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Building a Sales Growth Plan for Your Products-Based Business

In this guide, we’ll walk you through how to build each part of your sales growth plan, from understanding your customer to setting clear sales goals, all the way to piecing everything together in one comprehensive document.


product sales growth plan

Why You Need a Sales Growth Plan


A sales growth plan is a structured approach to help you bring in more customers and increase sales. Instead of trying random tactics to grow your business, a sales growth plan gives you a clear roadmap to follow. It’s especially useful if you’re working with a limited budget, as it helps you focus on the areas that will make the biggest impact without spending unnecessarily.


By building a sales growth plan, you’ll be able to:


  1. Clearly define who your customers are.

  2. Set realistic goals for your sales growth.

  3. Develop a strategy to communicate with your target customers.

  4. Create simple, low-cost ways to promote your products.

  5. Track your progress to ensure you’re moving in the right direction.


This guide will take you through the process of creating your sales growth plan step-by-step. You don’t need any marketing knowledge or technical expertise to follow along, and each step is designed to help you grow your customer base with minimal investment.


What is a Sales Growth Plan?


A sales growth plan is a document that outlines how you will attract new customers and increase sales for your products-based business. It’s not about the day-to-day operations but rather a strategic guide that helps you focus on growth. Think of it as a map that shows you where your business is now, where you want it to go, and the steps you’ll take to get there.


In a simple sense, a sales growth plan helps you:


  1. Understand your target market.

  2. Set achievable sales targets.

  3. Identify the best ways to reach potential customers.

  4. Develop clear actions to grow your business.


For example, let’s say you run a small handmade candle business. Your sales growth plan might include identifying who your ideal customers are (perhaps people interested in home décor and self-care products), setting a target of selling 100 candles a month, and planning to reach new customers through social media and word-of-mouth referrals.

Products-Based Digital Sales Growth Plan Checklist

Download and print the 'Products-Based Digital Sales Growth Plan Checklist'. This way you can mark each task off as you follow each step of this guide.


By having a plan in place, you can avoid wasting time and money on things that don’t work, and instead focus your energy on the steps that will bring real results.


Step 1: Identify Your Ideal Customers


Before you can start growing your customer base, you need to know exactly who you’re trying to reach. Identifying your ideal customers is a crucial part of building a sales growth plan, as it helps you focus your efforts on the people most likely to buy your products. You don’t need any fancy tools to do this – just a clear understanding of your products and a few simple questions to guide you.


How to Define Your Target Customer


Start by thinking about who would benefit the most from your products. These are the people who are most likely to become loyal customers. To help narrow this down, ask yourself the following questions:


  1. Who currently buys your products?

    • Think about your existing customers. Are they mostly young professionals, parents, or people with a specific interest? For example, if you sell eco-friendly cleaning products, your current customers might be environmentally conscious households.

  2. What problem does your product solve?

    • Consider what issue your product helps with. Does it make life easier, more enjoyable, or solve a specific need? For instance, if you run a small business selling handmade skincare products, your ideal customers may be people with sensitive skin looking for natural solutions.

  3. Where are your customers located?

    • Is your product something that appeals to local customers, or is it something you can sell nationwide or even globally? If you sell local crafts or perishable goods, your ideal customers might be people in your local area. However, if you sell digital products or something easy to ship, you can broaden your reach.

  4. How much are your customers willing to spend?

    • Think about the pricing of your products. Are they affordable or more premium? For example, if you offer high-end, artisanal food items, your target market will likely be people with a higher disposable income who are willing to pay for quality.

  5. What are your customers’ interests or values?

    • Your customers’ interests and values can help you connect with them better. If you sell fitness equipment, your ideal customers might be health-conscious people who value exercise and wellness. If your products are eco-friendly, you might attract customers who prioritise sustainability.


Create a Basic Customer Profile


Once you’ve answered these questions, you’ll have a clearer idea of who your target customer is. Create a basic profile that outlines the key characteristics of your ideal customers. Here’s a simple example:


Product: Handmade Soy Candles


Ideal Customer Profile:


  • Age: 25–40 years old

  • Gender: Primarily women

  • Location: Urban areas across the UK

  • Interests: Home décor, relaxation, eco-friendly products

  • Values: Sustainability, supporting small businesses

  • Budget: Willing to spend £10–£25 per candle


This profile helps you picture the type of person who is most likely to be interested in your products. You can adjust the details to suit your own business.


Starting Conversations with Your Target Customers


Once you’ve defined your ideal customer, you can use this profile to start more meaningful conversations. For example, if you’re targeting eco-conscious customers for your soy candles, you might start conversations around topics like sustainability and relaxation. You could ask questions like:


  • “What are your favourite ways to create a relaxing atmosphere at home?”

  • “Do you prefer candles made from natural, eco-friendly ingredients?”


By understanding who your ideal customer is, you can create a sales growth plan that speaks directly to them, ensuring your efforts are focused and effective.


Step 2: Set Clear Sales Goals


Setting clear and practical sales goals is a vital step in building your sales growth plan. It gives you direction and something to aim for, helping you track your progress and adjust your efforts as needed. These goals should be realistic, achievable, and tailored to the size and capacity of your business. The key is to keep things simple and specific, so you can easily measure your success over time.


How to Create Practical, Specific Sales Goals


When setting sales goals, follow these steps:


  1. Start with your current sales numbers

    • Look at how much you’re selling right now. This could be the number of products you sell per week or month, or your average revenue. For example, if you sell 50 items per month on average, that gives you a starting point.

  2. Decide on a realistic growth target

    • Think about how much you want to grow, but keep it realistic. A good rule of thumb is to aim for a small but steady increase. For instance, if you currently sell 50 items a month, you might aim to increase that to 60 items in the next two months. Setting goals that are too ambitious can lead to frustration, so focus on manageable growth.

  3. Consider your business capacity

    • Make sure your goals align with your business’s capacity to meet demand. Do you have enough stock or the ability to produce more if you hit your sales goals? For example, if you hand-make all your products, ensure you can produce 10 extra items a month without overworking or running out of supplies.

  4. Break down your goals into smaller steps

    • Instead of one large goal, break it down into smaller, measurable steps. This makes your progress easier to track. For example, if your goal is to sell 60 items per month in two months, your first milestone could be selling 55 items next month.

