How to create a sales strategy for your small business

Struggling to make sales in a competitive market? Find yourself wondering why your products aren't flying off the shelves or why your services aren't getting more traction?

The answer might not be in the quality of what you're offering, but rather in your sales strategy.

Having a solid sales strategy is a necessity. Small businesses often face unique challenges – everything from limited budgets and staff, to catering for a smaller audience.

As a result, creating a targeted approach that resonates with prospective customers is absolutely vital.

If you're ready to boost your sales and take your small business to the next level, this detailed guide will walk you through essential steps and best practices for developing a winning sales strategy that converts prospects into loyal customers.

1. Understanding your target market

The foundation of any successful sales strategy is knowing who you're selling to.

Understanding your target market helps you tailor your efforts, making every pound and minute you invest more impactful. Here's how to get started.

Define your ideal customer

To effectively promote your business and attract new customers, you need to have a clear picture of your ideal buyer. This is where creating a buyer persona (or customer persona) comes in handy.

A buyer persona is a detailed profile that represents your target customer, including their demographics, preferences and buying habits. Think of it as a way to put yourself in your customer's shoes.

Here's a simple framework to define your key customers:

• Demographics: What is their age range, gender, income level and occupation?

• Location: Are they local to your area or are you targeting a national or international audience?

• Needs and pain points: What problems does your product or service solve for them?

• Shopping behaviour: Do they prefer shopping online, in-store or a mix of both?

For example, if you run a bakery in Manchester, your ideal customer profile might be:

• A working professional aged 30 to 45 who values convenience and quality.

• Someone who frequently buys premium baked goods for special occasions or as gifts.

Action to take

Start by conducting a simple survey of your current customers.

Tools like Google Forms or Typeform are free and easy to use. Ask questions about their preferences, shopping habits and what they value most about your business.

Analyse local market trends

Once you've defined what type of customer you're targeting, the next step is understanding your market.

Knowing what's happening in your industry and local area can help you identify trends and opportunities.

Here are some ways to gather insights:

• Review industry reports: Platforms like IBISWorld or Statista often publish reports on UK-specific market trends. Look for information relevant to your type of business.

• Tap into government resources: The UK government provides free data and statistics on local economies, industries and consumer behaviours. Websites like the Office for National Statistics (ONS) are great starting points.

• Use insights from social media: Platforms like Facebook and Instagram offer analytics tools that show you who's engaging with your content and what they're interested in.

If you're a florist in Bristol, for example, you might notice that eco-friendly products are trending.

This could lead you to promote sustainable packaging or launch a new line of locally sourced bouquets to cater to environmentally-conscious customers.

Action to take

Spend an afternoon researching your industry. Note down three key trends that align with your business and brainstorm how you can incorporate them into your offerings.

Identify gaps and opportunities

Sometimes, the best way to grow your business is by offering something your competitors don't. Here's how you might find these gaps:

• Visiting your competitors' websites, social media pages and physical location (if they have one). Take note of their pricing, product range and customer reviews.

• Read online forums or community groups where potential customers share their frustrations or unmet needs.

For instance, if you run a pet grooming service and notice complaints about long wait times in your area, offering same-day or express services could set you apart.

Action to take

Create a simple chart listing your competitors' strengths and weaknesses. Highlight areas where you can outperform or differentiate yourself.

VIDEO: Why and how to understand your ideal customer

Marketer Amy Atkinson shares proven strategies for researching and defining your ideal customer and explains the importance of targeting a single customer type:

2. Setting clear sales goals

A strong sales strategy begins with a clear understanding of what you want to achieve.

Without defined goals, it's easy to feel like you're spinning your wheels – working hard but not making measurable progress.

For small business owners, setting sales goals is particularly important to make sure every effort counts, especially when resources are limited. Let's explore how to set effective goals and track your success.

Why sales goals are so important

Sales goals provide direction and help you focus on activities that drive growth.

They also serve as a benchmark, allowing you to measure progress and make adjustments as needed. For example:

• Want to expand your customer base? Set a goal to acquire a specific number of new customers within a timeframe.

• Looking to boost revenue? Focus on increasing your average transaction value or upselling products.

Using the SMART goals framework

One of the best ways to create impactful sales goals is to use the SMART framework. This approach ensures your goals are clear, realistic and easy to action.

Breaking down SMART goals

• Specific: Define exactly what you want to achieve. For instance, "Increase monthly sales" is vague, but "Increase monthly sales by 15% by targeting local customers with a promotional campaign" is specific.

• Measurable: Quantify your goal so you can track progress. For example, aim to "Sell 50 more units of a product" rather than "Sell more products".

• Achievable: Make sure the goal is realistic given your current resources and the conditions in the market. Setting unattainable targets can be demotivating.

