Entering a new market can be a daunting task for any sales leader. It requires a strategic approach and a deep understanding of the target market to be successful.
In this blog post, we’ll walk through key steps that a sales leader should take to establish sales in a new market, including conducting market research, designing a sales plan, building the right sales team, and establishing key partnerships.
By following these steps, a sales leader can gain a deeper understanding of the target market’s needs and create solutions that meet those needs, which in turn will help inform sales strategies and identify potential customers
Here are some key steps a sales leader should take to successfully establish sales in a new market:
Conduct Market Research
Understand the target market’s needs, competitors, and market trends. This will help identify potential customers and inform sales strategies.
Design thinking can be a useful approach to conduct market research and understand the target market’s needs, competitors, and market trends. It is a user-centered approach that involves understanding the needs of customers and creating solutions that meet those needs.
Here are some key steps to use design thinking when conducting market research:
Empathize: Understand the target market’s needs, pain points, and challenges. This can be done through interviews, surveys, and other forms of customer research.
Define: Clearly define the problem or opportunity that needs to be addressed. This will help focus the research efforts and ensure that the solution is aligned with the target market’s needs.
Ideate: Generate a wide range of ideas for solutions. Encourage brainstorming and out-of-the-box thinking.
Prototype: Create a physical or digital representation of the solution. This can be a simple mockup or a more detailed prototype.
Test: Test the solution with a small group of customers. This will provide valuable feedback and help identify any issues that need to be addressed before launching the solution.
By using design thinking, a sales leader can gain a deeper understanding of the target market’s needs and create solutions that meet those needs. This approach can help inform sales strategies and identify potential customers.
Additionally, by testing solutions with customers, a sales leader can gain valuable insights into what works and what doesn’t work in the new market, which can help inform future sales efforts.
Develop a Sales Plan
Create a sales plan that outlines the sales strategy, target market segments, and objectives. This will help ensure that sales efforts are focused and aligned with overall business goals.
Developing a sales plan is a critical step in establishing sales in a new market. Here are some best practices and tools to use when creating a sales plan:
Define clear objectives: Establish specific, measurable, attainable, relevant, and time-bound (SMART) objectives for the sales plan. This will help ensure that the sales plan is aligned with overall business goals and that progress can be tracked.
Identify target market segments: Segment the market to identify specific groups of customers with similar needs. This will help focus sales efforts and ensure that the right message is being communicated to the right people.
Develop a sales strategy: Outline the specific tactics that will be used to reach the target market segments. This may include tactics such as direct sales, online marketing, or partnerships.
Create a sales forecast: Estimate the expected sales for the upcoming period (usually for the next quarter or year). This will help ensure that resources are allocated appropriately, and that progress can be tracked.
Utilize a CRM system: Implement a Customer Relationship Management (CRM) system to track leads, manage customer interactions, and measure performance. This will help ensure that all customer data is stored in one place and that sales efforts are tracked.
Establish a budget: Allocate resources and create a budget for the sales plan. This will help ensure that the sales plan is financially viable and that resources are allocated appropriately.
Create a reporting and review process: Establish a regular reporting and review process to monitor progress and adjust as needed. This will help ensure that the sales plan stays on track and that progress is tracked.
By using best practices and tools such as SMART objectives, market segmentation, CRM systems, and budgeting, a sales leader can develop a sales plan that is focused, aligned with overall business goals and easy to track progress. Additionally, by creating a regular reporting and review process, a sales leader can ensure that the sales plan stays on track and that adjustments are made as necessary.
Build the Right Sales Team
Recruit and hire the right salespeople for the new market. These individuals should have the necessary skills and experience to sell effectively in the new market.
To recruit and hire the right salespeople for a new market, a sales leader should define the necessary skills and experience needed for success in the new market. Advertise job openings in relevant industry publications and online job boards. Screen candidates based on the skills and experience identified in step. Conduct thorough interviews and reference checks.
Provide training and support to new hires to help them succeed in the new market.
Establish Key Partnerships
Identify and build relationships with key partners who can help open doors and provide valuable insights into the new market.
Establishing key partnerships is an important step in establishing sales in a new market. A sales leader should take the following approach to identify and build relationships with key partners:
Identify potential partners: Research companies and organizations that could be valuable partners in the new market. Consider companies that have a similar target market, complementary products or services, or a strong presence in the new market.
