leolingham2000 Posted: Mon Jul 25, 2005 12:49 pm Post subject: SALES PLANNING FOR SALES MANAGERS
SALES PLANNING SYSTEM
APPROACH TO SALES PLANNING
1.REVIEW THE LAST 12 SALES PERFORMANCE.
-Customers Sales review
-Sales Policies review
-Products Performance reveiw
-Reseller [ trade review ]
-Sales Organization review
-Territories Sales review
-Sales Force review
-Sales management review
-Sales Promotions review
-Sales support review
-Sales training review
2.Based on the analysis / review, you develop the sales plan
for the next 12 months.
1.Your Company Mission Statement.
2.Your Products/ Service
3.Total Market size potential [ how big in the next 12 months]
4.Your company marketing Objectives.
5.Your market share forecast.
6.Your sales forecast.
7.Your Competitive positioning
8.Which are your market segments, you are going to focus.
9.Your sales organization-structure / positions/ process.
10.Your major customers [ current / new prospects ]
11.Your sales targets by customers / territories.
What categories of buyers will you target? For example: banks,
Why? Where are those customers located?
13.What Motivates Those Buyers
Describe the product or service in terms of the benefits it provides the
customer. Why should they buy your product or service? Buyers are
motivated by benefits (e.g., convenience, status, time savings,
cost reduction, etc.), not products and services.
14. Matching Competitors
Don’t assume that your products and services are so superior that you can
discount the competition. An honest assessment of your primary competitors’
strengths and weaknesses make your business plan more credible.
Describe your competition from the customer’s perspective. What strengths
does the competition have in the eyes of the marketplace?
How will your business compete effectively?
15. What is positioning strategy
1. Price—Base it on how much the market is willing to pay for the product
or service, not on how much it costs the business to manufacture and sell it.
Management style—Fast and aggressive or slower and cautious?
Product quality—High-priced, high-quality for a niche market or low-priced,
adequate-quality that can capture a large market share?
What industry trends could affect your business? Economic trends? Cultural trends?
How do you plan to manage these factors.
17.Obstacles and Opportunities
What might get in the your way? If possible, present these obstacles as opportunities
instead of problems. How will the business address them?
How will your potential customers learn about your product?
If you plan to use your own sales force, how many salespeople will you need
to meet your goals? How many sales calls do you estimate that it will take to
make a sale? How large will the average order be?
How will you keep your sales costs down? Many businesses have moved away
from a traditional in-house sales force and have become increasingly reliant
on direct mail, telemarketing, and seminars to sell products and services.
19.Supporting the Sales Force
What training will the sales force need? How will that training be addressed?
What materials (e.g., brochures, selling aids, prototypes) will the sales force need?
What incentives will you offer the sales force? These incentives must be
structured properly and explained clearly in order to be effective.
How will you promote your product? Through advertising? Public relations? The press?
16th October 2005