But it happens every day, because your strategy materializes when representatives from your company interact with potential or existing clients. Regardless of your preferred model, strategy provides a framework for making decisions, many of which are about whom you are selling to, and why they will buy the advantages and value you uniquely provide.
When you look closely, sales professionals are making more decisions than just about anyone else when it comes to what prospects and customers they will be meeting with, what products or services they will highlight in their conversations, and even what elements of your value proposition they will emphasize. Your strategy is only as good as your sales team’s execution of it.
If you are okay with that, read no further. If this concerns you, there are two things you can do about it immediately.
1. Get involved in where your sales team invests their selling time and resources. Think about your target market or ideal client for your strategy, and then look at your current client list. Whatever business you have outside that ideal client profile is an investment in organizational time and energy (not to mention sales costs) that is not in line with your strategy. You spent a lot of time formulating a strategy with target markets and customers most likely to pay for your products and services, so don’t allow it to become a binder on a shelf.
I’m all for low hanging fruit and being opportunistic (e.g. it comes to you easily), to fill in some revenue gaps if needed. But if you have a lot of this kind of business, that’s the definition of non-strategic.
2. Understand how your sales team creates value for customers and how you can help them improve it. This is value that goes beyond telling prospects about your value proposition. Instead of communicating your advantage they need to be that advantage. I’m still astonished by the amount of lip service given to the idea of consultative selling, which is old hat by now, and yet rarely occurs. Training isn’t the answer, though it masquerades as a silver bullet. There is no substitute for providing leadership that helps sales professionals see how their everyday actions determine the success of your strategy.
At the end of the day, the way your prospects and many of your clients experience your strategy is through the interaction with your sales force. Make sure it’s the strategy you intended.
Why CEOs Shouldn’t Discard Their Sales Incentives
4 Ways CEOs Can Proactively Increase Company Sales
How CEOs Can Improve the Value of Sales and Marketing Efforts (Without Getting Involved)
4 Tips for Building a Sales-Focused Company
Chief Executive Group exists to improve the performance of U.S. CEOs, senior executives and public-company directors, helping you grow your companies, build your communities and strengthen society. Learn more at chiefexecutivegroup.com.
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1:00 - 5:00 pm
Over 70% of Executives Surveyed Agree: Many Strategic Planning Efforts Lack Systematic Approach Tips for Enhancing Your Strategic Planning Process
Executives expressed frustration with their current strategic planning process. Issues include:
Steve Rutan and Denise Harrison have put together an afternoon workshop that will provide the tools you need to address these concerns. They have worked with hundreds of executives to develop a systematic approach that will enable your team to make better decisions during strategic planning. Steve and Denise will walk you through exercises for prioritizing your lists and steps that will reset and reinvigorate your process. This will be a hands-on workshop that will enable you to think about your business as you use the tools that are being presented. If you are ready for a Strategic Planning tune-up, select this workshop in your registration form. The additional fee of $695 will be added to your total.
2:00 - 5:00 pm
Female leaders face the same issues all leaders do, but they often face additional challenges too. In this peer session, we will facilitate a discussion of best practices and how to overcome common barriers to help women leaders be more effective within and outside their organizations.
Limited space available.
10:30 - 5:00 pm
General’s Retreat at Hermitage Golf Course
Sponsored by UBS
General’s Retreat, built in 1986 with architect Gary Roger Baird, has been voted the “Best Golf Course in Nashville” and is a “must play” when visiting the Nashville, Tennessee area. With the beautiful setting along the Cumberland River, golfers of all capabilities will thoroughly enjoy the golf, scenery and hospitality.
The golf outing fee includes transportation to and from the hotel, greens/cart fees, use of practice facilities, and boxed lunch. The bus will leave the hotel at 10:30 am for a noon shotgun start and return to the hotel after the cocktail reception following the completion of the round.
