessary steps and procedures. In this article, we will explore how to create a successful external sales strategy.
External Sales
External sales, also known as field sales, involve selling products or services through direct contact with customers outside the company’s premises. Sales representatives visit potential clients or contact them through meetings or phone calls to present offers and proposals, ultimately closing new deals.
External sales play a key role in increasing company revenue and expanding the customer base. They allow businesses to access new markets, target specific customer segments, and build personal relationships with clients, all of which increase the chances of successful sales.
How to Create an External Sales Strategy
There are several steps and processes to follow when creating an external sales strategy to ensure its success, making it easier for companies to reach and achieve their goals. These steps include:
- Understand the Market and Identify the Right Customer
Understanding the market is the first step in building an external sales strategy. This requires a detailed analysis of all the sectors the company targets. Therefore, market research should focus on understanding potential customers’ needs, the challenges they face, and the opportunities available to them.
After gathering the data, the next step is to identify the right customer – the one who will benefit the most from your products and services. The company must understand the needs that its products can fulfill for this customer.
- Clear Sales Message
The next step after understanding the market is developing a clear and persuasive sales message. This message will be presented to potential customers, so it must provide all relevant information about the product and how it stands out from the competition.
The sales message should focus on the benefits the customer will gain from your products and how they address their needs. It should also highlight the advantages of your product over alternatives and competitors. Crafting a clear sales message is crucial as it serves as the perfect tool to attract customers’ attention, spark their interest, and facilitate deal closures.
- Appropriate Access Channels
An external sales strategy will not succeed unless it utilizes the appropriate access channels that can reach your customers. These channels vary based on the market and the target customer.
Access channels include phone calls, face-to-face meetings, communication via social media, and email. It is important to identify which channel potential customers prefer and use it effectively. Efforts should be made to reach customers, including considering timing, follow-up methods, and other factors.
- Hiring a Professional Sales Team
Building a professional sales team is the most critical aspect of an external sales strategy. The team must consist of well-trained individuals with the necessary skills and knowledge to drive sales.
The sales team should have an in-depth understanding of the products or services being sold, strong market knowledge, and excellent communication and persuasion skills. Additionally, there should be mechanisms in place to measure the team’s performance and motivate them to achieve desired results.
- Monitoring Performance
The final step in creating an external sales strategy is to monitor performance and adjust the strategy based on results. This can be achieved by setting key performance indicators (KPIs), such as conversion rates, the number of calls leading to meetings, and the number of deals closed.
Based on this data, the company can determine whether its current strategy is effective or needs adjustment. Flexibility in adapting the strategy is essential for achieving sustained success.
Expanding your business through external sales offers tremendous growth and profit opportunities. However, success in this area requires strategic planning and a deep understanding of the target markets. Invest in developing external sales strategies to succeed in global markets and increase your market share.
By following the above steps to create an external sales strategy, companies can achieve significant success in their external sales, increase market share, and strengthen relationships with their clients.
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