How to Create a Sales Plan: Tips and Examples (+ Free Sales Plan Template)

When it comes to running a successful business, having a well-defined sales plan is absolutely crucial. A sales plan serves as a roadmap for your company, outlining the strategies and tactics that will be utilized to drive revenue and achieve sales targets. It provides a clear direction and sets measurable goals for your sales team to follow, allowing them to work efficiently and effectively toward achieving those objectives.

Creating a sales plan, however, is not always an easy task. It requires careful analysis of your target market, understanding of customer needs, and knowledge of your competition. It involves identifying key sales opportunities, setting realistic sales targets, and developing actionable steps to reach those goals. Thankfully, this guide is here to help you navigate the process of creating a successful sales plan. Also, we’ve compiled a list of tips and examples, along with a sales plan template, to get you started on the right track.

Whether you are a small business owner looking to boost revenue or a sales manager aiming to align your team toward a common goal, this blog post will provide you with helpful insights and practical advice. We will discuss the essential components of a sales plan. By the end of this guide, you will be equipped with the knowledge and tools to create a sales plan that drives results and propels your business toward growth and success.

Keep reading to discover the steps on how to create a sales plan that maximizes your sales potential.

What Is a Sales Plan and Why Create One?

A sales plan is a documented strategy that outlines the objectives, goals, and tactics an organization or individual will utilize to achieve their sales targets. It is a roadmap that defines the steps that need to be taken in order to increase revenue and generate more sales. As already mentioned, a sales plan helps a company or individual to clearly define their sales objectives, understand their target market, identify key customers, and outline the strategies and activities that will be implemented to meet those objectives.

Creating a sales plan is important for several reasons. Here are the benefits of a sales plan, which are also the reasons why you should create one:

Clear direction and focus

A sales plan sets clear objectives and goals for your sales team, ensuring everyone is on the same page and performing towards a common purpose. This clarity of direction fosters focus and motivation, resulting in increased productivity and efficiency.

Improved sales performance

A sales plan can greatly enhance your sales performance by outlining strategies, setting targets, and implementing specific activities. It provides a structured approach that allows for better monitoring and control over sales activities, leading to improved outcomes and increased revenue.

Targeted approach to customers

One of the key benefits of a sales plan is its emphasis on understanding your target market and customer needs. By performing a thorough analysis, you can identify your ideal customers, tailor your sales strategies accordingly, and effectively address their pain points. This targeted approach leads to better customer acquisition and retention.

Enhanced resource allocation

Developing a sales plan also involves assessing the resources needed to achieve your sales objectives. By allocating resources effectively – such as budget, personnel, and time – you can optimize resource utilization and avoid wasteful spending. This ensures better cost management and improves overall profitability.

Proactive risk management

A sales plan enables you to identify potential risks and challenges in the sales process. Through market research and competitor analysis, you can anticipate market shifts, adapt to changing customer demands, and develop contingency plans. This proactive strategy for risk management helps minimize disruptions and ensures steady sales growth.

Informed decision-making

With a sales plan in place, you have a reference point for making informed decisions. It provides a framework for assessing the effectiveness of sales strategies and tactics, allowing you to make data-driven decisions. By continuously analyzing and assessing sales performance, you can optimize your approach and maximize sales opportunities.

Collaboration and communication

A sales plan serves as a communication tool within your organization. It aligns different teams, such as sales, marketing, and product development, towards common objectives. Fostering collaboration and effective communication ensures that all teams work together to support your sales goals. This synergy leads to a more cohesive and efficient sales process.

Ultimately, creating and implementing a well-thought-out sales plan can optimize your sales efforts and boost your overall success in the market.

9 Steps to Create a Sales Plan

Developing a sales plan may initially seem like a daunting task, but the benefits it brings are invaluable. Once you create a well-structured sales plan, you position yourself or your business to achieve remarkable results. A sales plan can guide you toward increased sales, improved customer relationships, and sustainable growth through careful analysis, strategic thinking, and actionable steps.

