Sales Planning

Winning in B2B sales requires a plan to execute the Sales Strategy. Planning for sales success will create real, lasting growth for you and your company. The better your sales plan…. the more time you will have to grow your business.

How to elevate your sales strategy?

Invest In A Sales Process

Invest in a sales process that builds a framework to execute the sales plan.

Leverage Existing Data

Leverage existing data to build clear objectives and success metrics.


Implement Time For Sales Activities

Implement regular time for pure sales activities to increase sales productivity.

Utilise Consistent Qualification Criteria

Utilise consistent qualification criteria to increase closing ratios.

Build Your Sales Team's Capability

Embed your sales process and build your sales team’s capability through sales training and coaching to execute the sales strategy.

Track Progress

Track progress and adjust tactics as needed to achieve commercial sales objectives.

What more can you do?

What do the top 2% of SME’s do differently from their competitors? They create a very clear pathway to success. Own your B2B journey. The better your sales strategy, the more incoming revenue. Take a step back to review how your sales strategy stacks up.

Stop flying blind. Be clear about how you will measure, monitor and drive sales performance.


  • Do you have clear commercial objectives that cascade from the overarching business plan?
  • Have you split revenue targets between existing and new clients?
  • Are the objectives time-bound, specific and measurable KPIs linked to individual performance?

Planning your Sales Approach is critical to drive business growth


    • The best approach has been evaluated for each target audience.
    • The value proposition is clearly documented to support the sales team.
    • The unique selling proposition as it relates to your target audience has been identified for each of your product/service offerings.
    • Customers have been segmented and personas have been documented to assist in allocating key accounts and territories to your sales team.
    • The buyers journey and experience has been documented for consistency and to ensure value is added in each step of the process.

A Clearly defined execution plan will stop you from spinning your wheels, and ensure everyone knows what lanes they are bowling in.


    • Allocate 30,60,90 day activities for each salesperson to realise the sales objectives.
    • Each salesperson needs to be clear about the target accounts they are responsible for.
    • The execution plan needs to clearly communicate what weekly activity metrics are important including prospecting calls, meetings or deals needed to measure the sales pipeline probability.

Set the team up for success.  Tap into our insights and experience.


    • Sales Enablement: What do the top 2% do well in supporting their team with sales aides & tools to support the sales process? 
    • Time to audit of your Sales Operations?  Do you have the resources needed including salespeople, sales process and sales systems to execute the sales plan? 
    • Are there specific coaching or training that the sales team needs to execute the plan?
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Key Elements of a Successful SME Sales Strategy

” …a strategic approach to sales is not just an advantage—it’s a necessity for growth and sustainability.”

In the dynamic business arena, Australian small and medium-sized enterprises (SMEs) must recognise the critical role an effective sales strategy plays in their success. With the advent of digital dominance and evolving customer preferences, a strategic approach to sales is not just an advantage—it’s a necessity for growth and sustainability.

Adapting to the Digital Shift

The B2B sales landscape has shifted significantly, with a forecast that 80% of sales interactions will transition to digital channels by 2025. This digital shift demands that SMEs adapt their sales strategies to meet customers where they are increasingly active. A digital-centric sales strategy ensures that SMEs remain competitive and relevant in a market where traditional methods are rapidly becoming obsolete.

The Importance of Authentic Engagement

Despite the digital transformation, the core of sales remains deeply human. An effective sales strategy must go beyond transactions to build genuine relationships. Strategies that prioritise authentic engagement are more likely to foster trust and credibility, leading to long-term customer relationships and repeat business.

Strategic Focus on High-Probability Leads

A strategic approach to sales involves identifying and focusing efforts on high-probability leads. Utilising frameworks like BANT—Budget, Authority, Need, and Timeframe—enables SMEs to qualify leads effectively, ensuring that sales efforts are not wasted on low-probability prospects. This focus helps streamline the sales process and improves the likelihood of conversion.

Cultivating a Sales Culture

Beyond processes and tactics, a sales strategy must also encompass the cultivation of a positive sales culture. This culture should promote resilience, continuous learning, and ethical selling practices. A strong sales culture can significantly influence the behaviors and attitudes of the sales team, leading to better performance and customer satisfaction.

Leveraging Technology for Strategic Advantage

Incorporating technology into the sales strategy is essential for SMEs. Tools like CRM systems and sales automation not only provide valuable insights but also enhance the efficiency of sales activities. Embracing technology enables SMEs to make data-driven decisions, tailor their sales approach, and ultimately drive better sales outcomes.

Why build your Sales Plan with us?

We are hands-on and bring decades of B2B experience, perspective, and insight to the Sales Strategy planning process. Don’t just take our word for it. Find out what some of our clients have to say about working with Salesmasters.

KingBuilt Homes

“We got more than we ever bargained for. Peter implemented a customer centric sales strategy from start to finish with a step-by-step plan. We were not only given a customised strategy to increase sales but he gave us some invaluable business and HR advice, which has helped us to grow exponentially.”

Michael from sales client Bainbridge Technologies.

Bainbridge Technologies

“Salesmasters has worked side by side with Baintech in the execution of our growth strategy. Peter & the team from Salesmasters were instrumental in setting strategy and introducing new accountabilities into the business that drove behavioural change across the sales team.  We now finally have a clear sales process mapped out, a world class sales playbook and individually sales plans for each of the salespeople which contain elevated KPA’s (Key Performance Activities) & KPI’s that will drive our revenue expectations.If you are an SME, operating in the B2B space, there is no better sales consultancy in the country that does it better than Peter McKeon and the team from Salesmasters”.


“We couldn’t see a way to scale our sales team.  We had a sales team that lacked direction, they were chasing everything and finding a lot of them dead, in the meantime we had lost sight of other more promising opportunities. We had sales team members that were at full capacity chasing their tails.   These challenges slowed down business growth.  Salesmasters assisted us to come up with a sales plan, this clearly articulated where we do and don’t play which gave the team focus. Salesmasters also introduced some tried and tested qualification measures to ensure our sales team were focusing on the most lucrative opportunities”.

Sales Planning FAQs

Why do you need to create buyer personas?

It is essential to know who you are selling to and what is important to them if are going to be successful in sales. Whether your B2B selling environment has one or five different customers you will need to review the data you have available from existing customers to identify the types of customers you have and those you want more of.

Do I need to create a value proposition for each persona?

Each buyer has different needs.  Identifying the value proposition for each ensures that the way you are communicating your offer to them will not only be more engaging has a higher probability of success.  

What is the difference between a customer journey and customer experience?

The customer journey maps the steps each persona is likely to go through before a sale is made e.g., Visit website – Watch demo – Join an online presentation meeting with salesperson – Qualify – Close.  

The customer experience is documenting the touchpoints from inquiry through to account management; what do you want the customer to remember about the experience and your brand?

When we review our Sales Strategy. What are the key metrics we need to consider?

Obtaining a lead is one thing, but converting that lead is what you want to measure; we call them primary conversion metrics.  Collecting data on these metrics will help to identify how aligned your sales and marketing efforts are and how you might need to adjust your sales strategy over time to increase results.  

If you want to win in B2B sales, you must be strategic. It can be difficult to navigate the best way forward, we will help you see the bigger picture, and support you to action your sales plan. What would that mean for your business?