How to create a sales strategy that delivers results

Why every business needs a clear sales strategy

When it comes to growing a small or medium-sized business, a strong sales strategy is essential. It’s not enough to rely on ad hoc selling or the occasional campaign. You need a clear, practical plan that connects your marketing activity with your sales process. As a marketing consultant with 25 years’ experience, I’ve seen first-hand that when businesses align their sales and marketing strategies, they achieve stronger growth, better customer relationships, and a higher ROI.

In this blog, I’ll explain what a sales strategy is, the steps to creating one, and why it’s critical for ambitious SMEs who want to grow with confidence.

What is a sales strategy?

A sales strategy is a structured plan that defines how your business attracts customers, builds relationships, and ultimately drives revenue. For B2B companies in particular, it’s about identifying the right target market, understanding their decision-making process, and putting in place smart tactics that make it easier for customers to buy. According to HubSpot, 82% of sales professionals say building strong relationships is the most crucial aspect of the sales process. 

The key steps to creating a sales strategy

1. Set SMART goals

Clear, measurable goals are the backbone of a sales strategy. Do you want to grow sales by 15% in 12 months? Or win five new clients in a particular sector? SMART goals give your team direction , avoid ambiguity and allow you to measure success.

2. Identify your target market and customer personas

A strategy is only effective if it’s based on the right audience. Who are your most profitable customers? Where are they based? What challenges do they face? Developing customer personas helps you target marketing activity precisely and avoid wasting budget.

3. Conduct a SWOT analysis

By assessing your strengths, weaknesses, opportunities, and threats (known as a SWOT), you can identify the factors most likely to affect your sales success. This ensures your plan is realistic and focused.

4. Prioritise and score leads

Not every lead is equal. According to Invesp, 60% of customers reject an offer four times before buying, yet 44% of salespeople give up after just one follow-up. Implementing lead scoring helps your team focus on the right opportunities and improve conversion rates.

5. Define your market strategy and tactics

From pricing and positioning to sales channels and content, your market strategy should clarify how you’ll win business. For B2B sales, this might include thought leadership, account-based marketing, or targeted LinkedIn campaigns.

6. Document your processes

Consistency is key. Map out your sales processes, from first contact through to onboarding and aftercare. This builds trust and ensures your team follows best practice every time.

Why follow-up is everything

One of the biggest challenges I see when working with SMEs is a lack of follow-up. The stats are stark:

• Nearly half of all sales professionals (48%) never make any follow-up attempts (Invesp)

• The first follow-up email can increase reply rates by 49% (Belkins)

• 80% of successful sales take five or more follow-up calls (Invesp)

  
  

With five decision-makers typically involved in every B2B sale (HubSpot), persistence really does pay off.

Common challenges in B2B sales today

Sales is tougher than ever for SMEs. Budgets are under greater scrutiny and 70% of sales professionals have felt this (HubSpot) with 28% advising lengthy processes are the main reason deals fall through. On top of that, sales teams spend only two hours a day actively selling, with admin taking up a further hour (HubSpot).

That’s why your sales and marketing strategy needs to be joined up. When marketing generates the right leads, and sales has clear processes to convert them, you reduce wasted time and effort.

Building a sales strategy for growth

Whether you’re an established manufacturer in Kent or a service-based business looking to scale, a sales strategy isn’t optional, it’s the foundation for growth. It helps you focus on the right customers, streamline processes, and build long-term relationships that generate revenue.

Want to create a sales strategy that really works for your business? Get in touch today to see how I can help you build a tailored plan that delivers measurable growth.