• Relevant: Bring your sales targets into line with your broader business objectives. For instance, if your main goal is to establish an online presence, focus on increasing online sales rather than in-store transactions.

• Time-bound: Assign a deadline to create urgency and accountability. For example, "Achieve a 20% increase in revenue within six months".

An example SMART goal for a small business might read something like this:

"We'll increase our monthly sales by 10% over the next three months by running a social media ad campaign targeting our local audience in [town] and offering a limited-time discount."

Types of sales goals to consider

Sales goals can address various aspects of your business. Here are some common examples:

• Revenue goals: Focus on increasing your total income over a specific period. For instance, "Generate £10,000 in sales during the next quarter".

• Customer acquisition goals: Target the number of new customers you want to attract. Example: "Gain 100 new customers through online promotions this month".

• Product-specific goals: Drive sales for a particular product or category. Example: "Sell 200 units of our new eco-friendly packaging by the end of the quarter".

• Channel-specific goals: Aim to improve sales through a specific platform. Example: "Increase website sales by 30% through better SEO and email marketing".

Breaking down goals into actionable steps

Setting a big goal can feel intimidating, but breaking it down into smaller, manageable steps makes it more achievable.

For example, if your goal is to increase monthly revenue by 20%, break this down into weekly targets. How much do you need to sell each week to stay on track?

Identify the specific actions needed to reach your target, such as launching a new marketing campaign, improving your sales pitch or introducing an incentive programme.

Action to take

• Audit your website to improve user experience (UX) (week 1).

• Launch a Google Ads campaign to drive traffic (week 2).

• Create a limited-time offer or discount code for online shoppers (week 3).

• Send follow-up emails to website visitors who abandoned their carts (week 4).

Tracking and measuring success

To make sure you're on track to meet your sales goals, establish a system for measuring progress.

Use tools and metrics that align with your goals – for instance:

• using a customer relationship management (CRM) system to track leads, conversions and customer interactions

• monitoring website traffic and conversion rates using Google Analytics

• tracking revenue growth and customer acquisition through your accounting software or POS (point of sale) system

Key metrics to monitor

• Revenue: Total sales and sales growth percentage

• Conversion rates: The percentage of prospects who become paying customers

• Customer acquisition cost (CAC): The amount spent to acquire each new customer

• Customer retention rates: The percentage of repeat customers

Action to take

Set a recurring time to review your progress. For example, dedicate 30 minutes every Friday to check your sales data and make adjustments as needed.

Setting stretch goals

Once you've established your core goals, consider setting "stretch goals" to push yourself and your team further.

Stretch goals are ambitious yet achievable targets that encourage innovation and creativity. For example:

• If your current goal is to increase sales by 10%, set a stretch goal of 15%.

• If your target is 100 new customers, aim for 120.

Even if you don't fully achieve your stretch goal, striving for it can lead to unexpected opportunities and growth.

VIDEO: How to set up realistic goals and achieve them

Find out how to set clear, purposeful goals and take actionable steps towards making them a reality:

3. Choosing the right sales channels

Once you've defined your sales goals, the next critical step is selecting the sales channels that will help you reach your target customers effectively.

With so many options available today – both online and offline – it's important to focus on the channels that match your audience's preferences and buying habits.

Choosing the right sales channels can help you make the most of your resources, boost your reach and increase your chances of meeting your goals.

Why choosing the right channels is important

Not all sales channels are created equal, and not every channel will be effective for your business. For example:

• a local café may benefit from foot traffic and local promotions

• a boutique selling handmade jewellery might see greater success online through platforms like Etsy or Instagram

• a B2B business may rely on direct outreach, networking events and LinkedIn

Picking the right mix of channels ensures you meet your customers where they already are, rather than trying to force them to come to you.

Online sales channels

The internet has revolutionised how small businesses operate. Here's how you can use online sales channels effectively:

Your website

Your website serves as your business's digital storefront.

Even if you mainly operate offline, having a professional, user-friendly website builds trust and provides a platform for potential customers to learn more about you.

Key considerations for your website

• Make sure your website is mobile-friendly. In 2025, mobile devices account for most online searches and purchases.

• Include clear calls-to-action (CTAs) to guide visitors toward making a purchase, booking a service or contacting you.

• Use tools like Google Analytics to monitor your website's performance and identify areas for improvement.

Action to take

Perform a website audit. Check for broken links, make sure pages load quickly and verify that your website looks good on both desktop and mobile devices.

If you don't have a website, platforms like Wix, Squarespace and WordPress make it easy to create one.

E-commerce platforms

Selling on dedicated e-commerce platforms can be a game-changer for a small business. These platforms offer a built-in audience and tools to help you grow.

Popular e-commerce platforms for small businesses

• Shopify: Ideal for creating your own branded online store.

