developing a sales strategy presentation

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SALES STRATEGY

The big picture on sales strategy.

Conceptualize, measure and understand the opportunities to improve your customer pipeline and journey.

SALES STRATEGY: "HOW DO WE GET MORE CUSTOMERS TO BUY OUR STUFF?"

WHAT DOES A SALES STRATEGY LOOK LIKE?

SALES IS SIMPLY A SERIES OF INTERACTIONS & CONVERSATIONS

When you strip out all of the noise, from a customer's point of view, their journey to purchase is a series of interactions and conversations. A customer is trying to solve a problem, and in their journey to solve it, they may become aware of your potential solution, show interest by seeking more information, consider the solution versus other competitors, and hopefully convert into a customer and a loyal repeat customer.

These interactions could be through a company's website, app, online content, stores, salespeople, partners and distributors, and other customers. You can conceptualize this series of customer & company interactions in two ways. From the perspective of the customer, you can codify the interactions in a customer journey map. From the perspective of a sales team, you can conceptualize the interactions in a  sales pipeline.

The first step in developing a strong sales strategy is to abstract the performance of the sales pipeline by applying a series of longitudinal metrics to each stage of the pipeline. How many potential targets are there, suspects, prospects, customers, or repeat customers? How long do they stay in each stage? How many drop off in each stage? How valuable are they in each stage? How have the metrics evolved over time?

Like any process , if you can't measure it, it becomes challenging to improve it. High-performing sales teams automate much of this data through a well-utilized and updated sales CRM system. If your company can't systematically report on the sales pipeline, then developing the capability, infrastructure, and discipline to measure and improve the pipeline should be an initiative in your sales strategy.

TAKING SALES INSIGHT TO THE NEXT LEVEL

THE 4 WAYS TO GROW SALES

There are four ways to grow sales through a customer pipeline:

• Increase Addressable Market - put more people through the mouth of the funnel
• Accelerate Deal Velocity - make each step/stage shorter for the customer
• Improve Stage Gate Success - have the customer say yes to the next step more often
• Increase Deal Size - upsell and focus efforts on the larger deals

Understanding how these four growth metrics evolved over time is a good starting point for diagnosing customer pipeline issues and opportunities.  These four growth metrics are outputs of the sales growth drivers, which we go into next.

THE 3 SALES GROWTH DRIVERS

Sales growth comes down to better customer interactions and conversations, more of them, along with a better value proposition and marketing . To make these things a reality, there are three main components to a strong sales strategy:

1. Improving the alignment between the target customer , the differentiated value proposition , marketing, and distribution

2. Incorporating corporate growth strategy initiatives in the sales strategy

3. Developing a strong sales team strategy to improve the sales process and interactions executed by the salespeople, infrastructure, and partners

1. DON'T PASS GO UNLESS YOU HAVE A KILLER VALUE PROPOSITION

Many CEOS misdiagnosis their weak sales by concluding, "it must be the sales team."  

A strong sales team is important, but the most important driver of sales is a killer value proposition that creates more value than the competition for target customers. Once you have a killer value proposition, then you need the right messaging, marketing, and distribution that clearly amplifies the value proposition to the target customers.

So, the first thing any sales strategy should address is to make sure there is a clearly defined and articulated target customer, a killer value proposition for the target customer, and impactful messaging, marketing, and distribution focused on the target customer. Alignment on a target customer will make everyone's efforts more focused, efficient, and effective, while differentiation will make customers say yes more often.

Seriously, don't overlook this point. Pretty much every company that grows for decades and becomes a leader in their industry has and continually improves a killer value proposition that creates more value than competitors for the target customers. It is the heart that makes the sales flow for any strong sales team.

Now, we often hear, "well, that isn't under my control."  Well, you better figure out how to influence it, because, without alignment and differentiation, the customer will more often than not choose not to do business with your company.

2. WHAT'S GOING ON WITH THE BIG PICTURE STRATEGY STUFF?

Hopefully, you have a killer value proposition and aligned marketing and distribution, now what? Well, you need to think through how the high-level corporate growth strategy is going to affect sales and the sales team. Is the company expanding into new markets , customer segments, and geographies? Are there new and improved products , services, and pricing ? Are there new distribution channels or marketing campaigns? While it may be a lot to think through, growth expansion initiatives can have a significant impact on sales and the sales team.

Now, a few words of caution. First, be careful not to go after too many options , which can quickly overextend the sales team and the entire company. Companies that fail often go after too many new markets , customer segments, and geographies at the same time. Inevitably, the ambitious agenda creates fragmented efforts, massive complexity , opportunity cost , and ultimately failure. Second, while sales leadership should have a sizeable role in shaping the corporate growth strategy, it should not lead the effort. We see too many companies that try to say yes to everything sales wants to do, which often leads to a lot of running in place and going nowhere. Successful companies have a strong and balanced leadership team stewarding the big decisions and execution around corporate growth strategy.

Growth strategy initiatives are significant inputs into the last part of sales strategy, which is the sales team strategy. The big question is how growth strategy initiatives will affect sales and the sales team. Is there a need for new processes, people, partners, and technology? What is the expected impact on sales, quotas, customer metrics, and pipeline dynamics? This is one of the reasons why sales strategy is so complicated since there are so many dimensions that ultimately need to be addressed by the sales team, with the ultimate goal of having better customer interactions and conversations and more of them.

3. WHAT THE HECK ARE WE GOING TO DO WITH THE SALES TEAM?

Now to the heart of sales strategy, which is the sales team strategy. Any team, including a sales team, is simply a collection of processes executed by people, infrastructure, and partners. And, strategy is simply the goals we choose and the actions we take to achieve those goals. So, sales team strategy comes down to the sales team goals and the portfolio of initiatives to improve the processes, people, infrastructure, and partners to a level necessary to achieve the goals.

Below are some options to focus those sales team strategy initiatives on. We'll go over the high-level framing of some of the strategic options .

GET THE PROCESS RIGHT AND THE SALES WILL FOLLOW

Everything every member of a sales team does is a process, whether acknowledged as one or not. Has your sales team documented their processes, measure them? If not, that is a great place to start.

