The use of external consultants for sales strategy consulting projects has increased over the last few years because of the need for cost-effective expert resource to boost key areas of business performance.

But what are the key areas of sales strategy consulting and what should clients expect from the consultancy relationship?

Key areas of sales strategy consulting

The main areas where consultants are involved in sales and customer strategy are:

• Quick-win strategies
• Customer Strategy Development
• Customer Value Propositions
• Sales Structures & Sales Processes
• Account Planning & Account Management
• Performance Management
• Leadership, Motivation & Team Development
• Training Needs Analysis / Training & Development Plans

What to expect from consultants?

It is useful to know what clients should expect from consultants during the consultancy relationship:

• a good understand of your business & its issues, even without an in-depth knowledge of your market or industry
• use of the latest tools, techniques & frameworks
• well developed political skills & nous
• wide experience of the business issues

What clients should do:

To ensure a successful relationship, clients should:

• challenge the consultants to do their best work on your behalf
• remain in charge – you are the client & therefore the boss
• share as much about the business background as they can
• be available for interim discussions and briefings

What not to expect from consultants?

There are some things that clients should not do or expect as part of the consulting relationship:

• absent yourself from the responsibility of implementing the solution
• an easy solution, or you would have thought of it already
• everything for nothing, as consultants need to charge for their time & expertise
• a magic-bullet, the true solution might be simple & unexciting
• to get instant results without sustained effort & focus

Conclusion

Sales strategy consulting projects can add tremendous value to a client’s sales activities, but the knowledge of what the consulting relationship can realistically deliver will put the client-consultant relationship on a more solid footing.