  5. Make your goals specific and measurable

    • Use clear numbers to define your goals. Instead of saying “I want to sell more candles,” be specific: “I want to sell 10 more candles per month by the end of the quarter.” This makes it easier to know when you’ve achieved your goal and helps you stay on track.


Tips on Setting Goals that Align with Your Business Size and Capacity


  • Start small and scale up: If you’re a one-person business or working with limited resources, it’s better to set smaller goals that you can comfortably achieve. For instance, if you sell handmade soaps and can only produce 100 bars a month, don’t set a goal to sell 200 – aim for a 10% increase (i.e., 110 bars).

  • Consider your available time: If you’re balancing running the business with other responsibilities, set goals that reflect the time you can realistically invest. If you can only dedicate 10 hours a week to your business, don’t expect to double your sales in a short period.

  • Track your results regularly: Include regular check-ins to see how you’re doing against your goals. For example, you could track your sales weekly to see if you’re on course to meet your monthly target. Tools like Google Analytics (GA4) can help you track online sales performance and customer interactions if you’re selling through a website.


Setting Sales Goals for a Candle Business


Let’s say you own a small business selling handmade candles, and you currently sell 50 candles a month. Here’s an example of how you might set your sales goals:


  • Current sales: 50 candles per month.

  • Growth target: Increase sales by 10 candles per month over the next two months.

  • Business capacity: You can comfortably make 60 candles per month with your current resources.

  • Specific goal: “I want to sell 60 candles per month by the end of the next quarter.”

  • Milestone goal: “In the first month, I want to increase my sales to 55 candles, then 60 candles by the end of the second month.”


This goal is clear, measurable, and achievable within your current capacity, allowing you to track progress and adjust if needed.


By setting specific sales goals, you create a roadmap that helps you focus your efforts on growth, without stretching your resources too thin. Remember, your sales goals should reflect what’s realistic for your business and should be regularly reviewed as your business evolves.


Step 3: Understand Your Competition


Understanding your competition is a vital part of building your sales growth plan. By reviewing what other businesses are doing to reach their customers, you can identify opportunities to improve your own approach or find gaps in the market that your products can fill. This step doesn’t require any complex tools—just some basic research and attention to detail.


Here’s how to review your competitors and gather insights that will help you build your sales growth plan.


How to Review What Competitors are Doing


To understand your competition, you’ll need to research businesses that sell similar products to yours. This can be done online or in person (if your competitors are local). Follow these steps:


  1. Identify your main competitors

    • Look for businesses that sell products similar to yours, whether they’re local or online. These are the businesses competing for the same customers. For example, if you run a small handmade jewellery business, your competitors might be other jewellery makers who sell through Etsy, local markets, or their own websites.

    • Check their online presence

      • Visit their websites, social media pages, and online stores to see how they present their products and engage with customers. Pay attention to:

        • How their website looks and functions.

        • How they describe their products.

        • How they communicate with customers (do they use social media posts, emails, or blogs?).

        • What kinds of offers or promotions they have.

  2. Analyse their product range and pricing

    • Review the products they offer and how they’re priced. Are their products cheaper, more expensive, or similarly priced to yours? This will give you an idea of where your pricing fits in the market. For example, if most of your competitors are offering candles at £15 each, and yours are priced at £25, you might want to consider whether your pricing reflects the added value of your product (such as premium materials or a unique design).

  3. Study their customer reviews and feedback

    • Customer reviews are a goldmine of information. Look at what people are saying about your competitors’ products. What do customers like, and what are their complaints? This can help you identify areas where you can offer something better or different. For example, if customers often complain that a competitor’s products are poorly packaged, you could make packaging a key feature in your sales growth plan.


Key Areas to Focus on When Gathering Insights


When reviewing your competition, focus on these key areas to gather insights that will help shape your sales growth plan:


  1. Product Offering

    • What kinds of products are your competitors selling? Are they offering any products that you don’t? For instance, if you sell handmade soap and notice your competitors also offer gift sets or subscription boxes, you might consider adding similar offerings to your plan.

  2. Pricing Strategy

    • How are your competitors pricing their products? If your products are priced higher, do you offer more value to justify the price? If they’re priced lower, could you offer special promotions or discounts in your plan to compete?

  3. Customer Engagement

    • How are your competitors engaging with their customers? Are they active on social media, sending regular newsletters, or running promotions? If a competitor is particularly successful on Instagram, for example, you might want to include social media engagement in your own growth plan.

  4. Unique Selling Points (USPs)

    • What do your competitors highlight as their unique selling points? This could be anything from their pricing, product quality, or customer service. Identify their USPs and compare them to your own. This will help you define what makes your products stand out in your plan.


Gathering Insights for a Small Candle Business


Let’s say you run a small business making handmade soy candles. You’ve identified three competitors: one who sells similar candles online, one who has a shop in your local area, and another who sells through Etsy. Here’s how you might gather insights:


  • Product Offering: You notice that one competitor offers customisable candle scents and gift sets, which you don’t currently provide. You decide to consider adding this idea to your sales growth plan.

  • Pricing Strategy: Another competitor prices their candles at £15 each, whereas yours are £20. After reviewing customer reviews, you notice that they use lower-quality ingredients. You could emphasise the higher quality of your ingredients in your plan to justify the price difference.

  • Customer Engagement: You see that your third competitor is highly active on Instagram, regularly posting behind-the-scenes content and customer testimonials. You decide to explore ways to engage more with your audience in your sales growth plan by planning similar posts.

  • USPs: One competitor’s unique selling point is eco-friendly packaging. You decide that your own eco-friendly materials and the handmade nature of your candles should be highlighted more prominently in your plan.


By gathering these insights, you can build a clearer picture of where your products stand in the market and how you can adjust your approach to attract new customers. Understanding your competition allows you to make more informed decisions as you create your sales growth plan, helping you stay competitive without spending unnecessary time or money.


Step 4: Define What Makes Your Products Stand Out


In a competitive market, understanding what makes your products unique is essential to attracting customers. Defining what sets your products apart—often referred to as your Unique Selling Proposition (USP)—helps customers see why they should choose your product over someone else’s. This step is crucial in building your sales growth plan, as it gives your business a distinct identity and appeal.


