Set clear goals: What do you want to achieve with the consulting sales strategy?

Before you even start the sales strategy consulting project, you should set clear goals for your sales strategy. These goals serve as a guideline for the entire project and help you to make the success of your strategy — and the performance of your sales strategy consultant! — measurable.

Why a new or modified sales strategy?

Think about what the motivation for the project is. For example, do you want to increase your closing rate, shorten the sales cycle or increase customer satisfaction? A clear objective will give your project direction and help you to use resources effectively.

Expectations of the consultant

It is important to communicate clearly from the outset what you expect from working with the consultant. A good sales strategy consultant will help you formulate realistic and clearly defined goals. They must be able to make suggestions based on their experience and expertise as to how you can achieve your goals. And they should also be able to suggest how you can transparently measure the achievement of your goals.

Key figures and measurability

Discuss with your consultant how the achievement of objectives can be measured and evaluated at the end of the project and beyond. This could include the definition of specific KPIs (key performance indicators), such as the closing rate, the duration of the sales cycle or the satisfaction of your customers.

Project period

Not all of these key figures can be (meaningfully) evaluated in the short term. For example, if you sell industrial goods with a sales cycle of 12 months or more, you will only be able to meaningfully evaluate an improvement in the sales cycle after several years. You should therefore choose a suitable project period and do not let your sales strategy consulting team off the hook until the improvements you are aiming for have actually been measured and the measured values are in line with your project objectives.

Upstream key figures and measure-as-you-go

In order to be able to set meaningful interim goals and milestones during the course of the project, define upstream key figures with your consultant. Using the sales cycle example above, the length of individual phases of the sales cycle, for example from the qualified lead to the offer, could be good upstream metrics. This helps you to assess early on in the project whether the direction you are taking is the right one.

A clear objective is the foundation of any successful sales strategy. With clear objectives and a plan for measuring results, you create the conditions for a successful project and also for effective and targeted collaboration with your consultant.

Thorough analysis and data-driven decisions

Once you have defined clear goals, the next crucial step is a thorough — and above all: data-based! — analysis of your current sales processes. This analysis forms the basis for all further measures and enables you to make well-founded decisions instead of relying on assumptions or incomplete information.

The importance of data

Data is the key to optimizing your sales strategy and also to effective sales strategy consulting. By collecting and analyzing relevant data, you can understand exactly where your current processes are effective and where there is room for improvement. Important data sources include CRM systems, sales reports and customer feedback. These data sources are almost always incomplete or incorrectly maintained. And in most companies, in addition to the “official” CRM world, there is a shadow world that is difficult to keep track of in the form of countless Excel spreadsheets that each department or team member maintains according to their own preferences.

Data analysis and recommendations for action

An experienced sales strategy consultant must therefore also have experience in the use of professional data science tools and methods in order to help you bring order to the existing data landscape and transform complex, erroneous, inconsistent data volumes into actionable insights. They should not only evaluate the current situation with you, but also forecast future developments that can be identified from your data. These data-driven decisions enable you to develop targeted strategies based on sound findings.

Measurability and continuous improvement

Another advantage of data-driven decisions is the ability to continuously monitor and evaluate the success of your measures. We have already briefly discussed this above (keyword: upstream KPIs and interim targets). By defining clear KPIs with your sales strategy consultant and reviewing them regularly during the project, you can ensure that your sales strategy is on the right track. This enables you to make quick adjustments if necessary and to continuously optimize your strategy project.

Transparency and traceability

By using data-based methods, you create transparency and traceability in your sales process. This is not only important for internal control, but also for external communication with stakeholders, such as your management colleagues, shareholder representatives or board members. A data-driven approach clearly shows that your decisions are based on solid analysis and not just guesswork.

What experience your sales strategy consultant should have

A decisive factor in the selection of a sales strategy consultant is (of course) their extensive experience and expertise. A consultant should not only have been successful as a consultant, but ideally also have practical experience as an entrepreneur, managing director/board member and data scientist. This diverse experience enables them to understand the challenges and opportunities from different perspectives and offer sound, practical solutions.

Experience as an entrepreneur:in

A consultant with entrepreneurial experience understands the concerns and needs of business owners first-hand. They know what it’s like to run a business, make strategic decisions and take responsibility for the entire company. This experience helps him to develop realistic and actionable strategies that meet the real needs of your business. In my experience, you will meet people who are used to “getting things done” and who can lead projects to a result rather than just giving theoretical advice.

