Sales & Marketing

Sales and Marketing

While identifying risks and possible challenges, prepare a plan of action to achieve competitiveness and meet market needs through strong branding and marketing strategy

Marketing is critical for your business to succeed in meeting growth targets in a post-Brexit world. In looking to cut rising costs from Brexit, it may be tempting to cut back on investment in this area. However, in an increasingly competitive environment, a strong brand and marketing strategy will be essential to stand out and generate new business.

Understanding your market and customers will be key for businesses, requiring them to focus more on market research to identify new markets and market segment opportunities. Build your strategy around strong market intelligence and customer data. Expanding into new markets will spread your risk by reducing overall dependency on the EU or a single market segment.

During the period of uncertainty whilst the Brexit terms are finalised, it will be more important than ever to increase the trust and confidence of your customers, suppliers and distributors to sustain growth, as well as winning repeat business and gaining referrals for new sales.

Possible Opportunities and Challenges

Sales and Marketing Plan

From a sales and marketing perspective, an important potential impact of Brexit is how it will impact on your customers. Buying decisions are complex and often based on reasons that companies do not realise. Brexit may result in a fall in sales for your company because of the challenges you face, but equally, it could result in increased revenues as you embrace new opportunities. Relationships are key for your sales. Take time to invest and strengthen these now during this interim period, meeting your clients regularly to also gather intelligence. Simultaneously, deepen your understanding of market segments and geographical markets to mitigate any potential changes in your customers position and to identify new customers.


Brexit could bring increased and new competition from international markets and much larger players with greater resources. To compete and grow, companies will need to examine their product or service portfolio and determine what their unique selling points are in all of their target markets. Review the necessary sales and marketing skills required to exploit new markets and generate new sales to assess gaps and create a plan to mitigate these. For example, it may be that new language skills become a priority after Brexit.

Improvement of existing products and services

Operating in a more competitive environment will mean businesses need to review their existing product and service offering to identify enhancements or new iterations to help maintain and even increase competitiveness. Also new target market segments should be considered as well as how improvement of existing products and services could have greater appeal or added value from minimal investment. Building resilience into the supply chain and implementing lean practices can help reduce sale prices point and therefore attracting new customers.


A brand that works in the UK and Europe may not necessarily be effective or appropriate in other, new markets. Businesses may need to rethink their branding to be ready for new international or emerging markets through investing in a carefully researched re-branding strategy. Consider local customs, cultural sensitivities and language differences, along with location logistics and appropriate marketing channels to develop an enhanced brand, and investigate appropriate local Trade Mark protection.


UK Government have released a series of technical notices which are available on the GOV.UK website including:

Driving in the EU if there's no Brexit deal

Appointing nominated persons to your business if there’s no Brexit deal

Trading under the mutual recognition principle if there’s no Brexit deal

Trading goods regulated under the ‘New Approach’ if there’s no Brexit deal

Accessing public sector contracts if there’s no Brexit deal

Data protection if there’s no Brexit deal

Sales and Marketing Events

29 Nov 2018 Barry
Superfast Business Wales - Grow Your Tourism Business with Social Media
90% of businesses increase brand awareness with social...
4 Dec 2018 Llanelli
The Training Club - December Meeting. Building a Referral Strategy
Are you looking to grow your business? There are...
4 Dec 2018 Llandovery
Superfast Business Wales - Increase Your Web Traffic
55% of small businesses attract more customers by being...
4 Dec 2018 Cardiff Bay
Understanding your Customers
This workshop takes you through the market research...
4 Dec 2018 Trearddur Bay
Superfast Business Wales - Grow Your Tourism Business with Social Media
90% of businesses increase brand awareness with social...
5 Dec 2018 Hensol
Superfast Business Wales - Sell More with Social Media
90% of businesses increase brand awareness with social...
5 Dec 2018 Merthyr
Ever thought of starting your own business? Come...

See all events

Marketing Zone Export Guide

The marketing export guide covers strategy, market research, planning and more. From here you can also explore other marketing resource topics.

Business Wales BOSS

Business Online Support Service (BOSS) is a free bilingual online learning portal, available 24/7 to access whenever you want. Explore skills and training courses here.