Your Sales Strategy

3. Reaching the Customer

Once you have worked out which customers to target, you need to decide which sales channels will be most effective.

You can either sell direct or through an intermediary. Weigh the costs of each channel against the benefits it would bring.

3.1 Most businesses sell to customers direct.

Direct sales methods include selling face-to-face, direct mail, telesales and e-commerce.

• Selling face-to-face is the most expensive sales method, and is best for high-value sales.Complex products (eg customised accounting software) need to be explained and sold by an experienced sales person.
• Direct mail and telesales are more cost-effective options for lower value products. (See Direct mail.)For example, you might aim to complete all sales under £100 over the phone.
• Selling via your website can be the cheapest method of all (see Trading on the Internet).Involve sales and marketing employees in the design and layout of the site.

3.2 If you cannot reach your customers directly, use an intermediary.

• You might target customers that are individual consumers through retailers.
• If you are breaking into overseas markets, consider using an agent.Contact the British Agents Register on 01423 560 608 or visit or contact the Manufacturers Agents Association on 01582 767618;.

3.3 You may be able to join forces with other businesses to boost your sales effort.

• For example, related, but non-competing, companies might share customer information.

3.4 Promote and support your sales channels by communicating with your customers.

• Advertise to build recognition of your product. See Advertising strategy.
• Provide promotional material to intermediaries selling your product or service.For example, brochures and leaflets.