How to Pinpoint What Sets Your Products Apart


Start by identifying the specific qualities that make your products different from others on the market. This doesn’t need to be complicated—it’s about understanding what makes your product valuable and why customers would prefer it. Follow these steps:


  1. Look at your product features

    • Consider the features of your product that make it stand out. This could be the materials, craftsmanship, or design. For example, if you sell handmade soaps, the fact that they’re made with all-natural ingredients and are eco-friendly could be a key feature that sets you apart.

  2. Focus on benefits to the customer

    • What benefits does your product offer to your customers? Think beyond just the product itself and focus on what it does for them. Does it solve a problem or make their life easier? For instance, if you make ergonomic office chairs, the key benefit is likely comfort and reduced back pain, which directly impacts your customers’ daily life.

  3. Consider your business values

    • Your business values might be what sets you apart. If you focus on sustainability, fair trade, or supporting local communities, these are unique qualities you can highlight in your plan. For example, if your products are ethically sourced, that could appeal to customers who prioritise ethical shopping.

  4. Compare with your competitors

    • Look at what your competitors are offering and how your product is different. Are your products higher quality? Do they offer more features or a better price? This step will help you refine what makes your product stand out from similar offerings.


Simple Exercises to Help Define Your Product’s Unique Qualities


Here are some practical exercises to help you clearly define your product’s unique selling points:


  1. Product Comparison Grid

    • Create a simple comparison grid that lists your product’s features alongside those of your main competitors. Highlight any areas where your product offers something different or better. This could be anything from superior craftsmanship, better customer service, or more affordable pricing. This will help you see at a glance where your product excels.

      • Example: Handmade Jewellery Business

        • Competitor A: Offers mass-produced jewellery at a lower price.

        • Competitor B: Handmade but uses cheaper materials.

        • Your Product: Handmade with high-quality, ethically sourced materials and custom designs.

    • In this example, the quality of your materials and the option for customisation become key selling points.

  2. Customer Feedback Review

    • Review any feedback or reviews you’ve received from your customers. Look for common themes—what do people praise about your product? If customers consistently highlight the durability or design of your product, that could be one of your key selling points.

  3. Benefit Statement Exercise

    • Write a simple statement that answers the question: Why should someone buy my product? Focus on the benefits to the customer rather than just the features. For example:

      • Feature: Handmade from eco-friendly materials.

      • Benefit: “Our candles help create a cosy, relaxing environment in your home while using sustainable, eco-friendly ingredients that are better for the planet.”


This exercise forces you to think about the value your product brings to the customer, not just the technical details.


Why Will People Want and Need to Buy Your Products?


Once you’ve defined what makes your products stand out, the next step is to understand why people will want and need them. Here’s how you can approach this:


  1. Does your product solve a problem?

    • People are often drawn to products that make their lives easier or solve a specific problem. For example, if you sell ergonomic office chairs, they provide comfort and help prevent back pain—something many office workers need.

  2. Does your product improve the customer’s experience?

    • Products that enhance a customer’s lifestyle or experience tend to be highly desirable. For instance, luxury scented candles not only light up a room but also create a relaxing, aromatic environment, turning a simple product into a desirable home décor item.

  3. Does your product align with customers’ values?

    • Many customers make purchasing decisions based on their personal values. If your products are eco-friendly, cruelty-free, or support a charitable cause, highlight that. Customers who share these values are more likely to buy from you.


Defining a USP for a Small Candle Business


Let’s say you run a business making handmade soy candles. After following the exercises above, you’ve identified the following key selling points:


  • Your candles are made from 100% natural, eco-friendly soy wax.

  • They are handmade in small batches for a high level of quality control.

  • You offer customisable scents, allowing customers to create a personalised product.


Using this information, you could create a USP such as: “Our handmade soy candles are crafted from 100% natural, eco-friendly ingredients and offer customisable scents, providing an eco-conscious way to create a personalised, relaxing atmosphere in your home.”


By clearly defining what makes your products stand out, you make it easier for potential customers to see the value in choosing your products over others. Incorporating this into your sales growth plan ensures that your messaging is consistent and focused, making your business more attractive to your target audience.


Step 5: Create a Basic Online Presence Plan


Building an online presence is essential for growing your products-based business, but it involves more than just having an eCommerce website. Your online presence should be planned in a way that suits your business, helps you reach your ideal customers, and maximises your visibility with minimal investment. By outlining where and how you will promote your products, you can focus on the platforms that will give you the biggest impact for the least cost.


How to Outline What Your Business Needs in Terms of Online Visibility


When creating an online presence plan, start by identifying what you need to effectively showcase your products and attract new customers. This includes deciding which online platforms will work best for your business, based on your products and your target audience.


Here’s a step-by-step approach to build your online presence plan:


  1. Start with a simple website

    • A website acts as the hub of your online presence. Even if you use social media or other platforms to sell your products, having a basic website is crucial as it provides a professional home for your business. Your website doesn’t need to be complicated—just a simple site with clear product descriptions, images, and a way for customers to buy.

      • Example: If you sell handmade jewellery, your website should showcase your products with high-quality images, a brief story about your business, and a straightforward way for people to place orders.

  2. Choose your key selling platforms

    • Depending on your products and the habits of your target customers, you may choose to sell on different platforms beyond just your website. Consider the following options:

      • Ecommerce website: Platforms like Shopify, WooCommerce, or Etsy are ideal for small businesses selling physical products. They are easy to set up and manage.

      • Social media platforms: Facebook, Instagram, and Pinterest are great for showcasing products visually and engaging with customers.

      • Google Shopping: If your products are something people search for, Google Shopping can be a great platform to increase visibility and drive traffic directly to your site.

    • Choose one or two platforms that are best suited to your business, based on where your target customers spend time online.

  3. Make sure your business is easy to find online

    • To attract new customers, your business needs to be visible in search results and across relevant platforms. This includes:

      • Optimising for search engines (SEO): Ensure the pages and content on your website is related to the things your potential customers will search who want to buy what you are selling. For example, if you sell eco-friendly skincare, phrases like “natural skincare products” or “organic face cream” should be included in your product descriptions.

      • Google Business Profile: If you have a physical location, set up a Google Business Profile. This will help you appear in local search results when people look for products near them.


Selling Products Online Goes Far Deeper Than Just Having an eCommerce Website


Simply having a website isn’t enough to guarantee sales—you need a plan to make your business stand out online. Here’s how to take your online presence further:


  1. Engage with customers through social media

    • Social media platforms like Instagram and Facebook allow you to showcase your products, share customer testimonials, and engage with your audience. This can create a community around your brand and encourage word-of-mouth marketing.

