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Sales Strategy
Template

By Roy Ringland | Strategic Framework | Updated Nov 2025

Most businesses don't have a sales strategy; they have a sales "hope." They hope the phone rings. They hope the reps close. Hope is not a strategy.

This template is the exact framework I use when acting as a Fractional Sales Director. It forces you to answer the hard questions about Who you are selling to, How you will reach them, and Why they should buy.

The "Why" Matters

If you cannot clearly articulate your value proposition in one sentence, your customer will not understand it. This template helps you distill your complex offering into a simple, buyable message.

The 4 Pillars of the Strategy

1. Target Market (ICP)

Who is your Ideal Customer Profile? Don't say "Everyone." Be specific. (e.g., "Manufacturing MDs in Co. Antrim with £5m+ turnover").

2. Value Proposition

What problem do you solve? Move away from "Features" (We have 5 trucks) to "Benefits" (We deliver faster so you don't lose stock).

3. Channels to Market

How do we reach them? Cold calling? LinkedIn? SEO? events? We pick 3 channels and master them.

4. KPIs & Metrics

What gets measured gets managed. We define the "North Star" metrics (e.g., Qualified Meetings Booked per week).

Download the Framework

Stop guessing. Download the PDF template below, print it out, and sit down with your leadership team for 2 hours. It will be the most valuable meeting you have this year.

Download Strategy Template (PDF)

Example: A Good Strategy vs. A Bad Strategy

The "Bad" Strategy

  • "We want to grow sales by 10%."
  • "We will try to post more on Facebook."
  • "We will hire a sales guy and see what happens."

The "Good" Strategy

  • "We will acquire 15 new Construction clients in Q1."
  • "We will execute a LinkedIn outreach campaign targeting Quantity Surveyors."
  • "We will track 'Quotes Sent' vs 'Deals Closed' weekly."

Key Metrics to Watch

  • Lead Velocity Rate Are we getting more leads this month than last month?
  • Conversion Rate Out of 10 quotes sent, how many do we win? (Target: >30%)
  • Pipeline Velocity How fast does a deal move from "Quoting" to "Won"?

Need help filling in the blanks?

This framework is powerful, but execution is everything. Book a 30-minute session with Roy to audit your current strategy.

Start Growth Audit