Business Plan: Marketing & Sales Strategy
What is marketing and sales strategy?
The Marketing and Sales Plan describes how your business will attract and retain clients through specific strategies, pricing, and distribution channels. It outlines where and how you will promote your products or services, how you will set prices in relation to competitors, and how customers will actually receive what they purchase whether through a physical location, online platforms, partnerships, or other channels. This section should also identify your sales goals and the step‑by‑step process for turning leads into paying, repeat customers.
Why is it important?
To build confidence, support your strategy with concrete metrics and data from reputable sources. Incorporate market research, industry benchmarks, and performance indicators such as expected conversion rates, customer acquisition costs, and retention targets to show why your chosen tactics are realistic. Demonstrating this level of research, focus, and intention signals to lenders that you understand your market, have a thoughtful plan for generating revenue, and are prepared to monitor results and adjust campaigns to meet your sales and repayment objectives.
Key considerations
Define what makes your product or service distinct and compelling compared to competitors.
What promotion channels, messaging, branding, and advertising tactics will be used
o Social media, in person, specific messages, discount offers, etc…
Set clear, measurable objectives (e.g., revenue targets, conversion rates) aligned with overall business goals.
Allocate funds across marketing campaigns, sales activities, technology, and personnel to optimize ROI.
Include tactics for maintaining relationships to encourage repeat business and referral requests.
o Incorporate into sales process, call flows, purchase follow up, etc…
Plan for changes in market conditions and new competitors
o Evolving customer preferences with flexible strategies.
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