Sales Strategy Elemental Concepts is a new start up agency business which is linked between distilleries and end customers (pub, bars, hotel, and restaurants). It is also bringing a new product and brand into the market, as LBIB consultants we would try to help Elemental Concepts build a sales strategy which would be useful to its target audience. It is not all about getting suppliers and customers but also making them happy and coming back for more still wanting the product and brand NELSON GIN which is new in the market. Competitive advantage every business venture needs clarity on how to win customers over with the will to buy Elemental Concept product instead of its competitors. Vision the lean strategy ought to make sense by being permanent. The vision of Element Concept needs an ultimate purpose the reason behind its existence. A vision ought to urge and motivate both the customers and suppliers. It may likewise be optimistic and potentially even unachievable. (Collis, 2016) (Collis, 2016) The new sales imperative according to the (Toman et al, 2017): • Map the journey • Identify barriers • Design prescriptions • Track customer progress Map the journey Elemental Concepts understands they are lots of similar business in this same line, business like Hi Spirit and Cellar Trends which are small but very well established and successful, business like Diageo and William Grant and sons has been in the business much long and they deal both locally and international with their products and brands are well known. Elemental Concepts would have to map out a plan which would keep them in business for a long period, mapping out plans and showing investors they can also run their business successful, a least a five-year plan which would not leave the business closing or going bankrupt. - Look at sWOT in competitor analysis and look at each firms strengths and how elemental concepets can adapt and make them better Identify barriers One of the problems Elemental Concepts face is that it doesn’t have a distribution network and doesn’t have a wide product range compared to companies like Hi-sprit or cellar trends , they are new to the business and people like to go or use brands they are familiar with it is kind of hard to get people trying new products when they are big and well-known brands like Diageo and William Grant and sons who have more more experience. Elemental Concepts needs a strong marketing plan which can enhance the business so that it can compete. (Toman, 2017) The image above shows the different stages customers go through when trying to buy products, customers tend to go for already known products for example a customer would go into a store and pick Cellar trends London No.1 Gin over Elemental Concepts Nelson gin because it is what they are familiar with. So many new products are coming into the market which makes harder for customers to pick a product when they go into a store. Design prescriptions Prescriptive methodologies shift generally and are delivered through a scope of channels: content delivered and distributions by promoting; live customer discussions; workshops led by reps, specialists, or administrators; customer diagnostics; and self-appraisal exercises. For instance, customers may finish a benchmarking overview that demonstrates their performance is falling short in respect to that of similar companies with practically identical objectives. However, they are delivered, prescriptive endeavours must meet three requirements. Firstly, they should be fair-minded and dependable. On the off chance that they are principally promotional, they will not neglect to aid customers purchase however will be respected with doubt. A customer's normal response to effective prescription is never I see what you are trying to do but it would rather be you just made things much easier. Secondly, they should decrease indecision, and compel actions. In this way, effort ought to be done systematically concentrate customers on a reasonable arrangement of consideration and make concrete, proven based recommendation. Thirdly, without explicitly advancing the supplier's solutions, remedies ought to encourage progress along a purchasing path that suppliers are extraordinarily able to provide. Sales Strategy Model - AIDA Track customer progress To eliminate obstacles to buy, you should know precisely where your customers are on their buying travel. With this information, suppliers can spot issues before customers experience them and figure out which interventions will keep up force and augment when buying ease. To this end, suppliers depend on "customer verifiers"— clear indicators that a customer has progressed starting with one buy arrange then onto the next. A good sign that shows if customers are happy with new products is when they keep coming back for more. Trust is seen validity and generosity on a target market. The target of trust might be an individual or a company, trust has been found to be an essential component of relationship quality, they open opportunities to a better unstanding how trust encourages value creation in business markets. Business people that build customer and supplier trust make an environment that promotes an open sharing of information, permitting trusted suppliers to anticipate customer needs and more readily define and deliver values. Trust additionally prompts greater fulfillment, commitment, and loyalty. ( Blocker et al. 2012). Elemetal Concept is a new business bringing a new product to the market if peopele do not trust the brand the willingness to buy yhr product is going to be small. Elemental Concept has a good experince working in bars and pubs, so an understanding of bringing a new unique prodcut to the market is not taking for granted. The image below shows the sales force between buyers and sellers. (Winter,2012) Blocker.P.C. (2012) The Role of the Sales Force in Value Creation and Appropriation: New Direction for Research. Journal of Personal Selling and Sales Management. Pg 16, 17, Collis.D, (2016) Lean Strategy Start-ups Need both Agility and Direction. Spotlight on Entrepreneurship for the Long Term. Harvard Business Review. Pg 66 Toman, N. et al (2017) The New Sales Imperative, B2B purchasing has become too complicated. You need to make it easy for customers to buy. Harvard Business Review. Pg 122 ,123, 124, 125