The most overwhelming part of being an outside sales rep is building a brand-new territory from scratch. Managing a territory is like running a business: you’re the one who decides if your territory succeeds or fails—and there are no days off.
Your territory plan is a blueprint explaining how you’ll turn your region into a profitable operation.
Your plan needs to demonstrate that you can develop a territory like a top outside sales rep with the right tools at your disposal.
A common mistake is thinking that you can improvise instead of creating a detailed sales plan. These are the same salespeople who get overly cocky and end up scrambling for deals at the end of the quarter.
This guide will teach you how to create a 30-60-90 day territory plan that will help you scale your new territory without missing a single step.
Instead of scrambling the next time you need a territory plan, read on to find out the ins and outs of a 30-60-90 day territory plan, and check out our template for creating your new sales territory plan!
A 30-60-90 day territory plan is a blueprint explaining how you’ll turn your region into a profitable operation.
It is a workable plan for targeting the right customers and implementing goals for income and consistent sales growth over time. A structured plan from the start will paint a positive picture that will give you a sense of direction and show you where you’re headed.
With this template, you can add or subtract different sections based on your preference, while keeping all of your information organized (and visually appealing!). Creating and customizing a free territory plan has never been easier.
User personas (or buyer personas) represent the ideal customers who will engage with your product.
Using this template to create a buyer section in your 30-60-90 day sales plan will align everyone in your company on who your ideal customer is. This will show the key insights to your ideal customers, such as their behavior, needs, pain points, interest, and motivators.
In your first 30 days, you need to learn everything there is to know about what you’re selling. Creating a SWOT analysis is a great starting point to figure out why a customer would want to purchase your product.
By creating a SWOT analysis for your product, you will find out:
What are its strengths?
What are its weaknesses?
What opportunities does it create for the buyer?
What threats does it face from competitors?
Take the time to develop concrete answers to these questions. Keep in mind that customers are always thinking about cheaper alternatives, so driving home your product's value proposition is integral to close a deal.
A SWOT analysis is your secret weapon. By mastering it, you won't sweat when tough questions pop up.
Set higher standards for your own performance than anyone around you, and the only competition will be with yourself - Rick Pitino
By understanding your competition, you learn why your market needs your product category. Examine your direct (and indirect) competition, and think about the reasons your customers should choose your product instead.
Here are some areas to evaluate during a competitive analysis:
Reviews and testimonials
It’s always interesting to see a competitor’s product features compared to your own. Go back to that SWOT analysis and focus on the threats. Dive into your research to understand the why. Why are those competitors actual threats, and what can you do to minimize these threats?
Your company probably has competitive analysis reports on the major competitors in your market. But, if they don't, you should take the initiative and begin building this resource.
Knowing exactly who your competitors are and how your product compares will put you miles ahead of them when it comes to preparing for deals. Competitive intelligence is worth its weight in gold and you can easily do it with an online competitive intelligence tool.
You should immediately figure out who the most profitable accounts in your territory are. These may be accounts you've inherited or defined by analyzing your ideal buyer.
Review which customers have traditionally been easy to sell to and/or seen high levels of success with your product. Then, prioritize those leads and similar accounts.
The 80/20 rule is in full effect - 80% of territory growth will come from 20% of your customer base.
To maintain a steady relationship with your “golden customers,” get as personal as possible. Not only will they start seeing you as a friend rather than a salesperson, but they will also trust you and your advice - which means more sales.
Days 31-60: Implement Your New Sales Territory Plan
Define Your Sales Goals
Consolidate the trends you’ve discovered above to come up with S.M.A.R.T goals:
Set goals based on valid data and information relating to historical performance. These will include the product/service revenues and margins, account revenues, market share, customer retention levels, and other key data from the sales funnel.
Now that you're an expert on your sales territory and have a plan to conquer it, start selling beyond the top 10 customers you met in your first month.
Start prospecting regularly and invest the time into developing your territory early. This way, you'll avoid any unpleasant surprises as it grows.
Analyze the market segments in your territory. What should be prioritized in your sales pipeline?