There are four main levels of a sales process outlined below.

At the highest level is the sales team governance , which includes the processes that strategically manage the sales strategy, forecasting, opportunities, overall pipeline, and sales operations. It typically involves weekly or monthly pipeline reviews, quarterly business reviews, and annual strategic planning , budgeting, and forecasting. The better the governance , the better the accuracy of forecasts, sales strategy, performance, and understanding of cause and effect.

The next level of the sales process is the customer journey, which includes every aspect of the journey customers take through an organization's processes to discover, evaluate, purchase, and consume the company's services and products. Strategic initiatives typically target reducing customer effort (e.g., self-help, automation , digital enablement), leaning out the customer processes, and increasing the rate of success on prioritized pipeline stages.

The sales methodology is one of the most critical processes for a sales team. The sales methodology is the overall sales approach between sales team members and customers to drive deal velocity and success. Most sales books focus on sales methodologies, such as spin selling , solution selling , MEDDIC , key account selling , GAP selling , and many others. We'll go a little deeper and synthesize all those books into a handful of important questions to quickly qualify and accelerate a deal.

The last level of the sales process to solve for is the daily, weekly, and monthly activity at the team and individual levels, which typically includes the day-to-day activity management and reporting to drive productivity and deal velocity through the pipeline.

ANSWER THE BASIC QUESTIONS TO ACCELERATE & CLOSE DEALS

There are hundreds of good books on sales methodology, but most of the methodologies come down to answering the basic 5 Ws (who, what, where, why, when) and 1 H (how) questions of a deal to qualify, accelerate and close the deal.

Once again, sales growth is driven by better customer interactions and conversations, and more of them. Weaving these questions into customer interactions, and recording and addressing the answers will help deals get through the pipeline. If you don't have a strong sales methodology, then start developing one that asks and answers the basic customer questions necessary to get a deal done.

TAKE A HOLISTIC APPROACH TO THE PEOPLE PART OF A SALES TEAM STRATEGY

For many B2B companies, sales expense, in the form of salary and commission, is often their largest financial expense, making it especially important to elevate and realize the potential of salespeople and the collective sales team.

There are many questions to answer about the people part of a sales strategy, which all fall into the various categories of our people strategy framework:

• Org Design ( Mission , Corporate Strategy, Structure, Roles & Competencies)
• Employee Journey (Recruiting, Hiring, Onboarding , Development, Evaluation, Advancement)
• Culture (Comp & Benefits, Environment, Norms, Values )

For a complete overview, visit our entire section on organizational strategy , hr strategy - org design , and hr strategy - employee journey & culture . Below, we'll cover some of the more unique elements of sales team strategy.

WHAT SHOULD THE SALES ORG LOOK LIKE?

A challenging question that typically comes up is, "what should the sales org look like?" 

There is a lot of art and science in answering this question. Regarding the size of the sales org, utilize benchmarks on revenue productivity per sales team member and percent of sales spend to revenue. You should also analyze the span of control, where each manager should have 8-12 direct reports. You also need to solve for the right amount of levels to the org, the fewer, the better. Finally, there are the actual roles and accountabilities , which we'll get into a bit more next.

HOW SHOULD WE ORGANIZE THIS SALES TEAM?

For many sales teams, better customer conversations and interactions necessitate a high level of specialization to address the needs of specific customer segments , markets, geographies, or stages within the sales funnel. This specialization leads to sales teams organizing around one or more of these dimensions (customer segments, markets, geography , sales funnel stages). What dimensions to organize around is a function of the customer experience, specialization, economics, and complexity.

Many companies are constantly reorganizing their sales team from one dimension to another, such as reshuffling the team from a segment focus to a geographic focus. These reorganizations often fail, due to the ensuing chaos. Most existing sales teams have optimized and refined their multitude of internal and external processes based on their existing organizational dimensions. When a sales team reorg happens, a sales team has to reconfigure its processes, infrastructure, and partners. If the change management of the sales reorg isn't stellar, often the customer journey and sales team devolves into a bit of chaos.

THE LOW HANGING FRUIT OF A SALES TEAM STRATEGY

The adage goes "it's all about the people."   We like to expand that to it's all about the recruiting, hiring, onboarding, development, evaluation, and advancement of the people. Improving the employee journey is essential in any sales strategy. The first place to start is to establish best practices in recruiting and hiring. The lowest hanging fruit is typically increasing the number of candidates you recruit and interview while professionalizing the interview and hiring process with standard interview guides and scorecards, group and immersive interviews, and team decision-making .

When it comes to the rest of the employee journey , one of the most impactful exercises is to survey team members about their employee journey, which not only creates a baseline but also solicits good ideas while providing built-in buy-in to improvements. Furthermore, there are a ton of established best practices in each stage of the employee journey.

YOU GET WHAT YOU REWARD

CREATING A SALES STRATEGY

In developing a sales strategy, always keep in mind you are solving for two things: 1.  the goals the sales team will strive to achieve, and 2. the strategic sales initiatives necessary to achieve the goals.

Whether it takes a few days, a few weeks, or a few months, there are typically four steps in developing a sales strategy, which is:

• Generate insights into the sales pipeline, customer journey, corporate growth strategy, sales team, and overall alignment & differentiation.
• Develop opportunities on how the sales team can improve the processes, people, partners, and infrastructure.
• Prioritize the potential initiatives based on value & benefit versus cost & effort.
• Set the goals and roadmap of the portfolio of sales initiatives

Given the breadth of possible analyses, gaps, opportunities, goals, and initiatives, it is imperative to assemble the best possible internal strategy team to develop and execute a very focused and impact-oriented project plan .

STEP 1: GENERATE SALES STRATEGY INSIGHTS

In developing a strong sales strategy, there are five main areas to generate insights on 1. the sales pipeline, 2. the customer journey, 3. corporate growth strategy initiatives, 4. alignment & differentiation, 5. the sales team (processes, people, infrastructure and partners).

A focused set of hypotheses and analyses will generate a ton of insights, otherwise, a team can "boil the ocean," wasting precious time and resources on things that don't matter. Focus on answering the key questions below, utilizing some of the typical strategic analyses and tools. By doing so, the team will generate the big "aha" insights that will guide the entire strategy project.

