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Strategic Sales Plan book coverWhy Sales Fail and How Wins are Won

Do you sell solutions to your customers' problems and do so in highly competitive markets?

The Strategic Sales Plan is designed to help you identify the steps in your sales process that must be done to win sales. 

Beginning in 1988 and up to the present time, we analyzed thousands of sales, across industries, to discover why sales failed and how they were won. 

This research led to a comprehensive diagnostic sales process consisting of 8 phases, 44 base-line steps, and 201 action items to implement them.

The objective is to find your patterns of steps that when missed cause sales to fail and to find the pattern of steps that when done, cause sales to be won. 


Validate the steps you need to do for what you sell by identifying the consequences of not doing each of them. Cross off, add, or modify steps as needed to fit what you sell.

Analyze a dozen losses, and a dozen wins to find the patterns of steps missed that caused your sales to fail and the patterns of steps that were done that caused your sales to be won.

Learn the skills you need, to do the steps that are difficult for you.

Get the Strategic Sales Plan book or ebook for detailed definitions and the actions to take to achieve each step.

Below are the phases and steps of the diagnostic sales process for consultative value selling models. Do they need to be done (by you or someone else)? If not done, what are the consequences?

Profile & Qualify the Sales Prospect

  1. Compare the prospect with the profile of your most desirable customers.
  2. Identify decision-makers.
  3. Identify the initial people to contact.
  4. Select and sequence methods of contact.
  5. Set call objectives.
  6. Make contact.
  7. Establish trust and rapport.
  8. Qualify the prospect for the current sales opportunity. GO/NO GO

Research the Prospect’s Needs

  1. Research prospect's products, services, and company.
  2. Research prospect's critical processes.
  3. Research prospect's business plans.
  4. Identify potential for your other products and services.

Conduct the Competitor Analyses

  1. Identify your external and internal competitors.
  2. Conduct the competitor analyses.
  3. Update your list Unique Selling Points.
  4. Identify potential objections. GO/NO GO

Establish the Value of What You Sell

  1. Neutralize, prevent, preempt, and respond to potential objections.
  2. Focus the topics of conversation on your Unique Selling Points (USPs).
  3. Identify the signs caused by your USPs’ missing Advantages and Benefits.
  4. Confirm the problems caused by the missing USPs.
  5. Quantify their costs of not having your USPs to establish the value of the solution.
  6. Set your USPs as specifications that must be met to solve the problems.
  7. Competitor Proof with Benefits Questions.
  8. Complete the interviews with key decision makers. GO/NO GO
  9. Validate any cost-benefit data that used industry standards.

Complete the Logistics Steps

  1. Advise and get agreement on “Next Steps” to advance the sale.
  2. Outline feedback loops, milestones, measurements, and follow up process.
  3. Develop product/service delivery phase-in plans.
  4. Determine product/service availability. GO/NO GO
  5. Complete required pre-purchase approvals. GO/NO GO
  6. Exchange any additional data, specifications, or financial information.
  7. Identify and prepare Recommenders to be your champions.

Propose, Present, and Negotiate

  1. Prepare and submit the Customer Value Proposition (CVP).
  2. Conduct sales presentation using the CVP format.
  3. Prospect affirms your ability to meet criteria. GO/NO GO
  4. Conclude final negotiations.
  5. Final budget approval received. GO/NO GO
  6. Contract signed, or letter of engagement received.
  7. Customer notifies current supplier(s).

Deliver Your Products & Services

  1. Identify and arrange to meet any critical support people.
  2. Identify specific End Users involved in the project.
  3. Conduct quality checks of the product and service delivery.

Manage Your Account

  1. Implement sales activities to competitor proof and grow the account.
  2. Know the signs your account is in trouble before it’s too late.

Now you know what you must do to win sales! What a great gift.

Stand-alone Web-Based Training Course: Strategic Sales Plan. Hosted by Buy online.

Or buy online as part of the Basic Selling Skills bundle of courses.

Buy the paperback book first and get the eBook for .99 cents on Amazon.

Select this link or the book cover to preview and purchase from
Select this link to purchase on Barnes & Noble.

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