每个公司都需要一份商业计划以及详细的企业规划图，从而为每个部门实现共同目标提供指导。作为公司的创收引擎，销售部门在撰写销售计划的过程中变得举足轻重。本篇文章介绍了销售计划的概念，并为公司撰写适当的销售计划提供了详细指导。

01

A sales plan details the overall sales strategy of a business, including the revenue objectives of the company and how the sales department will meet those goals. This may also include revenue goals, the target audience and tools the team will use in their day-to-day. In addition, the sales plan should include examples of the hurdles and pain points the team might encounter, as well as contingency plans to overcome them.

 销售计划详细阐述了企业的整体销售战略，包括公司的收入目标以及销售部门将如何实现这些目标。这可能还包括收入目标、目标受众以及团队在日常工作中使用的工具。此外，销售计划还应包括团队可能遇到的障碍和痛点的事例，以及克服这些障碍和痛点的应急计划。

 “[A sales plan] is essential to support the growth of an organization,” said Bill Santos, vice president of the ITsavvy Advanced Solutions Group. “A sales plan helps individual reps understand the priorities of the business.”

 ITsavvy高级解决方案集团副总裁 Bill Santos 说：“销售计划对于支持公司的发展至关重要。”销售计划可以帮助销售代表了解业务的优先事项”。

02

Every sales plan should suit the individual needs of a different company, so they come in all shapes and sizes. There is no one-size-fits-all sales plan; the one you create will be unique to your business. With careful planning, you’ll have a much clearer vision of what you need to accomplish and a road map for how to get there. 

 每份销售计划都应满足不同公司的个性化需求，因此它们的形式和规模也各不相同。没有放之四海而皆准的销售计划；你所制定的计划将是你的企业所独有的。通过精心策划，你会对需要完成的任务有更清晰的认识，并为如何实现目标绘制规划图。

 Chris Gibbs, vice president of global sales at Centripetal Networks, named some additional items that every sales plan should include.

 Centripetal Networks 公司全球销售副总裁克里斯·吉布斯提出了每个销售计划都应包括以下额外因素。

 Targeted accounts: Assign each salesperson a few key accounts to focus on, and grow from that base.

 目标客户：为每位销售人员指定几个重点客户，并在此基础上发展壮大。

 Targeted verticals: Sales teams might focus on specific market segments or verticals, such as a particular industry.

 目标垂直市场：销售团队可专注于特定的细分市场或垂直市场，例如特定的行业。

 Sales and marketing coordination: Sales and marketing teams should work together to create promotions to help generate sales.

 销售与营销协调：销售团队和营销团队应合作开展促销活动，以增加销售额。

 Product road maps: Every company has a road map, and each product should have a road map that shows the plan and direction for a product.

 产品规划图：每家公司都有一个规划图，每种产品也都应该有一个规划图，指出产品在一段时间内的计划和方向。

 Forecasts: Sales forecasting is projecting sales volumes and expectations by comparing them historically to sales of previous years, and then conducting market comparison to determine where sales will fall against the competition.

 预测：销售预测是通过与前几年的销售额进行比较，然后进行市场比较，以确定销售额与竞争对手的差距，从而预测销售量和预期结果。

 “Sales plans are extremely important to ensure there is cohesiveness between product teams, sales and marketing,” Gibbs said.

 “销售计划对于确保产品团队、销售和营销之间的凝聚力极为重要，”吉布斯说。

03

A sales plan is necessary for businesses of every size, from an individual entrepreneur to a Fortune 500 company. When you’re ready to actually write your sales plan, follow these steps:

 从个人创业者到财富500强企业，各种规模的企业都需要销售计划。当你准备好撰写销售计划时，请遵循以下步骤：

 Define the objectives. 

明确目标

 Clearly outlining your goals and stating your objectives should always be the first step in creating a sales plan or any other business venture. You should include the expected sales volume and any markets or territories you expect to reach. 

 在制定销售计划或任何其他商业计划时，第一步始终是明确概述你的目标并说明你的目的。这个目标应该涵盖预期的销售额以及期望开拓的任何市场或地区。

 Assess the current situation.

评估现状

 The next step is to create an honest overview of your business situation in relation to the goal you set in the first step. 

 下一步是对照第一步中设定的目标，对自己的业务状况进行如实的概述。

 Review your strengths. Take a look at your resources and how you can apply them to your goal. This can include personal relationships and competitive advantages like new products or services.

 思考你的优势，审视自己的资源，以及如何将其用于实现目标。这可以包括人际关系和竞争优势，如新产品或服务。

 Determine the sales strategies. 

确定销售战略

 Sales strategies are the actual tactics your team will use to reach customers. They can include marketing channels as well as procedures for lead generation and client outreach employed by your salespeople.

 销售策略是你的团队用来接触客户的实际战术。其中可能包括营销渠道以及销售人员创造销售线索和拓展客户的步骤。

编 辑 | ETTBL