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Google “sales strategy” and you’ll discover a myriad of suggestions and plans, all claiming to deliver you to sales success. But you don’t need to purchase an eBook to improve your performance; instead, focus on three pillars. The following is an outline of the “holy trinity” — guiding principles that form the foundation of any good sales strategy.

Relentless Pursuit

When it comes to sales, tenacity is rewarded. The most common trait of successful salespeople is dogged determination — you need to be okay with hearing “no,” you can’t be afraid of the chase and you need to know when to push just a little more.

Relentless pursuit is about more than cold-calling and door-knocking. Here are a few suggestions:

● Once you’ve landed a customer, research their competitors and pursue them as well.
● Don’t let a lukewarm prospect go cold; follow a sales call with an email outlining next steps and deadlines that both you and the prospect are responsible for.
● Chase three or four times the number of leads you actually need to hit your sales target. If you need to close four $25,000 deals to reach your goal, you should be in talks with between 12 and 16 leads.


You can’t sell what you wouldn’t buy. Or at least, you don’t want to. Selling becomes easier, more natural when you truly believe in the product you’re selling. Passion is difficult to fake and if you’re convinced of the product’s worth, you’ll be able to convince others.

That conviction needs to be palpable in your pitch. And you need to create that conviction within your buyer, making them believe that they truly need your solution. Here’s how:

● Become a subject matter expert. Know your product, your market and your competitors inside and out. Ask for additional education from your leadership team if needed.
● Have testimonials and case studies to share. If you don’t have them, create them.
● Don’t underestimate the power of pitch practice. Testing your delivery on friends can help you master a confident and natural approach.


Using a sales methodology can create consistency in your approach and position you for success. There is no shortage of sales methodologies — popular examples include Sandler Sales, SNAP Selling, the Challenger Sale and SPIN Selling — and you may find an existing method that suits your industry and your sales priorities. If you don’t, blend elements of various methods to create a more personalized approach.

When choosing or creating a method, consider:

● Is there a balance between data and a personal human touch? A methodology shouldn’t lean too heavily on one or the other.
● Is it agile? Your methodology should be applicable to all stages of the buying process and should take into account the various kinds of buyers, as well as the stages of their buying journey.
● Is it suited to your company priorities and circumstances? Some sales methods are best suited for pipeline management, others tailored to complex accounts involving multiple decision-makers.