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A Sales Plan Defined Our sales plan should be short, simple and to the point. It's basically our strategic and tactical plan for acquiring new business, growing our existing book of business and making and/or exceeding our sales quota within our sales territory. Typically, a healthy mix would include 75 percent of your sales quota from newbusiness and 25 percent of your quota from add-on business from your existing customers. There are four basic parts of a sales plan: 1. New business acquisition strategies 2. New business acquisition tactics 3. Existing business growth strategies 4. Existing business growth tactics
Before you start, you need to get a handle on some definitions: # Sales quota: This critical element of your plan setsthe tempo of your efforts throughout the year and provides quarterly, monthly, weekly and even daily sub-goals for you to achieve. # Sales territory: Refers to the geographic area, list of named accounts or specific market niche you have been assigned to in which you are to sell your products, services and solutions. # Strategies: The plan necessary to accomplish your goal. # Tactics: The stepsnecessary to carry out the plan.
New Business Acquisition Strategies and Tactics Include the following four strategies in your sales plan. Remember, these strategies are all designed to capture new customers and new market share. Important note: The strategies are numbered and the tactics are italicized. 1. Exceed my quota. * Send no less than 50 letters of introduction to new prospectseach week. * Make no less than 50 cold calls of introduction to new prospects each week. * Make no less than 20 face-to-face contacts with new prospects each week. * Create no less than 10 proposals each week. * Make no less than five presentations each week. Important note: Your numbers will, of course, vary. What's important here is that you calculate exactly how many contacts you'll need to makein order to achieve your sales quota. Click here for four easy steps that will help you calculate your "prospecting ratio." 2. Increase awareness in the marketplace of my products, services and solutions. * Join and participate in no less than three professional associations and organisations that my best prospects and customers belong to. * Attend any and all trade shows and conventions that mybest prospects and customers attend. * Purchase the mailing list of these associations and organisations and send either a postcard or a letter of introduction. * On a regular basis, contribute articles and white papers that address the interests and concerns of this population. 3. Increase awareness in the community of my products, services and solutions. * Attend all Chamber of Commercenetworking events. * Volunteer to speak at no less than 12 various organisations in my territory that have an interest in my product, service and solutions. * Volunteer my time at three non-profit organisations. * Join and participate in no less than three networking groups, such as Le Tip or Business Networking International.
4. Obtain referrals from all my new customers. * Within 30 days ofdelivering my product, service or solution, I will ask each of my new customers for at least three names and phone numbers of someone they personally know who may have a use for my products, services and solutions. Existing Customer Business Strategies and Tactics Include the following two strategies in your sales plan. Remember, these strategies are designed to capture high-margin, add-on business from...