Developing a sales strategy which delivers competitive advantage-Developing a sales strategy which delivers competitive advantage

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Robin Hoyle, Head of Learning Innovation at Hathaway International, gave a talk on sales strategy and how it should be applied at both company and account levels. He emphasized Michael Porter’s idea that strategy is about deciding what not to do, and explained that effective strategy means making choices about where to focus limited resources.  <br /><br />He distinguished between market strategy, which covers segmentation, target industries, and resource allocation, and account strategy, which focuses on specific prospects or customers, key decision-makers, and campaign planning. He highlighted the importance of understanding buyer power, supplier power, competition, substitutes, and new entrants as part of the commercial environment.  <br /><br />Robin discussed customer segmentation using a RAD approach: retaining low-growth customers with low-cost servicing, acquiring new accounts, and developing existing accounts with growth potential. He stressed the need to map key players, avoid the “receptivity trap” of friendly but uninfluential contacts, and build a clear unique and valuable proposition.  <br /><br />He also argued that sales strategy must be aligned across the business, continuously communicated, and supported by marketing, product development, and leadership. Operational effectiveness alone is not a strategy; real strategy requires differentiation, adaptability, and customer value.

Keywords

sales strategy

Michael Porter

market strategy

account strategy

customer segmentation

buyer power

unique value proposition

business alignment