Create a Sales Concept: Structure, Example and Template

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.

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.

Using this structure, we built the first part of the MT Softec example in detail. The document is available as a PowerPoint template, and also in Word and PDF formats, as a free download. It is designed to help you create your own sales concept document more quickly and with clearer structure.

The sales plan, as the second part of the concept, contains equally important content. 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.

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.