Sales Planning

Determining
Setting operations to Organising for
Objectives action
meet
objectives

Re-evaluation Measuring
results against Implementatio
and control
standards n
 Sales Planning
Mission Statement: It is a statement of purpose of the company,
which should be defined ideally vis-à-vis its target customers

Situation Analysis: Basically a SWOT. Internal audit can include

current marketing mix, size and growth of the market, customer
trends, etc.

External audit includes PEST i.e. Political, Economic, Socio-cultural and

Technological; which are basically broad macroeconomic trends

Statement of Objectives: Objectives shouls follow the S.M.A.R.T.

principle; that is Specific, Measurable, Achievable, Realistic & Time
bound
 Sales Planning
Generating & Selecting Strategies: How do you target,
price, how to retain customers recognising at which stage
they are – prospect, first time, repeat customer, dormant,
etc. You must take the right decisions based on your SWOT.

Prepare the marketing programme; do the budgeting and then

implementation and control

Sales function provides inputs vis-à-vis analysis of current

marketing situation, determining sales potential,
generating/selecting strategiesand in budget,
implementation and control…