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Sales Planning

Sales Planning

Lacking a sales plan, your sales people will wander around doing it their own way. Start your sales planning process as you did your business plan. Start collecting data. Next, review the business or marketing plan for this year’s revenue objectives, target market segments, and marketing strategies.  Then dovetail your sales plan so it flows with the marketing plan.

Collecting Sales Data

Creating a real- world sales plan starts with collecting sales data from the past year.  Then sift through the data to figure out what works and what doesn’t.  Here is a list of some areas for collecting sales data.

  1. Group your products or services according to sales volume. Calculate your average value of each sales by group. If its not in the marketing plan, then calculate the average net revenue of each sale by group.
  2. What segment is marketing spending its money? If its focused on generating leads, how many did it get last year? And what was your conversion rate?
  3. Does the company have any new products, services or market segments its focused on this year?
  4. How did your sales team spend its prospecting time last year? Break it down by category.
  5. Rate your sales people on how well they converted leads into sales?
  6. How well did your sales team do at increasing revenue with current clients?
  7. Considering profits, how does your sales team perform at increasing revenue versus just increasing top line sales? Do they have incentives to increase the average value of a sale?
  8. Does your sales team work on increasing referrals and if so, how well are they doing?
  9. Is there a formal sales training program in place to improve their skills?
  10. Are you involved in the sales process such as making joint sales calls?
  11. Does your team use a CRM program that they like and actually find helpful?

Sales Meetings

Sales meetings typically occur on a weekly basis or even daily if its an inside sales team. If you are not currently doing so, consider regular business reviews.  This helps keep the whole team focused on your objectives.

It is a good idea to make sure they understand what the keys to a good sale are. If not, they will form their own ideas of what makes a successful sale. Usually this is heavily biased by their most recent success. This is a natural human trait and not exclusive to sales. Again, gathering data such as from your CRM, sales reports and live sales calls helps you create the sales process for your company. Consider DISC profiles for sales types as a tool to help them sell more effectively.

Let’s get started by scheduling a call to talk about your sales planning needs. Meanwhile, request our free BEST “Selling Your Products and Services” guide.

Jim Shumate business consultant, marketing planning pro, sales planning and DISC profiles


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“I moved from near the bottom of 32 State Farm agents to number 2 in four months. All thanks to Jim’s sales training and hands on coaching.”

Bob DeGraaf, State Farm Agency Owner
Insurance Agent
St. Petersburg, FL

“Jim is very knowledgeable and has a wonderful sense of humor. It makes working with him a wonderful experience. He has a unique perspective on sales issues. He is a man of highest integrity and honesty. I recommend him without hesitation.”

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Performance Consulting
The Villages, FL