La stratégie commerciale
La stratégie commerciale
Walid Bergaoui
Sales Strategy
You have a product, an offer, commercial energy — but do you sell with a method or by sheer effort? Sales strategy is what separates the company chasing its customers from the one that knows exactly who to target, how to approach them and how much they're worth. Here, you won't learn to communicate more or run more advertising: you'll learn to organize the act of selling intelligently, to focus your energy where it truly generates revenue, and to turn an unstable pipeline into a predictable flow of sales.
The approach is concrete and field-oriented. You start from a simple principle — selling is not improvising — to build your strategy step by step: identifying your high-value customers, segmenting your portfolio, prioritizing your opportunities and tailoring your message to each customer profile. You then master every stage of the sales process, from prospecting to closing, then grow your revenue per customer — retention, upselling, key accounts — before learning to steer it all with the right metrics.
By the end of the program, you'll be able to design, deploy and steer a clear sales strategy, results-oriented and adapted to your field reality. You'll know how to align your team on clear priorities, eliminate pointless actions, secure your sales and reduce your dependence on a handful of customers. You leave not with theories, but with a sales action plan you can deploy the very next day — because a solid sales strategy doesn't just sell once: it secures growth over the long term.
What You Walk Away With
Not just knowledge: ready-to-use tools to structure your selling starting tomorrow.
Your sales action plan — priority targets, clarified segmentation and offers, ready to deploy in the field.
Your structured sales process — from prospecting to closing, every stage equipped, measured and repeatable.
Your sales dashboard — realistic targets, performance indicators and variance tracking to steer by the numbers.
Your scripts and negotiation frameworks — a pitch tailored to each customer profile and to the objections you face in the field.
Program — 12 sessions of 1 hour
A progressive, hands-on journey: first you lay the strategic foundations (targets, segmentation, offer), then you build the sales process step by step, grow revenue per customer, and finally put in place the steering that makes growth predictable.
Module 1 — Laying the Foundations (sessions 1-3)
1. Sales strategy: selling with a method — distinguishing sales strategy from marketing, understanding why selling can't be improvised, and setting the course: targets, priorities, sales channels.
2. Segmenting your portfolio & targeting value — identifying your high-value customers, prioritizing opportunities and focusing effort where it pays off (the 80/20 logic).
3. Building your offer & value proposition — clarifying what you really sell, formulating offers tailored to each target and crafting a pitch that speaks to the customer.
Module 2 — Mastering the Sales Process (sessions 4-7)
4. Prospecting & qualifying — organizing targeted prospecting, qualifying opportunities and feeding a clean pipeline rather than running in all directions.
5. Leading the meeting & uncovering needs — asking the right questions, listening actively, and adapting your message to each customer profile.
6. Proposing & negotiating — building a convincing proposal, defending value, handling objections and protecting your margins.
7. Closing & securing the sale — mastering the close, locking in commitment and avoiding lost opportunities at the end of the cycle.
Module 3 — Growing Revenue per Customer (sessions 8-9)
8. Building loyalty & upselling — turning a sale into a lasting relationship: recurring sales, up-sell, cross-sell and growing revenue per customer.
9. Managing key accounts — securing and growing your strategic customers, and reducing your dependence on a few large accounts.
Module 4 — Steering & Sustaining (sessions 10-12)
10. Setting objectives & indicators — defining realistic objectives and the right sales KPIs to steer by the numbers, not by gut feeling.
11. Tracking results & adjusting — reading your dashboard, analyzing variances and correcting actions: a sales strategy is a living thing.
12. Aligning the team & avoiding the pitfalls — structuring the sales team, not mistaking activity for effectiveness, and building your action plan to secure growth.
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