Planning is the essential element of success, and the sales process is not an exception. You can’t succeed in a job as demanding as sales without a strategic sales plan.

A well-conceived plan drives more sales and helps you assess your current performance. So, you may quickly know where you are and where you should be. And the most crucial part of the whole process is how to achieve your sales targets.

This article will discuss how to create a sales plan that actually works and boosts sales.

What is a Sales Plan?

The sales team uses a sales plan as a strategy document that brings the entire team together to achieve predetermined goals and revenue targets. It helps them focus on the big picture so that the team members can collaborate, work as a team, employ the required resources and sync their activities. Here, the ultimate goal is to achieve the best results in a stipulated period.

So, a sales strategy plan will generally include:

Sales Planning and Strategy Making Process

Sales planning isn’t limited to creating a strategy document that the sales team can refer to once in a while to get the sales direction. On the flip side, it is a high-level strategy document that ensures that the sales targets are achieved consistently and with a high degree of certainty. So, it’s primarily data-driven and offers a practical approach considering all the obstacles in the way.

To create a sales business plan, you should do the following:

1. Identify your business goals and set sales targets accordingly to ensure a steady revenue stream
2. Collect and analyze the previous years’ sales data and identify trends, inconsistencies, and major issues
3. Identify the metrics to measure your sales performance
4. Do an honest evaluation of where you are and where you want to be
5. Use SWOT (Strength, Weakness, Opportunity, and Threat) analysis to identify the obstacles and how you can capitalize on the existing opportunities
6. Do realistic sales forecasting in light of the past trends and demand in the market
7. Make a list of the gaps you need to plugin
8. Make a plan to capitalize on the missed opportunities
9. Collaborate with marketing and product teams and involve them in the sales strategy-making process

Once your strategy doc is ready, you need to review and update it every year to maintain your sales performance. Make sure you stick to your sales planning process.

The Benefits of a Sales Plan

The biggest challenge for a business is not to let the sales dry up, as a steady cash flow is a prerequisite for the very survival of a business. It is also the ultimate objective of a sales business plan besides the secondary goals of organizing and motivating the sales force. So a sales plan is never an option; it’s a must-have for the sales teams.

Salespeople can be efficient and at the top of their game, but they are not planners. So, unless everybody is held responsible for their tasks, you can’t achieve desired results. A written plan infuses accountability into the team members. A sales plan also promotes diligence and allows the teams to execute their best ideas.

It also helps keep everybody on the same page and work in sync with different teams. The workflow becomes smooth and efficient when you have common priorities and targets.

With a sales plan, you can ensure that you achieve your sales and revenue goals within the stipulated time. Without a sales plan, there’s a high likelihood that your team members may feel purposeless, directionless, and lazy. A well-laid-out plan motivates the stakeholders and allows you to track your performance and tweak your tactics accordingly.

How to Write a Sales Plan?

A sales plan is created for the common folks responsible for achieving their sales targets. So, it shouldn’t be too formal. A sales plan should outline everything you need to document to run your business successfully. You can tag a deadline to it. The period can range from a month to a year. The most important sections of a sales plan are as follows.

1. Goal-Setting

Goal setting is the most effective technique to achieve high productivity and success in life. However, unrealistic goals can be counterproductive and even lead to failure. So, you should set smart goals – realistic goals, yet they push the individuals to perform at their best.

When you focus on SMART (Specific, Measurable, Achievable, Relevant, Time-bound) sales goals, you don’t just chase numbers; you build a feasible process that you can replicate over and over again.

Image Source

It doesn’t mean that you should remain in your comfort zone. SMART goals help you stretch your capabilities, yet it keeps things doable.

2. SWOT Analysis

SWOT is the abbreviation for Strengths, Weaknesses, Opportunities, and Threats. The SWOT analysis adds more certainty to your sales plan. The success of your business depends on your sales performance, and the prime reason most businesses fail is that their sales dry up and they run out of cash to remain afloat. SWOT analysis helps you address the core issues responsible for inconsistency in sales. On the flip side, you can use your USPs and other strengths to boost sales and find a wider audience for your products and services.

3. Your Strategy

The best sales strategy is to differentiate your product from others, and you need a documented plan for that. Another approach to boost sales is to position your products and services. It means that you should focus your advertising messages toward a specific audience and position your product that serves a particular purpose. The sales will pick up once you differentiate your services from your competition.