If the idea of creating a sales plan feels overwhelming, fear not! This comprehensive guide will break down the process into nine manageable steps, ensuring you clearly understand each stage. By following these steps, you will be able to develop a sales plan that is tailored to your unique objectives and circumstances.

So, if you are ready to unlock your full sales potential and overcome any challenges along the way, let’s dive into the step-by-step process of creating a sales plan below.

1. Identify business objectives and set sales goals

The first step to create an effective sales plan is to identify your business objectives and set sales goals. This step is necessary as it lays the foundation for the entire planning process. So, where do you start?

First, take the time to clearly define your business objectives. Ask yourself, what is your ultimate vision for your company? What do you want to achieve in the long term? Consider important factors such as market share, revenue growth, customer satisfaction, or expanding into new markets. By identifying your business objectives, you can align your sales goals to support and contribute towards the overall success of your organization.

Once you clearly understand your business objectives, it’s time to set specific, measurable sales goals. Start by asking yourself what you want to accomplish in the short term. Is it increasing sales revenue by a certain percentage? Acquiring a specific number of new target customers? Retaining existing customers? Setting SMART goals is important – specific, measurable, attainable, relevant, and time-bound. This will help you to track your progress and evaluate the success of your sales efforts.

Here are a few helpful tips to easily complete the first step of creating a sales plan:

• Review your overall business objectives: Start by understanding your organization’s long-term goals and objectives.
• Consult with stakeholders: Involve key stakeholders such as sales managers, marketing team, and executives to get their input on the goals and ensure alignment with the broader organizational vision.
• Set specific, measurable sales goals: Determine what you want to achieve in terms of revenue, market share, or customer acquisition.
• Break down your goals into smaller objectives: Divide your sales goals into smaller, actionable targets such as monthly or quarterly sales targets, lead generation goals, or customer retention rates.
• Align sales goals with business objectives: Make sure your sales goals directly contribute to the overall business objectives. They should support the growth and sustainability of the company.

2. Determine your ideal customer and understand them

The second step in creating a sales plan is to determine your ideal customer and gain a deep understanding of them. This step is important because it allows you to tailor your sales strategies and messaging to effectively reach and engage your target audience. So, how can you accomplish this?

To determine your ideal customer, start by analyzing your existing customer base. Look for common characteristics, including demographics (age, gender, location), psychographics (interests, values, lifestyle), and purchasing behaviors. By identifying these patterns, you can create customer profiles or buyer personas that represent your ideal customers.

Once you have successfully identified your ideal customer, the next step is to better understand them. You need to know what motivates them, what challenges they face, and how your product or service can help solve their problems. Conduct market research, analyze customer feedback, and converse with your target audience to gather insights. This will help you create a more effective sales strategy and messaging that resonates with your customers.

Here are some helpful tips to easily complete the second step of creating a sales plan:

• Gather customer feedback: Collect feedback from existing customers through surveys, interviews, or online reviews to understand their needs, pain points, and preferences.
• Use social media listening tools: Monitor social media platforms, online forums, and review sites to know what customers say about your products or similar products in the market.
• Engage with your customers: Interact with your customers through various channels such as social media, email, or in-person events to build relationships and gather firsthand insights.
• Analyze data: Use data analytics tools and software to uncover patterns, trends, and customer behaviors that can help refine your understanding of your ideal customer.

3. Set your sales budget

This step helps you allocate resources and plan your sales activities effectively. By setting a clear budget, you ensure that you have the necessary funds and resources to execute your sales strategies and achieve your goals. So, how can you work on this step?

To set your sales budget, start by evaluating your historical sales data and financial information. Analyze your previous sales performance, expenses, and revenue to identify trends or patterns. This will provide you with a baseline understanding of your budgetary needs.

Next, consider the goals you have set in the first step of creating your sales plan. Determine the necessary resources, such as personnel, marketing materials, technology tools, travel expenses, and training, to achieve these goals. Estimate the costs associated with each resource and factor them into your budget.