• Etsy: Perfect for handmade or vintage items.

• eBay: A reliable platform for both new and used products.

• Amazon: Provides access to a vast customer base but you do have to carefully manage your competition and how much you spend on fees.

Action to take

If you're not already using an e-commerce platform, research and choose one that fits your business. Start with one platform to test the waters before expanding to others.

Social media shops

Social media platforms like Instagram, Facebook and TikTok now offer built-in shopping features.

This makes it easy for customers to browse and buy directly from your social profiles.

Tips for social media shops

• Use high-quality images and videos to showcase your products.

• Post regularly to keep your audience engaged.

• Make use of targeted ads to reach potential customers in your area or niche.

Action to take

Set up a shop on Instagram or Facebook. Create a few posts showcasing your products with engaging captions and a clear link to buy.

Offline sales channels

While online channels are powerful, offline sales remain essential for many small businesses, especially those with a local focus.

In-store or face-to-face sales

If you run a physical store, making your in-person experience as good as possible is crucial.

Focus on creating a welcoming atmosphere and training your staff to provide excellent customer service.

Ideas for face-to-face sales

• Offer in-store promotions or loyalty programmes to encourage repeat visits.

• Host events like workshops or product demos to engage customers.

Action to take

Review your in-store experience. Is your signage clear? Do customers have a smooth checkout process? Make one improvement this month.

Pop-up shops and markets

Pop-up shops and local markets are excellent ways to test new products, reach a wider audience and build brand awareness.

Tips for pop-ups

• Choose a location that's suitable for your target audience (for example, a trendy neighbourhood or busy high street).

• Create an eye-catching display to attract passers-by.

• Hand out business cards or flyers with links to your website or social media.

Action to take

Research upcoming markets or pop-up opportunities in your area. Apply to take part in one within the next three months.

Networking and referrals

Building relationships in your community can lead to valuable referrals and partnerships.

For example, a bakery could partner with a local wedding planner to provide cakes for their clients.

Tips for networking

• Attend local business meet-ups or trade shows.

• Join online forums or groups for small business owners in your area.

• Offer incentives for referrals, such as discounts for both the referrer and the new customer.

Action to take

Reach out to one local business this week to explore a potential partnership or cross-promotion opportunity.

Choosing the right mix of channels

Every business is unique, so there's no one-size-fits-all approach to sales channels.

The key is to experiment, measure results and adjust your strategy based on what works.

How to choose your channels

• Look at your target market. Where are they most active – online, offline or both?

• Consider your resources. Do you have the time and budget to maintain an e-commerce store and social media presence? Or would in-person selling be more practical?

• Start small. Focus on one or two channels initially, and expand as you gain confidence.

Tracking and refining your channels

Once you've chosen your channels, regularly assess how they're performing. Look at metrics like the following:

• Revenue generated through each channel.

• Customer acquisition costs to determine which channel is most cost-effective.

• Engagement rates on social media or website analytics.

If a channel isn't performing well, either tweak your approach or reallocate your efforts to higher-performing channels.

Action to take

Set up a simple spreadsheet to track sales by channel. Review it every month to identify trends and opportunities for improvement.

VIDEO: Harnessing the power of online marketplaces

Karen Riddick, founder of Second Nature Online, explains how to harness the power of online marketplaces to build your online sales:

4. Taking advantage of modern sales techniques

Staying ahead of the competition often means adopting modern sales techniques that meet the expectations of today's consumers.

While traditional sales methods still have their place, embracing new and effective sales strategies can help you attract more customers, increase conversions and build long-term relationships with your audience.

Let's dive into some of the most effective modern sales approaches and how you can implement them in your business.

Inbound vs. outbound sales

Understanding the difference between inbound and outbound selling is key to crafting an effective strategy.

Inbound sales

Inbound sales strategies focus on attracting customers by providing value and solving their problems.

This approach is particularly effective for small businesses with limited budgets because it draws people to you rather than relying on costly outreach.

How to implement a good inbound sales strategy

• Content marketing: Create blogs, videos or guides that answer common questions your customers have.

  For example, a small gardening business could write a blog titled "Top 5 tips for keeping your plants healthy during the UK winter".

• Search engine optimisation (SEO): Optimise your website and content to rank higher in search engines. Use tools like Google Keyword Planner to find terms your audience is searching for.

• Email marketing: Build a mailing list and send regular newsletters with updates, special offers and useful tips.

Action to take

Start by creating one piece of valuable content (such as a blog post or video) tailored to your audience. Share it on social media and include a call-to-action (CTA) to encourage sales.

Outbound sales

Outbound sales involves actively reaching out to potential customers through direct methods like cold calls, email outreach or in-person sales pitches.

While more traditional, outbound techniques can still be highly effective when used as part of a strategy.

