The Process of Sales Planning: How to Achieve Your Goals

Explore the process of sales planning, from situational analysis to setting goals and strategies. Learn how to create a winning sales plan with our tips and template.
The Process of Sales Planning

This blog post will help you improve your process of sales planning. We cover everything from setting goals and objectives to creating a sales plan and implementing it. These steps will help you reach your sales goals quickly.

What is the process of sales planning?

Sales planning establishes goals and outlines the steps a company must follow to reach those targets. A sales plan is a document that describes how to achieve success.

A sales plan is a document that describes the strategies used to reach different markets and addresses the customer’s needs. This article will provide tips and a template to help you start your sales planning.

What is sales planning?

Sales planning is the process of setting sales targets and developing a strategy to reach them. The sales plan is part of the marketing plan as well as the business plan.

The marketing plan describes the strategies while the business plan outlines the initial company goals. To ensure that the plan stays on track, it is updated quarterly or annually to allow for adjustments.

Sales plans, just like marketing and business plans, change over time. The plan will often be influenced by the past experiences of the sales team. It is possible to make adjustments as the plan is being implemented.

Six key elements are essential to a winning sales strategy:

1. Do a situational analysis

Sales plans are created using historical data. Trend analysis and data can help to identify potential obstacles and highlight the strengths in the sales plan. These actions can be used for new strategies.

2. Identify your goals, and objectives

Sales planning is about setting goals that are both in the best interest of the customer and the company. Sales goals can be to increase revenue, launch new product lines, or increase brand awareness. These are just a few examples of sales goals.

  • Increase your monthly and annual revenue

  • Reduce costs and increase profit margin

  • Boost customer value
  • Increase sales leads

3. Set a strategy

When creating a strategy, sales teams should clearly outline their roles and responsibilities. This is based upon the strengths and capabilities of each member. As an example, you might assign the social media expert as the manager of that sales channel.

Strategies should be integrated with finance, operations and finance to set and achieve sales targets and improve forecasting.

4. Set a sales budget

Sales planning is the process of determining the budget and how revenue will be spent. Sales teams can create and stick to a budget that will help them maximize their resources while staying within the company’s financial limits.

5. Encourage communication and engagement

Sales reps who are successful can understand and execute the company’s goals. Sales reps are guided by communication and encouraged to achieve their goals.

All stakeholders should be involved in the planning process to ensure complete sales plans and the integration of relevant departments.

6. Controls and measurements

Controls and measurements determine the direction of a company‚Äôs progress. They help determine if it’s time to change strategies or if past sales data is useful for insight. Controls determine the success metrics, while the progress on the sales plan is monitored to encourage improvement.

Why is sales planning so important?

Planning sales is an important aspect of business. It helps identify current problems such as a lack of sales and develops strategies or solutions. Sales planning is about maximizing new opportunities, such as when a company launches a new product to increase brand awareness. There are many sales opportunities that can be addressed in sales plans.

Depending on whether the company sells directly to another business, the plan’s objectives may vary.

A sales plan is essential.

  • Define your goals

  • Strategies that create value

  • Identifies tactics
  • Motivates teams

  • Budgets are being set to achieve targets

  • Reexamine goals and make suggestions for improvements

Planning tips for sales

Perspective is the key to a successful sales plan. It is about moving from insight to action. These are some tips to help plan your future sales.

Understanding your customer

Before a company can sell a product, it is vital that they understand the needs of their target customers. Companies often conduct market research and host focus group discussions to understand the needs of their customers. Send out surveys to get customer feedback about products and services.

Next, incorporate these ideas into your next sales strategy. All data and responses can be used to create a profile for your ideal client. Your customer profile (or persona) determines:

  • Where to find customers

  • Consumer preferences

  • Consumer spending habits

Identify the obstacles

To determine where their competitors are succeeding and where they need guidance, sales plans analyze the competition. Understanding the competition can help you plan better sales.