This answer will give you a clear overview of your territory's growth potential. Set deadlines for territory expansion, but be realistic. A deal doesn't close in a single meeting. In fact, 80% of deals require 5 follow-ups or more.
Leads will be the driving force for your sales pipeline, but you need a systematic approach to generate and close them to avoid overwhelming your pipeline.
The best way to develop a better lead generation process is by maintaining a strong customer base. If you take care of your existing customers, they'll refer you to other qualified leads who will be much more likely to close.
Following up with prospects regularly is the best way to maintain and grow your relationships.
Create a regular routing schedule based on your core customers and opportunities. A detailed schedule will ensure that your deals develop at a steady pace, preventing you from missing any critical portions of your territory.
You can use a sales routing app like Badger Maps for planning and growing your territory. Badger Maps helps you schedule appointments and create efficient routes. On average, users sell 25% more and spend 20% less time in the car. The app accomplishes this with traffic-sensitive route optimization and a built-in lead generation tool.
Combine these great sales tips with the best field sales app
Days 61-90: Optimize Your Sales Territory Plan and Get Feedback
Get Qualitative Feedback
It's always a great idea to connect with your customers to check how satisfied they are with your product. You can also interview people that ended up not converting to understand what went wrong with them.
Gathering feedback will allow you to adjust your sales strategy based on your customers' needs. To evaluate how satisfied your customers are with your product you can collect data about your cross-sell and upsell opportunities, the number of problems solved, or ask them for their Net Promoter Score.
Explain what you accomplished and how that aligns with the project or team's overall goals. Focus on your main goals with measurable KPIs.
Your territory plan should be solidified by the third month. Your most important accounts, sales goals, and your schedule for reaching them should be set for the rest of the year.
Design your plan around your personal life and responsibilities. Don't overload your schedule without taking your personal life into consideration. It's easy to get overwhelmed in a new sales territory.
In the final 30 days of your plan, it’s time to forecast your numbers for the rest of the year. Where do you see your territory going?
You can use this formula to project how fast your territory will develop:
Contacts to make x appointments to set x average close rate x average revenue per deal = % to quota
Keep track of your meetings. Nothing is worse than missing deal-critical details. By logging each of your customer interactions, you're helping your future self stay ahead of your pipeline.
It’s important to keep a record of your history with every account. Jot down any information that seems relevant. You might uncover objections before they're even brought up.
For example, if a customer mentions an issue with your product, you can ask follow-up questions about that previous issue during your next conversation.
This information will help you manage the many relationships you make in the field. Building strong customer relationships will help you close more deals, get more referrals, and increase productivity.
Chances are that your calendar is going to be slammed in the first few months. In the third month, you should make it your mission to have your schedule under control.
You want to avoid overlapping appointments. An overwhelming schedule prevents you from prioritizing important customers. Even worse, your appointments might fall on different areas of your territory, forcing you to waste time (and gas) driving to two wildly different places.
Using a CRM software can do wonders. Look for software that has features that allow you to prioritize accounts, keep notes and tabs on each individual profile, pick a date for the next follow-up, and also remind you of your prospect's preferred method of communication.
With Badger Maps, CRM integration is built right in. You can secure your upcoming follow-ups and never miss an opportunity to contact a prospect on time.
Managing how you report your time is an important aspect in sales, which it's often overlooked. It's useful to check in often and provide feedback on your progress.
Here are some important tips for reporting the activity in your territory.
Don’t make assumptions. This can apply to any situation, but make sure that you understand the context of the sales situations you find yourself in.
Make sure you and your manager are on the same page when discussing deals.
Have open conversations about how your pipeline looks and any deals you've forecasted already. There is no such thing as "over-communication" in outside sales.
Each quarter of the year, you should project your revenue. Do this by looking at your territory and all of the active deals in play. It gives you and your manager an overview of how your revenue has grown and what goals are achievable next quarter.
For your 30-60-90 day territory plan, using this template can help you feel more at ease in the first few months.
If you feel like making things easier for yourself, look into different sales software or apps to help streamline different areas of your sales process. For help with route optimization, territory division, customer relationship management, and much more, make sure to check out Badger Maps.