You can ensure consistent sales if you successfully address customers’ needs at every sales funnel stage. So, while making a sales plan, you should ensure that the customer needs are prioritized everywhere. Rest assured, this would be a foolproof plan that will not disappoint you.

Your sales plan should be balanced and incorporate both inbound and outbound tactics. These days outbound strategies work only in limited instances, but they can be convenient when your organic presence is insufficient. Similarly, inbound strategies ensure consistent traffic and sales.

4. Your Tactics

Fancy ideas are good to try, but a sales plan shouldn’t be based on that. So, be realistic. You need to use measurable benchmarks to achieve specific goals. For that, you need to be data-driven. If you can’t quantify something, it can’t be performed in a given time frame. So, set smaller yet realistic goals. Achieving small goals builds momentum and puts you in the right frame of mind to achieve the bigger ones.

You can also use tools to get actionable insights and specify your goals. According to Statista, the sales forecast for the global jacket and coat market was estimated to be around $94.5 billion in 2021. In 2016, it was just $81 billion. So, the premium jacket brands can quickly increase their sales targets by at least 5% this year.

Another benefit of having a realistic sales plan is galvanizing your entire team around your business goals. Setting a 50% higher sales target for the next five years looks fine, but that may not motivate your teams now.

Tips to Create a Sales Plan

1. Align your plan with company goals
2. Be research and data-driven
3. Involve team members in the goal-setting process
4. Use easy to understand language
5. Screen your facts and data
6. Tie organizational goals to individual goals
7. Revisit your goals regularly
8. Split it into tactical plans
9. Track previous data
10. Keep your ROI analysis-ready

A sales plan needs to be informal and easy to understand so that everybody can follow it. It serves as a guidebook that everyone can refer to for direction, and it should be kept flexible to accommodate changes in the external environment.

A. Align Your Plan With Company Goals

No organization can succeed with vague goals. That’s the reason we put so much emphasis on goal setting. However, before setting company goals, you should make sure that the entire leadership in your organization is on the same page. Lack of clarity may lead to confusion and chaos during the execution phase. The leaders must believe in the goals they set for the company entirely to motivate their team. Set achievable and tangible goals, and your body language will reflect them.

B. Be Data-Driven

You should find ways to cut through the excessive “noise” in the field of marketing. Otherwise, you’ll end up shooting in the dark and waste your energy on the wrong prospects. Study trends and data related to your niche and determine your ideal customers. Because of the dynamic nature of markets, the demographics and psychographics of our target audience keep on changing. However, most of us never adapt to these changes and keep on chasing the wrong prospects. On the flip side, you tend to ignore the rising new customer segments. When you are data-driven and use statistics to guide you, you are unlikely to commit such mistakes.

C. Involve Team Members in the Goal-Setting Process

One significant benefit of involving the team members in the goal-setting process is to see the big picture where the attainment of company goals becomes their milestones. The leadership must decide the objectives and key results for the organization. Once they do that, you should share this critical information with other team members, especially those tasked with its execution.

Image Source

It will allow them to discuss and explore what they can contribute towards the team goals. Invite suggestions from your teammates and let them contribute according to their strengths and expertise. You’ll be surprised to know how efficiently you can galvanize your team to achieve your business goals. A Gallup study suggests that team members are 3.6 times more inclined to engage when they are made part of the goal-setting process.

D. Use Easy to Understand Language

When you use easy language, you can swiftly convince the masses. Avoid using jargon and acronyms that only a few people can understand. Business jargon can be particularly complex. How would you react if some use the phrase “blue-sky thinking“? You may be tempted to use more words than you need to express yourself. But using more words can reduce clarity and flow, and people may find it difficult to understand. Use plain language and tie your company objectives to individual performance.

E. Screen Your Facts and Data

Since marketing and sales rely too heavily on facts and data, we must deal with the numbers carefully. A slight mistake can lead your marketing plan to fizzle out. Accuracy can be a game-changer. So, take your time to dig into the datasheets and screen everything from facts and figures to projections before writing your plan on paper.

F. Tie Organizational Goals to Individual Goals

People are generally invested in their performance and success. Therefore, the best way to bring about the best performance from your team is to tie the organizational goals to the individual performance. If there is a gap between these two objectives, you will hardly achieve significant results. You can reach it by employing this two-way approach.

