SALES PLANNING FOR THE SALES MANAGER Building a Winning Sales Plan in 10 Steps 1. Summarize Your Objectives 2. Identify the Strategic Objectives 3. Assess Prior Sales Performance 4. Segment Your Customers 5. Set This Year’s Objectives 6. Develop Territories Action Plans 7. Develop Key Accounts Plans 8. Measure and Monitoring Results 9. Establish your Annual Sales Planning Cycle 10. Write the Executive Summary The Sales Planning Guide for the Sales Manager The purpose of this Sales Plan Guide is to serve as your guide in your role as Sales Manager.
This model provides you with a number of sales management planning ideas and a variety of operating templates that can be used by you and your Sales Representatives in preparing your operating Sales Plan for this year. This Sales Plan Guide is meant to be used consistently throughout the year as both a planning and as a monitoring tool. The ultimate intent of the comments and the templates that have been provided in this guide is to empower you to build a useful and proactive business plan that will consistently assist you in your overall sales planning during this year.
The real purpose here is to assist you in the process of writing a productive sales plan that will actually be used by you and your Sales Representatives in the real world. Clearly the expectation is that this guide will become a highly productive planning and monitoring tool and will not be viewed merely as a series of tables and graphs to be filled in without direct impact to your business. The other important advantage to using this sales planning model is that it is also expected that your resulting Sales Plan will be used as an effective communications tool to the other departments in your ompany that work closely with Sales. In this way, everyone is kept aware of your sales plans and should be able to assist you in the successful completion of the company’s objectives. It is important that this document be seen and used as a guide. You should feel free to change and modify any of these templates to fit the specific needs and requirements of your own therapeutic area. In the majority of cases, templates and terminology have been used that are sufficiently generic so that they can be modified to meet as many different needs as possible. There are three primary sections to the Sales Plan: . Understand Your Sales Objectives 2. Develop Your Action Plans * Rep Territory Plans * Rep Key Account Plans 3. Measure and Report Your Results Within these three sections are a total of ten components that follow the sales planning requirements for the overall year. The next page outlines how the Sales Plan that you will develop fits into the overall planning requirements of the business. Section 1: Understand Your Sales Objectives 1. Identify the Sales objectives: Objective of this section: To present an overview of your company’s sales objectives as they are defined in your objectives.
This introductory section of your Sales Plan requires you to identify the specific overall sales objectives as reflected in the annual business plan. The purpose of this exercise is to ensure that you clearly understand the sales requirements of the business plan on a quarterly basis and the company’s overall business planning objectives. The template that is on the next page is a generic table that should be modified and filled in to reflect the specific definitions of your own products. This particular template defines the quarterly sales objectives for four products in terms of sales revenue, units and market share.
In fact, you may have just one product and additional objectives that you monitor. Hints: * Be as inclusive of additional categories as possible rather than exclusive and limiting. * This is a table that should be widely communicated among your individual Sales Representatives so add any comments and notes that would be helpful. Objectives: Modify this template to fit your own requirements and fill in the Sales Revenue numbers, the unit Sales numbers and the market share percentages by quarter. Category| Q1| Q2| Q3| Q4| Total| | | | | | | Total Sales| $| $| $| $| $| | | | | | Sales of ______(product)| | | | | | Unit Sales of __(product)| | | | | | Sales of ______(product)| | | | | | Unit Sales of __(product)| | | | | | Sales of ______(product)| | | | | | Unit Sales of __(product)| | | | | | Sales of ______(product)| | | | | | Unit Sales of __(product)| | | | | | | | | | | | Market Share| %| %| %| %| %| Market Share| %| %| %| %| %| Market Share| %| %| %| %| %| Market Share| %| %| %| %| %| | | | | | | 2. 0 Identify the other sales objectives in the business plan
Objective of this section: In addition to the sales revenue, sales units and market share percentages that you have outlined above, you should clearly define any specific objectives of the company’s business plan that relate directly to sales performance or sales tactics that will be required from you and your Sales Representatives this year. Examples of company level objectives whose success relies on Sales could be… * a specific sales penetration plan for a specific market segment. * a specific sales plan to expand the customer base * the introduction of a new sales channel into the market. the introduction of a new business partner into the sales channels. * the adoption of a new sales strategy such as “Treat High, Treat Early”. The question that needs to be answered here is… Are their new company wide strategies that rely on the successful execution of your Sales Representatives? Describe briefly any additional primary business plan objectives that rely directly on the successful performance of the Sales Department during this year. Hints: ? Be as inclusive as possible in this listing since it gives you a strong indicator of the type of strategies and longer-term initiatives that the company is planning to execute. As the year develops, these objectives should be added to and modified as senior management develops new strategic initiatives. We recommend that this table be updated at the beginning of each quarter. ? This is a table that should be widely communicated among your individual Sales Representatives so add any comments and notes that would be helpful. Other Sales-directed BUSINESS PLAN Objectives ? Objective:| ? Objective:| ? Objective:| ? Objective:| ? Objective:| ? Objective:| 3. 0 Summarize the existing sales performance
Objective of this section: To present the sales data that identifies… (1) the historical sales performance during the past one to three years depending on the specific performance criteria, and… (2) the current sales performance. This intent of this section is to help understand the current perspective of the sales and market share performance of the company. Outlined below are a number of trend graphs that need to be completed by you as part of the pre planning process. The information displayed in these graphs should set the stage that will enable you to set this year’s objectives.
