Create a Sales Concept: Structure, Example and Template

People searching for sales concept structure, example or template usually need a clear working model. A strong sales concept connects strategic choices with an executable sales plan.

1. Target customers: segments, priorities, exclusion criteria and concrete buying centres.
2. Value proposition: problem, business value, differentiation and proof points.
3. Channels: direct sales, partners, marketing inbound, events or existing-customer paths with a clear role for each channel.
4. Roles: responsibilities for lead qualification, opportunity management, proposal, closing and customer success.
5. Action plan: concrete initiatives, milestones, resources and dependencies.
6. KPIs: pipeline, conversion rates, win rate, sales cycle, forecast quality and activity indicators.

A useful sales concept example PDF or PowerPoint template should not only provide polished slides. It should show how assumptions, actions and KPIs connect.

• A starting situation with a concrete target-customer problem and business goal.
• An example structure that leads from market choices through channels to the sales plan.
• A sample page for actions, responsibilities and timing.
• A KPI page that makes pipeline, conversion rates and forecast quality visible.

This connection between example, template and steering logic determines whether the sales concept is used in practice or remains a presentation file.

Before looking at our example and PowerPoint template, it helps to distinguish three terms that are often mixed up: sales concept, sales strategy, and sales plan. A sales concept is the overall commercial framework. It combines the strategic direction with the operational plan needed to achieve sales targets.

The sales strategy defines target groups, positioning, core messages, and the sales objectives to be achieved. It also determines the channels, pricing logic, and customer approach used to reach those objectives. The sales plan then turns that strategy into action: concrete steps, timing, responsibilities, and budgets. Understanding the distinction between these elements is crucial when building a strong commercial setup.

Following this logic, we divide the sales concept into two main parts: sales strategy and sales plan.

If you first need to clarify the strategic frame, also read Create a Sales Strategy. For forecast, pipeline and reporting logic, use Sales Funnel Reporting.

1. Sales strategy defines the market view, segmentation, competitive positioning, value proposition, product portfolio, sales goals, channels, organizational setup, pricing, incentives, and risk management.
2. Sales plan translates these strategic choices into concrete actions. It includes responsibilities, timing, resource planning, budgets, specific sales activities, success measurement, and risk mitigation.

This structured approach ensures that sales activities are both strategically grounded and operationally effective.

To make the topic tangible, we use a fictional example company called MT Softec. MT Softec is a provider of software solutions for mid-sized manufacturing businesses in Germany. The company focuses on improving production processes, automation, and real-time data analysis. In the strategy part of the sales concept, we describe its target markets, positioning, market segments, competitors, customer groups, and unique selling proposition.

The matching templates, examples and presentation materials are bundled in the Sales Toolkit. Depending on the package, you receive readable starter materials, editable DOCX, PPTX and XLSX files or a Professional version for white-label and client use.

If you want to start with a structured working document, use the Sales Concept Template. If you need a completed reference document, the Sales Concept Example is the better starting point. For management or workshop settings, use the PowerPoint version.

The sales plan turns strategic choices into concrete activities, responsibilities, timelines and steering logic. We recommend a structure covering:

1. Introduction and purpose of the sales plan.
2. Detailed action plan with concrete steps, responsibilities and ownership.
3. Timeline with milestones and deadlines.
4. Resource planning for people, budget, tools and allocation.
5. Budget plan with cost structure, funding sources and budget assignment.
6. Planned sales activities such as campaigns, trade fairs, customer visits, target groups and channels.
7. Monitoring and controlling with measurement methods, KPIs and reporting.
8. Risk analysis and risk management with implementation risks and mitigation measures.

The matching templates, examples and presentation materials are bundled in the Sales Toolkit. Depending on the package, you receive readable starter materials, editable DOCX/PPTX/XLSX files or a Professional version for white-label/client use. For pipeline and forecast logic inside the sales plan, also use Sales Funnel Reporting.

Creating a comprehensive sales concept is a crucial step toward long-term business success. A strong concept combines strategic clarity with an operationally realistic implementation plan. The templates in PowerPoint, PDF, and Word are meant to support you in building your own sales concept professionally and efficiently.