Writing the Perfect Business Plan: Marketing & Sales
You really should create a separate marketing plan for your business. However, even in your business plan, you should include key details about your marketing and sales operations.
Your business may have anywhere from just you to a lot of people who are the “sales team.” In this section, you should describe who these people are and what their qualifications are. If they are already part of your team, explain why you chose them. If you will hire people in the future, list key qualifications of these team members. In addition, list the functions of each person, if they are different among them.
The way your sales process is run will vary greatly depending on your business. You should describe in as much detail as possible how the process works. How will you reach out to potential customers? How will you close sales? All of the process in between should be documented. Even spell out how you will be paid.
Price may be standard per item. If so, list that price. If not, identify how you will determine what to charge customers. Other options include hourly and commission. Be sure to also include any discounts, such as if you offer referral discounts.
Placement is essentially where customers can find your product or service. If you sell through other retailers, it could be indirectly. Your placement will be with those other stores. However, if you sell directly, placement will be based on where customers can learn about your product/service. Try to create a list of where buyers could get a hold of your product/service.
Your promotions are what most people typically associate with marketing. You will want to discuss all possible methods of promoting your business. This should include print and online advertising/media, along with social media. However, these avenues are just the beginning. Try to brainstorm other unique ways to promote your business, such as networking. Be sure to include these in your plan.
Ideally, the Marketing & Sales section of your business plan will be expanded later into a full blown marketing plan. For now, try to flush out as many details as possible of how you can market your business.