SalesHow to create a sales plan for your small business

How to create a sales plan for your small business

A robust sales plan is the backbone of any successful business, providing a roadmap to help your sales team achieve its goals and drive growth.

This post will guide you through creating a sales plan that’s tailored to your unique needs, ensuring your sales strategies align with your overarching business objectives. Let’s dive in!

What is a Sales Plan?

A sales plan is a strategic guide outlining your goals, who you’re selling to, and how you’ll do it.

An excellent strategic sales plan keeps everyone on the same page and ensures your sales efforts align with your business’s overall goals, helping you win more customers and grow. Think of it as a game plan for your sales team that helps them score big.

How to Create a Sales Plan

Step 1: Define Your Sales Objectives

Before diving into the details, it’s crucial to establish clear sales objectives that align with your overall business plan. These objectives should be SMART (Specific, Measurable, Achievable, Relevant, and Time-bound).

Set Sales Goals

Start by setting specific sales goals for your sales reps to achieve, such as how many new clients you require or the total revenue targets. Ensure these goals are realistic and attainable, providing your team with a clear target to work towards. Read our guide to creating a sales forecast.

Step 2: Analyse Your Target Market

Comprehending your target market is essential for creating an effective sales plan. It involves identifying your ideal customer and their needs. Use this information to create detailed customer personas, which will help guide your sales tactics and messaging.

Identify Target Customers

Determine the specific segments of your target market that your sales team should focus on.

These may include particular industries, company sizes, or geographical locations. By honing in on your target customers, you can maximise the efficiency of your sales efforts.

Step 3: Review Your Sales Process

Take a close look at your existing sales process to identify any areas for improvement. This may involve examining your sales pipeline, customer relationship management (CRM) system, and the various touchpoints in your customer journey.

Make any necessary adjustments to streamline your sales process and optimise conversions.

Implement Sales Tools

Consider implementing sales tools to support your sales team and enhance their efficiency. Such may include CRM software, sales forecasting tools, or communication platforms. Choose tools that fit your needs and integrate seamlessly with your existing systems.

Step 4: Develop Your Sales Strategies

With a clear understanding of your sales objectives, target market, and sales process, it’s time to develop the sales strategies to drive results.

These strategies may involve choosing between inbound or outbound sales approaches or both. Tailor them to your target customers and their preferences, ensuring your sales messaging resonates with your audience.

Train Your Sales Team

Equip your sales team with the skills and knowledge they need to execute your sales strategies effectively.

These skills involve providing regular training, coaching, or mentorship. Empower your sales reps to become experts in your product or service and to build strong relationships with potential customers.

Step 5: Monitor and Adjust Your Sales Plan

Finally, you must examine your sales plan’s performance and adjust as needed.

Track key metrics, such as revenue growth and conversion rates, to measure the efficacy of your sales strategy. Use this data to inform any changes to your sales plan, ensuring it remains aligned with your business objectives and continues to drive results.

Frequently Asked Questions (FAQs)

How can I identify my target market and customers?

Start by researching to understand the demographics, pain points, and preferences of your prospective customers.

Examine your existing customer base to identify patterns and trends that can inform your customer personas. Once you’ve developed these personas, use them to pinpoint specific market segments, industries, or geographic locations that your sales team should focus on.

How can I optimise my sales process?

Review each stage of your sales pipeline and identify any bottlenecks or inefficiencies to optimise your sales process.

Consider implementing sales tools, such as CRM software or sales forecasting tools, to streamline processes and improve visibility across your sales team. Review and update your sales process to remain potent and aligned with your client’s needs.

How do I ensure my sales plan remains effective?

Monitoring and adjusting your sales plan is crucial for maintaining its success. Track key performance indicators (KPIs) such as revenue growth, conversion rates, and customer acquisition to measure the success of your sales strategies.

Use this data to inform any necessary changes to your sales plan, ensuring it remains aligned with your business objectives and continues to drive results.

How can I involve my sales team in the sales planning process?

Encourage collaboration and open communication by involving your sales team, such as sales managers, in setting sales objectives, reviewing the sales process, and developing sales strategies.

Solicit their input and feedback on potential improvements, and provide regular training and support to ensure they have the skills and knowledge you need to execute your sales plan effectively.

This involvement fosters a sense of commitment, ultimately leading to better sales performance.


Creating solid sales plans is vital for business success and growth. By defining clear objectives, understanding your target market, refining your sales process, developing tailored strategies, and monitoring performance, you’ll equip your sales team with the tools and direction they need to thrive.

Remember, a sales plan is not a one-and-done task; it requires regular adjustments and fine-tuning to ensure you align it with your business goals. Furthermore, you can easily find a sales plan template online, so the process is much smoother.

So, embrace the process, learn from your experiences, and watch your sales team transform into a well-oiled machine, ready to conquer the market.

Written by

Anna Thornhill
Anna Thornhill
Anna Thornhill is one of our expert writers. Anna is our specialist editor covering business growth and marketing and makes it her mission to provide small business owners with practical guides that help you step-by-step to grow your business. Anna’s an experienced sales and marketing professional who moved to writing and editorial and helps startups and small business owners with practical advice in growing their business with the latest sales and marketing techniques plus guides to choosing and using sales and marketing technology.

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