1. Making the goal-setting process a collaborative effort where employees are equally involved in it along with the company leadership
2. Communicating with the employees in a way that they see personal growth in achieving organizational goals
3. Let the employees fully understand the objectives and take ownership of the tasks assigned to them

G. Track Your Team’s Progress

Too often, the management doesn’t track their goals along the way. The usual course of action includes:

• Briefing the team about the organizational objectives.
• Setting a time frame.
• Measuring the achievement at the end of the stipulated time.

It is not a good practice, and it can often lead to disappointment if you observe that the team is far behind its targets. The usual excuse cited is the lack of time. But, it’s devastating when you see that your expectations weren’t met at the finish line. So, the best practice is to periodically track the team’s progress and how it’s faring against the goals initially set.

Image Source

H. Split It Into Tactical Plans

Since sales comprise several tasks, splitting those tasks into smaller tactical units is crucial. This way, you can achieve it quickly without disrupting the overall flow. Some of these tactical tasks can be as follows.

• Account executives and sales representatives
• Sales operations
• Sales management
• Customer service and support

Get in touch and collaborate with the concerned teams and departments such as marketing, sales, & customer support, etc., to ensure that your sales plan is on track at different tactical levels.

I. Track Previous Data

You can successfully mirror past performance and plans to achieve your future sales targets. It’s crucial to gather insights as well. You can use the past data and stats to spot your mistakes and how you can correct those mistakes. For example, if you failed to achieve the sales number the last time, you can dig into your data sheets and figure out why that happened. It will allow you to view your errors from a different perspective.

J. Keep Your ROI Analysis-Ready

With the sales plan and projections, you also need to present detailed cost analysis and ROI to your stakeholders. It builds confidence and prevents any disagreement in the future over the proposed budget. It’s applicable for any investment in tools or software or addition in human resources.

Sales Strategy Template

You need a sales plan template before you write your sales strategy. A strategic business plan template allows you to incorporate and record every detail of your sales plan and make it user-friendly. Initiate your sales planning by using the sales plan template given below. You need to follow the prompts as the sections are already designed to enter the required information.

However, you need to make sure that the language you use is straightforward. There shouldn’t be any ambiguity or complexity because it can lead to confusion afterward. Apart from that, you should also not use jargon that cross-functional teams may find difficult to understand. You can use different content formats to fill in the information, such as text, spreadsheet, graphics, screenshots, and charts.

Image Source

The business plan template is flexible, so you can quickly adapt it to suit your business requirements.

Some of the sections in a sales template are as follows.

A. Executive Summary

An executive summary is a formal and brief document about your sales plan. It provides the reader a bird’s eye view of the entire sales plan and the strategies that you are going to use. Apart from that, it also gives you vital information about your sales and revenue goals, time frame, and strategies you will employ. Your executive summary should not be more than two pages.

B. Business Goals and Revenue Targets

Most of the business goals are inspired by revenue targets. Therefore, the revenue projections are a crucial part of a sales template. Your strategy isn’t complete unless the target revenue figures are classified in your template for different categories.

C. Review of Past Performance

The best way to minimize the number of errors is to revisit your past performance. Conduct an honest analysis of the mistakes that caused you to fail and lose track and the strengths that led to positive outcomes. This practice can alone put you on track to success in sales.

D. Specific Strategies

It’s crucial to mention the sales strategies and playbooks you will use. It brings transparency and makes sure that everybody is aware and on the same page about the sales strategies to be used. It also helps in a fair analysis and making strategy tweaks if something doesn’t happen according to your expectations.

E. Customer Avatars & Segments

Identifying customer segments and making buyer personas is the key to identifying revenue generation streams. Over time, new customer segments keep on emerging, and if you can keep track, you can successfully tap them and generate another revenue stream. You can also do it through referrals, upsells, and sales renewals.

F. Workforce and Resources

Sales can’t function in isolation. You need to provide relevant information to the cross-functional teams. In this section, you can add the summary of inputs you need for the sales process. It may include the tools, software, and human resources. Mention the current resources and proposed inputs, and justify why you need that.

E. Action Plan

The simple formula for achieving success is setting a goal, arranging the inputs needed,

and attaching a deadline. You also need to develop strategies and related tactics. It is referred to as the action plan. It also calls for assigning tasks and responsibilities to the team members recruited to implement the sales process.

