Sales professionals must prioritise developing and enchancing client relationships, according to a new survey.

The survey, from Frost & Sullivan’s Growth Team Membership division of European sales executives, found that targeting high potential new clients is the primary issue steering the development and shaping of sales strategies for 2009 for 57% of respondents.

Responding to their clients’ changing business environments was prioritised by 52%, followed by selecting and competing for partners and alliances (22%), and improving sales and marketing integration (21%).

The economic downturn is seen as the top environmental factor impacting 2009 sales strategies for 39% of respondents.

This was followed by emerging global markets (12%) with intensifying competition and decreasing customer demand the priority for 7%.

Keith O’Brien, director of growth team membership, says: “Sales has to deepen its understanding of existing customers’ businesses and develop the flexibility to respond effectively to shifts in conditions.”