How do the sales concept, sales strategy and sales plan differ?
Before we start with our example and the PowerPoint template for creating a professional sales concept, let’s take a look at three terms that are often confused: Sales concept, sales strategy and sales plan.
A sales concept forms the basic framework for a company’s sales and includes all strategic considerations that are necessary to achieve sales targets. Its creation consists of two parts: the sales strategy and the sales plan.
Simply put, the sales strategy describes the sales objective and the way to achieve it.
Heinrich Ruhwasser
The sales strategy therefore defines the target groups, the market positioning and the key messages that are to be communicated and sets out the sales targets to be achieved. From this, it derives the specific measures and approaches that are used to achieve the defined goals. These include, for example, the choice of sales channels, the pricing strategy and the type of customer approach.
The sales plan is the operational implementation of the sales strategy. As part of the creation of the sales concept, we describe in detail the steps and timetables for the implementation of strategic measures, such as the planning of sales campaigns, the definition of responsibilities and the creation of budget plans.
By understanding these differences, it becomes clear how important each individual element is for the success of the entire sales process and why a well thought-out sales concept forms the basis for successful sales work. This is essential if you are creating a sales concept or looking for a convincing sales concept example.
Getting started with creating a sales concept: Example of the correct structure (also available as a PowerPoint template)
In line with our division, we divide our sales concept into two main parts: the sales strategy and the sales plan.
Part 1: Sales strategy is the basic framework and includes a detailed analysis of our target market, market segmentation and a comprehensive competitive analysis. It describes the positioning of our company and defines our unique value proposition and product portfolio. It also sets clear sales targets and explains the various sales channels and organizational structures we use to achieve these targets. The section concludes with an examination of pricing, provisioning and risk management.
Part 2: Sales plan translates the strategic considerations into concrete, implementable measures. It contains a detailed action plan with clear responsibilities and timetables. Resource planning ensures that the necessary resources are available, while the budget plan covers the financial aspects of each measure. Planned sales activities are listed precisely and methods for measuring success and mitigating risk are defined to ensure successful implementation of the sales strategy.
This structured approach ensures that our sales activities are both strategically sound and operationally effective in order to achieve our corporate goals and promote sustainable growth.
Let’s get started: creating the sales strategy
To make it easier for you to get started with creating a sales concept, we would like to present a practical example based on our sample company MT Softec. (Our sales concept PowerPoint template is also based on this example). MT Softec is a leading provider of software solutions for medium-sized production companies in Germany. The company focuses on the optimization of manufacturing processes, automation and real-time data analysis to increase the efficiency and competitiveness of its customers.
When creating sales concept part 1, the sales strategy, the target markets and the positioning of MT Softec are described in detail. This includes a detailed market analysis, identification of the most important market segments and a competitive analysis. Furthermore, the specific target groups and the Unique Selling Proposition (USP) of MT Softec are explained.
| Chapter | Explanation of the contents |
|---|---|
| 1. introduction | This section introduces the objectives of the document and provides an overview of MT Softec’s sales strategy. |
| 2. target market and positioning | This section covers the target market overview, market size and growth, and evaluation of MT Softec’s market positioning. |
| 3. market segmentation | This describes the segmentation of the market according to company size, sector, technological maturity and geographical location. |
| 4. competitive analysis | This analysis identifies the main competitors, evaluates their strengths and weaknesses and derives competitive advantages for MT Softec. |
| 5. market trends | Important trends such as digitalization, automation, cloud computing, cyber security, big data and sustainability will be highlighted. |
| 6. positioning and USP | The section defines the focused market segment, the target groups and the uniqueness of MT Softec’s products and services. |
| 7. value proposition | The convincing value proposition of MT Softec is explained, including the special customer benefits of the software solutions. |
| 8. portfolio | The primary product and complementary products and services are described, including cross-selling and upselling opportunities. |
| 9. sales targets | MT Softec’s short-term and long-term sales targets are defined and their achievement described. |
| 10. distribution channels | The various sales channels such as lead generation, new customer direct sales, key account management and partner channel are explained. |
| 11. sales organization | The organizational structure of the sales team, including management roles and regional subdivisions, is presented. |
| 12. sales process | The structure of the sales process is explained, including the different phases and specific variants for the sales channels. |
| 13. pricing and provisioning | The section describes the license model, the pricing of services, the incentives for sales staff and partners and the price review. |
| 14. interfaces | Important interfaces to marketing, product management, professional services and sales controlling are identified and described. |
| 15. risk management | This section is dedicated to the identification of potential risks and the development of risk mitigation strategies in sales. |
Sales concept example as PowerPoint template (Part 1: Sales strategy)
With the structure just presented, we have worked out the first part of MT Softec’s sales concept, the sales strategy, in detail in a sample document. You can find the document as a PowerPoint (and Word or PDF) template for free download at this link. There we also describe the example in more detail to help you create your own sales concept document in the best possible way.
Second part of our sales concept: creating the sales plan
The sales plan, i.e. the second part of the sales concept, also has a lot of important content. We recommend this table of contents for the structure:
- Introduction
- Objective of the sales plan
- Connection with the sales strategy
- Detailed action plan
- Step-by-step measures for implementing the sales strategy
- Responsibilities and competencies
- Schedule
- Precise timelines for each measure
- Milestones and deadlines
- Resource planning
- Resources required (personnel, budget, tools)
- Resource allocation
- Budget plan
- Cost breakdown for each measure
- Funding sources and budget allocation
- Sales activities
- Planned sales activities (campaigns, trade fairs, customer visits)
- Target groups and channels for each campaign
- Monitoring and controlling
- Methods for measuring success
- KPIs and reporting
- Risk analysis and management
- Potential risks during implementation
- Risk mitigation measures
We are currently working on making this part of the sales concept available for download as a PowerPoint template. Of course, we also attach great importance to filling the template with practical content in order to provide you with an easy-to-understand example.
Summary and outlook
Creating a comprehensive sales concept is a crucial step for the long-term success of a company. Through detailed analysis and strategic planning, as illustrated in the MT Softec example, you can ensure that your sales activities are targeted and efficient. A well-thought-out sales concept not only includes the sales strategy, but also a clearly defined sales plan that supports the operational implementation of the strategy.
In this article, we have explained the key elements of a successful sales strategy and presented you with a structured approach. Use the templates provided in PowerPoint, PDF and Word to create and implement your own sales strategy. These resources are designed to help you achieve your sales goals and strengthen your market position.
For more details and practical examples, we recommend that you also read our detailed blog article on sales strategy and download the templates available there. With these tools, you are ideally equipped to implement your sales concept professionally and successfully.