STEP 2: DEVELOP SALES STRATEGY OPPORTUNITIES

Once you have foundational insights for the sales strategy, then you enter the "create options" phase, where you need to come up with and develop the improvement opportunities that will drive sales to the next level. This phase drives the overall value of the strategy, since the number and quality of options limits strategies. Make sure you solicit ideas from as many places as possible and get the most creative and knowledgeable people involved to push the thinking.

There is always the opportunity to improve the customer journey, internal sales processes, and cross-functional processes. The lean toolkit , automation , and digital strategies will help sprout and nurture the best ideas. Solicit ideas and feedback from the entire sales team. A simple survey with both structured and open-ended questions will do the trick. There are also hundreds of best practices to improve the maturity of the sales processes , methodologies, people, and infrastructure.

STEP 3: PRIORITIZE THE GREAT IDEAS

Hopefully, at this stage of the project, you have more improvement ideas than resources and budget to execute.  Now, we are in the prioritization phase of the project. Before diving into prioritizing the ideas, you first want to see how much you can simplify , rearrange and combine the ideas into some larger potential initiatives.

Now, we get to the fun and collaborative stage of decision-making. Utilize some sort of prioritization or decision matrix to problem solve and debate the potential value/benefit , and cost/effort of each initiative. Get the right leadership and stakeholders in the room to have this robust debate, and potentially have a few rounds to refine and improve the thinking. In the end, focus the strategy on those "no brainer" ideas that are high value/benefit and low cost/effort with a shorter time horizon (3 months to 1-2 years).  For the "big bet" initiatives, figure out the timing, budget, dependencies, etc., before making a decision.

One of the most difficult challenges for sales team leadership is deciding on the right portfolio of initiatives. The first part of this challenge is getting enough skilled talent mobilized to successfully execute the initiatives and change management . The second part of the challenge is understanding the amount of change the sales team can realistically handle.

Whatever your decision-making governance , by the end you should have a strong portfolio of initiatives, budgets, owners, timing, and a pretty clear idea of the potential impact on the core metrics of the sales team.

STEP 4: SET THE SALES GOALS, FINALIZE THE ROADMAP, AND EXECUTE

Strategy comes down to setting goals and executing the portfolio of improvement initiatives necessary to achieve the goals.  You should distill all of the strategic analyses, problem solving , collaborating, and decision-making into one page of sales goals and initiatives. Of course, there should be a lot more detail (e.g., project plans, resource plans, change management plans, budgets, spreadsheets) behind the one page. However, as you think about communicating the big sales strategy to upper management, the internal sales team, external stakeholders, and partners, one page is always best.

One last thought, invest the time, resources, and commitment to change management . The hardest part of executing any strategy is the necessary behavioral change at the individual level. Thinking through the change management framework for each initiative will pay dividends in driving the change you are seeking.

If you want to talk about your sales strategy with an experienced strategy coach, set up some time with Joe Newsum , a Mckinsey Alum, and the author of this content and website.

DOWNLOAD THE SALES STRATEGY PLAN PRESENTATION TEMPLATE

Download the 100-page Sales Strategy Plan PowerPoint Presentation . The fully editable and professionally designed deck will give you a jump start on your sales strategy and plan.

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Home » MTD Sales Blog » 13 Steps For Creating Your Sales Strategy Presentation

13 Steps For Creating Your Sales Strategy Presentation

But when it comes to ‘how to write a sales strategy’ and ‘how to present a strategy’ , where do you even begin?

We’ve got 13 useful steps to help you create an effective Sales Strategy Presentation that your stakeholders will love! From start to finish, we’ll cover everything you need to make it a huge success. Including a sales presentation structure to follow, and a strategy slide template to use. Let’s get started!

• What Is a Sales Strategy?
• What Is a Sales Strategy Presentation?
• How to Create Your Sales Strategy Presentation
• Effective Sales Strategy Presentation Template
• Wrapping Up

A Sales Strategy is a plan which aims to maximise sales whilst coordinating the plan across your whole sales team and aligning it with the corporate strategy.

Research giant Gartner defines Sales Strategy as “an organisation’s detailed plan to drive sales performance, innovation and growth by better penetrating existing markets and growing share of current customer wallet.”

This definition downplays the corporate alignment aspect and focuses on sales performance. However, a Sales Strategy does not merely consist only of delineating your sales approach.

In brief, a well-written Sales Strategy can be said to have three main aims:

• To ensure all reps are working to the same playbook and adopting a uniform approach
• To ensure that sales methods, messaging, and media reinforce corporate priorities
• To maximise sales revenue, within given targets and KPIs

The above list is not ordered in terms of priority—all three aims contribute vitally to your Sales Strategy.

When we’re talking about a presentation, it’s important to distinguish this from the pitch you’ll give to your clients. A Sales Strategy Presentation is where you obtain corporate buy-in for your sales approach, making sure that messaging, pricing, product specs, sales media and other details of your campaigns are clarified and agreed across the board.

In this presentation you’ll describe your target market, competitors, sales techniques , and the composition of your sales team, amongst other information. The aim is to secure support for your strategy, which may include budget approval. It’s important to include enough detail to convey the main information, without overburdening your audience.

Below, we’ll look at how best to go about preparing your presentation, alongside some tips for maximising audience attention and approval. If you can nail this presentation, you’ll be off to a flying start with your strategy, so it’s worth putting the hours in to get it right.

The most important thing to get right is your structure. This should be logical and narrative-driven, leading the audience from big picture to fine detail. It should be compelling and as brief as possible, without short-changing your audience. Remember that you’ll be asked plenty of questions when your presentation is complete!

1. Start with an Overview of Your Company

Begin by outlining the current state of play within the company. If you are an agency selling your strategy to a company, here’s your opportunity to demonstrate a rounded understanding of the company and its priorities, as well as giving a summary of your agency, and what it does.

If you are heading up an in-house sales team, you have the chance to maximise corporate buy-in, and ensure your strategy is fully supported with the necessary resources.