How to implement a good outbound sales strategy

• Cold emails: Personalise emails to potential clients, highlighting how your product or service can solve their problem.

• Direct mail: Send promotional materials like flyers or postcards to local customers. Include a discount code or limited-time offer to encourage action.

• Networking: Attend local events or trade shows where you can meet potential customers face-to-face.

Action to take

Identify five potential customers or businesses you can reach out to this week. Prepare a personalised pitch highlighting how your product or service meets their needs.

Building trust through social proof

Modern consumers are heavily influenced by social proof. This includes reviews, testimonials and case studies that demonstrate the value of your product or service through other people's experiences.

Online reviews

Platforms like Trustpilot, Google Reviews and Yelp are vital for building credibility. Encourage happy customers to leave positive reviews and respond promptly to feedback.

Testimonials and case studies

Showcase success stories from satisfied customers on your website or social media.

For example, a cleaning service could share a before-and-after photo with a customer's testimonial about how their home sparkled after the visit.

Social media mentions

Encourage customers to share their experiences with your business on social media.

You can provide an incentive for this by running a giveaway for those who post and tag your business.

Action to take

Reach out to three happy customers this month and ask for testimonials or reviews. Share these on your website and social channels.

Personalised sales tactics

Personalisation is no longer optional – people expect it. Modern consumers want to feel like businesses understand their unique needs and preferences.

Customised offers

Use customer data to create tailored offers. For example, if you run an online bookstore, you could send recommendations based on past purchases or browsing history.

Follow-up communication

Don't let leads go cold. Follow up with personalised emails or messages. For instance:

• after a purchase, send a thank-you email with suggestions for complementary products

• after an inquiry, provide extra information or a special offer to encourage a sale

Loyalty programmes

Create programmes that reward repeat customers.

For example, a coffee shop could offer a free drink after every 10 purchases. A clothing retailer could send a personalised email offering a discount on a customer's birthday.

Action to take

Implement one personalisation tactic this week, such as sending a follow-up email to recent customers with a special offer.

The power of automation

Modern sales techniques often rely on automation to save time and improve efficiency. Read more about automation in section 5.

Automated email marketing

Tools like Mailchimp or ActiveCampaign allow you to create automated email sequences, such as:

• welcome emails for new subscribers

• abandoned cart reminders for online shoppers

• follow-ups after a purchase to encourage reviews or repeat sales

For example, a florist could use an automated email to send reminders about key dates like Valentine's Day or Mother's Day, encouraging customers to order flowers in advance.

CRM systems

Customer relationship management (CRM) tools like HubSpot or Zoho CRM help you track interactions with customers, manage leads and make sure no potential sale falls through the cracks. Read more in section 5.

Chatbots

Integrating chatbots on your website can provide customers with instant help, answering common questions or guiding them to the right products.

Action to take

Choose one sales automation tool to implement in your business. For example, set up an email automation sequence to re-engage past customers.

Experimenting with emerging trends

The sales landscape is constantly evolving. Stay ahead by experimenting with new trends:

• Video content: Short-form videos on platforms like TikTok or Instagram Reels are highly engaging and can showcase your products in action.

• Live selling: Host live sales events on platforms like Facebook or Instagram, where you demonstrate products and answer questions in real time.

• AI-powered recommendations: Use tools that analyse customer behaviour to recommend products they're likely to buy.

For example, a small beauty brand could host a live tutorial showcasing how to use its latest product and offer an exclusive discount to viewers.

Action to take

Identify one emerging trend to test in your sales strategy this month, such as creating a short promotional video or hosting a live event.

VIDEO: Automating your sales and marketing with AI

Josh Thomas and Ana González of Anabots AI explain how to use AI to quickly boost sales, slash costs and free up your time:

5. How using technology can lead to successful sales

Technology is no longer just a helpful addition to your sales strategy – it's a necessity.

As a small business, harnessing the right tools can save you time, make you more efficient and ultimately boost your bottom line.

Whether it's tracking customer interactions, automating routine tasks or gaining valuable insights through analytics, using modern technology can move your sales efforts up a level. Let's explore how.

Customer relationship management (CRM) tools

A customer relationship management (CRM) tool is one of the most valuable investments for any small business.

CRMs help you organise customer data, track interactions and manage your sales pipeline all in one place.

Benefits of using a CRM

• Strong customer relationships: Store key details about your customers, such as their purchase history, preferences and interactions with your business.

• Sales tracking: Monitor where each lead is in the sales process and make sure you follow up in good time.

• Collaboration: If you have a small sales team, a CRM allows everyone to access the same customer data and work consistently.

Popular CRMs for small businesses

• HubSpot CRM: Free to start and easy to use, ideal for small businesses looking to manage contacts and track sales.

