What Are Sales Plans & How to Design One

A sales plan is a comprehensive document that outlines the strategies and tactics your sales team will use to achieve their targets. Whether you’re leading a small or large team, a well-defined sales plan guides your teammates' actions, optimizes processes and sets clear goals. 

Let’s cover the essentials of creating an effective sales plan, focusing on team structure, sales processes, and methodologies.

1. Define Your Sales Team Framework

A well-defined sales team structure is essential for the success of any sales strategy. It determines how your team operates, collaborates, and achieves its goals. Here are three standard sales team structures to consider:

The Island Structure

In the Island Structure, each sales rep independently manages the entire sales process from prospecting to closing. This structure is ideal for experienced, self-motivated reps who thrive on autonomy.

The Assembly Line Structure

The Assembly Line Structure divides the sales process into specialized roles. Each team member focuses on a specific part of the sales process, such as lead generation, qualification, or closing.

The Pod Structure

The Pod Structure groups sales reps into small, cross-functional teams (pods) based on specific criteria, such as region or customer type. Each pod typically includes roles like Sales Development Rep, Account Executive, Technical Specialist, and Account Manager.

2. Craft an Effective Sales Process

A robust sales process is the backbone of a successful sales plan. It provides a clear, repeatable series of steps your sales team can follow to convert leads into paying customers. 

Here’s an in-depth look at a standard sales process:

Step 1: Lead Generation

Lead generation identifies potential customers interested in your product or service. Effective lead generation can be achieved through various methods, including:

• Inbound Marketing: Utilizing content marketing, SEO, and social media to attract potential customers.
• Outbound Prospecting: Actively contacting potential leads through cold calls, emails, and networking.
• Lead Generation Tools: Using software solutions to identify and capture leads.

Step 2: Needs Assessment

In this stage, sales reps engage with potential customers to understand their pain points, business processes, and goals. The objective is to qualify the leads and build a relationship.

• Qualifying Questions: Asking targeted questions to determine if the lead is a good fit.
• Building Rapport: Establishing trust and understanding the lead’s needs.

Step 3: Sales Presentation

The sales presentation demonstrates how your product or service can solve the lead’s problems and meet their needs.

• Product Demos: Showing the product in action.
• Tailored Presentations: Customizing the pitch to address the lead's specific concerns.

Step 4: Business Proposal

After the presentation, the next step is to create a formal proposal that outlines the offer, pricing, and terms.

• Detailed Proposals: Providing clear and comprehensive information.
• Negotiation: Discussing terms and addressing any objections.

Step 5: Objections Redressal

Leads often have concerns or objections before making a purchase decision. This stage involves addressing and overcoming these objections.

• Common Objections: Addressing queries about price, product fit, and implementation concerns.
• Rebuttal Techniques: Providing evidence, case studies, and reassurances.

Step 6: Deal Closure

The final step is to close the sale, ensuring the lead feels confident and comfortable with their decision.

• Closing Techniques: Using strategies like trial closes, assumptive closes, or urgency closes.
• Finalizing Details: Handling contracts, payment terms, and any final questions.

3. Define Your Sales Methodology

A sales methodology is the strategic framework guiding your sales team through each sales process step. It provides a consistent approach to selling that can be tailored to your specific business needs. 

Here are the two key questions your sales methodology should answer:

What Lead Generation Strategy Are You Going to Follow?

Your sales methodology should outline how you plan to generate quality leads. Two primary strategies—inbound and outbound lead generation—can achieve this.

• Inbound Lead Generation: Attracting potential customers through valuable content such as blog posts, webinars, and case studies. 

This method pulls leads into the sales cycle by providing them with information that addresses their needs and pain points.

• Outbound Lead Generation: Actively reaching out to potential leads through direct methods such as cold calling, email campaigns, and social media outreach. 

This approach requires a proactive effort to identify and contact prospects who may be interested in your product or service.

How Will You Nurture Your Leads Toward Deal Closure?

Once leads are generated, the next step is nurturing them through the sales pipeline. This involves building relationships and providing value at each stage of the buying process.

• Personalized Follow-Ups: Tailoring follow-up communications to the specific needs and interests of the lead.
• Educational Content: Offering resources such as whitepapers, case studies, and webinars that help leads understand how your product can solve their problems.
• Consistent Engagement: Maintaining regular contact with leads through emails, phone calls, and social media interactions.

Popular Sales Methodologies

Several established sales methodologies can be adapted to fit your sales process. Here are two popular ones:

Here’s a table summarizing the SPIN Selling and Soft Selling methodologies:

4. Finally, Build a Comprehensive Sales Plan

By integrating your sales team's structure, process, and methodology, you create a cohesive sales plan that guides their actions and strategies. 

This plan should be documented and communicated clearly to all team members, ensuring alignment and work toward the same goals.

To help you get started, here’s a template you can use to create your own sales plan:

Final Word

Following this template ensures that your sales plan is thorough, actionable, and aligned with your overall business objectives. Regularly reviewing and updating the plan will help your team stay focused and adapt to any market or business environment changes.