Here is how an action plan looks like.

Image Source

F. Sales Tools

This section should add all the tools you need to accelerate the sales process and make it smoother. It may also include AI tools that automate various sales tasks to avoid unnecessary delays in the process. Listing sales tools is an excellent way to collaborate with cross-functional teams to know the processes, workflow and bridge the gaps.

G. Performance Metrics

Measuring the performance is as important as the sales process itself. So, the last section is meant for performance metrics. So, this section highlights how you will track your organizations’ sales performance. You can also add links to the resources or tools you are using.

This section may also include report generation and storage. It should also highlight how you interpret the report and assess the team performance.

Image Source

How to Sell Your Sales Plan?

Now that you have created a brilliant sales plan, you need your stakeholders and managers to buy-in. Your sales team is all pumped in and ready to dive in. Your management wants you to develop a plan with high chances of success, and you desperately need stakeholder buy-in. To achieve this, you need to get ready for a powerful presentation.

Still, your proposed plan may or may not be accepted by the management. The management may offer a budget that can be less than you asked for. Maybe they have some other thing in mind that you don’t know about yet. In that case, you would have to update your plan and manage to work with the existing resources.

Conclusion

It’s impossible to achieve your sales targets without a sales strategy plan. The key is to identify the major roadblocks and challenges and work your way up to overcome them. Once the implementation hassles are resolved and bottlenecks cleared, your sales plan will become a set of instructions and a to-do list that you can follow smoothly. It makes things easy to organize. What are your biggest challenges while making a sales plan? Let’s know in the comments.

Selling SEO services can be pretty challenging for many reasons, and the most common ones are related to an incorrect strategy. The search engine algorithms and digital marketing trends are constantly changing. There is no way you can predict the outcome or the results of an SEO campaign, especially when it's related to your website's position on search engine results pages (SERPs).

Therefore, it becomes imperative to continuously educate the clients about the benefits of SEO and how far it can take them apart from talking purely about rankings and traffic.

SEO is more of a knowledge-based service, and therefore, you need to religiously inform the clients about what you are doing and its likely impact. In the absence of such interactive engagement between you and your client, you may not be able to explain the reason why they can't see an immediate rise in rankings and traffic. Therefore, it's recommended that you keep them informed and maintain transparency.

Even the slightest misunderstanding may lead to confusion, which may impact your entire SEO project and even jeopardize your relationship with your client.

So, whatever you do, keep it transparent and explain why you are doing it, what would be its likely impact, and the kind of results we can anticipate. SEO is not paid advertising where you can download the analytics and reports from Google or Facebook, and the client gets the complete picture.

You need not be an excellent salesman to sell SEO services. SEO is purely organic, and it's inevitable, so all you need to do is communicate the benefits of traditional SEO with your customer.

As soon as an update is announced, it would help if you took preventive actions to protect your website from any drop in rankings. You should also inform your client or prospective customer about the fixes required on your website to boost lead generation and conversion. With these measures, you'll likely win the clients and retain them without any extra effort.

Here are the 14 sales hacks every agency owner must know to boost SEO sales:

1. Talk Less and Listen More: Focus On Your Customers' Core Needs

There are different types of companies, and each one can be different in terms of their situation, their capacity to spend, product life cycle, industry, niche, and the target audience. So, a universal solution wouldn't work. You can offer a solution only after a preliminary need assessment, and most of the time, tailor-made solutions work best.

When you happen to be on the phone with a prospect, you feel compelled to speak incessantly about your services and how you can help that person. However, this is not a good practice from a sales perspective. So, even when you feel under pressure to pour out all the product knowledge you have, avoid it as it may overwhelm the listener.

Business owners know a lot more about their businesses than you may ever know. So, it would help if you took this opportunity to speak at length about their companies to get as many clues as you can. The more business owners reveal their needs, the better it is for you because it will help you run better campaigns and choose the right audiences. It's also the best way to know their customers' pain points, frustrations, and interests. You can, later on, use this information for full-fledged campaigns.

2. Avoid Over-Promise and False Commitments

Since SEO is both a science and an art, you can't say anything with conviction about SEO. Furthermore, SEO depends heavily on the ever-changing search engine algorithms sling with several other factors. Therefore, you should not over-promise and refrain from making false commitments, especially about rankings and numbers. Google warns against the agencies guaranteeing rankings or traffic volumes.