Don’t go into exhaustive detail – offer the sort of brief “executive summary” you find at the front of annual reports. Do use bullet points and figures where these are impressive enough to support your case. Highlight the opportunity your Sales Strategy will address, whether it’s a gap in the market, the chance to cross/up-sell a new product, or some other benefit you’ll bring.

2. Touch on Your Target Market

Here’s where you identify who your ideal customers or clients will be, and really hit home that you understand your customer.

You can use buyer personas , which may include graphics depicting “typical” customers, to help your audience visualise who you’ll be selling to. In terms of aggregate markets, you can include Venn diagrams or other graphic means to delineate core customers and subsidiary consumers.

For instance, if you’re selling an app for video editing, your core customers may be corporate content producers, but your subsidiary audience may be far wider, touching upon anyone who regularly uploads content to YouTube or other social media platforms.

You’ll need to describe how you’ll approach all your significant markets elsewhere in your presentation (see step 5).

3. Discuss the Value of Your Proposition

USP or Value Proposition (VP) is a concise statement of what makes your product stand out in your chosen marketplace. It’s a vital concept for sales reps to grasp because it’s the main reason why a consumer would choose your product over a rival’s. It’s important that all stakeholders buy into the value proposition because it’s a key factor in building brand identity.

For instance, some footwear brands stress comfort as their USP, while others highlight value, durability, style, or exclusivity. Your VP could also be a combination of factors, i.e. going back to the app for video editing example, “we offer the most accessible, best value for money and most fully featured video editing app on the market”.

Key to your VP is describing the “problem” a customer might have and how your product is the perfect solution to that problem. How will your customers uniquely benefit from the product you’ll be selling?

You can use comparisons with rival products, and data taken from market research, showing what consumers want, and how your product addresses those needs. Literal quotes taken from review sites can be helpful, revealing how real customers feel about their purchases.

The main takeaway is that your sales team are enthusiastic about the value they are offering customers, and that they understand how to characterise the benefits and features of the product.

4. Consider Any Competitors

It’s essential at this stage to factor in your competitors. Unless you are first to market or are offering a very niche product, the chances are you have a host of rivals eager to bite off chunks of your customer base. Here you need to emphasise that your sales team have the answers to the question “why us?”

Differentiation is key! What solutions does your product offer that rivals cannot? It’s important not to underestimate the competition and respect the successes that other players in the sector have scored. Much can be learned by studying the achievements of legacy brands, while offering something that builds upon previous offerings.

It can be a good idea to tabulate your top three or five competitors and show how their success provides an opportunity, rather than a threat. Remember that competitors should be understood in the broader context and can help you turn your weaknesses into strengths.

For instance, Netflix hasn’t only got to worry about Amazon Prime TV, Disney Plus and other streaming services. It must compete with cinema, social media and podcasts too. These are all popular draws upon customers’ leisure time.

5. Outline Your Marketing Strategy

Now you can summarise how your product will be marketed. Will conventional advertising be used? Will social media play a significant role? Is this a B2B campaign or will the product appeal to individual customers? Will buyers be targeted at work, or at home?

Perhaps you have partners working on marketing campaigns. If so, introduce them, and their best work to date. Provide examples of finished campaign materials if you have them or works in progress if that’s all you have at this stage. This is a good opportunity to use dramatic visuals or video, rather than text or graphs, which can become boring if overused.

Your marketing strategy should include the following five elements:

• The target audience for the campaign
• The goals or objectives
• How your brand will stand out against competitors
• What content has or will be created
• Any KPIs that have been agreed

You can finish by briefly describing how marketing and sales departments will cooperate and coordinate their efforts.

6. Go Over Your Sales Process

Here you can drill down into the specifics of the sales process. What does your sales funnel look like? Where are you getting your leads and how are you qualifying them? Will cold calling or email drip campaigns be a major part of the process? Will you have a presence at any trade shows or events?

Do you have scripts that you can share to offer an example of a typical sales contact? Provide concrete examples to help your presentation feel solid. If you have incentives planned for your sales team, or KPIs you expect them to achieve, then outline them here too. You can break down your sales activities into:

• Prospecting (including lead sources)
• Lead segmentation and qualification
• Research processes – market research, customer surveys
• The sales pitch – a typical call or contact
• How your team will handle sales objections
• The process for closing .

Once you have outlined what you’ll do to make sales, it’s time to explore who will do what.

7. Review the Current Sales Team Structure And Roles

Begin with an organisational diagram of your sales team, so that your audience will get a clear picture of command structure. Outline the responsibilities of each role, lines of reporting and (if relevant) base salaries.

If you are creating a sub-team for this project, then show the diagram for that sub-team. There’s no need to reinvent the wheel with an organisational chart since everyone understands the traditional flowchart model. Use that, to save valuable time.

Explain any unfamiliar roles or unexpected team members. Perhaps you have an in-house social media researcher, or a CRM specialist . Make sure you highlight and explain anything unexpected. You can also identify roles that are not filled yet, which will help when it comes to steps 10 and 11.

8. Summarise Any Sales Materials Used

If you have leaflets, landing pages, product listings, demonstration videos or anything else that will be key to the sales process, then here is a suitable time to hand out samples or give demonstrations. If you’re offering a free demo version of a piece of software, you can quickly run through its features and how you plan to convert free users to paid subscribers.

Remember that if you provide handouts, your audience will lose eye contact with you while they pore over them, so use this option sparingly. You can always provide supplementary handouts or follow-up emails, after your presentation is over.

9. Talk Through Goals, Sales Metrics and KPIs

All goals and objectives expressed should conform to the SMART principle, being specific, measurable, achievable, relevant , and time-based.

Try to be specific with sales targets, without promising more than you can reasonably deliver!

You can have nested targets—fair, good, and excellent anticipated results—while stressing that you’ll always be aiming for the latter. You can also express goals in terms of short, medium, and long-term. This is especially relevant when you’re launching a brand-new product, or entering a new market, where it would be unrealistic to achieve full market penetration immediately.

It’s very important to obtain buy-in on your goals and targets, so that there’s transparency across the organisation, and you can be held accountable if you fail to deliver. That’s the downside of getting specific with KPIs, but it’s also a great motivator for sales teams. On the plus side, you can also mention any incentive or bonus structure you’ll be offering your sales team for achieving ambitious goals.

