The document provides a comprehensive guide to developing a sales plan, including analysis of past sales history, competitor analysis, and identifying market opportunities. It emphasizes setting concrete sales targets, understanding customer personas, and optimizing business mix while considering costs and potential growth areas. Additionally, it highlights the importance of actionable tracking and resource allocation for successful sales execution.

1. Practical Guide to
Sales Plan
PAST PRESENT COMPETITION FUTURE
SALES
PLAN
Sales history
Market
Analysis
Competitor
Analysis
Sales and
Revenue
goals
Positioning
and actions
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RISHABH BHARAT
rishabhbharat@gmail.com

2. Past- Sales History
Revenue
Internal data analysis and record check should be done for revenue sources,
Quantum of business performed for product wise business estimations region
wise business.
Key performance
Indicators (KPIs)
Different metrics should be identified, which should showcase the performance
of the business, business effectiveness should be check over those metric
Sales mix
Study product wise business, analyzing 80-20 rule application. Identify Which
products performs best, what is our customer sale profile. Make sure- business
should not be centered around small groups and location,
Business mix
Study the business mix considering the most and least revenue sources
Ex- State, district, city wise business distribution
Cost of Sales
Estimate the costs incurred by the business for example costs for managing digital
business, creative design, digital campaign, third party costs
and staff costs.
Seasonality
Determine weak and strong periods, trends, forecast. Ex- Sale of Travel insurance
in May , June
New/renewal/
existing business
Growth opportunity associated with new policy introduction, customer personas
analysis, retention and renewal rate analysis. Ex- Policy renewal rate plays a
critical role in Insurance domain
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3. Present- Market Analysis
Customer Persona
Who are my customers? Overseas or domestic? What are their interests, Where
are they from? All this helps in understanding the growth potential in the segment
Market size
/share
Check out the industry growth rate and the market potential from government
reports, trusted private players, research agencies. Identify your marketing
potential and what is your existing share.
Market Trends
Study your business in terms of customer behavior ( has it changed ), what is your
growth w.r.t industry growth. Analyze if , is there any new trend coming in the
industry like IOT in Insurance .
Competition-competitor analysis
Competitive
advantages
Understand your USP, competitors offering, pricing of the product, marketing
efforts. Try to analyze the competitive edge
SWOT Analysis
SWOT give you a real picture of the business. Be true and real istci with the
numbers, potential, threats.
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4. Set sales targets by segment , product, region, zone. Make a concrete plan with
proper growth over last year business , market growth, and also consider resource
allocation required to achieve that.
Revenue Targets
Future - sales and revenue goals
Customer-wise:
New/repeat/
existing
COA of a new customer usually comes high, it is always better to increase repeat
customers by working on CRM . Segment your business in term of My top
customers and type of business they generate and what percentage of business
growth is required from each type of customers.
Sales plan - actionable
Acquiring new
business
Set your acquisition targets from different channel- Digital Channel, Offline
channel , Lead Generation activities, BTL events
Growing existing
business
Optimization across different verticals is a strength of a sales plan, review what
has been done in the past - learn from mistakes and repeat
what worked well for the business
Sales Actionable
Business Tracking :
• Month wise – Daily Targets
• Detail of the sales actionable
• Target Setting and Deliverable
• Resources -budget and staff
• KPIs
• Responsibility allotment
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5. Good Luck with your Sales Targets !
RISHABH BHARAT
rishabhbharat@gmail.com