Establish initial contact: Reach out to potential partners to introduce yourself and your company. This can be done through phone calls, emails, or in-person meetings.
Build the relationship: Once initial contact has been made, work to build the relationship with potential partners. This can be done through regular communication, attending industry events, or participating in joint projects.
Negotiate terms: Once a relationship has been established, negotiate terms for the partnership. This should include details such as the duration of the partnership, responsibilities, and expected outcomes.
Maintain the partnership: Regularly check-in with partners to ensure that the partnership is working well and that goals are being met.
By identifying and building relationships with key partners, a sales leader can open doors and gain valuable insights into the new market.
Additionally, partnerships can provide access to new customers and resources that can help establish sales in the new market.
Implement Sales Enablement
Implement sales enablement tools such as CRM systems, sales training programs, and marketing automation software to help salespeople close deals more efficiently.
To implement sales enablement, a sales leader should research and choose the appropriate tools such as CRM systems, sales training programs, and marketing automation software that align with the company’s sales process. Train salespeople on how to use these tools effectively.
Continuously monitor and measure the success of these tools and adjust as needed. Regularly provide updates and new training to salespeople to ensure they are up to date with the latest technology and sales methodologies.
Finally, you must integrate the chosen tools with the overall sales process to streamline the sales process and make it more efficient.
Focus on Pipeline Management
Establish a robust pipeline management process to ensure that sales leads are being effectively tracked and nurtured.
To focus on pipeline management, a sales leader should:
· Establish a clear process for tracking and managing leads, including a system for prioritizing, and following up on leads.
· Regularly review and update the pipeline to ensure it is accurate and up to date.
· Use tools such as CRM systems to track leads and measure pipeline performance.
· Provide regular training to salespeople on best practices for pipeline management.
· Continuously monitor and review the pipeline to identify areas for improvement and adjust as needed.
Monitor Progress and Adapt
Continuously monitor progress and adjust strategies as needed. Keep an eye on key performance indicators and adjust sales strategies as necessary to improve results.
Monitoring progress and adapting strategies is crucial for establishing sales in a new market. A sales leader should take the following steps to ensure that progress is being tracked and that strategies are being adjusted as needed:
1. Identify key performance indicators (KPIs) that will be used to measure progress. This may include metrics such as number of leads generated, conversion rate, or revenue.
2. Set up a system for tracking and reporting on these KPIs. This may include using a CRM system or creating a spreadsheet to track progress.
3. Review progress regularly: Review the progress on a regular basis, such as weekly or monthly, to understand how well the sales strategy is working.
4. Identify areas for improvement: Analyze the data and identify areas where the sales strategy is not working as well as it should. This could be issues with lead generation, conversion rates, or pipeline management.
5. Make adjustments: Based on the analysis, adjust the sales strategy as needed. This may include changing the sales pitch, targeting different market segments, or adjusting the sales process.
6. Communicate changes: Communicate the changes to the sales team, and provide training and support as needed to help them adjust to the new strategy.
By continuously monitoring progress and adjusting strategies as needed, a sales leader can ensure that sales efforts are focused and aligned with overall business goals. This can help improve results and increase the chances of success in establishing sales in a new market.
Be open to new ways of doing things and be willing to adapt to the unique characteristics of the new market.
To establish sales in a new market, it is essential to be flexible and open to new ways of doing things. This means being willing to adapt to the unique characteristics of the new market, such as the cultural norms, buying habits, and competition.
Being open to new ideas and approaches can help to identify new opportunities and find creative solutions to challenges. It also means being willing to pivot your strategy if it’s not working. This requires ongoing monitoring and analysis of your progress, and the willingness to make changes as needed.
Flexibility is key in new market, be prepared to make necessary adjustments and adjustments quickly to stay ahead of the competition.
In conclusion, establishing sales in a new market requires a strategic approach and a deep understanding of the target market. By conducting market research using design thinking, developing a sales plan, building the right sales team, and establishing key partnerships, a sales leader can gain a deeper understanding of the target market’s needs and create solutions that meet those needs.
This approach can help inform sales strategies, identify potential customers, and ultimately increase the chances of success in the new market. It’s important to remember that the process is not a one-time task, but a continuous effort to adapt and improve sales strategies as needed to achieve desired results.
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