Optimum Sales – How to Select the Best Commercial Strategies
As we indicated in our post “Sales Strategy Planning,” generating plausible scenarios allows us to reduce uncertainty when deciding on the best strategic option. However, in the end, among the different options, a decision always has to be made.
The difficulty we face lies in being able to apply a rational method that allows us to choose the appropriate strategic option. This is due both to the complexity of the decision itself and to the great uncertainty of the future surrounding it.
The evaluation of strategies cannot be an exclusively rational and formalizable process; it also requires judgment, intuition, and subjective assessment, that is, it must rely on managerial talent.
At Optimum, we propose an analysis of sales strategies through three parameters:
- The adequacy
- Feasibility
- Acceptability
We define these parameters as follows:
The adequacy: It is about checking how the strategy leverages the organization’s strengths and external opportunities while avoiding internal weaknesses. The adequacy of the strategies to the already defined objectives of the organization will also be checked.
Feasibility: It involves analyzing the practical implementation of the strategy, aiming to understand the possibilities of implementation, the availability of necessary resources and capabilities, or the suitability of the time frame for the planned changes.
Acceptability: It involves measuring whether the effects of adopting a certain strategy (that is, the expected outcomes of it) are acceptable or not. Acceptability is subjective, as it is related to the expectations of the different stakeholder groups existing within the company. Therefore, the question we must ask ourselves is: for whom should the strategy be acceptable?
With the use of the A.F.A. method (adequacy, feasibility, acceptability), we do not eliminate the value of managerial talent at the moment of decision-making, but we offer you a method that maximizes the rationalization of choosing the most suitable commercial strategy for your company.
| David Galve | General Director www.linkedin.com/in/davidgalve |  |
