Strategic sales management is the management task of designing, implementing and measuring the organisations sales capability. It covers a myriad of aspects of business including customer acquisition, customer satisfaction, customer retention and managing the interlock with the marketing process.

What I have found is that many organisations, large or small,do well in many areas of sales such as developing a customer pathway, managing the clients expectations and doing what they think needs to be done to generate customer loyalty.

But where most seem to fall down is in not having the deep understanding of their clients needs and wants. They don’t have in place the relationships with their customers with their equivalent senior management team, their peers or subordinates that generates that deep understanding of what makes them tick. Perhaps it is understandable as it takes time and a level of skill to generate the information and an efficient CRM process to store it.

But if it is done well, then these deeper and stronger relationship bonds will add real value in developing increased sales opportunities and in times of need when things go pop.

Get to know your customers, record the information and use it and see the benefits flow over time. What do you think?

Strategic Sales Management = understand your audience