a process for developing sales -
new business and new markets
This process is effective for
developing all types of business, and delivers business growth via:
new products or services to
existing customers,
existing products or services to
new customers, or
new products or services to new
customers.
market development
process:
Establish market development aims
and targets.
Identify target market(s),
sectors and niches.
Assess your existing sales
organisation and develop it as necessary.
Source/utilise a suitable
prospect database - ensure data is clean and up to date, and strategic
decision-makers are identified.
Develop and agree your strategic
proposition(s) - with reference to USP's, UPB's, competitors, positioning,
product mix, margins, etc.
Design your communication(s) and
method(s) to generate enquiries.
Design your response and sales
processes and establish or provide required capabilities.
Design and provide your required
monitoring, measurement and reporting systems.
Implement your sales development
activity and reinforce it through coaching, training, meetings, executive
endorsement, etc.
Follow-up the activity: coach as
required, review, monitor, seek customer and prospect feedback (successful and
unsuccessful) and report on performance.
Make changes and improvements and
continue your activity at the appropriate stage.
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