• Zoho CRM: Affordable and customisable, with features for email marketing, lead management and reporting.

• Salesforce Starter Suite: A powerful tool for small businesses that need features to help them scale and grow.

Action to take

Choose a CRM that fits your business needs and budget. Start by entering your existing customer data and setting reminders for follow-ups or key dates.

Automation tools

Automation allows you to handle repetitive tasks efficiently and focus on growing your business.

Here are some ways automation can improve your sales process:

Email marketing automation

Tools like Mailchimp, ActiveCampaign or Kit (formerly ConvertKit) can help you:

• send welcome emails to new subscribers

• trigger abandoned cart reminders for online shoppers

• schedule regular newsletters to keep customers engaged

A clothing boutique, for instance, could set up an automated email to thank customers for their purchase and suggest complementary items.

Scheduling tools

Apps like Calendly or Acuity Scheduling let customers book appointments or consultations directly online, reducing back-and-forth communication.

For example, a personal trainer could use Calendly to allow clients to book sessions based on their availability, saving both parties time.

Social media automation

Platforms like Hootsuite or Buffer allow you to schedule posts in advance, ensuring your business maintains a consistent online presence.

A small café, for example, could schedule Instagram posts showcasing daily specials, saving time during busy hours.

Action to take

Identify one repetitive task in your business that you could automate (like booking appointments or sending email follow-ups). Test an automation tool to streamline this process.

Analytics and reporting

Data is a powerful tool for making informed decisions and improving your sales strategy.

By analysing key metrics, you can identify what's working, what's not and where to focus your efforts.

Key metrics to track

• Website performance: Use Google Analytics to monitor traffic, bounce rates and conversions. For example, if most visitors leave your website after viewing a specific page, it might need optimising.

• Sales data: Track revenue, average transaction value and customer lifetime value (CLV) to understand buying patterns.

• Email campaign performance: Look at open rates, click-through rates and conversions to gauge whether your email marketing strategy is having success.

Tools for analytics

• Google Analytics: A must-have for tracking website performance and user behaviour.

• Social media insights: Platforms like Instagram and Facebook offer built-in analytics to show engagement, reach and audience demographics.

• CRM reporting: Many CRMs provide built-in dashboards to track sales performance and customer data.

Action to take

Choose one analytics tool to monitor this month. Set up a simple report to track key metrics and review the results each week.

E-commerce platforms and payment solutions

For small businesses selling online, choosing the right e-commerce platform is crucial.

These platforms not only handle transactions but also offer tools for marketing activities, managing stock and customer service.

Top e-commerce platforms for UK businesses

• Shopify: A user-friendly platform for creating a branded online store.

• WooCommerce: A WordPress plugin that's highly customisable.

• Etsy: Perfect for handmade or unique products.

Payment solutions

Offer customers a range of payment options, including credit/debit cards, PayPal and mobile payments like Apple Pay and Google Pay. Use tools like Stripe or Square for seamless payment processing.

Action to take

If you don't already sell online, choose a platform and set up a basic store featuring your best-selling products.

Chatbots

Artificial intelligence (AI) is becoming increasingly accessible, even for small businesses.

Chatbots can improve customer service and efficiency, while personalising the sales experience at the same time.

How to use chatbots

Add a chatbot to your website to answer common questions, guide customers to the right products or collect contact information for follow-ups. Use tools like Tidio, LiveChat or Zendesk to integrate a chat function.

Action to take

Test a chatbot tool on your website. Start with a simple setup that answers FAQs or directs customers to your contact form.

Cloud-based collaboration tools

If you have a team of staff, using cloud-based tools can improve collaboration and keep everyone on the same page.

Popular tools

• Trello or Asana: Manage tasks, track progress and assign responsibilities.

• Google Workspace: Share documents, spreadsheets and calendars in real-time.

Action to take

Choose one collaboration tool to implement with your team this month. Use it to organise a specific project or streamline communication.

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6. Building a strong brand presence

A strong brand presence is your business's whole identity and the impression you leave on customers.

It helps you stand out in a crowded marketplace, attract loyal customers and convey trust.

In this section, we'll explore how to build and boost your brand to complement your sales strategy.

Creating a compelling value proposition

Your value proposition is the cornerstone of your brand. It's the unique promise you make to your customers about the value your products or services deliver.

Questions to define your value proposition

• What problem does your product or service solve?

• Why should customers choose your business over competitors?

• What emotional or practical benefits do you offer?

For example, a small eco-friendly cleaning product company might craft a value proposition like, "Safe, sustainable cleaning solutions for a healthier home and planet".

Once you've defined your value proposition, be sure to communicate it consistently across all your customer touchpoints, from your website to your marketing materials.