What you are doing here is to show the data that firmly establishes the sales performance baselines. During the year, you will monitor performance against this baseline and, of course, against this year’s objectives. Outlined below are specific sales performance templates of graphs and tables that should be modified to reflect your own products and the types of objectives that you report. Total Net Sales: 3 years history / this year’s BUSINESS PLAN The first graph outlines total net sales (in this example by dollars) for the prior three years with the current BUSINESS PLAN projection of sales for 2001-2002.
Having displayed in the prior graph a baseline of historical annual performance and compared this to this year’s BUSINESS PLAN objective, this next graph would display the prior year’s sales performance by quarter compared to the sales plan objectives. The use of this data is to graphically show you how the sales results have trended during the prior year and provide you with a guideline for setting your quarterly objectives for this upcoming year. Hints: * It is recommended that you would add a brief paragraph following this chart that would briefly comment on the prior year’s sales results by quarter. It is recommended that the same type of quarterly trend graph with additional comments be created for each product in your sales plan. * It is recommended that each of your Sales Representatives would create similar quarterly trend graphs for each of their own territories. Three Market Share Graphs: These next three graphs quickly display the positioning of your products compared to those of your competitors. Again, this information provides you with an historical baseline enabling you to more productively create your own objectives for this upcoming year. Market Share Trends This first example displays an easy-to-read bar graph of market share growth over the period of the prior three years: Hint: ? This data should come directly from your company’s Marketing Plan Section 2: Develop Your Actions Plans: This is the second and the most critical stage of developing your Sales Plan. It is within these Sections 4 through 7 that you will establish the objectives, the tactics and the primary action plans that will be used by you and by your Sales Representatives during the entire year.
It is also in this section that you will work with your Sales Representatives to create their Territory Plans and their Key Account Plans. It is recommended that this section of the Sales Plan be completed with two uses in mind: First, the critical nature of these next four sections is that they will become the foundation of your Sales Plan that will be delivered to your Sales Representatives at the end of December. Second, since it is also recommended that this Sales Plan become a living document for you and your Sales Representatives, it should be used as a consistent planning and monitoring tool by you throughout the year.
It is recommended that it be formally updated and rolled out to your Sales Representatives on the first day of each quarter. Although the annual sales revenue and market share objectives will remain unchanged, many of your sales tactics and customer action plans will be changed as they are completed and modified during the year. 4. 0 Segment Your Customers 4. 1 Segmentation Tiers Objective of this section: To present specific examples of customer segmentations as they relate to… * the numbers of target customers in each tier, and * the number of end users in each tier.
Account segmentation should be one of the most powerful sales tools that you use. Segmentation by customer classifications should be used as a tool for you to… * plan the specific type of sales tactics that you will use for each tier. * determine the sales call frequency patterns that will be applied to each tier.. Given the importance of this tool, we have shown below two different examples of customer segmentation. Whichever template you adopt, the segmentation process should be done in concert with Marketing and be similarly used in the company’s Marketing Plan.
The first of these examples shows two types of segmentation within the same market. The first is described by the potential your products by user type (Targets A-C) and the second sub classification is by the market potential of the individual centers based on the number of actual end users. Medical Target| Segmentation Characteristics| Number of Customers| % of customers| A| ? Top Leaders| 22| 4. 3%| B| ? Influencers| 331| 64. 5%| C| ? No real influencers| 1601| 31. 2%| | | | | Centers| Segmentation Characteristics| Number of Centers| Estimated % of Units| ; 200 pts| ? Top centers with national relevance| 6| 18%| 100