10. Explore Training and Development Requirements

If you know you’ll need to train up staff to understand a new product, software system, or working process, then it’s valuable to admit this upfront. Training needs affect the bottom line, as well as your process timeline. You have the opportunity here to demonstrate that you’ve thought through all human resource requirements and researched training opportunities. You may already have Sales Training Providers you’ll partner with (mention them now) or if you’re still looking why not check out our Essential Selling Skills Training or Telesales Training Course.

Spending time on this aspect of your Sales Strategy will also build stakeholder confidence. They’ll know you aren’t throwing your reps in at the deep end. Instead you are preparing them properly for success.

11. Consider Any Budgeting Needs

With resources in mind (IT, human resources, content creation, research costs and other expenses) outline what you expect your operating sales budget to be. There is no point in understating your anticipated costs, since overruns may occur, and senior management will often try to make cost savings. It pays to build in a little wriggle room for negotiation.

Don’t blind or bore your audience with spreadsheets; just give the headline figures. Highlight any areas of expenditure that are loosely estimated, or unclear. Remember to allow for hiring costs for any unfilled sales team roles you described in step 7 (see above), and for staff training.

Remember also to include cash flow, as well as overall expenditure. How much money will you need and at what milestones? Sometimes success can be more expensive than failure; for instance, when it necessitates a sudden recruitment drive to expand your sales team. It’s vital for stakeholders to appreciate key dates when funding must be made available.

12. End With Next Steps And Future Action Plans

If you’ve prepared a simplified GANTT chart, you can show where in the project timeline you currently sit. Explain what your next actions will be, and what the future holds. Here you can build further confidence by demonstrating that you’ve thought everything through.

Remember to build in a little more time than you think you’ll need for more flexible stages like research, training, and lead prospecting. Make sure you highlight any immovable deadlines, like sales events or product launches, and how you’ll ensure you’re prepared for them.

You should also be building excitement and enthusiasm here, so don’t make it too dry. This is a thrilling time—you’re about to hit the go button on a brand-new sales campaign. Get your audience to feel your enthusiasm and you’re halfway to achieving buy-in.

13. Don’t Forget To Use Engaging Visuals Throughout!

The cliché is true – a picture is worth a thousand words. Sometimes a short video or meme can make a more dramatic point than yet another set of bullet points, facts, or figures.

There’s a popular rule of thumb with PowerPoint slides, called the 7 x 7 principle. This states that no single slide should contain more than seven lines of text, and each line should contain no more than seven words. How many presentations have you witnessed that fail to pass that test? Too many, most likely!

Avoid this issue by preferring visual content over words. After all, you are there to deliver the verbal component of the presentation. You can do this so much more effectively with your communication and interpersonal skills. You already know this — you’re a salesperson!

Finally, make sure you leave time for questions (and prepare some answers to likely ones in advance). Thank your audience for their time… and relax!

Now you know how to create your presentation, it’s time to have a go at making it! Here’s a PowerPoint template you can download to kick you off.

The deck includes 13 slides covering all the sections we’ve touched on. Just customise the template by adding your own branding font and colours – and don’t forget to add some of those engaging visuals we’ve spoken about!

Perhaps it’s worth leaving you with a simple thought – you can enjoy this moment! After all, it’s the culmination of a complex sales planning process, and now you get to share your vision with everyone who matters. That opportunity doesn’t come around very often. So, take a moment to congratulate yourself on your hard work, and have fun!

Finally, here are some parting thoughts on presentations, from writers and speakers who’ve been there:

“They may forget what you said, but they will never forget how you made them feel.” –Carl W. Buechner, politician and church leader.

“The first 30 seconds and the last 30 seconds have the most impact in a presentation.” –Patricia Fripp, Sales presentation expert and speech coach.

“You are not being judged, the value of what you are bringing to the audience is being judged.” –Seth Godin, dotcom executive and bestselling author.

Hopefully, this article has reminded you of some principles you already understand and has given you the inspiration to really smash your Sales Strategy Presentation!

If you need any extra sales support for you or your team, please contact us for further information on our Sales Management Training and Account Management Training solutions, also take a look at our popular portfolio of Sales Training Courses .

Happy Selling!

Sean McPheat Managing Director MTD Sales Training

• General Sales Skills

Updated on: 13 June, 2023

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Top 10 Sales Strategy Plan Templates with Samples and Examples

Deepika Dhaka

The moments when consumers drop out of the sales funnel bring a deep sense of disappointment for business owners that stays with them for months. These sales losses weigh heavily on team morale and impact overall business performance. As a marketer, you are responsible for saving your business from such painful situations. But how?

In today’s competitive landscape, successful companies are proactive about their sales and marketing functions and ensure that their efforts lead to conversions and keep the cash register ringing.

We must understand that today’s customers expect more and want convenience on their terms, not yours. Companies, therefore, need to put consumers at the Centrepoint for all their sales efforts. Improving channels, technology, hiring talented staff, and changes in culture all need to result in a holistic customer experience that has him/her open their wallets.

It becomes crucial to rethink skills, establish new ways of functioning, and push cultural boundaries. The best solution is to find the customer’s “painful points” --- a need, a lack, and an unsatisfied desire. Once you find the source of the pain, it becomes the salesman’s duty to remedy it by offering the desired product, service, or experience.

If you want to follow this or other approaches to boost your sales, you need a sales strategy plan for successful execution and implementation.

A sales strategy plan encompasses tactics, market strategies, processes, objectives, forecasting, budgeting, and timelines. It works as a roadmap for ensuring long-term revenue flow through the retention and acquisition of customers.

Wondering what could be the best and the fastest way to create a sales strategy plan? Don’t worry; you have come to the right place. SlideTeam presents proven and effective Sales Strategy Plan Templates that marketing leaders worldwide love and have used to significantly improve their sales and customer satisfaction.

Before we tour the PPT Templates, are you looking for a comprehensive module to train your sales team and improve their performance? Access our Sales Training Curriculum with content-ready, well-researched slides that will make your training program a terrific success!

