FIND | New Business Development
Developing a Sales Strategy
Turn your sales targets into a practical plan of activities, measurements and actions that will help you achieve them.
Individual salespeople and sales managers need a clear, actionable plan to reach their targets.
This one-day interactive workshop for up to 15 participants helps your team translate market and sales objectives into bespoke activity plans. Delivered at your premises, a chosen venue or online, Sure Train’s practical sessions focus on understanding performance data and establishing clear, tailored measures of progress.
This interactive workshop delivers a practical action plan that links goals to daily activity, with review points to pivot and adapt.
Sales success needs more than a target.
Many salespeople are given targets without a detailed plan. Without understanding activity requirements, conversion rates and pipeline needs, it is hard to see why performance is ahead or behind. A practical strategy clarifies what needs to happen, when and how progress will be measured.
Clarity
Understand what achieving the target actually requires.
Focus
Concentrate effort on the activities most likely to deliver results.
Measurement
Monitor activity, conversion rates and progress.
Adaptability
Identify problems early and adjust the plan when necessary.
Develop a strategy you can actually use.
Through an interactive, workshop-based programme, participants develop a structured strategy including:
- Translate sales targets into realistic pipeline requirements.
- Understand the relationship between activity, conversion rates and sales results.
- Identify the activities that contribute most to sales success.
- Develop structured daily, weekly and monthly activity plans.
- Establish practical milestones and performance measures.
- Monitor conversion statistics throughout the sales process.
- Compare actual performance against planned activity and results.
- Identify skills, training and resources needed to deliver the strategy.
- Adjust the strategy when performance or circumstances change.
- Produce a practical implementation action plan.
Module 1: Sales Statistics – Understanding the numbers behind your target.
- Translating sales targets into pipeline requirements.
- Understanding the relationship between sales activity and results.
- Using conversion statistics to calculate required activity levels.
- Identifying gaps between current performance and desired results.
- Using relevant statistics to inform the sales activity plan.
Understanding the numbers helps participants develop realistic plans rather than relying on guesswork.
Module 2: Activity Planning – Turning the strategy into everyday sales activity.
- Developing daily, weekly and monthly activity structures.
- Identifying the key activities most likely to contribute to success.
- Prioritising activity to make effective use of available selling time.
- Establishing practical milestones.
- Creating a monitoring process to confirm that activity is taking place.
- Identifying training, development and resource requirements.
A strategy becomes useful when it is translated into specific actions that can be implemented and monitored.
Module 3: Measurement – Knowing what's working and what needs to improve.
- Creating processes for measuring sales activity and results.
- Understanding conversion rates throughout the sales process.
- Comparing actual performance against the sales strategy.
- Identifying areas of underperformance.
- Recognising where further development or support may be required.
- Using performance information to make informed decisions.
Measurement should support improvement, not simply create more administration.
Module 4: Flexibility Planning – Keeping the strategy relevant as circumstances change.
- Reviewing progress against agreed targets and milestones.
- Understanding when the original plan needs adjustment.
- Responding to changes in conversion rates or sales activity.
- Revising activity requirements to reflect actual results.
- Maintaining focus and accountability as the strategy develops.
An effective strategy is a working plan, not a document that is created once and forgotten.
What's covered in Developing a Sales Strategy?
Leave with a plan, not just a notebook.
The programme includes the creation of an individual action plan for implementing the techniques and knowledge developed. Participants identify their sales objectives, required activity, measures and milestones, areas needing development or resources, and practical actions to implement after the course. The action plan is shared with management to support follow-up and accountability, giving both participant and manager a practical basis for reviewing progress.
Practical planning, not PowerPoint lectures.
The programme is delivered through an interactive combination of relevant theory, exercises, discussion and practical planning. Participants work with their own sales circumstances, objectives and experience to develop a strategy meaningful to their role. The training encourages understanding the commercial logic behind plans rather than simply completing a generic template.
Who benefits from Developing a Sales Strategy?
This course is designed for those who need to build more consistency, structure and commercial logic into their sales approach:
- New salespeople – Learn how to plan sales activity, understand targets and establish effective working habits.
- Experienced salespeople – Introduce greater structure, measurement and consistency into their existing sales approach.
- Field and internal salespeople – Create practical plans for managing opportunities, activity and performance within their roles.
- Sales team leaders – Develop a better understanding of individual sales planning and how to support team members with their strategies.
Please note: This course focuses on individual or role-level strategy. Organisation-wide sales leadership and team strategy is covered separately in the Developing a Team Sales Strategy programme.
What our clients say
“I had the pleasure of attending a 2 day sales strategy training session run by Richard from Sure Train and it was the best sales training I have ever attended. It was also one of the most useful training sessions I have taken part in, as he teaches you tried and tested techniques which are easy to apply and work very well. I have already recommended Richard to a number of my contacts and would not hesitate to recommend him again in the future”
Ian Lawry
Signs Express, Sales
Experience that turns plans into performance
More than 20 years' experience in sales training
Over 12,000 people trained
Institute of Sales Management Endorsed Training Partner
Practical, workshop-based learning
Programmes tailored to commercial objectives
An ethical approach to sales development
Delivered by Richard Palmer, founder and lead trainer of Sure Train and author of The Ethical Sales Handbook. Sure Train is an established organisation focused on practical sales excellence.
Frequently asked questions.
Is this course suitable for someone new to sales?
Yes. It provides a practical introduction to setting objectives, planning sales activity and understanding how to measure progress.
Is the course useful for experienced salespeople?
Yes. Experienced salespeople can use it to review their current approach, improve measurement and introduce greater structure.
How long does the course take?
The standard programme is typically delivered over one day, although the format can be tailored to business requirements.
Will participants create their own sales strategy?
The programme includes practical planning and the development of an implementation action plan.
Can the training use our own sales targets and performance data?
The training can be tailored to your business and sales environment. Relevant company information can be incorporated where agreed in advance.
What's the difference between this course and Developing a Team Sales Strategy?
This programme focuses primarily on an individual salesperson's activity and performance plan. Developing a Team Sales Strategy focuses on the wider strategy and management of a sales team.