Like all things in business an effective sales strategy requires research and planning. Understanding your competitors’ strengths and weaknesses, having an accurate analysis of the overall market, and having an in-depth knowledge of your prospective customers are all key elements in this process.

Having compiled your research, an accurate appraisal of where your company sits in terms of your offering will then help determine where the strengths and weaknesses in your offer lie in respect of your potential market.

This is particularly important when you are looking to break into new markets and approaching major Retailers for example. They will expect an expert in-depth understanding of the market you operate in, and knowledge of how their offer compares to that of their competitors.