Additionally, take into account any external factors that may influence your budget. For example, consider the current economic conditions, market dynamics, and competition. These factors may affect your pricing strategy, marketing efforts, and overall budget.

Here are some helpful tips to easily set your sales budget:

• Be realistic: It’s important to set a budget that aligns with your business objectives and sales goals, but it also needs to be realistic. Avoid underestimating expenses or overestimating potential revenue. Take into account any uncertainties or unexpected costs that may arise.
• Prioritize expenses: Determine the most critical expenses and allocate resources accordingly. Focus on activities and investments that are crucial for achieving your sales objectives. This will help you make informed decisions about where to allocate your budget to maximize its impact.
• Consider ROI: Evaluate the potential return on investment (ROI) for each expense. Look for opportunities where you can achieve the highest ROI with the available resources. This will allow you to prioritize investments and ensure your budget is well spent.
• Regularly review and adjust: Your sales budget is not set in stone. It’s important to consistently review and adjust your budget based on the evolving needs of your business and market conditions.

4. Develop sales strategies and tactics

Developing sales strategies and tactics is crucial as it outlines the specific actions and approaches you will take to achieve your sales goals. By doing this step, you can ensure that your sales efforts are focused, targeted, and aligned with your overall business objectives. So, how can you complete this step?

To develop sales strategies and tactics, start by analyzing your ideal customer, market trends, and competitor insights. This information will help you identify opportunities and formulate a plan to effectively reach and engage your target audience. Consider factors such as pricing, product positioning, lead generation, customer acquisition, and customer retention.

Next, determine the key sales channels and platforms that are most effective for your target audience. Will you focus on direct sales? Indirect sales through partners or resellers? Online sales through e-commerce platforms? Tailor your strategies and tactics to leverage the best channels for reaching your customers.

Here are some helpful tips to easily develop sales strategies and tactics:

• Understand your product/service: Gain a deep understanding of the features, benefits, and unique selling points of your offering. This will help you develop sales strategies to effectively communicate its value to customers.
• Develop value-based messaging: Craft a compelling value proposition that clearly communicates the unique benefits and solutions your product/service provides to customers. Use this messaging to create sales strategies and tactics that resonate with your target audience.
• Determine the sales process: Map out the steps involved in your sales process, from initial lead generation to final closing. Identify the key touchpoints and interactions with potential customers and develop corresponding sales strategies and tactics for each stage.
• Implement effective lead generation strategies: Identify and implement lead generation strategies to bring in quality leads. This could include tactics such as targeted advertising, content marketing, referrals, or networking events.

5. Implement sales tools

This step is crucial as it equips your sales team with the necessary resources, technologies, and processes to streamline workflow and maximize effectiveness. By implementing sales tools, you can improve productivity, enhance communication, and automate manual tasks, ultimately driving better results. So, how can you accomplish this?

First, assess your sales team’s needs and identify the specific tools that will support their activities. This could include customer relationship management (CRM) software, sales enablement platforms, prospecting tools, email marketing software, or analytics tools. Choose tools that align with your sales strategies and provide the functionalities required to achieve your sales goals.

Next, ensure that your sales team receives proper training on how to effectively use the implemented tools. Invest time in understanding the features and capabilities of each tool and provide comprehensive training sessions. This will ensure that your team utilizes the tools to their full potential and maximizes their benefits.

Here are some helpful tips to easily implement sales tools:

• Evaluate different options: Research and evaluate various sales tools available in the market. Read reviews, compare features, and consider feedback from other users in your industry. Choose tools that have positive reputations and track records of success.
• Test before implementation: Conduct a testing phase with a small group or pilot team before fully implementing a sales tool. This will let you assess its effectiveness, identify potential issues, and make necessary adjustments before rolling it out to the entire sales team.
• Integrate tools for seamless workflow: Consider integrating your selected sales tools with existing systems or platforms, such as your CRM or marketing automation software. This integration will provide a seamless workflow and avoid duplication of efforts or data entry.
• Regularly evaluate and update: Sales tools and technologies are constantly evolving. Regularly assess the performance and effect of the implemented tools and evaluate if any updates or replacements are necessary to keep up with changing needs and market trends.