According to Google, nobody can predict the rankings based on their assumptions.

However, you can provide:

• Accurate information about how many hours you will put into a particular campaign.
• The number of reports you will generate every month.
• The realistic projections on a timeline backed by a sound strategy.

You should also inform them clearly that you can't predict anything. However, you can share the realistic expectations they can have using the strategy you're implementing. Always support your claims with your case studies.

3. Invest in Content Marketing

Investing in content is a brilliant idea, and you should use it judiciously both for your site and for your clients' websites. You can also invest in the content created for earned media and paid media.

For that, you should have an excellent in-house content team, so you can create valuable content intended to serve your targeted audiences.

Image Source

Establish yourself as an authority and showcase your knowledge by creating pillar pages and cornerstone content for your website. Create lots of content on SEO and the related topics.

Image Source

You can take inspiration from HubSpot's pillar and cluster approach to content creation. So, you can post both introductory and long-form content about SEO to create pillar content on your website. Such content will attract free traffic from search engines and establish yourself as an authority in your niche.

Image Source

Know the difference between pillar and cornerstone content before you proceed.

Image Source

Showing your expertise will always yield positive results. It will also generate a lead pipeline for your agency. So, while prospecting for SEO projects, if your lead asks you to provide specific information such as your approach to link building, you can send a polite email. The email should contain the link to a blog post on your website or some other resource, such as a YouTube video that explains your backlink strategy.

4. Educate Your Clients

SEO is a knowledge-based and active service, so you need to educate your clients from time to time if you want to retain them. You should also explain to them the secondary benefits of SEO and boost traffic and conversion in the long run. It will help if you share with them some strategies to establish your brand as an authority.

Image Source

Outreaching in the community and building links through it helps in brand building and increasing visibility. Similarly, it would help if you also communicated to your clients various local SEO activities that significantly impact your brand reputation and traffic.

5. Set Realistic Expectations

Nothing can be more frustrating than finding a client and working hard with them for a few weeks, only to find out that their expectations are entirely different from what you can offer. So, if you sit together and discuss the expectations before you commit your time and energy to the project.

SEO is a marathon and not a sprint, and you should make it clear up right in the beginning to avoid unrealistic expectations.

Apart from that, it would help if you also conveyed realistic expectations the client can have and the secondary benefits of SEO. It would help your clients stay realistic and avoid an unnecessary focus on rankings that might lead to disappointment later on. A clear understanding of the time frames required for different objectives will clear the path for a productive long term client relationship,

6. Share Case Studies and Previous Reports

It isn't easy to convince a client about hiring your services if an agency has ripped them off in the past. The right strategy for such a client is to share your reports and case studies. It will help you build trust quickly, win new customers and retain existing ones. According to a report, 42% of sales reps acknowledge prospecting as the most demanding stage of the sale process.

Here are some crucial facts about sharing the right content with the prospect during the consideration stage of the sales funnel:

1. Right content helps salespeople to take prospects down the sales funnel quicker.
2. But then you may wonder what type of content to send and when.
3. Make sure the content you share with your prospect addresses their specific situation and pain points.

Unfortunately, many marketers make a significant mistake when creating content for sales purposes. The content they create is usually about their brand, products, features, and services.

You can share case studies, previous reports, or specially created corporate demo videos, but these content pieces should address your prospect's pain points. If your content is all about your products and how great you are as a brand, it won't impress your prospects.

Here is an example of a demo video from the IKEA Place app. It reduces the need to explain things from scratch during your meeting with a prospect.

Image source

7. Perform Competitor Analysis for Your Prospects

Use popular SEO tools such as SpyFu or SEMrush and proactively perform competitor analysis for your prospective client. You can use it during prospecting. It will help you form an excellent impression of yours as a professional agency. It also means that you are serious, know your job, and care about your customers.

Competitor analysis is a critical SEO metric that helps business owners lift their rankings and boost traffic. It shows you where you stand compared to your competition and your competitors' strategies to rank on top.