Click Here to Download our Comprehensive Curriculum for Sales Training

Top 10 Sales Strategy Plan Templates

You can download and customize these PowerPoint templates. These PPT Samples are suitable for any industry.

Let’s explore these!

Template 1: Sales Strategy Plan Presentation

Presenting a robust Sales Strategy Plan Presentation that will help you create the foundation for a cohesive and successful sales organization. It is a full-fledged PPT presentation that includes content-ready slides on marketing channels, campaign options for customer acquisition, sales campaign budget, marketing roadmap, and so on. It also entails a sales promotion calendar and a dashboard to track the campaign process. Download it now to streamline your sales plan execution.

Download this presentation

Template 2: Sales Strategy Plan PPT Presentation

This actionable PowerPoint Presentation is ideal for helping you create a set of decisions, actions, and sales goals. It will assist you in informing how your sales team positions the business and its products to acquire new customers. This PPT Template includes content-ready slides for market analysis, competitor analysis, growth strategies, future goals, and a final sales action plan. Use this resource to guide your sales reps with clear objectives regarding sales processes, product positioning, and competitive analysis. Download it now!

Template 3: Sales Strategy Plan PPT Template

Create a compelling sales strategy plan with the help of this PPT Deck that encompasses sales growth strategies and an implementation plan. This PowerPoint layout helps you describe your sales goals and objectives in concrete, actionable terms, which makes your team focus on achieving the desired outcome. This educational template also explains the key steps and stages of creating an effective and winning sales strategy plan. Grab it now if you are looking for a presentation full of charts and diagrams. Download now!

Template 4: Marketing and Sales Strategy Business Plan

Drive results for your sales team with this informative PPT Deck that will help you transform your sales planning process and boost growth 3X. It entails content-ready slides for a business overview, the problem that customers face, and solutions you can provide. This useful layout also explains the value proposition and contains appealing graphics to present the information in a quick manner. Download it once and use it to showcase your expertise in creating a sales strategy plan.

Template 5: Channel Sales Marketing and Strategy Plan

If you want to create a successful channel sales strategy plan but are struggling to draft one in an impressive manner, you are looking for it at the right place. Presenting a PowerPoint Presentation that contains the best visuals to represent channels marketing strategies and tactics. Using this creative deck will save you a lot of time as you don’t need to design from scratch. We have already done the heavy lifting; all you need is to fill this template with your sales information. Download now!

Template 6: Developing a Sales Growth Strategy Template

Are you struggling to develop an effective sales growth strategy and finding it difficult to put it on a document? Fret no more; presenting a convenient PPT Template to plan and draft an actionable strategy. It lets you break down a long-term goal into short-term goals and objectives. Use this template to enhance the range of goals you can achieve.  Download it now!

Download this template

Template 7: Sales Strategy Plan with Goals Target

Here’s another impressive way of presenting a sales strategy plan in an effective manner. This PPT slide includes a simple diagram with blocks and icons relevant to the strategic elements. It includes six sections such as goal, target, strategies, tactics, calendar, and measurement. Using this layout will make your complex strategy look easy to execute. Get it today!

Template 8: PPT Slide for Steps of Sales Strategy Plan

Employ this PowerPoint slide to present the steps of the sales strategy plan in a flow diagram. This slide includes a simple yet appealing chart to display the vital essential steps of building a sales strategy. In seven crucial steps, it will let you highlight the milestone, target customer, SWOT Analysis, Revenue Target, and a final action plan. Grab it today!

Template 9: Sales Strategy Planning PowerPoint Template

Use this PPT Design to present your sales strategy plan in a comprehensive manner with the help of an appealing diagram. With this slide, you can give an impactful visualization of your data and information. Designed in green, yellow, and blue hues, it is sure to catch your audience's attention. Isn’t it a simple yet educating layout with a professional touch? Download it now to get started.

Template 10: Go-to-Market Sales Strategy Plan Template

Presenting the most popular tableau to present your go-to-market strategy plan. Make your information look more organized by dividing it into three parts- sales mode, prospects, and sales activity. Further, categorize it into technical criteria and business criteria. The pastel green hues of this tableau give this slide and content a more professional look. Get it now!

The Final Note

Sales strategy planning is crucial for business growth. Having an effective and clear strategy enables you to plan, assess problems, and manage organizational approaches. Now that you have access to the most powerful sales strategy plan template, it's time to start building a successful strategy that drives sustainable growth for your business and creates loyal customers.

P.S. If you are looking for Sales Action Plan Template to boost your business, here’s a handy guide with world-class samples and examples.

FAQs on Sales Strategy Plan

What is a sales strategy plan.

A sales strategy plan is a company’s blueprint for securing long-term revenue through retaining and acquiring new and existing customers. A sales strategy plan includes everything from tactics, strategies, processes, objectives, forecasting, budgeting, and timeline. It also defines your go-to-market strategy and expected costs and returns. For instance, you play at low prices and even sell goods on credit in a new location.

How to develop a Sales Strategy Plan?

The best method to develop a sales strategy plan is to use a pre-designed template. It will save you time, effort, and money as you don’t need to start from scratch. To build a successful sales strategy plan, adopt these five tactics:

• Put the customer at the center of your business
• Align with overall business goals
• SWOT Analysis
• Go-to-customer strategy
• Setting goals

What is a Go-to-Customer Strategy?

A go-to-customer strategy focuses on how an organization can most effectively reach its target customer base. Figuring out the pros and cons, risks, and costs of all possible routes to customers is a complex task. A go-to-customer strategy includes field sales, inside sales, online channel partners, and resellers. It is an evolving process that needs constant tracking and analysis to match real-time market changes and trends.

Related posts:

• Top 10 Sales Strategy Plan Templates To Maximize Revenue

Top 10 Sales Action Plan Templates with Samples and Examples

• Top 10 Sales Growth Plan Templates with Samples and Examples 
• How to Design the Perfect Service Launch Presentation [Custom Launch Deck Included]

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Home Blog Business How to Create a Winning Sales Plan Presentation

How to Create a Winning Sales Plan Presentation

As sales professionals, you are used to writing sales plans, but presenting them to stakeholders is a different story. People in your organization, including executives and decision-makers, often possess high-level industry knowledge and business acumen. They are also incredibly impatient and don’t have time to sit for long presentations. Therefore, your sales plan presentation should go beyond mere information-sharing; it should be about aligning your sales plan with their existing understanding concisely and time-efficiently.