6. Develop your sales funnel

Developing your sales funnel is crucial in guiding potential customers through the buying journey—from initial awareness to making a purchase. By understanding and mapping out your sales funnel, you can determine areas for improvement, optimize your sales process, and increase conversion rates. So, how can you complete this step?

To develop your sales funnel, begin by visualizing the different stages of your customer’s journey. Typically, a sales funnel consists of four main stages: awareness, interest, decision, and action. At each stage, customers have different needs and expectations. Understanding these stages will help you align your sales strategies and tactics to move customers through the funnel effectively.

Next, identify the actions or behaviors that indicate a customer’s transition from one stage to the next. For example, a customer’s action of signing up for a newsletter may indicate their interest, while requesting a product demo may signal that they are in the decision stage. By defining these triggers, you can measure and track the progression of potential customers through your sales funnel.

Here are some helpful tips to develop your sales funnel:

• Qualify leads: Develop criteria and processes to qualify leads and ensure they are a good fit for your offering. This could involve using lead-scoring techniques, conducting prospect research, or using pre-qualification questionnaires.
• Provide valuable content: Create high-quality content that addresses your target audience’s pain points and challenges. Use the content to educate and nurture prospects through the different stages of the sales funnel.
• Sales conversion strategies: Develop strategies and tactics to convert qualified leads into paying customers.
• Personalize your approach: Tailor your sales messages and tactics to each prospect’s specific needs and preferences. Use personalized communication to make a stronger connection.

7. Create your sales pipeline

Creating your sales pipeline is an important step in creating a sales plan, as it enables you to manage and track the progress of potential deals or opportunities as they move through your sales process. By creating a structured sales pipeline, you can effectively prioritize, forecast, and close deals, ultimately increasing your sales success. So, how can you accomplish this?

To create your sales pipeline, start by defining the stages a lead or opportunity goes through, from initial contact to closure. Typically, a sales pipeline consists of stages such as prospecting, qualifying, proposing, negotiating, and closing. Align these stages with your specific sales process and customer journey.

Next, determine the criteria or actions that determine whether a lead or opportunity moves from one stage to another. For example, a lead may progress from the prospecting stage to the qualifying stage once they meet specific qualification criteria or express a strong interest in your product or service. These criteria help you accurately assess the progress and probability of success for each deal in your pipeline.

Here are some helpful tips to create your sales pipeline:

• Customize stages and criteria: Tailor your sales pipeline stages and criteria to reflect your unique sales process and customer journey. Consider important factors such as your industry, target market, and specific sales objectives.
• Define key metrics: Identify key metrics that will help you measure the health and progress of your pipeline. This could include metrics like the number of leads at each stage, average deal size, conversion rates, or sales cycle length. Regularly track and analyze these metrics to gain insights and drive improvements.
• Implement a CRM system: Utilize customer relationship management (CRM) software to effectively manage and track your sales pipeline. A CRM system can provide a single source of truth for all your customer and sales data, automate tasks, and generate valuable reports.
• Optimize through continuous improvement: Regularly assess the effectiveness of your sales pipeline by analyzing conversion rates, identifying bottlenecks, and seeking feedback from the sales team. Use these insights to fine-tune your process, make necessary adjustments, and improve overall efficiency.

8. Organize your sales team to assign roles and responsibilities

This step is crucial as it ensures that your sales team operates efficiently, with each member knowing their specific role and responsibilities. By organizing your sales team effectively, you can maximize productivity, create a sense of accountability, and align individual strengths with the overall sales goals. So, how can you do this right?

First, identify the key roles that are essential for your sales team. This could include positions such as sales representatives, account managers, sales managers, or sales support specialists. Define the core responsibilities and skills required for each role.

Next, assess the strengths, skills, and experience of your team members. Match their talents and capabilities to the roles that align with their expertise. Consider their track record, communication skills, industry knowledge, and ability to work well in a team environment.

