How to Use a Sales Strategy Template to Create Your Own

By Indeed Editorial Team

Updated July 27, 2022

Published January 3, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

As businesses aim to make a profit, they usually look for methods to improve sales. Sales strategies are different tactics and plans which companies may use to stimulate public interest in their products and improve their average sales rates. Understanding how to use a sales strategy template can help you design a more organized and effective sales strategy. In this article, we offer a sales strategy template, provide an example, and examine how to create your own sales strategy.

Sales strategy template

Here's a sales strategy template you can use as a guide when making yours:

[Name of company]
[Timeline for sales strategy]

Mission and sales objective

[Brief company history/background]
[Mission statement]
[Objectives of sales strategy]

Goals with timelines

[Deadline year]

  • [Sales goal]

  • [Key performance indicator]

  • [Frequency of audit]

Target customer profile

[Business to business profiles]

  • [Focus industry]

  • [Size of the company based on annual revenue]

  • [Size of the company based on number of employees]

  • [Roles/titles of relevant business stakeholders]

  • [Duties of relevant business stakeholders]

  • [Relevant professional organizations, associations, and memberships]

  • [Channels for communicating sales pitches]

[Business-to-consumer profiles]

  • [Target gender]

  • [Target age]

  • [Target family status]

  • [Home ownership status]

  • [Income range]

  • [Level of education]

  • [Interests]

  • [Channels for communicating sales pitches]

Account strategies

[Account type]

  • [Sales strategy for account type]

  • [Method for implementing strategy]

Sales resources


  • [Location of sales resource]

  • [Use of sales resource]

Review of pipeline stages

[Buyer stage]

  • [Sales action]

  • [The result of sales action]

  • [Reason for results]

Review of KPIs

[Relevant KPI]

  • [Sales goal]

  • [Actual results]



  • [Primary role]

  • [Relevant KPIs]



  • [Nature of expense]

  • [Expected cost]

Example of a sales strategy

Here's an example of the sales strategy of a company that sells soda:

Relishable Soda Bottling Company
Sales strategy for 2021-2026

Mission and objective
Company background: Joe Hernandez founded this company on July 5th, 2014 to provide healthy refreshment options for consumers across the country. Since it established its first branch in Toronto, Ontario, Relishable has grown to include over 30 branches across various provinces and territories.
Mission statement: Relishable Soda's mission is to allow everyone to enjoy soda as healthy as it's refreshing.
Sales objective: Relishable soda aims to increase its market share by 18% at the end of five years and grow revenue by 30% each year.

Time-based objectives
End of 2021:

  • Goal: Increase sales by 1,000,000 units.

  • Metric: Acquire 50,000 new customers, each buying 20 cans of soda per year.

  • Audit frequency: Monthly.

End of 2023:

  • Goal: Increase purchase of products by retailers.

  • Metric: Establish strategic partnerships with five major supermarkets with initial orders of $10,000 each.

  • Audit frequency: Quarterly.

End of 2026:

  • Goal: Increase operative restaurant accounts.

  • Metric: Establish strategic partnerships with ten fast-food franchises and five restaurants.

  • Audit frequency: Biannually.

Target customer profile
B2B accounts:

  • Restaurant, fast-food franchises, supermarkets, SME retailers

  • Annual revenue of $20,000 to $10,000,000

  • Minimum of two full-time employees

  • Sell to managers, store owners, and chefs

  • Sell to those responsible for corporate partnerships, menu design, inventory management, and decision-making

  • Find leads in associations of company executives, SME trade groups, and company brand events

  • Sell via in-person sales pitches, emails, and cold calls

B2C accounts:

  • All genders

  • 8 to 65 years old

  • All family statuses

  • All homeownership statuses

  • Minimum wage of $8 per hour

  • All education levels

  • Interested in soda, recreation, and parties

  • Sell-through marketing campaigns, brand events, in-store representatives, and email and social media ads

Account strategies
New B2B account:

  • Strategy: Highlight growing preference for Relishable sodas and secure noticeable spaces to display products.

  • Tactic: Forward market data showing Relishable growing market share and offer customized refrigerators to store Relishable products.

Existing B2B accounts:

  • Strategy: Increase the amount and frequency of orders.

  • Tactic: Offer significant discounts for ordering in advance and special price allowances for additional 10,000 units purchased.

New B2C account:

  • Strategy: Emphasize the nutritional value of Relishable soda.

  • Tactic: Create and disseminate marketing campaigns focusing on the nutritional value of Relishable soda compared to other products.

Existing B2B account:

  • Strategy: Increase the number of orders.

  • Tactic: Launch special offers allowing customers to save money on multiple orders, and increase the quantity of each bottle by 10%.

