銷售主要包括兩大功能：戰略和策略。銷售戰略是銷售活動的總體計畫：達到客戶的方法、競爭的差異和可用的資源。戰術涉及日常銷售：勘探、銷售過程和後續行動。
銷售策略是非常重要的，但同樣重要的是銷售戰略。競爭優點是重要到不能輕易忽視：
- 通過瞭解客戶的關鍵心理來提高成交率
- 過瞭解如何改進來提高客戶忠誠度
- 通過外部建議縮短銷售週期
- 超越競爭對手提供最好的解決方案
任何一種計畫的發展都是從研究開始的。獲得競爭優勢的洞察力來自市場，而不是來自你的頭腦。使用的方法是我所說的“三層銷售策略”，看看你的客戶和外界對他們業務的影響。接近所有三層瞭解您的客戶。
第1層：協會-你的目標客戶屬於什麼關係？聯系會員總監，建立關係，不是為了銷售，而是瞭解會員的需求。
第2層：供應商-確定向你的客戶銷售的非競爭性供應商。瞭解他們的挑戰，尋找合作夥伴的解決方案。
第3層：客戶-直接與客戶合作，詢問他們的需求，以及你的業務是否提供了可能的解決方案。
一個典型的小會計師事務所的故事是開發“三層銷售戰畧”的一個很好的例子。
這家公司决定把獨立的卡車司機作為會計服務的對象。
這家公司的競爭對手是一家大會計公司。這樁小生意接近卡車司機協會，並獲悉他們的一個成員關心的是為一輛新汽車籌措資金。
隨著汽車的供應商討論，揭示融資僅被準予的卡車司機提供的財務報表後。財務報告通常由一家大型會計師事務所準備，他們在自己的時間和辦公室裏安排約會。
拼圖的碎片現在拼在一起了。客戶是關鍵資訊的最後一部分。卡車司機都受到來訪的會計師事務所給您帶來的不便，因為他們在路上花的時間。最好的解決辦法是將會計服務按照他們的條件和時間提供給客戶。
小會計部已經製定了明確的銷售策略：為卡車司機準備財務報表，為卡車製造商尋求融資。所有銷售線索將從供應商處提交。這一策略對協會、供應商、客戶和會計師事務所都是雙贏的。
這個故事的寓意是通過觀察等式、戰術和戰畧的兩面來獲得競爭優勢。
使用三層的方法來贏得業務，比大公司在你的市場。
Improving Competitive Advantage with Solid Sales Strategy
In today's business activities, large and small enterprises are looking for every opportunity to win sales through competitive advantage. Smart business owners know that sales strategies can create competitive advantage.
Sales includes two main functions: strategy and strategy.
Sales strategy is the overall plan of sales activities: ways to reach customers, differences in competition and available resources. Tactics involve daily sales: exploration, sales process and follow-up.
Sales strategy is very important, but equally important is sales strategy. Competitive advantages are too important to be easily ignored:
- Improving the turnover rate by understanding the key psychology of customers
- By understanding how to improve customer loyalty
- Shorten the Sales Cycle through External Recommendations
- Beyond competitors to provide the best solution
Three-tier Sales Strategy
The development of any plan starts with research. The insight to gain competitive advantage comes from the market, not from your mind. The method used is what I call a "three-tier sales strategy". Look at the impact of your customers and the outside world on their business. Get close to all three tiers to understand your customers.
Level 1: Association - What kind of relationship does your target customer belong to? Contact member directors to establish relationships, not for sales, but to understand the needs of members.
Level 2: Suppliers - Identify non-competitive suppliers that sell to your customers. Understand their challenges and find solutions for partners.
Layer 3: Customers - work directly with customers, asking them about their needs, and whether your business offers possible solutions.
A typical story of a small accounting firm is a good example of developing a "three-tier sales strategy".
The company decided to target independent truck drivers as accounting services.
The company's competitor is a large accounting company. The small business is close to the Truck Drivers Association and one of its members is concerned about raising money for a new car.
Following discussions with automobile suppliers, it was revealed that financing was provided only by approved truck drivers. Financial reports were usually prepared by a large accounting firm, which arranged appointments in their own time and office.
The pieces of the jigsaw puzzle are now put together. Customers are the last part of the key information. Truck drivers are inconvenienced by visiting accounting firms because of the time they spend on the road. The best solution is to provide accounting services to customers according to their conditions and time.
The small accounting department has formulated a clear sales strategy: preparing financial statements for truck drivers and seeking financing for truck manufacturers. All sales leads will be submitted from suppliers. This strategy is win-win for associations, suppliers, customers and accounting firms.
The moral of this story is to gain competitive advantage by observing the two sides of equation, tactics and strategy.
Use a three-tier approach to win business than big companies in your market.
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