Action to take

Write a clear and concise value proposition. Share it with your team and ensure it appears prominently on your website and social media channels. Here's a guide to help you.

Consistent branding across channels

Consistency is key to building a strong brand presence. Customers should instantly recognise your business whether they're visiting your website, receiving an email or walking into your store.

Key elements of consistent branding

• Visual identity: Use the same logo, colours and fonts across all platforms.

• Voice and tone: Develop a consistent way of communicating. For example, a trendy café might use a friendly, playful tone, while a law firm may use a more professional and authoritative tone.

• Messaging: Make sure your brand message fits with your values and resonates with your audience.

A boutique clothing store, for instance, could use pastel colours, stylish fonts and a friendly tone across its Instagram posts, website and email campaigns to create a cohesive identity.

Action to take

Conduct a brand audit. This involves checking your website, social media profiles and printed materials to make sure your visuals and sales messaging are all consistent. Make updates where necessary.

Storytelling: Connecting emotionally with customers

People are more likely to buy from your brand if they feel a connection with it.

Storytelling is a powerful way to humanise your business and create that connection.

How to tell your brand story

• Share your journey: Talk about how and why you started your business. Highlight challenges you've overcome or milestones you've achieved.

• Show your impact: If you support a cause or make a difference in your community, share stories that showcase this impact.

• Feature customer stories: Share testimonials, case studies or photos of happy customers using your products.

Action to take

Create a post or page on your website dedicated to your brand story. Include photos or videos to make it more engaging.

Investing in local SEO

If you're targeting a local audience, local search engine optimisation (SEO) is essential for increasing visibility and driving foot traffic.

Key local SEO tactics

• Claim your Google Business Profile: Update your profile with accurate business information, including your address, phone number and opening hours. Add high-quality photos and encourage customers to leave reviews.

• Optimise for local keywords: Use terms that reflect your location and services. For example, a florist in Leeds might target keywords like "best florist in Leeds" or "wedding flowers Leeds".

• Get listed in local directories: Submit your business to online directories such as Yelp, Yell or local Chamber of Commerce websites.

Action to take

Claim and optimise your Google Business Profile (if you haven't already!). Add photos, update your hours and respond to at least one customer review this week.

Effective marketing collaboration with sales

Branding and sales are most effective when they work hand in hand.

Bringing your marketing efforts into line with your sales strategy ensures you're giving customers a consistent experience and strengthens your impact.

How to align marketing and sales

• Collaborate on content: Create marketing materials that support the sales process, such as brochures, videos or case studies.

• Focus on customer pain points: Make sure your marketing messages address the same challenges your sales team (this might just be you!) solves.

• Track performance together: Use shared metrics, such as lead conversion rates, to evaluate the effectiveness of both teams.

Action to take

Create one piece of content that will help drive sales – such as a FAQ document or case study – to share with potential customers.

Networking and referrals

Building relationships within your community or industry can strengthen your brand and generate valuable word-of-mouth referrals.

Networking strategies

• Attend local events, trade shows or business meet-ups.

• Join online forums or LinkedIn groups relevant to your industry.

• Collaborate with complementary businesses to cross-promote each other's products or services.

Encouraging referrals

Offer incentives for referrals, such as discounts or gift cards. Thank customers who refer others with personalised notes or small tokens of appreciation.

Action to take

Identify one local event or online group to join this month. Reach out to one complementary business to explore a referral partnership.

The role of customer experience

A strong brand isn't just about how your business looks or sounds – it's also about how customers feel when they interact with you.

Providing a great customer experience can turn one-time buyers into loyal advocates.

Tips for enhancing customer experience

• Be responsive: Reply promptly to inquiries via email, phone or social media.

• Go the extra mile: Surprise customers with small gestures, like a thank-you note or free sample.

• Collect feedback: Use surveys or reviews to understand what customers love and where you can improve.

Action to take

Identify one way to improve your customer experience this week, such as responding to messages faster or adding a small surprise for loyal customers.

VIDEO: How to build effective branding for your small business

Brand strategist Kiki Bhaur explains what it takes to build a truly effective brand, and what common mistakes to avoid when you're starting out:

7. Adapting to changes in the market

Being able to adapt to market changes is one of the most important qualities of a successful small business.

Customer preferences, economic conditions and industry trends can shift rapidly.

Staying agile and responsive ensures you can not only survive but thrive when faced with change.

In this section, we'll explore how to anticipate and respond to market changes, monitor competitors and align your sales strategy with evolving customer needs.

Staying agile in a changing market

Agility is about being prepared to pivot when necessary without losing sight of your long-term goals.

Whether it's a sudden economic downturn, a new competitor entering the market or a shift in customers' expectations, being proactive rather than reactive will give you a competitive edge.

