The sales strategy sets the general direction for the day-to-day business in sales and reduces the risk of wrong decisions.
In the area of sales strategy, the basic course for market development is set. For example, the distribution channels for each market are determined. Another important issue in this context is the organization of the cooperation with sales partners, e.g. dealers. Additionally, fundamental statements on the allocation of sales resources must be made within the sales strategy. For instance, a professional sales strategy in a company with a field sales force must make statements on the allocation of the time budget of the field representatives. A sales strategy must (1) be oriented towards market conditions, (2) be dynamically adaptable at short notice, (3) determine the focus of all sales-related instruments, (4) be lived and (5) be communicated.