      • Example: If you run a candle-making business, you could post behind-the-scenes videos of your process on Instagram, ask your followers what scents they’d like to see next, or run a giveaway to boost engagement.

  2. Consider email marketing

    • Email marketing is a powerful tool for staying in touch with customers. Use it to send updates on new products, special offers, or personalised recommendations based on what they’ve previously purchased.

      • Example: If a customer bought a set of candles from you, you could send an email a few months later suggesting a new seasonal scent they might like.

  3. Use Google Analytics (GA4) to track your online performance

    • Google Analytics (GA4) can help you understand how visitors are interacting with your website. This includes tracking where your visitors are coming from, which products are most popular, and how long they spend on your site. Use these insights to adjust your plan and focus on the areas that are driving the most sales.

      • Example: If you notice that most of your traffic comes from Instagram, you might want to invest more time in posting there, or if a particular product page has high views but low sales, you might tweak the pricing or description.


Deciding Which Platforms Best Suit Your Products


Choosing the right platforms to sell your products depends on your business type and target customers. Here are some key points to help you decide:


  1. Website (your own or an eCommerce platform)

    • Ideal for creating a professional image and controlling your customer’s experience. It allows you to tell your brand story and manage sales directly. Use it as your main selling hub, especially if you sell physical products.

  2. Social Media (Instagram, Facebook, Pinterest)

    • Perfect for visual businesses like fashion, beauty, or home décor. These platforms allow you to engage directly with customers and share content that reflects your brand’s personality. If your customers are likely to browse social media for inspiration, these platforms are crucial.

  3. Google Shopping

    • This is great for products that people actively search for online. If you sell products that people tend to look for when they have a specific need (like fitness equipment or pet supplies), listing your products on Google Shopping can help get your business in front of more potential customers.


Creating an Online Presence Plan for a Handmade Skincare Business


Let’s say you run a small business selling handmade skincare products. Here’s what your online presence plan might look like:


  • Website: A simple Shopify site that showcases your products with high-quality images and clear descriptions. You include SEO keywords like “natural skincare” and “organic moisturiser” to help customers find you through search engines.

  • Social Media: Instagram and Pinterest to share product photos, tips on skincare routines, and customer testimonials. You post regularly to engage your followers and run a small Instagram giveaway to attract more followers.

  • Google Shopping: You list your top-selling products on Google Shopping to reach customers searching for natural skincare products.


By outlining which platforms suit your business and making sure you have a clear online presence plan, you’re setting the foundation for increased visibility and more sales.


Creating this plan doesn’t require a large budget—just a focus on where your ideal customers are and how best to reach them. By following these steps, you can build a strong online presence that supports your sales growth plan and helps you connect with new customers.


Step 6: Plan How to Communicate with Your Customers


Communication is key to growing your customer base. Having a clear plan for how you’ll engage with your customers ensures that your messaging is consistent, relevant, and timely. This section will help you draft a communication plan that aligns with your sales growth strategy, allowing you to build stronger relationships with your customers and attract new ones.


How to Draft a Plan for How You’ll Talk to Your Customers


A well-thought-out communication plan will help you stay organised and ensure that every interaction with your customers is purposeful. Follow these steps to create a plan:


  1. Define your communication goals

    • Before deciding on what to say, determine the purpose of your communication. Is it to increase awareness of your brand? Promote a new product? Encourage repeat business? Clear goals will guide your messaging and help you decide how and when to communicate.

      • Example: If you sell handmade leather goods, your goal might be to promote a new collection of wallets or share care tips to encourage repeat purchases.

  2. Know your audience

    • Tailor your messages to your ideal customers. Think about who they are, what they care about, and how your product fits into their lives. Use the customer profile you created in Step 1 to shape your communication. Different audiences may require different approaches, so adjust your tone and style accordingly.

      • Example: If your audience is eco-conscious consumers, your messages might focus on the sustainability of your leather goods and the craftsmanship involved.

  3. Choose your communication channels

    • Decide where and how you’ll talk to your customers. Will you use email, social media, blog posts, or a combination? Select the channels where your audience is most active and where you can most effectively deliver your message.

      • Example: A small business selling artisanal candles might use Instagram to visually showcase products, while also sending regular emails to keep customers updated on new scents or promotions.


Ideas for Mapping Out Key Messages and the Timing of Your Communications


Your communication plan should outline not only what you’ll say but also when and how often you’ll say it. Here’s how to map out your key messages and the timing of your communications:


  1. Create a messaging calendar

    • Plan out your key messages and when they will be sent. This ensures that you have a consistent flow of communication without overwhelming your customers. You can start with a simple monthly or quarterly calendar that highlights important dates for your business, such as product launches, holidays, or promotional periods.

      • Example: A skincare business might create a monthly calendar that includes:

        • Week 1: Announce a new product.

        • Week 2: Share a customer testimonial.

        • Week 3: Offer a limited-time discount.

        • Week 4: Provide skincare tips that relate to the new product.

  2. Define your key messages

    • Decide what your main messages will be. These should reflect your communication goals and highlight the benefits of your products. Focus on how your products solve problems or enhance your customers’ lives.

      • Example: If you sell natural skincare products, your key messages might include:

        • Highlighting the use of organic ingredients.

        • Explaining the benefits of using chemical-free skincare.

        • Showcasing customer success stories or before-and-after photos.

  3. Segment your audience

    • If your customer base is diverse, you might want to segment your audience into smaller groups based on their preferences or buying behaviour. This allows you to tailor your messages more precisely to different groups, making your communication more relevant and effective.

      • Example: A business selling personalised gifts could segment its customers into groups like “new customers” and “repeat customers.” New customers might receive welcome emails introducing the product range, while repeat customers might get exclusive discounts or updates on new arrivals.

  4. Plan for regular engagement

    • Consistent communication is key to building customer loyalty. Decide how often you’ll engage with your audience and stick to it. Whether it’s weekly social media posts or monthly email updates, regular communication helps keep your brand top of mind.

      • Example: If you sell handmade pottery, you could share one social media post per week showing a new product, behind-the-scenes content, or a customer review.

