Discover how to develop a successful commercial strategy: definition, key steps, digital tools, and best practices to thrive in a competitive and ever-changing market.
What is a commercial strategy?
Definition
The commercial strategy is the set of planned actions and decisions that a company implements to grow its sales and achieve its commercial objectives. It defines how the company will position its products or services in the market, identify and target its potential customers, and organize its sales forces.
This structured approach relies on an in-depth market analysis, often conducted by a Business Analyst, of the competition and customer needs. It determines the appropriate distribution channels, pricing policy, and the most relevant sales arguments.
The commercial strategy must align with the company’s overall strategy and adapt to market changes to ensure sustainable growth.
Challenges
The challenges of the commercial strategy are numerous and crucial for the company’s sustainability.
Firstly, it must allow the acquisition and retention of a profitable customer base as per the AARRR framework, while differentiating itself from the competition in a typically competitive environment.
The commercial strategy also plays a pivotal role in building the brand image and the company’s reputation with its customers. It must ensure consistent revenue growth while maintaining satisfying margins.
In a constantly evolving economic context, the commercial strategy must be agile enough (similar to agile methodology) to adapt to technological changes, new consumer expectations, and market shifts.
What are the steps to follow in a commercial strategy?
Implementing an effective commercial strategy follows several essential steps:
- Analyzing the current situation is crucial: market study, identifying competitors, evaluating the company’s strengths and weaknesses. This phase helps to understand the commercial environment in which the company operates.
- Then comes the definition of SMART objectives (Specific, Measurable, Achievable, Realistic, and Time-bound). These objectives may relate to turnover, market share, or the number of new customers to acquire.
- Market segmentation and targeting naturally follow: it involves identifying the most relevant potential customers and their specific needs.
- The company then defines its positioning and unique value proposition. This step includes determining prices, distribution channels, and key messages.
- The operational action plan brings the strategy to life: it details the sales actions, the necessary budget, and the deployment schedule.
Finally, the implementation of performance indicators (KPIs) allows tracking the results and adjusting the strategy if necessary. This final step is crucial to ensure the effectiveness of the actions taken and to achieve the set objectives.
What tools are used in a commercial strategy?
The digital revolution has profoundly transformed commercial strategies with powerful new tools.
Tool Type | Description | Examples |
Data-driven marketing | Utilize customer data (behavioral, demographic, transactional) to personalize offers and marketing campaigns. | Google Analytics, Adobe Analytics |
CRM (Customer Relationship Management) | Centralize customer interactions, automate tasks, track customer journeys, and integrate AI to predict purchase behaviors. | Salesforce, HubSpot, Zoho CRM |
Marketing automation | Create personalized scenarios (emailing, notifications, reminders) that are automatically triggered based on customer behavior. | ActiveCampaign, Mailchimp, Pardot, Brevo |
Predictive analysis | Anticipate market trends and future customer needs using advanced algorithms. | SAS Predictive Analytics, IBM SPSS |
Real-time dashboards | Provide an updated view of commercial performance, facilitating rapid strategy adjustments. |
These tools enable better personalization, quick decision-making, and constant optimization of commercial performance.
Tips for a successful commercial strategy:
B2C
In B2C, the focus is on customer experience and emotional engagement. Best practices include a strong presence on social networks, personalized loyalty programs, and communication focused on direct benefits for the consumer. Responsive customer service and a simple purchasing journey are essential.
B2B
In B2B, the strategy prioritizes building lasting relationships. Companies rely on technical expertise, high-value-added content, and personalized solutions. As sales cycles are longer, it’s crucial to adopt a consultative approach, maintain regular contact with decision-makers, and demonstrate clear ROI.
E-commerce
For e-commerce, website optimization is paramount: intuitive navigation, detailed product descriptions, quality photos, and a secure payment process. Best practices include mobile optimization, effective remarketing strategies, a clear return policy, and using email marketing to target abandoned carts. Analyzing client data helps refine product recommendations and personalize the shopping experience.
Example of an innovative commercial strategy
The example of Netflix perfectly illustrates an innovative and successful commercial strategy. The company revolutionized the entertainment industry by transforming its initial DVD rental model by mail into a leading streaming service. Its strategy is based on several key pillars: an accessible and flexible subscription offer, an optimized user experience, and above all, a strong differentiation through original content.
The company uses its users’ viewing data to create content that precisely matches audience preferences. Its personalized recommendation algorithm ensures continuous user engagement.
The tiered pricing strategy (basic, standard, premium) allows Netflix to reach different market segments. International expansion was meticulously planned, with local content tailored to the specific cultures and expectations of each market.
Netflix maintains its growth by constantly innovating. For example, the company recently integrated video games into its entertainment offering. This comprehensive and innovation-driven approach demonstrates a perfect understanding of market changes and consumer expectations. Consequently, Netflix surpassed 300 million subscribers worldwide in 2024, confirming its leadership in the streaming industry.
Conclusion
The commercial strategy is a fundamental pillar of success for modern companies. In a constantly evolving economic environment, it requires a methodical approach, suitable tools, and a constant ability to adapt.