Once you’ve identified the roles, clearly define and communicate the responsibilities and expectations for each position. This helps to eliminate confusion and ensures that everyone understands their specific obligations and goals. Establish clear performance metrics and targets for each role to provide a framework for measuring success.

Here are some helpful tips to organize your sales team effectively:

• Foster a collaborative environment: Encourage teamwork and collaboration among team members. Have open lines of communication and create opportunities for sharing insights, best practices, and successes. This facilitates a supportive and cohesive sales team.
• Delegate authority: Empower your team members by delegating decision-making authority to those in relevant roles. This enables faster decision-making, encourages ownership, and allows team members to take responsibility for their actions and outcomes.
• Provide ongoing training and development: Invest in the regular training and development of your sales team. This ensures that they stay up-to-date with industry trends, sales techniques, and product knowledge. Offer resources such as workshops, webinars, mentoring, or access to online training platforms.
• Adapt as needed: Be open to adjusting roles and responsibilities as your business evolves and market conditions change. Regularly reevaluate the structure of your sales team to ensure it aligns with your business goals and meets the needs of your customers.

9. Monitor and measure progress & adjust accordingly

Monitoring and measuring progress is a crucial step in creating a sales plan. Once you have set goals and implemented strategies, it is essential to track the performance of your sales team to ensure that you are on track to achieve your targets. So, how can you accomplish this?

The first aspect of monitoring progress involves setting up key performance indicators to quantify and assess the success of your sales plan. In addition, it is important to establish a reporting and tracking system that allows you to regularly monitor progress. Regularly reviewing these reports and analyzing the data can help you spot patterns, identify trends, and make informed decisions about adjusting your sales strategies.

Once you have gathered data and insights through monitoring progress, the next step is to adjust your sales plan accordingly. This involves identifying areas where improvements can be made and implementing changes to address gaps or inefficiencies.

Here are some helpful tips to monitor and measure progress & adjust accordingly: 

• Involve the sales team: Seek feedback and input from your sales team to understand their challenges and identify potential solutions. Consider conducting team meetings or one-on-one sessions to foster collaboration and engagement.
• Stay agile and adaptable: Be willing to adjust your sales plan based on the insights and data you gather. Flexibility is key when making changes to optimize sales performance and achieve targets.
• Communicate changes effectively: When implementing adjustments to the sales plan, ensure clear communication with your sales team. Explain the reasons behind the changes, provide necessary training and support, and set clear expectations to ensure everyone is on the same page.
• Continuously learn and improve: Encourage a culture of learning and improvement within your sales team. Regularly assess the impact of any adjustments made and look for opportunities to optimize your sales strategies further.

Different Types of Sales Plans

Sales plans serve as the blueprint for businesses to outline their strategies to achieve sales targets, drive revenue, and increase market share. However, not all sales plans are created equal. In fact, sales plans can vary significantly based on their objectives, scope, and approach.

In this section, we will explore the different types of sales plans, each tailored to address the specific needs and objectives of businesses across various industries. By understanding the characteristics and benefits of these sales plans, organizations can make informed decisions on which approach aligns best with their unique sales goals.

30-60-90-Day Sales Plan

A 30-60-90-day sales plan is a strategic framework that outlines the goals, objectives, and action steps a sales professional intends to take within their first 30, 60, and 90 days in a new role or position. In essence, it serves as a roadmap for new sales hires, helping them to navigate their initial stages in a company and establish a solid foundation for success.

In addition, this type of sales plan gives employers insight into the candidate’s sales mindset, strategic thinking, and capability to adapt to the new environment.

Best for: for professionals who are starting a new role or position within a company and is also beneficial during the hiring process

New Product Sales Plan

A new product sales plan mainly concerns the sales and marketing strategies to successfully launch and promote a new product in the market. This plan serves as a roadmap for the sales team, guiding them on effectively introducing the product to customers, generating awareness, driving demand, and ultimately achieving sales targets.

Basically, it is designed to maximize the potential of a new product by providing a structured approach to sales and marketing activities.