In this article, we will guide you through the process of creating a presentation material based on your sales plan. Expect useful presentation templates along the way!

Table of Contents

Key Elements of an Effective Sales Plan Presentation

Executive summary, goals and objectives, market analysis, sales strategies and tactics, financial projections, contingency plan and risk management.

• Tips for Sales Presentations

Preparing your sales plan presentation parallels your steps when writing the document. After all, your goal didn’t change; that is, to spell out the objectives, strategies, and implementation measures guiding your sales efforts.

Your sales plan presentation should cover the following elements.

Let’s discuss each component in detail.

An executive summary is the preface to your larger sales plan document, so it should also precede the body of your sales plan presentation. This slide provides a concise overview of the entire sales plan, including your objectives and strategies, setting the stage for what’s to come.

Normally, executive summaries are written in paragraph form proportionate to the report’s length. But it is different when it comes to PowerPoint presentations. Executive summary slides should be visually dynamic to draw the audience’s attention to the most critical information of the report. 

Here’s an example of a sales plan presentation’s executive summary slide . Note that the following slides outline a hypothetical sales plan for FreshBite Delivery, a fictitious company. The data and market trends presented in this example are for illustrative purposes only and do not reflect actual market conditions.

Following the executive summary is a slide/s that outlines the goals and objectives you want to achieve with your sales efforts. Depending on the size of your organization, this part might cover the specific goals of each department involved in the sale. Imagine being in a larger company; different groups might work parts of the sales process. So, you’d discuss the goals for each of those groups. 

You may talk about when you expect certain things to happen as well. Like, when do you plan to reach certain milestones? For the employees, this helps create a clear line of sight between the goals and their day-to-day work. For decision-makers, this shows where the sales plan is taking the company.

Let’s continue our FreshBite Delivery sales plan and see what a Goals and Objectives slide may look like.

Presenting the findings of your market analysis activity holds significant importance in proving the validity of your chosen sales goals and strategies. Your market analysis presentation builds confidence among decision-makers that your approach is grounded in a solid understanding of the market’s realities. Through this section, you can also address a crucial concern they often have: whether there’s a genuine demand or space for your products or services.

There are several market analysis templates you can use, but the best ones should allow you to do the following:

• Assess available market factors (e.g., volume and value)
• Identify and quantify target customer
• Identify competitors

For example, FreshBite Delivery’s market analysis presentation could include a slide dissecting the market segments they can turn into customers.

Another option presenters can consider is using a Perceptual Map to present the company’s position against competitors in the same market.

Now, it’s time to get into the nitty-gritty of your presentation by talking about your sales strategies and tactics. This part is the heart of your presentation, where you’ll outline the key activities you intend to implement to achieve your sales goals.

So, what should a sales strategy slide include? It should typically answer the following questions:

• How will we reach our target customers?
• Who is responsible for what?
• What’s the timeline for implementation?

Reaching Target Customers

This section zooms in on the methods and channels you’ll use to connect with your intended audience. Can you leverage social media, email campaigns, direct sales calls, or a mix of these approaches?

For example, the sales and marketing team of FreshBite Delivery may launch targeted advertising and search engine marketing campaigns to reach potential customers. They may also offer subscription discounts for long-term commitments to encourage repeat orders. All of these strategies are in line with their sales goal of increasing their monthly revenue.

Presenting the Team

In your presentation, it’s also important to identify the individuals or teams who will be accountable for different aspects and execution of your sales plan. You’ll want to showcase the connections between individuals and their driving strategies. This demonstrates the coordinated effort that’s underway. Whether it’s the marketing team spearheading digital advertising or the customer support team nurturing customer relationships, this alignment of roles is the backbone of your sales success.

Setting Timelines

In this timeline slide , you will outline the actionable tasks contributing to achieving your sales goal with a clear completion timeline. Each task would be accompanied by its responsible party, a brief description, and a specific completion deadline. You may also list the activities in a way that assumes logical dependencies between tasks. 

When presenting your sales plan to stakeholders, you outline your company’s growth roadmap. However, numbers speak louder than words, and a well-crafted financial projection serves as a quantitative validation of the strategic path you are advocating. This projection offers a calculated glimpse into the financial outcomes your sales initiatives are poised to generate.

In this section of your presentation, you may include the following:

• Sales Revenue Projection – an estimate of your expected sales revenue based on your sales strategies, market demand, and historical data.
• Sales Growth and Market Trends –  anticipated market growth rates and trends that could impact your sales.
• Cash Flow Projection – a breakdown of the inflow and outflow of cash over a specific period.
• Break-Even Analysis – the point at which your total revenue equals your total expenses.
• Churn Rate – the proportion of customers who are leaving.

A sales plan aims to provide your organization with a systematic approach to achieving your revenue goals successfully. However, unforeseen incidents may catch you off guard and disrupt your plan’s progress. It’s paramount to let the stakeholders know that you have a “Plan B.”

According to Forbes Advisor , a contingency plan is a plan that will guide how your team should react to factors that interrupt the normal course of business. On the other hand, risk management is a broader approach focused on identifying and mitigating potential risks before they materialize into disruptions. Both concepts are crucial components of a sales plan.

Here’s a sample presentation of a contingency plan and risk management strategy for our made-up organization, FreshBite Delivery.

Tips for Sales Plan Presentations

1. keep your presentation concise.

When you present a wordy slide during a sales plan presentation with the stakeholders, a lot can go wrong. They may inadvertently read ahead or, worse, lose interest in the presentation altogether. Hence, you need to make a conscious effort to prioritize brevity and clarity in your slides.

One technique that can help you in this regard is the 1-6-6 rule, which suggests that there should only be one main idea for each slide, a maximum of six bullet points, and six words per bullet point.

