Sales strategy
Strategy, process, CRM and pipeline — the commercial structure that lets a business sell consistently instead of reactively.
In short
A B2B sales strategy should set out which markets, sectors and accounts to pursue, the process the business follows from enquiry to order, pricing and proposition decisions, and the CRM and reporting that make forecasting reliable. A business needs one once results depend on individual salespeople's judgement rather than a repeatable system — typically once revenue and headcount have outgrown what one person can hold together informally.
Plenty of businesses work hard at sales and still cannot say what is in the pipeline next month.
That usually means there is no agreed definition of a good customer, no shared process from enquiry to order, and a CRM nobody trusts. Every deal becomes a one-off, and forecasting becomes guesswork.
Strategy work fixes the decisions first — market, proposition, pricing, route — then builds the process and reporting that keeps those decisions honest.
Where the growth will come from: sectors, accounts, products and territories — chosen, not assumed.
A defined route from enquiry to order that your team will actually follow.
A CRM that reflects reality and a pipeline you can forecast from with confidence.
Pricing, margin, proposition and channel decisions that hold up commercially.
Who sells what, to whom, and how the roles fit together as the business grows.
The handful of numbers that tell you whether the strategy is working: activity, conversion, value, win rate.
We help you do it.
Strategy is useful. Execution is where revenue is made.
Evans Sales Consultancy works alongside business owners, directors and sales teams to turn commercial strategy into measurable action.
Understand what is actually happening across lead generation, pipeline, conversion and sales activity.
Create the sales strategy, process and structure the business needs to sell consistently.
Get involved in the activity that creates opportunities and revenue, alongside your team.
Measure performance, identify weaknesses and keep improving what the numbers show.
The true cost of sales leadership
Strategy needs someone senior to own it. Compare the true annual cost of a full-time Sales Director with a Fractional Sales Director for an agreed number of days a week.
Takes a minute. Nothing is gated — your comparison appears on screen as you change the figures.
CRM structure, pipeline visibility and commercial reporting decide whether a strategy survives contact with the week. Practical AI and automation can make that information easier to produce and easier to trust.
Something you use. A sales strategy that lives in a PDF has no commercial value. The output is a target market, a process, a pipeline and a set of numbers your team works to.
Almost never. Replacing a CRM rarely fixes anything on its own. We would rather make the one you already pay for reflect what is really happening.
Diagnosis takes a few weeks. Building the process, pipeline and reporting alongside the people who have to use it takes longer — usually a few months of part-time involvement.
Evidence
International Market Entry · Ontario, Canada → United Kingdom, Germany & France
A Canadian architectural-components business wanted to establish a route into the UK and wider Europe. We rejected a conventional distributor model, built a project-partner network across the UK, Germany and France, and helped generate approximately £2.2m of new-market turnover within 12 months.
£0 → £2.2m New-market turnover in 12 months
UK Market Entry · Scandinavia → United Kingdom
A Scandinavian glass manufacturer wanted to sell into the UK for the first time. There was no presence, no customers and no distribution to build on.
0 → UK Market entered from no prior presence
Distributor Development · Germany → United Kingdom
A German balustrade manufacturer needed a route into the UK. Distribution alone was not the answer — the distributors had to be found, onboarded, trained and then supported in selling.
5 UK distributors established
Business Development · United Kingdom → Scotland and the North of England
A major UK balustrade supplier was well established elsewhere in the UK but thin on the ground across the northern territories. Growth there needed direct commercial activity.
Sales Growth · Bradford, West Yorkshire → United Kingdom — national
Crucial Engineering wanted to expand beyond Bradford and build a genuine national sales operation. We helped develop larger Tier 1 and Tier 2 opportunities, strengthen business development and establish a profitable new automation revenue stream.
£1.5m → £3.2m Turnover in approximately 18 months
Sales Growth · Barnsley, South Yorkshire → United Kingdom
D&I wanted to accelerate growth beyond its existing model. We helped strengthen the sales strategy while establishing a dedicated installation arm and new aluminium fabrication capability, supporting turnover growth from approximately £2.2m to £4.6m.
£2.2m → £4.6m Turnover in 18 months
UK Market Entry · Lithuania & Slovenia → United Kingdom
A European architectural-glazing manufacturer wanted to establish a genuine UK operation. We helped set up the office and showroom, build the sales strategy and pipeline, support staffing and launch the business commercially.
£0 → £1.4m UK turnover in 9 months
Sales Growth · Sheffield, South Yorkshire → United Kingdom
BM Architectural wanted to expand its balustrade sales and create its next stage of growth. We helped win new customers, establish a dedicated architectural division and develop additional product opportunities including glass canopies.
£6.8m → £11.5m Turnover in 24 months
Sales Growth · Commercial Development · Glazing · High Wycombe, Buckinghamshire → United Kingdom — South East
Kingsmead Glass & Glazing is an established Buckinghamshire glazing business. Over approximately two years of consultancy support, Evans Sales Consultancy helped refine its commercial offering, develop the business beyond straightforward local glazing work and pursue and win more substantial commercial opportunities.
2 years Commercial consultancy
Sales Growth · New Services · London Expansion · Putney & Deal → London & the South East
Over approximately three years, Evans Sales Consultancy worked with Beautiful Homes UK on geographic expansion into London, winning commercial and residential work, and broadening what the business could sell — including helping introduce extensions as an additional commercial offering alongside glazing and kitchens.
3 years Commercial growth support
Sales Growth · Trade Customer Development · UK · Yorkshire → United Kingdom — national trade
Trade Sliders is a Yorkshire sliding-door and wardrobe business supplying the trade. Over approximately nine months, Evans Sales Consultancy helped the business win wardrobe work with regular-buying trade customers across the UK, rather than depending on isolated one-off orders.
9 months Trade sales development
We start by looking at your pipeline, conversion and activity together, and work back to the decisions behind them.
Prefer to speak directly?
Already know the direction and need execution?
If the plan is settled and the gap is pipeline, activity and conversion, sales growth is the engagement that moves it.