Competitor analysis offers the following benefits for the businesses:

• Enables you to do comprehensive market analysis
• Offers insight into the development of products and services
• Helps in identifying spot trends in the market
• Helps in understanding and analyzing competitor strategies.
• Helpful in exploring fresh and innovative ideas
• Useful for understanding your strengths, weaknesses, opportunities, and threats (SWOT analysis)
• Useful in identifying and mitigating risks

8. Transform Your Prospecting Methods by Creating Instant Websites

As an agency, you can transform your prospecting methods by creating niche-based beautiful custom websites for your clients and stun them with your capabilities.

InstaSites, a DashClicks tool, helps you to bring the action-packed value that too within seconds.

The best feature of this tool is that you don't need to know coding to create websites.

Niche-specific templates

Now you can improve your prospecting methods by working with multiple niches. Choose from a variety of industry-specific templates to create an InstaSite.

Build single or bulk websites

InstaSites doesn't just build a single website at a time. You can instantly create multiple websites using its bulk website builder with the push of a button.

You can also create a conversion-focused custom website for your agency using DashClicks' Agency Website tool.

9. Use SEO Management Tools

SEO is vast, and it involves numerous activities. So, at times, it becomes overwhelming to manage your website SEO. You can use SEO management tools to simplify the otherwise lengthy and complicated SEO processes. DashClicks' beautiful white-labeled platform brings the benefits of these premium tools you need to succeed.

Source: DashClicks' White Label SEO Dashboard

SEO tools are pretty expensive if you buy an individual or agency account. For example, if you need help with local SEO or keyword research, you don't need to purchase different tools with high subscription rates.

Image Source

White label fulfillment services from DashClicks will use the best insights gathered from these tools to make your campaigns super successful.

Image Source: Google My Business insights on DashClicks dashboard provides cumulative data for easy comparison.

10. Automate Client Onboardings

Some tools can help you automate one of the most tedious tasks in an agency ā€” onboarding a new client. Onboarding is not an easy task, and despite your best efforts, it can involve a lot of repetition and wastage of time. Manual onboardings can eat up a lot of your productive hours.

Automatic client onboarding allows you to gather the essential information from your clients through an intelligent onboarding process. DashClicks' Onboarding Center allows automated client onboardings saving your time and hassle while also reducing the chances of human errors.

11. Try White Label SEO Dashboard

The secret sauce of a successful agency is organized efforts, streamlined operations, and repeatable processes. It becomes even more critical when you are scaling your agency.

DashClicks' white label dashboard provides all the information you may need about your digital marketing projects.

Let all the heavy lifting be done by the white label platform while managing your projects from a single dashboard. When you use DashClicks' white label SEO platform, you can upload your logo and favicon on the reports generated by us and serve your client as a 100% owner of the services provided. It syncs data from all channels, and you can access it in real-time.

Here is an educational video from DashClicks on How to Make 10k a Month.

12. Generate Automated Reports

Ask any agency owner, and they will admit that report generation chews up a lot of time in an agency environment. Automated reports will save you time, increase your productivity, and help you build a good impression of your agency. These reports allow you to depict data and insights using stunning graphics and tables.

It will take your employees a lot of time to generate such high-quality reports.

Check out DashClicks' automated SEO report sample here.

DashClicks' InstaReports is a tool that produces anytime-anywhere reports for you so that you can create beautiful stunning digital marketing reports with a single click of a mouse.

13. Harness the Power of Social MediaĀ

Social media is mighty these days, and marketers can use it creatively to their advantage. Most SEO service providers aren't very active on social media, although they have their profile pages on major social media channels.

The primary reason is the lack of a well-planned social media strategy built around engagement and relationship building.

It would help if you had a long-term social media marketing strategy and should employ highly social media savvy and creative people to manage your social accounts. If you are influential on social media, you don't ever have to worry about your sales pipeline or leads.

14. Implement Paid Advertising

In the beginning, most SEO agencies aren't able to attract organic traffic and sales leads online because they don't rank high on search engine result pages. At this stage, you must invest in advertising on Google and social media to attract qualified leads and traffic to your website. It will build your sales pipeline, which you can use for a long time.

Conclusion

This blog has discussed a few tips and tricks to boost your SEO sales in a highly competitive space. While honesty, transparency, and top-notch customer support are the keys to success, nothing can beat the leverage you get by hiring white label SEO services. It allows you to scale and focus on your core areas while offering the best results to your client at an affordable rate.