5 Steps Developing Sales Plan p52 55
5 Steps Developing Sales Plan p52 55
5 Steps Developing Sales Plan p52 55
The Past
sales history
Present
market analysis
Sales Plan
positioning
and actions
4
Future
sales and
revenue goals
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Competition
competitor
analysis
Which areas of the business perform best? Does the 80:20 rule apply?
If you are too reliant on a small number of customers it can have a big
impact if they contract.
1.3 K
ey performance
indicators
Work out
average spend per customer
average room rate (ARR)
occupancy levels
1.4 B
usiness mix
breakdown
Which areas of the business mix generate the most and least revenue?
Overseas leisure markets: GB, US, Germany, France
Domestic leisure market
1.6 S
easonal nature of
revenue
1.7 New/renewal/
existing business
New/repeat/existing business:
What new business is there and what is it worth?
Who are the business top 100 customers?
What is the retention/renewal rate?
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2.2 M
arket size
and share
3.2 SWOT
Competition:
What makes my business different?
How do competitors offerings and rates compare with my business?
Do I have a competitive edge?
Strength: What does your business do well, that is beyond what your
competition does?
Weakness: What does your competition do better than you?
Opportunity: Something outside your business that can be turned into a
strength e.g. new infrastructure, a change in consumer behaviour
Threat: An external influence that poses a threat to your business beyond
your control e.g. reduced air access from a key market
4.2 New/repeat/
existing
Its cheaper to sell more to existing customers than acquire new ones:
My top customers and type of business they generate
New business from new customers
New business from existing customers
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Review what you have done in the past - learn from mistakes and repeat
what worked well
5.3 S
ales Action Plan
Template
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