Craft Sales Strategy

Building an effective sales strategy starts with understanding how buyers think, decide, and evaluate risk in different industries. In this practical, hands-on lesson, learners explore how entering a new industry vertical requires more than reusing existing messaging—it demands clear strategic choices about who to target, what value to emphasize, and how to reach buyers effectively. Through guided examples and structured activities, learners practice translating the same product into the language, priorities, and buying process of a new vertical. They work with real-world scenarios to adjust segmentation, refine value propositions, and select channels that match buyer behavior and trust requirements. By the end of the lesson, learners create a one-page sales strategy that captures these decisions in a focused, easy-to-use format. Designed for sales professionals and go-to-market teams, this lesson builds confidence in making strategic trade-offs and producing a clear artifact that can guide real-world planning, alignment, and execution

• Understand how to identify target audiences in new industries
• Apply clear strategic choices to emphasize value
• Use effective marketing channels to reach buyers
• Translate products into new vertical languages and priorities
• Analyze buyer behavior and trust requirements

• Basic familiarity with marketing concepts and terminology
• Readiness to practice through applied exercises or case-based work