Best for: companies or organizations that are launching a new product into the market

Milestone Sales Plan

A milestone sales plan focuses on the specific milestones and objectives a sales team aims to achieve within a defined timeframe. This plan focuses on breaking down larger sales goals into smaller, manageable milestones that can be tracked and measured throughout the sales process.

That said, a milestone sales plan aims to provide a clear roadmap for sales teams, helping them understand the key steps, activities, and targets that need to be accomplished at different stages of the sales cycle.

Best for: provide a bird’s-eye view of the time a sales campaign will take as it acts as a visual representation of the campaign’s timeline

Marketing Alignment Sales Plan

A marketing alignment sales plan outlines the coordinated efforts between the marketing and sales teams to align their activities, goals, and strategies. It focuses on ensuring that both teams work harmoniously towards a common objective – driving sales and revenue growth.

All in all, the purpose of a marketing alignment sales plan is to establish a strong synergy between marketing and sales functions, ensuring that their activities are carefully integrated and complement each other.

Best for: organizations that aim to improve the coordination and collaboration between their marketing and sales teams

Sales Focus Area Plan

A sales focus area plan is about the specific areas or segments of the sales process that a sales team will prioritize and focus on to achieve their sales goals. It aims to identify key opportunities, challenges, or target markets where the sales team needs to concentrate their efforts and resources to drive sales growth.

The purpose of a sales focus area plan is to ensure that the sales team’s efforts are concentrated on areas that offer the greatest potential for success.

Best for: identify and concentrate efforts on key focus areas to drive growth and achieve sales goals

Sales Budget Plan

A sales budget plan provides a detailed overview of the anticipated sales performance and associated costs, allowing businesses to make informed decisions regarding resource allocation, pricing strategies, and goal setting. This plan helps organizations set realistic sales targets and manage their financial resources proactively. Thus, it serves as a crucial component of the overall financial planning and budgeting process for organizations.

Best for: organizations that want to effectively plan, allocate, and manage their financial resources related to sales activities

Sales Tactic Plan

A sales tactic plan outlines the specific tactics and actions that a sales team will employ to achieve their sales objectives. It focuses on the day-to-day or short-term activities and strategies that sales professionals will implement to drive sales and revenue growth. In essence, it provides a structured approach and a clear set of tactics to follow to attain their sales objectives.

Best for: sales teams and organizations looking to implement targeted strategies and tactics to increase sales performance and achieve specific sales objectives

Growth Action Plan

A growth action plan focuses on the specific actions, initiatives, and strategies an organization or individual intends to undertake to achieve growth objectives and drive success. It is a proactive and detailed plan that focuses on identifying opportunities and implementing targeted actions to foster growth, whether it be in revenue, market share, customer base, or other key performance indicators.

Overall, the purpose of a growth action plan is to provide a structured approach to growth, ensuring that efforts are well-coordinated, resources are allocated effectively, and progress can be measured along the way.

Best for: organizations that want to achieve strategic growth and expansion

Frequently Asked Questions

Here are some frequently asked questions about how to create a sales plan, along with information about sales plans and sales templates that can help you:

Final Thoughts

Creating a comprehensive sales plan is crucial for the success of any business. By following the tips and examples provided in this blog, you can develop a strong sales strategy that aligns with your goals and objectives.

However, devising and executing a sales plan can be a complex and time-consuming task. That’s where nerDigital comes in. We understand that whether you’re a seasoned marketing expert or just starting out, navigating the ever-evolving world of sales can be challenging.

At nerDigital, we offer the perfect solution to help you achieve your sales objectives. Our team of skilled and experienced professionals possesses the knowledge and expertise to create tailored sales strategies that drive measurable results. From identifying target markets and defining key performance indicators to implementing effective marketing tactics, we are here to support you every step of the way.

No matter the size or industry of your business, nerDigital has the resources and capabilities to assist you in reaching new heights. So why wait? Contact us today. Let us help you unleash the full potential of your sales efforts.