Sales Action Plan Explained
A sales action plan is a proposal that a business writes to illustrate how it will go about getting people to purchase its product or service. A sales action plan can stand alone, but it can also be part of a larger marketing plan or business plan. Your sales action plan should address various aspects of sales, from pricing and marketing methods to the structure of your sales force.
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Sales Venues
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Name and describe the various venues through which you plan to sell your product or service. The main question is whether you plan to sell through the Internet, brick-and-mortar locations or a combination of both. If you sell through the Internet, you may focus on selling through your own website or through a large intermediary website such as eBay. You may also partner with a network of smaller websites, using banner advertisements, product bundling and promotions. Brick-and-mortar options may include company-owned locations, franchise locations or locations that purchase your goods at wholesale.
Sales Structure
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An effective sales force needs a clearly defined and efficiently designed sales structure. This structure should detail a chain of authority, training methods and possibilities of promotion and expansion. It should also include designations for sales professionals who engage in different aspects of the sales process. For instance, if you rely on both online sales to consumers and business-to-business sales, some of your sales professionals can focus on online sales, while others focus on visiting businesses and meeting with their managers.
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Sales Activities
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All activities in which a sales force engages fall into one of the two main categories: inside sales and outside sales. Inside sales professionals are people who engage in sales activities on company premises. These could include Internet marketing professionals, telemarketers and in-store sales representatives. Outside sales professionals go off company premises and find customers, either by contacting businesses, knocking doors or distributing marketing materials.
Employee Compensation
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A sales action plan must detail how sales professionals will receive payment. The main question is whether they will receive payment for the amount of time they work or the units of product they sell. Few sales forces rely totally on salary or hourly pay, while most either pay strictly on commission or give a minimum salary plus commission. If your company operates on a commission-only payment structure, tell new hires whether they will receive a draw, which is an upfront payment that comes out of employees' commissions later.
Sales Process
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In discussing your sales process in your sales action plan, consider your company's marketing strategies and how your sales force will make use of them. Show how the sales force will use marketing methods to attract potential buyers and turn them into actual buyers. Show how your sales force will generate repeat business by maintaining contact with previous customers, assessing customer satisfaction and offering promotions.
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