  5. Incorporate customer feedback into your messages

    • Use customer feedback and frequently asked questions to shape your messages. If many customers ask about the durability of your products, for example, address this in your communications by highlighting product quality and longevity.

      • Example: A small furniture maker could send an email newsletter featuring a customer testimonial about the long-lasting quality of their wooden furniture.

  6. Review and adjust your messaging

    • As part of your communication plan, include regular reviews to see how well your messages are resonating. Use tools like Google Analytics (GA4) to track the performance of your emails or social media posts. If certain messages or timing aren’t working, adjust your plan accordingly.

      • Example: If your GA4 data shows that most of your email subscribers open their emails in the evening, you could adjust your sending time to align with when your audience is most active.


Creating a Communication Plan for a Candle Business


Let’s say you run a small business selling handmade candles. Here’s an example of how your communication plan might look:


  • Goals: Increase awareness of a new candle collection and drive sales.

  • Audience: Eco-conscious customers who value handmade, natural products.

  • Channels: Instagram and email.

  • Key Messages:

    • Week 1: Introduce the new collection on Instagram with a focus on the natural ingredients used.

    • Week 2: Share a customer review or testimonial about your most popular candle scent.

    • Week 3: Send an email offering a 10% discount on the new collection.

    • Week 4: Post behind-the-scenes content showing how the candles are made, highlighting the handmade aspect of your business.


By planning out your messages and when to communicate them, you can keep your customers engaged and interested in your products. This approach helps you build meaningful relationships with your audience and ensures that your communications are consistent and focused on your business goals.


Step 7: Plan Simple Promotions


Promotions are an important part of your sales growth plan, as they help you draw attention to your products and encourage customers to make purchases. The key is to plan promotions that are low-cost but still effective. This section will guide you through setting a promotions budget, deciding when and how to promote your products, and including these promotions in your overall growth plan.


Setting a Realistic Promotions Budget Your Business Can Afford


Before planning your promotions, it’s important to set a budget that your business can comfortably manage. Promotions don’t need to be expensive to have an impact, but knowing how much you can afford will help you stay on track financially.


  1. Look at your current sales and profit margins

    • Start by reviewing your current sales figures and profit margins. This will give you a good idea of how much you can allocate towards promotions without eating into your profits.

      • Example: If you sell handmade soaps at £10 each with a profit margin of £4 per soap, and you sell 50 soaps a month, you might decide to allocate £50 (around 10% of your monthly profits) towards promotions.

  2. Set a small, manageable budget

    • If you’re a small business with limited funds, start with a modest budget and scale up as your business grows. It’s better to run small, consistent promotions than to spend too much at once.

      • Example: A budget of £50 per month could be used to run low-cost social media ads or offer small discounts to existing customers.


How to Include Low-Cost Promotions in Your Growth Plan


Low-cost promotions can be highly effective if planned well. Here are some examples of affordable ways to promote your products:


  1. Offer time-limited discounts

    • A simple discount for a limited time can create a sense of urgency and encourage customers to buy. You can include this type of promotion in your growth plan by deciding when and how often to offer discounts.

      • Example: A jewellery business might offer a “10% off this weekend only” sale to encourage customers to act quickly.

  2. Run a giveaway on social media

    • Social media giveaways are a great way to engage your audience and attract new customers. You can offer one of your products as a prize and ask participants to follow your page and share the post to enter.

      • Example: A candle business could run a giveaway for a popular scented candle, with the requirement that participants tag a friend and follow the business account.

  3. Bundle products together

    • Bundling complementary products together at a discounted price can increase the value for customers and encourage them to buy more. Plan to offer these bundles during slower sales periods or around special occasions like holidays.

      • Example: A skincare business could create a “self-care bundle” that includes a cleanser, moisturiser, and face mask at a 15% discount compared to buying each item separately.

  4. Offer free shipping

    • Free shipping can be a strong incentive for customers to complete their purchase. Include free shipping promotions in your plan during specific periods, such as over a weekend or at the end of the month.

      • Example: A handmade clothing business might offer free shipping on all orders over £50 for one week, encouraging customers to spend more to qualify.


A Guide on Deciding When and How Often to Promote Your Products


Timing is important when planning promotions. You don’t want to overwhelm your customers with constant offers, but you also want to stay active and engaged. Here’s how to decide when and how often to promote your products:


  1. Consider key dates and seasonal trends

    • Look at your sales history to identify when customers are more likely to buy. Plan your promotions around key dates such as holidays, new product launches, or the start of a new season.

      • Example: A gift shop might plan a series of promotions in the lead-up to Christmas, with discounts or bundles aimed at holiday shoppers.

  2. Balance your promotions throughout the year

    • Avoid running too many promotions back-to-back, as this can reduce their impact. A good rule of thumb is to plan one major promotion per quarter, with smaller offers or discounts scattered throughout the year.

      • Example: A business that sells home décor might plan a major 20% off sale in the summer, with smaller monthly offers like free shipping or buy-one-get-one-half-price deals.

  3. Use data to determine the best times to promote

    • If you’re already using Google Analytics (GA4) to track your website traffic, look at when your customers are most active. Are there particular days or times when more people visit your site? Use this data to schedule your promotions for maximum visibility.

      • Example: If your GA4 data shows that most of your online traffic happens on Friday afternoons, schedule a weekend promotion that starts on Friday morning to capture that attention.

  4. Regularly review and adjust your promotion plan

    • Build flexibility into your promotion plan by reviewing its effectiveness regularly. If a particular type of promotion works well (such as free shipping), consider using it more often. If something doesn’t work as planned, adjust your approach.

      • Example: If a skincare brand finds that bundle promotions generate more sales than discounts, they might shift their plan to include more bundles and fewer discount offers.


A Simple Promotion Plan for a Candle Business


Let’s say you run a small business selling handmade candles. Here’s an example of how you might create a promotion plan:


  • Budget: £50 per month.

  • Low-cost promotions:

    • January: Offer free shipping for one weekend to encourage sales after the holiday season.

    • February: Run a social media giveaway for Valentine’s Day, offering a popular candle as the prize.

    • March: Create a bundle of three spring-scented candles at a discounted price.

    • April: Offer a 10% discount on all orders for the Easter weekend.

  • Timing: Use Google Analytics (GA4) to monitor traffic and schedule promotions on the days when your audience is most active, such as the first weekend of the month.