Guy Kawasaki, on the other hand, suggests that an engaging presentation consists of no more than 10 slides, lasts no longer than 20 minutes, and is no lower than 30 points in size. This is known as the 10/20/30 rule of presentation .

2. Use Graphs, Charts, and Infographics

Sales plan presentations often include data-heavy information that visuals can convey more effectively than words alone.

For example, you can use a bar chart to compare revenue growth over quarters or a pie chart to showcase the percentage distribution of customer segments. You may also utilize a sales funnel to visualize the customer journey and the strategies you must implement for each stage.

Visual representations can simplify complex data, enhance comprehension, and make the information more engaging for your audience.

3. Create Narratives to Connect with the Audience

Stories are one of the most engaging ways to grab an audience and gain support for your strategies in the context of a sales plan presentation. A well-crafted story can illustrate the rationale behind your proposed plan and emotionally connect stakeholders to your vision.

Instead of directly stating your resource requirements, for example, you can weave a story highlighting employees’ challenges in completing a transaction. This demonstrates how these challenges affect revenue and explains why you need more resources to do better.

4. Anticipate Objections

Facing objections during a sales plan presentation can be nerve-wracking, but you can also use them to strengthen your case and increase stakeholder buy-in.

When faced with customer objections , what you need to do is to respond to the real issue. Shift the conversation towards potential solutions and showcase how your strategies address the concerns. Support your response with concrete evidence to add credibility to your arguments.

So, if a stakeholder objects to the potential risks of entering a competitive landscape, highlight your risk mitigation plan and cite market trends to prove that your strategies are grounded on tangible data.

5. Send Follow-Up Info

The next crucial step is to maintain momentum and solidify the impact of your presentation, which you can do by sending follow-up information.

You can start your follow-up email by thanking your audience and concisely summarizing the main points discussed in your presentation. You may also further address objections and reiterate how your strategies solve those concerns.

Don’t forget to attach the complete sales plan document to your email so your audience can revisit and study the content.

For more information, check our article about strategy presentations .

Crafting an effective sales plan presentation is paramount for achieving support and buy-in from your organization’s decision-makers. By meticulously analyzing market trends, setting clear goals, and transforming them into insightful presentation materials, your presentation becomes a potent tool for engaging stakeholders and realizing organizational objectives. Our presentation templates can help you level up the clarity of your proposals necessary to secure the backing you need for successful implementation.

1. Simple Executive Summary Slide Template for PowerPoint

You don’t have to go overboard to express the Executive Summary in a Sales Plan Presentation. Work with this visual one-pager slide with three colorful sections to showcase the main business objectives. Clipart icons help to add value to your presentation as visual cues of what the objective is oriented.

Use This Template

2. Executive Summary PowerPoint Template

The Executive Summary slide used in the case study of this guide can be part of your upcoming sales plan presentation. This highly visual template is intended for QBR presentations, as it summarizes the business plan’s milestones, a market analysis, and strategies, and you can even include the company’s vision and operational processes.

Work with the included icons, and resize or reorganize the elements listed in this 100% editable executive summary slide deck.

3. Perceptual Map PowerPoint Template

A selection of 3 layouts to express a Perceptual Map in your sales plan presentations. Using this tool, you can instantly map companies in how they rank according to two key attributes – such as price and quality.

This perceptual map template helps companies understand where their product or service stands in the market compared to other industry actors. Edit the included icons in terms of size, color, and positioning in just seconds.

4. Brand Positioning Map PowerPoint Template

An alternative to express a brand’s stance in the market, use this Brand Positioning Map PowerPoint template to analyze and present your brand against competitors in the same niche according to two ranking metrics. This two-axis map is expressed through multiple formats, such as a simple map diagram, a 3×3 matrix, a multi-map layout, and more. You can edit all details in this template, such as shapes and colors used to represent brands and their overall position.-

5. Member Profile PowerPoint Template

Introduce your team in a detailed format by highlighting their core skills in relation to your company’s sales plan. Using our Member Profile PowerPoint template, we can ditch the dull org chart slides and get your team closer to stakeholders in a layout resembling a website or social media profile.

Try and edit these 3 creative meet-the-team slides, and tailor their color scheme to your branding requirements in just a couple of clicks.

6. Editable Gantt Chart for PowerPoint

Express deadlines, overlapping tasks, and dependencies by using an elegant and simple Gantt Chart Template for PowerPoint. This fully editable template shall help you represent your tasks by using three main properties: Start Date, End Date, and Task Curation Percentage.

This template allows full customization of color, shape sizes, task count, time period, etc., to help presenters narrow down the core areas of their projects in an efficient format. Using a two-tone bar, this Gantt Chart stands out as a sort of 3D graphic, making it an attractive visual asset for your presentation.

7. Financial Projections & Key Metrics Template for PowerPoint

Represent the numbers managed in your financial projections in a visual format. This Financial Projections & Key Metrics Template for PowerPoint uses a table format that is fully editable to cover as many years as required or even lists other metrics than Customer Number, Revenue, Expenses, and Cash Flow.

Easy to update, the pre-made slides cover 2-year, 3-year, 4-year, and 5-year plan projections.

8. Sales Action Plan PowerPoint Template

Use this Sales Action Plan PowerPoint template to turn your sales goals into an actionable plan. The template features two slides with 3 columns for different sales channels: In-Store, Online, and Wholesale. Each slide is a variation of the layout, either in vertical or horizontal format.

List down the core elements of your action plan according to your KPIs, and measurement parameters like projected sales, deadlines, distribution strategy, and more.

9. 30 60 90 Days Plan Timeline Template

Your sales plan presentation can feature a 30-60-90 days Plan Timeline Template to express short-term actions and when is the expected deadline for them. We list five different layouts for this purpose, so presenters can easily adapt these slides to their graphics style.

10. Creative TAM SAM SOM Slides Template

An alternative to this article’s TAM SAM SOM slide, this pyramid format presents the market size subsets in a funnel layout. The usage of this tool is relevant to any business size but particularly relevant to small business owners to initiate their operations with the right selling strategy.

Use this template today and smartly create lead-generation strategies with these insights.

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Presentation Approaches, Sales Filed under Business

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