You can use this information to plan how you can increase your competitive strengths and minimize negative effects.

Get feedback from key people, and consult them

Marketing and sales are the main drivers of any sales strategy. However, it is important that you consult with other departments and key personnel to complete the plan. Budgeting can be assisted by finance personnel, while higher management can provide feedback on revenue and sales expectations.

Sales plans are a collection ideas and concepts from a variety sales and marketing staff members. Discuss the sales plan with your team members and personnel once it is completed. Encourage your team to give feedback in order to improve the plan.

Set realistic goals

It may seem impossible to increase sales by 15%. To measure success, sales plans should be measured. Companies will keep a detailed record about their successes and failures. Use the SMART method to set sales goals. This will encourage success. Celebrate every success with your team.

Learning from your own experiences is a great way of learning

Past experience can help shape a sales plan. This will help you understand what customers want from a product/service. When creating a sales strategy, keep in mind your personal experiences. You can use your past experiences to determine how you purchased a product or service.

  • How did you learn about a product?

  • Where did you purchase the product?

  • Why did you choose this product?

  • What did you think about the product?

  • How did you approach the purchase?

  • What factors influenced your final decision?

Trust assumptions

Data can often provide an accurate estimate of past sales plans’ performance or suggest ways to improve them. Forecasts for sales are based upon historical trends and buying patterns. They make assumptions about future activity or sales.

When writing a sales plan, you should use assumptions to guide your strategies. Sales plans can be modified if necessary.

Define the value

Consumers want products that offer the greatest benefit to them and not just the most features. Sales plans are used for defining the value of a product/service, and what it will do. Sales planning is used to determine the company’s competitive advantage and how it differs from its peers.

Define milestones

Sales plans should have an end goal but they must also include milestones to ensure the plan is on track. Milestones encourage healthy competition, and motivate teams. To help you identify milestones, you can compare your industry with your business.

Sales planning might help you set a goal to increase your industry’s average email open rate of 27% by setting a 10% target. Milestones could be 2%, 3.3%, or 5% for each quarter.

Concentrate on your niche

A niche is more that a customer or product. It includes company culture, branding, messaging, and branding. It identifies the company’s competition and its current market position. To maximize the business’ strengths, overcome barriers and increase visibility, the sales plan should be based around a niche. The sales plan should also include ways to expand the niche.

A company selling ice cream products might also sell ice cream sundae glasses, or show how ice cream is made.

Identify strategic partners

A sales plan organizes strategies to increase sales. This includes naming resources that can help achieve goals and increase product awareness. These resources can be from within the company or from similar businesses in order to promote products. These are strategic partners who can assist with sales planning.

  • Provide product demonstrations

  • Give informative speeches or make product presentations

  • Host webinars to promote sales

  • Mastermind groups can be created for further strategizing

Template for Sales Planning

Here’s a template that will help you create a sales strategy.

Mission [Define your company’s vision/mission. To provide background information, include a brief history.

[Identify team members and assign them to groups. You can draw on the strengths and assign roles to each member to achieve your goals.

Target market
[Describe your target audience in detail. Include demographic information, likes, dislikes, and needs and wants. Describe the way the sales plan will benefit the market.

Software, tools, and resources
[List all resources: training, documentation and collaboration software, budgeting tools sales tools, contests sales planning tools, training, documentation]

[Identify competition in detail. Include price variations, product comparisons and market trends.

Market strategy
[Discuss advertising, promotions, and actions that generate leads/interest.]

Prospecting strategy
[Determine how to follow up on leads and assign sales methods that correspond with them.]

Sales action plan
[Define the sales strategy. Include sales objectives, referrals, and leads.

[Set goals for each goal of the sales action plan]

[Determine the cost of the sales strategy. Include: salaries, training and tools, as well as travel.


Any business that wants to increase sales must follow the process of sales planning. You can follow the steps in this guide to create a plan that will help your business reach its revenue targets and grow.


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