By following these steps and keeping your promotions affordable and well-timed, you can increase customer interest and drive sales without overstretching your budget. A clear promotion plan is an essential part of your sales growth strategy, allowing you to maintain momentum and attract new customers throughout the year.


Step 8: Keep Track of Your Progress


Tracking your progress is essential to ensuring that your sales growth plan is working. By regularly reviewing what’s effective and what isn’t, you can make adjustments that keep your business moving in the right direction. Building a simple system for tracking your progress will help you measure success, spot areas for improvement, and stay on course for achieving your goals.


How to Build a System into Your Plan for Tracking What’s Working and What Isn’t


To keep track of your sales growth, you need a system that allows you to measure your performance over time. Here’s how to build this into your plan:


  1. Set clear performance indicators

    • Begin by identifying key metrics that will show you whether your plan is working. These metrics should relate directly to your goals, and can include:

      • Sales figures: The number of products sold within a set timeframe.

      • Customer acquisition: How many new customers you gain each month.

      • Website traffic: The number of visitors to your website.

      • Conversion rate: The percentage of visitors who make a purchase.

    • Example: If your goal is to sell 60 candles per month, your key performance indicator (KPI) will be the number of candles sold. You could also track the number of new customers who buy from you.

  2. Use tools to track your performance

    • There are many simple tools available to help you track your progress. If you sell online, platforms like Google Analytics (GA4) allow you to measure website traffic, conversion rates, and where your customers are coming from. If you sell in person, keeping a basic sales log can help you monitor performance.

      • Example: A handmade jewellery business could use Google Analytics (GA4) to track how many visitors come to their website after a social media promotion, helping them see whether the promotion increased traffic and sales.

  3. Set a regular review schedule

    • It’s important to regularly review your progress to ensure your plan is working. Set aside time each week or month to check your key metrics. By doing this, you can quickly spot if something isn’t working and make adjustments.

      • Example: A skincare business might review their sales figures at the end of each month. If sales drop below their target, they can look at other metrics like website traffic or customer feedback to find out why.

  4. Compare your performance to your goals

    • As you track your progress, compare your current performance to the goals you set in Step 2. This will help you see whether you’re on track or need to adjust your strategy. If you’re not hitting your targets, identify potential reasons why and consider adjusting your approach.

      • Example: If a business aimed to sell 100 products in three months but only sold 75, they might check if their promotions were effective or if they need to reach a different audience.


Basic Tips on Including Review Points in Your Plan to Ensure Growth


To ensure ongoing growth, it’s important to build review points into your plan. This will help you stay focused and adapt as needed.


  1. Create monthly or quarterly reviews

    • Set specific points in your calendar to review your progress. Monthly or quarterly reviews work well because they give you enough time to gather meaningful data without waiting too long to make changes.

      • Example: A candle business could schedule a review at the end of each quarter to check whether their sales goals are being met and to analyse how effective their recent promotions have been.

  2. Focus on what’s working

    • During each review, focus on the areas that are working well and consider how you can build on them. If a particular promotion or product line is performing better than expected, think about how you can do more of the same.

      • Example: If your free shipping offer boosted sales significantly, consider including it more regularly in your sales growth plan.

  3. Identify what needs improvement

    • Look for areas where you’re falling short of your targets. Be specific about what’s not working, whether it’s your messaging, product pricing, or promotion timing. Identify what needs to change and make small adjustments.

      • Example: If a promotion didn’t increase sales as expected, it might be worth revisiting the timing of the offer or adjusting the message to better align with customer needs.

  4. Stay flexible and adjust your plan as needed

    • A key part of tracking progress is staying flexible. Not every part of your plan will work perfectly the first time, so be prepared to adjust based on your findings. Keep your sales growth plan as a living document that you update regularly with new goals, strategies, and learnings.

      • Example: If you discover that your social media ads aren’t reaching the right audience, you can adjust the targeting or try different messaging to see if it improves results.


Building a Tracking System for a Small Business


Let’s say you run a small business selling eco-friendly home décor. Here’s an example of how you might set up a tracking system:


  • Key metrics:

    • Sales: 100 items per quarter.

    • Website traffic: 1,000 visits per month.

    • Conversion rate: 5% of website visitors making a purchase.

  • Tools:

    • Google Analytics (GA4) to track website traffic and conversion rates.

    • A simple spreadsheet to log monthly sales.

  • Review schedule:

    • Monthly review to check website traffic and conversion rates.

    • Quarterly review to measure total sales and compare with goals.

  • Adjustments:

    • After reviewing data, you notice that sales drop off during mid-month. You decide to introduce a mid-month promotion to boost traffic during this time.


By building regular review points and tracking systems into your sales growth plan, you’ll be able to see what’s working and what needs improving. This process ensures you’re continuously moving towards your growth goals, adapting when necessary, and staying focused on long-term success.


Step 9: Understanding Your Strategy: Bringing It All Together


Now that you’ve worked through the individual steps of building your sales growth plan, it’s time to bring everything together into a cohesive strategy. Each step you’ve taken—from identifying your target customers to setting sales goals and planning promotions—forms part of a bigger picture. This final step will help you see how all the elements align to create a focused, effective approach to growing your business.


How All the Steps Combine to Form a Cohesive Sales Growth Strategy


Your sales growth strategy is the blueprint for how your business will attract new customers and increase sales. Each step in the plan plays a critical role in this process. Here’s how the different parts of your plan come together:


  1. Customer Profile

    • By defining your ideal customer (Step 1), you’ve identified who you need to target with your sales and marketing efforts. This understanding will guide everything from your messaging to your product development.

      • Example: If your ideal customer is a health-conscious individual looking for eco-friendly skincare products, your entire strategy will be built around appealing to their values, interests, and needs.

  2. Sales Goals

    • The sales goals you set (Step 2) act as the destination you’re aiming for. They give you a clear target to focus on, which helps you measure the success of your efforts.

      • Example: If your goal is to increase monthly sales by 20%, this becomes a key marker of progress that influences how you allocate your resources and plan your promotions.

  3. Understanding Your Competition

    • Knowing what your competitors are doing (Step 3) helps you position your business effectively in the market. This insight informs your promotions, pricing, and how you communicate what makes your products stand out.

      • Example: If your competitors are offering similar products at a lower price, you might highlight the superior quality or sustainability of your products to justify your pricing.

