“I give myself very good advice, but I very seldom follow it.”

― Lewis Carroll, Alice’s Adventures in Wonderland /​ Through the Looking-Glass

As a B2B salesperson I tend to “wing it.” After all, there’s a decent chance that it’ll fly. Factually, the expression comes from the theater. It alludes to an actor in the wings because they’re suddenly called on to replace another.

Another expression is “fake it till you make it.” That phrase mimics the confidence needed to do the actual task. Neither of these will replace the importance of sales planning, which is necessary to take your pitch to the next level.

The Importance of Sales Planning is Undervalued

Without a sales plan, you’re that actor in the wings hoping for the big break. Or maybe you relate to the pretender conjuring up skills to face the unknown. Either way you’ve put yourself at a disadvantage.

You must understand that success doesn’t happen by chance. It’s solely the result of careful planning, strategic thinking and systematic execution.

Without a plan, how do you set your goals? How do you measure progress? When is the game over?

A sales plan provides a roadmap and helps you stay focused. If you get sidetracked, you can more easily recover. When you need to adjust, your goals will still be there to guide you.

The importance of sales planning is discussed in depth in this article from salesfocusinc​.com. The authors make a strong case for a robust sales plan. Below is their rationale for what an effective plan provides:

• Clarity and Focus
• Strategic Alignment
• Efficiency and Time Management
• Adaptability and Problem-Solving
• Accountability and Motivation

Effective Sales Goals Begin with Research and Targeting

A comprehensive understanding of your target market with customer needs, pain points and buying behavior is a strong beginning. Defining your ideal client profile (ICP) can improve your focus. Likewise, thoroughly qualifying your prospect assures that your efforts will be rewarded.

S.M.A.R.T. goals promise intelligent sales planning

Our friends at Salesforce, through their 360 Blog, provide insight to creating sales goals that build confidence and increase revenue. The easy-​to-​recall acronym emphasizes the importance of sales planning to assure all bases are covered.

• Specific: Be as specific as possible with concrete numbers that declare accountability: Who, what, where, when, and how.
• Measurable: Benchmarks are handy to check the progress toward your goals. Remember, it’s impossible to manage a project if you can’t measure it.
• Achievable: "I left a message or sent an email" is not a solid contact strategy. Knowing your target and setting a goal that is honest and realistic is the best practice.
• Relevant: Goals should align with broader aims and your company's mission. Also consider your prospect’s aims and ambitions.
• Time-​bound: Sales planning deserves a start- and end-​date for even incremental actions. Importantly, setting weekly or monthly goals to build confidence and increase the focus for you and your teammates.

Prepare for the Unknowns with Sales Planning

B2B sales is infested with the things you didn’t know about. The long sales cycles, multiple decision-​makers, poor collaboration and inaccurate data come with the territory. These frustrating elements are natural occurrences.

However, when you understand the importance of sales planning, it’s possible to fend off many of these annoying elements. For instance, you can shorten the sales cycle by building relationships with transparent, personalized interactions. Plus, you can study your CRM and LinkedIn to know all the players.

Take a detour to double-​check market intelligence and critical data, but be sure to circle back to consult your sales plan. It’s up to you to make this plan work FOR you and not against you. YOU are in control!

Success in sales is never an accident. It’s commonly the result of thoughtful planning and clever execution. Focusing on the importance of sales planning is not just a good idea; it’s essential for any sales professional who wants to achieve consistent, predictable results.

Photo by Bich Tran on Pexels​.com.