Experience as managing director/board member

A consultant who has worked in senior management positions brings valuable insight into corporate management and strategy. He understands the dynamics and requirements at the executive level and can help you make strategic decisions that are in line with your company’s overall goals. This experience is particularly important when it comes to seamlessly integrating the results of sales strategy consulting into the company’s overall strategy and properly engaging your stakeholders at management, board and shareholder level.

Experience as a data scientist

In today’s data-driven business world, the ability to analyze data and derive informed decisions from it is essential. A consultant with experience as a data scientist can interpret complex data sets and turn them into valuable insights. This ability enables them to develop data-driven strategies based on sound analysis and forecasting.

Personal fit

In addition to professional expertise, personal fit is of course also an important aspect when choosing a consultant. A good consultant should not only be professionally convincing, but also fit in well with your team and your corporate culture. A trusting and open working relationship is the basis for the success of any consulting relationship. Therefore, make sure that the consultant not only fits in professionally, but also personally with you and your team.

Implementation support: From sales strategy consulting to successful practical implementation

Planning and preparation

A well-thought-out sales strategy is only as good as its implementation. An experienced sales strategy consultant will help you develop a detailed implementation plan that includes all the necessary steps and resources. This includes defining responsibilities, timelines and milestones to ensure that everyone on the team knows what needs to be done and when. And you should agree with him that he will also accompany the implementation phase. In this way, you take responsibility for ensuring that the new sales strategy you have developed “delivers” and that you achieve the planned objectives and interim targets.

Communication and collaboration

Effective communication is crucial to the success of any sales strategy consultancy. The consultant should be able to explain complex concepts in a clear and understandable way, while always being transparent about progress and challenges. Open and regular communication fosters trust and ensures that all parties are on the same page. In addition, the consultant should be able to work closely with your team and incorporate their input into the strategy development.

Education, training and change management

In order for your employees to successfully implement the new sales strategy, training and education are essential. The sales strategy consultant should help you to develop programs that prepare your team for the new processes and technologies. This not only promotes understanding, but also the acceptance and motivation of employees.

In my experience, you will always encounter internal resistance when developing and implementing the strategy. With the right approach, these skeptical voices can be very valuable. Your sales strategy consultant should therefore help you to take all employees and stakeholders on board, deal with objections and stand firm on the decisions you make. A good consultant will help you develop an effective change management program that involves all relevant stakeholders. Structured communication and employee involvement can minimize resistance and increase acceptance of the new strategy.

Continuous support and adaptation

The implementation phase after the sales strategy consultation requires constant monitoring and adjustment. A good consultant should schedule regular check-ins and feedback loops to monitor progress and make adjustments as needed — in consultation with you. This ensures that the strategy is not only implemented, but also continuously optimized.

Success monitoring and sustainability

At the end of the implementation process, it is important to review the success of the measures. The consultant should help you to monitor the defined KPIs and analyze the results. In addition, a plan should be developed as to how the improvements achieved can be sustainably secured and further expanded.

Comprehensive implementation support ensures that your sales strategy not only looks good on paper, but is also successfully implemented in practice and brings long-term success.

Costs and return on investment (ROI)

Of course, strategy projects must also have a clear and reliable cost framework and their benefits must be in a healthy relationship to the expenses.

Understanding the cost structure

Before you decide on a sales strategy consultancy, it is therefore important to understand the consultant’s cost structure in detail. Ask for a detailed breakdown of the costs and check whether these are in proportion to the expected services and results. You should also keep an eye on the costs for the implementation support following the sales strategy consulting and negotiate as a complete package.

Evaluate return on investment (ROI)

A crucial aspect of choosing a sales strategy consultant is assessing the potential ROI. A good consultant should be able to clearly outline the added value of their services and define specific goals and KPIs that can be used to measure the success of the consultancy. This will help you to justify the investment and ensure that the consultancy contributes to the long-term growth and success of your business.

By taking these commercial points into account, you ensure that your sales strategy consulting is not only cost-efficient, but also results-oriented and sustainable.

Conclusion: Sales strategy consulting — but the right way

Choosing the right sales strategy consulting is critical to the long-term success of your business. By setting clear goals, conducting a thorough analysis, ensuring you have the right experience and expertise, providing implementation support and evaluating costs and ROI, you can ensure that your investment delivers sustainable and measurable results.

An experienced consultant not only supports you in developing your strategy, but also in its practical implementation and continuous improvement.

Do you have any questions or need support in choosing the right sales strategy consulting? Feel free to contact us to find a customized solution for your company. We look forward to helping you!