  4. Defining What Makes Your Products Stand Out

    • Your unique selling proposition (Step 4) is at the core of your strategy. It defines why customers should choose your products over others. This messaging should be consistently reflected across all your promotional efforts.

      • Example: If your candles are handmade from sustainable, eco-friendly materials, this becomes the key message that differentiates you from competitors and appeals directly to your target customers.

  5. Building Your Online Presence

    • Your online presence plan (Step 5) ensures your business is visible to potential customers where they spend time—whether that’s on your website, social media, or platforms like Google Shopping. This visibility is essential for driving traffic and sales.

      • Example: If you’ve identified that your customers are active on Instagram, focusing on building a strong presence there will help you connect with them and showcase your products effectively.

  6. Customer Communication

    • The communication plan (Step 6) you’ve created will ensure you’re consistently engaging with your audience, whether through email, social media, or other channels. This keeps your business top of mind and encourages repeat purchases.

      • Example: A small business selling handmade jewellery might send out a monthly email newsletter with updates on new products, customer stories, and exclusive discounts.

  7. Planning Promotions

    • Your promotion plan (Step 7) ensures you’re actively promoting your products at the right times and in ways that resonate with your customers. Low-cost promotions can attract new customers and reward loyal ones without breaking your budget.

      • Example: Offering a 10% discount during a key shopping season like Christmas can drive additional sales, while bundling products together creates more value for customers.

  8. Tracking Progress

    • Finally, tracking your progress (Step 8) allows you to measure how well your strategy is working. By reviewing your sales, website traffic, and customer acquisition, you can adjust your approach as needed to stay on track.

      • Example: If you notice a significant increase in sales after a particular promotion, you can replicate that approach in future campaigns. Alternatively, if certain efforts aren’t delivering results, you can refine them based on the data.


How to Align Your Customer Profile, Goals, and Promotions in a Unified Approach


To create a truly effective sales growth strategy, all the elements of your plan need to work together seamlessly. Here’s how to align your customer profile, goals, and promotions:


  1. Ensure your promotions speak to your customer profile

    • Every promotion you run should be designed with your target customer in mind. Make sure your messaging, offers, and products all reflect the needs and interests of your ideal customer.

      • Example: If you’re targeting eco-conscious consumers, your promotions should highlight the sustainable, natural ingredients in your products and emphasise any eco-friendly packaging or ethical practices.

  2. Use your sales goals to guide your promotional efforts

    • Your sales goals should determine the frequency and intensity of your promotions. If your goal is to increase sales by 10% in the next month, plan a series of promotions and offers to help achieve that target.

      • Example: If you’re aiming for a sales boost in April, you might run a special “Spring Sale” promotion with a 15% discount on selected products to encourage more purchases.

  3. Keep your messaging consistent across all channels

    • Whether you’re posting on social media, sending out an email, or updating your website, your messaging should be consistent and aligned with your overall strategy. This helps build a strong, recognisable brand that customers can trust.

      • Example: If you’re promoting the eco-friendliness of your candles, make sure that message is clear on your website, in your emails, and on your social media pages.

  4. Regularly review and adjust your plan

    • Your strategy should be flexible. As you track your progress, be prepared to adjust your approach to ensure you’re staying on track to meet your goals. Use tools like Google Analytics (GA4) to monitor how different elements of your strategy are performing.

      • Example: If your data shows that certain products are consistently your best-sellers, consider focusing more promotions around them or creating similar products to meet customer demand.


Bringing Together a Sales Growth Strategy for a Candle Business


Here’s how you might bring together the different elements of your strategy for a candle business:


  • Customer Profile: Eco-conscious consumers aged 25–40 who value sustainability and quality.

  • Sales Goal: Increase monthly sales by 20% over the next three months.

  • Competitor Insight: Competitors offer lower-priced candles, but yours stand out for being handmade and eco-friendly.

  • Unique Selling Proposition: Handmade candles crafted from sustainable soy wax, with customisable scents.

  • Online Presence: Focus on Instagram and Google Shopping, where your target customers are active.

  • Communication Plan: Weekly Instagram posts showcasing the sustainability of your candles, plus a monthly email with care tips and exclusive offers.

  • Promotion Plan: A 15% discount on new spring-scented candles in April to boost sales.

  • Tracking Progress: Use Google Analytics (GA4) to track website traffic and conversion rates during the promotion, and review sales figures at the end of each month.


By aligning all the steps in your plan, you create a focused and strategic approach to growing your business, ensuring that each action you take supports your overall goal of increasing sales and attracting new customers.


Step 10: Piecing It All Together in One Sales Growth Strategy Document


Now that you’ve worked through all the essential steps, it’s time to piece everything together into a single, easy-to-follow sales growth strategy document. This document will act as your roadmap, guiding your efforts to grow your customer base and increase sales. It should be simple, clear, and actionable, so you can refer to it regularly and make adjustments as needed.


How to Organise All the Pieces of Your Plan into One Easy-to-Follow Document


To create your sales growth strategy document, you’ll need to organise the information from each step into a logical, structured format. Here’s how to do it:


  1. Start with an introduction

    • Begin with a brief overview of your business, your products, and the purpose of your sales growth plan. This sets the stage and gives context to the rest of the document.

      • Example: "Our business, Green Candle Co., produces handmade, eco-friendly soy candles. This sales growth plan outlines how we aim to increase sales by 20% over the next six months, focusing on our target audience of eco-conscious consumers."

  2. Summarise your target customer profile

    • Clearly define who your ideal customer is, based on the work you did in Step 1. Include their key characteristics, needs, and buying habits.

      • Example: "Our ideal customers are aged 25–40, eco-conscious, and value sustainable, handmade products. They tend to shop online and are likely to follow eco-lifestyle influencers on Instagram."

  3. Outline your sales goals

    • Include your specific, measurable sales goals from Step 2. Make sure these goals are clearly stated so you can track your progress.

      • Example: "Our goal is to increase monthly sales by 20%, from 200 to 240 candles, by the end of the next quarter."

  4. Detail your competitor analysis

    • Summarise the key points from Step 3, highlighting how your competitors operate and where your products stand out in the market.

      • Example: "Competitors in our market offer lower-priced candles but do not use eco-friendly materials. Our candles are differentiated by their sustainable soy wax and recyclable packaging."

