Free writing on the Strategy of a Sales Evangelist

What is the strategy of a sales person? Should it not be created by those in charge? Surely they have the experience to guide us in our objectives. We do not have time to consider these things we must freely reduce our activities to those that are most effective.

 

Initially you strategy must focus on who you are going to contact. To find success and repeat it, you must hone to a zone. Spread your wings wide and reach out with diversity in mind. This is a strategy to uncover who you offering appeals to and how you should communicate with them.

 

Where to start?

 

1.      Look at who will benefit most from your offering and determine how to contact them. Make 5 or more assumptions, at the start the more the better. Use history as tyou get quotes from? 

2.      Approach blocks of ten each with a unique message. Try and differentiate both the message and the manner in which you communicate. Extremely professional emails, conversational voice mails, letters, etc… Again find a sweet spot and deliver.

3.      Study the changes in the business landscape and who they affect. If there is value in what my associate Craig Elias focuses on, a trigger event, then you should work it.

 

The next part of your strategy is what you should sell. If you only have one offering this is easy, but if you have more than one, as most companies do, it is important to decide what offering to focus on first. Additionally, this can be influenced by if each offering serves a different industry. At Demandforce there was a product for auto and dental. Both offered tremendous value but by focusing on the dental they had the ability to build a customer base and a process that led to selling auto.

 

If you have many offerings that serve one sector, you still have to lead with one. Without millions in marketing resources and a team promoting your brand, spreading your message thinly talking to many subjects will cost you more than it gain. The concept of throwing everything you have against the wall and seeing what sticks is a bad one.

 

Drive one idea at a time and use it as a way in. If you can build a reputation with one offering the others will meet positive receptors and become up sell or cross sell opportunities.

 

Finally, you must uncover the how of selling your offering. This is a combination of process and activity. It is essential to create many processes and test them. While we will discuss the types of processes a sales evangelist employs in a later chapter, this is more about the strategy of how to build and improve your process.

 

The goal of a sales process is to get a sale in the shortest amount of time that will benefit the buyer and the seller. If there is not mutual satisfaction in your sales process, then the sales you do make will be costly. If the buyer is unhappy, you will get a bad reputation. If you are not happy, which usually means you gave too much for too little, you will not feel the accomplishments of success.

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