What is it?
The Sales Trends Canvas is a tool designed for sales executives and salespeople to analyze trends impacting the effectiveness of their sales organization. It offers a structured approach to understanding market dynamics and their influence on sales strategies.
How Useful Is It?
This canvas is particularly effective in facilitating sales-focused strategy workshops. It encourages participants to:
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- Identify key market trends and understand their impact on the sales organization and its value proposition.
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- Demonstrate how market trends necessitate specific changes within the sales organization.
Application:
The canvas is versatile and can be applied in various contexts, including:
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- Workshops: It guides discussions among participants to identify significant market trends and develop strategic responses.
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- Awareness Building: It aids sales personnel in understanding the link between market trends and sales strategies.
Process:
Step 1: Identify Current Trends
Participants list the main changes observed in their business market, customer behavior, and value propositions over the past 5 to 10 years.
Step 2: Identify Current Change in your Sales Organisation
List changes within the sales organization in areas such as coaching, rewarding, recruiting, required competencies, processes, roles, and responsibilities.
Step 3: Connect the trends with the changes
Use the canvas to link market trends with customer trends, impacts on value propositions, and subsequent effects on the sales organization.
Step 4: Discuss the changes that are needed
After mapping the major trends and their impacts, discuss and identify the necessary changes within the sales organisation.
Sources:
- R. Lemmens, W. Donaldson and J. Marcos, 2014, ‘From Selling to Co-Creating’, Bis Publishers.
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