Sales Process Optimization - Part 1

1. Overview

• Focuses on sales attributes, personas, fundamentals, strategies, and management optimization.
• Aims to develop understanding of individual and team sales roles within organizations.
• Emphasizes creating sales plans, effective communication, and real-life brand examples.
• Provides a platform for future workplace readiness and continuous assessment.
• Key ideas: sales attributes, personas, strategy development, team management, and customer-centric approaches.

2. Core Concepts & Key Elements

• Sales Attributes & Personas: Understanding target customer profiles and emotional/functional needs.
• Brand & Consumer Insights: Under Armour example—more than demographics, focusing on mindset and emotional needs.
• Target Consumer Definition: Based on analysis of 22,000 global consumers.
• Strategic Foundations: Build sustainable, profitable brands via strategic planning.
• Sales Optimization Strategies:
  • Set goals (short & long-term)
  • Develop buyer personas
  • Study pipeline
  • Use automation tools
  • Build long-term client relationships
  • Experiment with marketing strategies
  • Empower sales team with CRM
  • Regularly analyze results
  • Employee training and hiring
• Value Drivers:
  • Sales team
  • Brand plan
  • Market knowledge
  • Data-driven decisions
  • Segmentation
  • Sell-through
  • Growth strategy
• Market Segmentation:
  • Tier 1: UK Sporting Goods Market
  • Tier 2: Market segments (Sport Performance, Lifestyle, Fashion)
  • Channels: Sport Performance, Sport Lifestyle, Sport Fashion
• Account Strategy & Management:
  • Opening, brand strategy, campaign, recap
  • Seasonal, category, and initiative planning
  • Pre-line decks and account-specific files
• Retail & Omnichannel Development:
  • Build strong teams
  • Evolve retail concepts
  • Integrate omnichannel in stores
  • Enhance channel and location strategies
• Data-Driven Decisions:
  • Multichannel vs. omnichannel approaches
  • Personalized, segmented customer engagement
• Sales Optimization & Account Planning:
  • Focus on becoming the brand of choice
  • Win battles through strategic partnerships, visibility, and marketing
  • Build authenticity in running and fitness categories
• Brand Visibility & Commercial Strategy:
  • Store layout, packaging, signage
  • Pricing, promotions, loyalty programs
  • Store atmosphere, customer service, product assortment
• Targeted Consumer Profiles:
  • Running, Training, Sport Lifestyle, Sport Fashion groups
• Market Share & Competition:
  • Under Armour’s growth in a competitive UK market
  • Market share percentages for key brands
• Go-to-Market Strategy (GTM):
  • Utilizes internal and external resources
  • Delivers value proposition to customers
  • Enhances customer experience with superior products and pricing
  • Objectives:
    • Center on focused performers
    • Drive data-driven decisions
    • Foster team collaboration

3. High-Yield Facts

• Target Consumer: Focused performers with emotional (proud, attractive, driven) and functional (supportive, durable) needs.
• Market Segments & Channels:
  • Sport Performance, Sport Lifestyle, Sport Fashion
  • UK Sporting Goods Market, segmentation tiers
• Sales Strategies:
  • Goals, personas, pipeline analysis, automation, relationship building
• Key Values:
  • Data-driven, segmentation, sell-through, growth
• Market Share (UK, 2025):
  • Under Armour: 2.4%
  • Nike: 29.3%
  • adidas: 19.7%
  • Puma: 3.6%
  • New Balance: 2.6%
• GTM Objectives:
  • Customer-centric, data-driven, collaborative

4. Summary Table

5. Mini-Schema (ASCII)

Sales Process Optimization
 ├─ Customer & Brand Insights
 │   └─ Emotional & functional needs
 ├─ Market Segmentation
 │   └─ Tier 1 & 2, channels
 ├─ Sales Strategies
 │   └─ Goals, pipeline, automation
 ├─ Account & Retail Strategy
 │   └─ Campaigns, omnichannel, store evolution
 └─ Data & Commercial Decisions
     └─ Personalization, pricing, promotions

6. Rapid-Review Bullets

• Focus on customer personas and emotional needs.
• Set clear short-term and long-term sales goals.
• Use automation tools to streamline processes.
• Build long-term client relationships.
• Regularly analyze sales pipeline and results.
• Segment markets into tiers and channels.
• Evolve retail concepts for omnichannel integration.
• Prioritize data-driven decision making.
• Enhance brand visibility through store and marketing strategies.
• Target specific consumer groups: Running, Training, Lifestyle, Fashion.
• Under Armour’s UK market share projected at 2.4% by 2025.
• GTM strategy centers on customer focus, data, and collaboration.
• Build authentic brand experiences in running and fitness.
• Use store layout, signage, and product placement to boost sales.
• Price strategically across low, average, and high tiers.
• Foster teamwork and discipline across sales and marketing teams.
• Emphasize mutual profit and sustainable merchandise propositions.
• Leverage strategic partnerships for growth.
• Employ segmentation and personalization for customer engagement.