The Sales Agility Code by Michelle Vazzana

Author:Michelle Vazzana
Language: eng
Format: epub
Publisher: McGraw Hill LLC
Published: 2023-06-15T00:00:00+00:00

ALIGNING SALES TACTICS TO SALES STRATEGIES

We also uncovered three sales tactics that were found to align to each sales strategy, as shown in Figure 8.2. These activities represented the minimum of what was done in the execution of a specific strategy. We are not suggesting this is a comprehensive list—in fact, we know that it is not. Rather, these are the baseline activities that define situational readiness.

FIGURE 8.2 Sales Strategies and Sales Tactics

Source: VantagePoint Performance.

This is another example of the distinction between tools and rules. It is helpful to know which sales tools (that is, sales tactics or activities) align best to each sales strategy, but it would be a mistake to believe their relationship represents a rule. The relationship of sales tactics to sales strategies is fluid and not exclusive. This is a crucial point. While relationships exist, in any given buyer situation, any tactic or sales activity may be relevant even if it is not part of the chosen sales strategy.

Looking back to our sports example, there are defined plays that the quarterbacks are ready to deploy against a specific defensive position. The quarterbacks assess the situation and choose and execute the play that is best aligned to the situation unfolding on the field.

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