Sales resources
Product and price catalogue:

  • Digital copy available on sales team digital workspace, which sales representatives can print at will

  • Use for brand events, in-store sales and walk-ins

Pitch manual:

  • Digital form available on sales team digital workspace, which sales representatives can print if needed

  • Sales representatives can use this as a guide when making cold calls, emails, and pitching products at brand events

Presentation deck:

  • Digital form available on sales team digital workspace and shared company drive

  • Use when making sales pitches to corporate executives and management teams

Review of pipeline stages
Sales presentation:

  • Pitched strategic partnerships involving the creation of combo meals with a Relishable soda

  • Successful attempt, leading to three new partnership deals

  • Companies liked the idea, as it allowed them to save on each item, increasing their overall profit margin

Brand events:

  • Organized entertainment to attract customers and shared free Relishable products

  • Lead to over $2,000 in sales

  • Entertainment attracted many customers, and new customers were willing to test the product for free

Free sample:

  • In-store representatives shared free samples of Relishable soda at major supermarkets

  • Resulted in average 15% increase in the purchase of Relishable soda across target supermarkets

  • Offering free samples increased customer motivation, leading to new conversions

Metric review
Restaurant sales pitch-to-sale conversion:

  • Goal: 20%

  • Actual: 35%

Average initial supermarket purchase order:

  • Goal: $10,000

  • Actual: $11,500

Average sales per day in partner supermarkets:

  • Goal: 2,800 units

  • Actual: 3,000 units

Sales manager:

  • Responsible for coordinating and supervising sales strategy implementation, collecting feedback, and optimizing it.

  • KPIs: Monthly sales and profit growth, employee satisfaction, and customer satisfaction.

B2B sales representative:

  • Responsible for pursuing and establishing profitable partnerships with restaurants, fast food franchises, supermarkets, and other retailers.

  • KPIs: Corporate partnerships, average purchase order, conversion rate, and follow-up rate.

B2C sales representative:

  • Responsible for increasing individual purchases through brand events, in-store sales, and marketing campaigns.

  • KPIs: Sales conversion rates, average purchase order, and average purchase frequency.

Sales expenses
Social media ads:

  • Type: Promotional

  • Anticipated cost: $10,000

Store billboards:

  • Type: Promotional

  • Anticipated cost: $2,000

Brand event planning:

  • Type: Promotional

  • Anticipated cost: $30,000

Branded t-shirts for staff:

  • Type: Promotional

  • Expected cost: $1,000

Free product samples:

  • Type: Customer relations

  • Anticipated cost: $20,000

Transport for in-store sales representatives:

  • Type: Employee welfare

  • Expected cost: $5,000

Related: What Is Cold Calling? (With Benefits and Tips for Success)

How to create a sales strategy

Here's an overview of some steps you can follow to create a sales strategy:

1. Conduct research

For your sales strategy to be effective, it's essential you design it based on real market data. Conducting thorough market research can give you valuable insights which you can leverage to reach your sales targets. Market research can include assessing competitors, consumer patterns, partnership opportunities, and distribution channels. It also typically involves evaluating previous sales strategies to determine their strengths and weaknesses. Once you complete your research, you can store and organize the data so it's easy to retrieve and analyze.

2. Determine sales goals

After conducting your research, you can determine the sales goals you aim to achieve over a certain period. One approach is to consult the team when selecting sales targets to ensure they're agreeable to everyone. Choosing realistic sales goals can help you improve your team's productivity and ensure each team member has an appropriate amount of work. Sales targets may also align with the company's overall purpose.

Related: What Are Business Goals? (With Definition and Examples)

3. Identify KPIs

Key performance indicators are objectively measurable metrics that you can use to assess the effectiveness of your strategy. For example, common KPIs for sales include conversion rate, lead response time, average purchase order, and average purchase frequency. KPIs offer you an objective means to evaluate existing sales strategies and judge the effectiveness of new ones. The most useful KPIs are clear, specific, and measurable.

4. Conduct a SWOT analysis

The acronym SWOT stands for strengths, weaknesses, opportunities, and threats. A SWOT analysis is a business tool that professionals may use to analyze the likelihood of success. It involves studying the advantages and disadvantages of a sales team regarding reaching your sales targets. You can use a SWOT analysis to find new options and avoid potential challenges.

Related: SWOT Analysis Example, Steps, and Importance at Work

5. Develop strategies to reach sales goals

After assessing your plan and your team's skill set, you can develop strategies to reach your sales target. It's important to ensure these strategies align with all relevant organizational rules and ethics. You can adapt previously effective strategies or create new ones. An effective sales strategy typically includes action plans, timelines, and defined roles and responsibilities.

6. Review

After developing your sales strategy and implementing it, you may monitor it closely. Keeping records of different strategies' effectiveness and communicating with sales representatives to receive feedback on them can help increase your chances of success. You can also review the strategy's effectiveness by evaluating set KPIs and assessing the team's progress based on the timeline.

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