Targeting sales generation using a sales plan
A sales plan can be a great aid in generating sales. Thinking about goals you need to achieve and how you're going to tackle them is important in order to focus your work from the outset.
Book-like plans are entirely outdated. A contemporary plan is a short, powerful frame which sets out what is the most ideal scenario for the future and the steps needed to get there.
End goal and sub-goals
What's that speck on the horizon that would be reached in the most ideal situation? For example, what does your sales department want to have accomplished in three years' time? How will you know when you've reached that goal; how will you measure it?
And what are the intermediate targets for each year? Make sure that you've set a measurable goal: a 30% increase in turnover, this many quote requests per month, or that many customer visits a week. As long as your goal is measurable, you can keep a finger on the pulse. Does it turn out 10 customer visits per week isn't realistic, or you get 20 quote requests a month instead of the desired 50? Measuring gives you the advantage of being able to adjust. Should your efforts be intensified or adjusted, or was the goal too ambitious?
What are the steps you need to take? In order to increase turnover, you'll want to get more out of existing customers and make more customer visits. In order to make more customer visits, you'll want to get more quote requests in. What are the issues that you should be addressing? Is your website conversion-focused enough? Does your CRM system deliver the right input to get connected? Is the team adequately trained in upselling and cross-selling; how are the acquisition skills? Does the senior management give you an adequate budget to take steps, or is internal lobbying the first step you need to take?
Based on the steps that have been identified, you can determine a timeline. What would be realistic? If the team first needs to be trained, the website needs to be adapted and campaigns need to be launched, when can you expect the frequency of quote requests and customer visits to start going up? When do you want to have realized each sub-goal?
What are potential obstacles to avoid? Are you putting all your eggs into one basket, or do you have a plan B ready? It may be that the existing customer base has been exhausted, finding new target groups proves difficult, or a product launch flops.