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hi it's Richard from McKnight growth and I'm just going to do a video now on part six of us of our strategy so we've got 12 elements that we work on as we build out our growth strategy as a business and part six halfway through is our sales plan now the importance of having your sales Plan before your marketing plan is because a lot of the work you're going to do at this stage in your strategy is going to drive the activity that marketing need to focus on so do your sales planners part six of your strategy so when you're developing out the 12 elements that I talk about in your strategy make sure you focus a lot of time and again you're going to be spending around a week developing this on my website in the resources area you'll see I've got a a sales plan planner that you can download from the resources section on ignitegrowth.co.uk and this again will lead you through the important steps of mapping out your sales plan for the year ahead okay so what are we going to talk about in our sales plan well the first part is going to be our overall objectives for the business so we're going to write down three to five key objectives now a lot of business bigger businesses would call these okrs their objective key results so these are your overall objectives as a business so map out your three to five most important objectives for you to achieve in the next 12 months from that I want you to then map out a 12 monthly sales goal so over that 12 months what does the number of new customers look like what are your retained customers looking like so what's the value of um of orders you're going to get from retained customers so your existing customer base how many new customers do you need to generate what's your average order value going to be so again you probably have various products that are going out at different prices um but again you need to know an average order value so what are the number of egg what's the exist and the sales plan for existing customers what are they going to spend with you in the next 12 months and their new customers what do you need to attract so you need a figure of how many new customers and the value there and then you can go down to breaking it down by product or by service or by solution that you offer so if you have got a range of products you know what is um your product one going to generate you what's product tour service 2 going to generate you what's product 3 or service 3 going to generate you and break that down as well so that's all your 12 monthly sales goals then start talking about your core metrics so what's your activity metrics now these are very much activity metrics you're talking about here so to achieve those sales goals what do you need to do as an activity so again if you know you need to generate 10 new customers over the next 12 months then what activity how many if you've got a conversion rate of one in four that means you generally need to generate 40 good leads to hit that 10. so again your activity is starting with 40 leads generated for this then you can make it break it again down by your service or your solution so if you've got different markets you're targeting then again you need to think this through but again use that planner that I've got and put up on the resources section it'll really help you work through this then you should have um how many calls so working back from we need to generate 40 good leads then how many calls do you need to make to get that 40 leads so again you need to make 60 calls you need to make 80 calls over the year and to get that and then you need to go through how many goal setting and planning calls exploratory calls connect calls and work back rack all the way through because that's going to give you your key metrics and for your sales team it's going to give them their kpis so to generate that 40 and that 40 new or 10 new customers we need to generate have 40 presentations um from the 40 presentations we're probably going to have to have double that as exploratory course so at least 80 exploratory calls and to get to 80 exploratory calls we probably need to have around 160 connect calls so those are the sort of figures I'm looking for because then there's real clear activity that you're expecting of your sales team so that's your activity metrics there I would then in there that you'll see there's an area for who we sell to so again the work you've done up here on your target market your ideal customer profile your buyer Persona so that goes in there this is who we're targeting and this is who we're targeting within those companies so these are the companies we're targeting this is a sector we're targeting these are the people within that company that we're targeting so map that out and then do the next to that you'll see there's an activity called what we'll do and then how we'll do it so what we'll do is mapping out all the activity and I'm talking really about the next three months so to get this sales plan momentum going what are the activities you need to do over the year but then break it down into three monthly activities and so in the next three months we need to do this this and this so what we'll do um what you're going to focus on in q1 what are you going to focus on in Q2 what you're going to focus on in Q3 Q4 and then map out your campaigns if you're a marketer then this is giving you your marketing campaigns you know so you've got your sales plan now you're started to distill down this is what marketing need to do to support that sales effort this is what we're expecting of marketing and again that activity is really key because it's going to give marketing a very clear expectation of the campaigns you want them to run and what you want to see generated by those marketing campaigns so again break that down and anything new that you're going to develop over the next 12 months that can add into this sales mix again that's important in the sales plan everything really should be written down in here so there's no guess where everything happens as you expect it to happen over the next 12 months towards that Revenue goal and to hitting those objectives and then how we'll do it you can start assigning these tasks to different departments different people within your business and saying right Richard I expect you to be doing this in the first 30 in the next 90 days and other departments you can really assign the work through so that's your how we'll do it um do you need to employ any new people to achieve this over the next 12 months you know is there any recruitment issues any skill shortages any gaps that you need to fill and you know any software that you need to do all of these things can be thought about in the how we'll do it uh area and then you can break down your sales team and the roles within the sales team and who's going to do what as well and then what I do at the end of my sales plans is I have a next three month sales action plan and I'll usually be listing about 10 to 15 tasks that must be done within the next three months to really give momentum to this sales plan and ensure that we're on track and so hopefully that's given you an overall view of how I map out a sales plan and why it's so important because the next stage from here is going into our marketing strategy and our marketing plan and a lot of the work we've done at this stage and the week that we spend on this is going to drive the activity the campaigns that we're going to plan out what metrics we're measuring for marketing to make sure that those two are working really together they're very much aligned and your marketing activity is achieving is helping you achieve your sales plan and their feeding and working together in our line they're not two separate uh silos in your business they're working really closely as one okay so hopefully that's explained why the sales plan comes as section six next video I'll move on to will be developing out your marketing plan how you're going to use social media mapping out your campaigns and as I say some marketing metrics it'll be part of that as well that need measuring to make sure you're on track or off track all right take care and I'll talk to you soon and if you haven't subscribed make sure you click down here on this link here you can subscribe to the channel uh tap on that Bell icon as well and make sure that you don't miss any of my latest uploads I'll be uploading about four or five videos a week I've uploaded I think now 45 videos in the last 40 45 days so I've been doing a video a day lately so make sure you don't miss out on any of the future videos and I'll talk to you soon take care bye now