In an increasingly dynamic and competitive market, medium and large companies face the constant challenge of optimizing their sales initiatives to ensure sustainable growth and outperform the competition. The complexity of operations and the expanded reach of these companies demand sophisticated and well-structured approaches to leverage sales effectively—that is, productively, efficiently, and with quality. Identifying and implementing tried and tested practices is essential to improve commercial performance and maximize return on investment.
From detailed market analysis to sales team training and the incorporation of advanced technologies, each aspect or element plays a crucial role in building a robust sales pipeline and creating a differentiated value proposition. Adopting a strategic set of actions can transform the way a company relates to its customers and conducts its sales operations.
Therefore, Max Bavaresco, founder and CEO of Sonne , a consulting firm specializing in developing and implementing strategic planning, highlights the 5 main steps to boost sales for medium and large companies , focusing on growth and market relevance. Check them out:
1 – Develop a clear and unique value proposition: the value proposition is both an aspect of business strategy and the core of any effective sales tactic. Successful companies manage to articulate clearly and objectively what makes them unique and how their products or services solve specific customer problems. In short: why should someone buy your product or services instead of what your direct competitor offers?
2 – Define a market positioning and maintain consistency: equally strategic, this aspect involves a combination of variables, one being constant and others that may vary according to context, audience, channel, occasion, presentation, function, among other attributes and/or differentiators. It concerns pricing, which must be consistent; that is, you cannot be the cheapest, the most expensive, or anything else at the same time or every day. Just as it is necessary to balance pricing with the differentiators of your products and services and everything else that exists in the market;
3 – Integrate Marketing, Sales, Identity, and Management: You know that phrase in English, “walk the talk”? Well, one of the first taglines I created in my consulting firm, and which applies to any company, was: “making your business walk the brand you talk.” In plain English: “making your brand deliver what it promises.” Communication, team, management, and brand need to be operating in harmony. If one of these disciplines fails, the others cannot compensate.”
4 – Focus on what matters – customer and experience : be fair and admit your mistakes, solve the problem and exceed the expectations you yourself created, that is, make sure your package opens, your product arrives, answer the phone, resolve the complaint, refund the money from the canceled sale, charge the advertised price, etc. Even with all the evolution of the last few decades in business terms, nothing beats the basics, done well.”
5 – Understand that sales involve Methodology, Measurement, and Discipline : the execution of the parts that make up the strategy needs to be organized, with clear processes to ensure that everyone involved understands their responsibilities, objectives, goals, timelines and movements, incentive mechanisms, and cause-and-effect consequences. If a choice solves the very short term, it will likely jeopardize the medium and long term. What constitutes successful initiatives is collecting data and information, making adjustments, always. Understanding that every day, week, month, and year, everything starts anew. And that financial projections almost never consider regression to the mean.
Max Bavaresco says that boosting sales in medium and large companies requires a strategic and multifaceted approach that goes beyond conventional practices. “By adopting in-depth market analysis, refining the value proposition, investing in team training, using advanced technology, and aligning marketing and sales, companies can create a solid foundation for sustainable growth. The ability to adapt to change and constantly innovate is also essential to maintaining competitiveness,” emphasizes the strategist.