Steps to stay agile

Regularly review your sales strategy

Schedule reviews every quarter to evaluate your current approach. Ask questions like the following:

• Are my sales goals still realistic based on market conditions?

• Are my current sales channels performing as expected?

• Do I need to adjust my pricing, offerings or messaging?

Build a financial cushion

Having a financial buffer allows you to navigate unexpected changes, such as a drop in sales or increased costs. Aim to save three to six months' worth of operating expenses.

Stay open to new opportunities

Keep an eye out for potential opportunities that arise during times of change, such as:

• launching a new product to meet emerging needs

• expanding into untapped markets or channels

Action to take

Conduct a quarterly review of your sales strategy and identify one area to adjust or improve based on current market conditions.

Using customer feedback

Your customers are your most valuable source of insight. Listening to their feedback can help you understand what's working, what's not and what they want in the future.

How to gather feedback

• Surveys: Use tools like Google Forms or Typeform to create short surveys about your products, services and customer experience.

• Social media: Monitor comments, messages and reviews to identify recurring themes or concerns.

• Direct conversations: Engage with customers in store, over the phone or via email to learn about their preferences and pain points.

Using customer insights to adapt

If customers frequently mention issues with a product, consider redesigning or improving it.

If they request new features or products, explore whether it's feasible to add them to what you already offer.

Positive feedback can guide you in highlighting the aspects of your business that resonate most with your audience.

Action to take

Send out a short survey to your customers this month, asking for their feedback on your products, services and overall experience.

Monitoring competitors

Keeping an eye on your competitors can reveal opportunities to differentiate your business or improve your strategy.

Competitor analysis helps you stay informed about industry trends and anticipate shifts in customers' expectations.

How to monitor competitors

• Research their offerings: Visit competitors' websites, social media pages and physical locations. Take note of their pricing, promotions and customer reviews.

• Analyse their strengths and weaknesses: Identify areas where they excel and where they fall short. Look for gaps you can fill in the market.

• Track industry trends: Follow trade publications, blogs and industry reports to stay updated on changes affecting your competitors.

Action to take

Choose one key competitor and conduct a detailed analysis of their strengths, weaknesses, and recent changes. Identify one takeaway to apply to your business.

Aligning with customer values

Today's consumers are increasingly value-driven, supporting businesses that fit their beliefs.

Adapting your sales strategy to reflect these values can attract loyal customers.

Common customer values

• Sustainability: Offer eco-friendly products, reduce packaging waste or source materials ethically.

• Community support: Highlight your local roots and support for community initiatives.

• Transparency: Be upfront about pricing, policies and the impact of your products or services.

For example, a craft brewery could appeal to eco-conscious customers by switching to recyclable packaging and sharing stories about their commitment to sustainability on social media.

Action to take

Identify one way to incorporate customer values into your business, such as launching a sustainable product line or supporting a local charity.

Preparing for economic shifts

Economic changes – such as inflation or shifts in consumer spending – can have a significant impact on your sales. Preparing for these shifts helps your business remain resilient.

Tips for adapting to economic changes

• Diversify revenue streams: Offer new products or services so you're less reliant on a single source of income. Explore partnerships with other businesses to reach new customers.

• Adjust pricing strategies: Offer tiered pricing or budget-friendly options to appeal to cost-conscious customers. Use discounts or promotions strategically to maintain sales without eroding profits.

• Monitor cash flow: Keep a close eye on your expenses and revenue to identify areas for cost-saving.

Action to take

Evaluate your current pricing and offerings. Consider introducing a budget-friendly option or creating a promotion to drive sales during slower periods.

VIDEO: How to prepare your finances for a rainy day

Accountant Yarka Krajickova guides you on how to create a four-month rainy day buffer.

This buffer can make all the difference in navigating unexpected challenges and ensuring your business's resilience:

8. Tracking progress and refining your sales strategy

Even the most well-thought-out sales strategy isn't set in stone.

To make sure it continues to bring you success, you need to regularly track your progress, measure performance and make necessary adjustments.

Refining your sales strategy is an ongoing process that allows you to stay aligned with your goals, adapt to changing conditions in the market and tweak your efforts to get the best possible results.

In this section, we'll explore how to monitor key metrics, collect valuable feedback and put in place a system of continuous improvement.

Regular sales audits

A sales audit is a full review of your sales performance, goals and processes.

Conducting regular audits helps you identify what's working, what's not and where there's room for improvement.

How to do a sales audit: Step by step

1. Review your sales goals

Are your goals still relevant and realistic? Have you achieved any of your milestones?

2. Analyse key metrics

Track essential sales data, such as:

• revenue growth over time

• conversion rates (for example, how many leads turn into paying customers)

• customer retention rates

3. Evaluate sales channels

Which channels are performing well? Are there any underperforming channels that need improving or require you to reallocate resources?

