Unformatted text preview: pter 5.0, Strategy
and Implementation. You can change that to ﬁt whichever logic and structure you use. In practical
terms, you’ll probably prepare these text topics as separate items, to be gathered into the plan as it is
ﬁnished. Sales Strategy
Somewhere near the sales forecast you should describe your sales strategy. Sales strategies deal with
how and when to close sales prospects, how to compensate sales people, how to optimize order
processing and database management, and how to maneuver price, delivery, and conditions.
• How do you sell? • Do you sell through retail, wholesale, discount, mail order, phone order? • Do you maintain a sales force? • How are sales people trained, and how are they compensated? CHAPTER 11: FORECAST YOUR SALES 11.5 Don’t confuse sales strategy with your marketing strategy, which goes elsewhere. Sales should close
the deals that marketing opens.
To help differentiate between marketing strategy and sales strategy, think of marketing as the broader
effort of generating sales leads on a large scale, and sales as the efforts to bring those sales leads
into the system as individual sales transactions. Marketing might affect image and awareness and
propensity to buy, while sales involves getting the order. Sales Programs
Details are critical to implementation. Use this topic to list the speciﬁc information related to sales
programs in your milestones table, with the speciﬁc persons responsible, deadlines, and budgets. How
is this strategy to be implemented and measured? Do you have concrete and speciﬁc plans?
Business plans are about results, and generating results depends in part on how speciﬁc you are in
the plan. For anything related to sales that is supposed to happen, include it here and list the person
responsible, dates required, and budgets. All of that will make your business plan more real. Forecast Details
Your business plan text should summarize and highlight the numbers you have entered in the Sales
Forecast table. Make sure you discuss...
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