  5. Define your unique selling proposition (USP)

    • Revisit Step 4 and include a clear, concise statement of what makes your product unique and why customers should choose you over competitors.

      • Example: "Our USP: Green Candle Co. offers eco-friendly, handmade candles that are customisable, using only natural ingredients and sustainable packaging."

  6. Summarise your online presence plan

    • Outline the platforms you will use to reach customers and how your online presence will be structured, as planned in Step 5.

      • Example: "We will focus our efforts on Instagram and Google Shopping, using Instagram to engage with eco-conscious customers and showcase our product range, while Google Shopping will drive direct traffic to our website."

  7. Plan your communication strategy

    • Include your key messages and communication schedule from Step 6. This will help you stay consistent with how you engage customers.

      • Example: "We will send a monthly email newsletter featuring eco-living tips and product offers. We will post twice a week on Instagram, focusing on behind-the-scenes content and sustainability messages."

  8. List your planned promotions

    • Summarise the low-cost promotions you plan to run, as discussed in Step 7. Include the timing and type of promotion to keep everything organised.

      • Example: "Promotions will include a 10% discount for Earth Day in April, and a 'Buy One, Get One 50% Off' offer for our summer collection in June."

  9. Describe your progress tracking system

    • Highlight the key metrics you will track, how often you will review them, and what tools you will use (such as Google Analytics GA4). This will keep your plan focused and data-driven, as outlined in Step 8.

      • Example: "We will track monthly sales, website traffic, and conversion rates using Google Analytics (GA4). Monthly reviews will help us adjust promotions and marketing efforts based on performance."

  10. Bring it all together with a strategy summary

    • End with a concise summary of how all these pieces align to create your overall sales growth strategy. This should be easy to understand and serve as a quick reference.

      • Example: "Our strategy focuses on eco-conscious consumers who value sustainability. By promoting our unique, handmade candles through Instagram and email marketing, offering timely discounts, and tracking performance through Google Analytics, we aim to achieve a 20% increase in sales over the next three months."


Simple Tips for Keeping Your Plan Clear and Actionable


To make your sales growth strategy document easy to use, keep these tips in mind:


  1. Use bullet points and short paragraphs

    • Break up the information into digestible chunks to make it easier to skim through and find key points when needed.

  2. Include a timeline or calendar

    • A timeline of key actions and promotion dates will help you stay organised. You could create a monthly calendar to show when certain tasks need to be done.

      • Example: "April: Run Earth Day promotion (10% off eco-friendly candles). May: Launch new summer scent collection."

  3. Make it a living document

    • Your sales growth strategy plan should be flexible. Leave space to update it as you review your progress and adjust your goals and tactics.

      • Example: "Review sales goals at the end of each month and adjust promotions based on customer feedback."


Your Ultimate Sales Growth Strategy Plan Template


Here’s a simple template you can follow to organise your own sales growth strategy:


  1. Introduction

    • Brief overview of your business and the purpose of the plan.

  2. Target Customer Profile

    • Who your ideal customer is.

  3. Sales Goals

    • Specific, measurable sales targets.

  4. Competitor Analysis

    • Key insights about your competitors and market positioning.

  5. Unique Selling Proposition (USP)

    • What makes your products unique.

  6. Online Presence Plan

    • Platforms you’ll use and how you’ll engage your customers.

  7. Communication Strategy

    • Key messages and communication schedule.

  8. Promotions Plan

    • Timing and details of your planned promotions.

  9. Progress Tracking System

    • How you’ll measure success and adjust your plan.

  10. Summary of Strategy

    • How all the pieces work together to drive sales growth.


By following this template, you can organise all the parts of your sales growth plan into a clear, actionable document. This will serve as a handy guide to keep your business on track and ensure you’re taking the right steps to grow your customer base and boost sales.


Conclusion: Your Complete Sales Growth Plan


By following the steps in this guide, you’ve now built a solid sales growth plan tailored to your products-based business. This plan will serve as a clear roadmap for growing your customer base, increasing sales, and staying focused on your goals. With each element—understanding your customers, setting realistic sales targets, and creating an effective communication and promotion strategy—you have all the tools to drive your business forward with minimal investment.


How Building This Plan Helps Structure Your Business for Future Growth


Your sales growth plan does more than just outline immediate steps for growth—it provides a structure for long-term success. By:


  • Identifying your ideal customers, you know exactly who to target and how to speak to them.

  • Setting clear sales goals, you have measurable targets to guide your efforts and track progress.

  • Understanding your competition, you can position your products uniquely in the market.

  • Defining your unique selling proposition (USP), you clearly differentiate your products, making it easier to communicate why customers should choose you.

  • Creating a promotions and communication plan, you ensure your business is consistently reaching out to customers and encouraging sales.

  • Tracking your progress, you’re able to measure what’s working and adjust when necessary to keep on track.


This plan helps you stay organised, focused, and adaptable, which is essential as your business grows and evolves.


Regularly Update Your Plan as Your Business and Goals Evolve


It’s important to remember that your sales growth plan is not set in stone. Your business will change over time, and so will your market, your customers, and your goals. To ensure ongoing growth:


  1. Review your plan regularly: Set time aside each month or quarter to assess your performance. Look at your key metrics using tools like Google Analytics (GA4) and adjust your strategies based on what’s working and what isn’t.

    • Example: If you notice that your social media posts are driving more traffic than email campaigns, you might shift more of your marketing efforts towards social media.

  2. Adjust your goals as your business grows: As you achieve your sales targets, set new, more ambitious goals to continue challenging your business and expanding your reach.

    • Example: Once you hit your target of increasing sales by 20%, you could aim to expand into new markets or introduce new product lines.

  3. Stay flexible and adapt to market changes: Be ready to pivot your strategy based on changes in customer behaviour, industry trends, or new opportunities. Regularly updating your plan will help you stay ahead and ensure your business continues to grow.


By regularly reviewing and refining your sales growth plan, you’ll keep your business agile, focused, and ready to meet future challenges. This continuous improvement will help you stay on top of your market and consistently bring in new customers, setting the stage for long-term success.


In summary, your complete sales growth plan gives you a structured, actionable way to drive sales and grow your business, with a focus on low-cost, high-impact actions. Keep refining your approach, stay focused on your customers, and your business will continue to thrive.

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