As an example, a small online skincare retailer could audit their sales and discover that Instagram ads generate the most leads, while email campaigns have a low open rate. They could then shift their focus toward optimising Instagram ads.

Action to take

Schedule a sales audit every quarter. Use a simple spreadsheet or CRM dashboard to compile and review your key metrics, and identify at least one improvement you can put in place straight away.

Creating feedback loops

Feedback is an invaluable tool for refining your sales strategy.

By actively seeking input from customers, employees and other relevant people, you can uncover insights that might not be obvious from metrics alone.

How to create feedback loops

1. Customer feedback

Use surveys, reviews or direct conversations to gather insights about customer satisfaction and expectations.

Ask specific questions, such as, "What could we do to improve your experience?"

2. Employee input

Your sales team (if you have one) has first-hand experience with your customers.

Regularly check in with them to understand what challenges they face and what tools or processes could help them succeed.

3. Collaboration

Work closely with other departments, such as marketing or product development, to make sure everyone is working towards the same goals.

For example, a family-owned restaurant could gather feedback from servers about customer reactions to new menu items, then adjust their offerings based on those observations.

Action to take

Create a simple feedback form for customers and employees. Collect responses monthly and use the insights to make one small improvement to your sales strategy.

Experimentation and innovation

Refining your sales strategy often involves testing new ideas and approaches.

Experimentation allows you to discover what resonates most with your audience and keeps your business competitive.

How to experiment with your sales strategy

1. Test new sales techniques

Try different approaches, such as upselling, offering bundle deals or running time-limited promotions.

2. Run some A/B testing

Test variations of your campaigns or messaging to see which performs better.

For example, send two versions of an email campaign with different subject lines and compare the open rates.

3. Pilot new sales channels

Explore other sales channels – such as online marketplaces or pop-up shops – on a small scale before fully committing.

A pet supplies store, for instance, could test offering subscription boxes for recurring customers and evaluate the response before rolling out the service broadly.

Action to take

Identify one element of your sales strategy to experiment with this month, such as testing a new promotional offer or sales pitch.

Measure the results to decide whether to incorporate the change permanently.

Measuring long-term impact

While it's important to track short-term performance, refining your sales strategy means focusing on the long-term impact too.

Measuring customer lifetime value (CLV) and retention rates, for example, can give you a more detailed view of your sales efforts.

Metrics to measure long-term success

1. Customer lifetime value (CLV)

Work out how much revenue a single customer generates over their lifetime with your business.

Focus on ways to increase CLV, such as loyalty programmes or upselling.

2. Customer retention rates

Retaining existing customers is cheaper than acquiring new ones. Track the percentage of repeat customers and put strategies in place to improve this rate.

3. Net Promoter Score (NPS)

Measure how likely customers are to recommend your business to others. A high NPS indicates strong customer satisfaction and loyalty.

For example, a subscription-based coffee delivery service could measure CLV and find that offering discounts for annual subscriptions increases both retention and revenue.

Action to take

Calculate your current customer retention rate and identify one initiative to improve it, such as launching a loyalty programme or sending personalised follow-up emails.

Iterative improvements

Refining your sales strategy is a continuous process.

Instead of overhauling your entire strategy at once, focus on making small, incremental changes based on data and feedback.

Steps for iterative improvement

1. Set clear objectives

Identify specific areas to improve, such as increasing website conversions or boosting social media engagement.

2. Make changes gradually

Introduce one change at a time to measure its impact accurately.

3. Evaluate and repeat

Assess the results of each change. If it's successful, integrate it fully into your strategy. If not, try a different approach.

Action to take

Choose one small improvement to implement in your sales process this week. Measure its impact over the next month and adjust as needed.

Staying committed to growth

Tracking progress and refining your sales strategy requires discipline and consistency.

Dedicate time each week or month to review your performance and identify areas for improvement.

Remember, the goal isn't perfection but progress – small, consistent improvements add up over time.

Tips for staying committed

• Schedule regular strategy meetings with your team.

• Use tools like Trello or Asana to track ongoing improvements and results.

• Celebrate wins, no matter how small, to keep everyone motivated.

Action to take

Set a recurring calendar reminder for a monthly strategy review. Use this time to analyse data, gather feedback and plan your next improvement.

Final thoughts

Building a successful sales strategy is an ongoing process, but every small improvement brings you closer to achieving your business goals.

Remember, progress is more important than perfection, and your dedication to learning and adapting is what will set your business apart.

Now it's your turn – start crafting a powerful sales strategy that works for your unique business, and watch your efforts pay off. You've got this!

Relevant resources

• Lunch and Learn: How to design a winning sales strategy

• How to make sales from social media

• Lunch and Learn: How to scale your sales and business