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 Selling Approach

Once they have analyzed and described their potential market, entrepreneurs must explain precisely and persuasively how the venture's product or service will be sold. Possible selling approaches are as follows:

  • Executive selling: top company officials are directly involved in the selling process.

  • Company sales force: hired salespeople visit prospective customers.

  • Sales representatives: independent contractors offer the wares of several companies.

  • Mass distribution: companies that use direct mail, retailers, online e-commerce, or some other large-scale merchandising.

Additional considerations include: awareness and support



1. The Company:

This section should summarize the enterprise's overall objectives, its origins, its expectations, and the management team. Investors should get a clear indication early on of where the company is going and how it plans to get there.

2. The Market:

Within the business plan, the definition of the market to be served by the company is second in importance only to the definition of the company itself. An important part of that market definition is a description of the benefits to the user of the company's product or service and why. That is, entrepreneurs must demonstrate that they focus primarily on the market their company will serve rather than on the technicalities of their product or service. Investors are interested in companies which are market-driven, not product driven.

3. Product (or service):

This section describes the company's products or services, including a summarized theory of operation and a statement about performance and present status. The proprietary, patented, or patentable features of the company's products should be summarized in this section.

4. Sales:

Investors will want to know precisely how the company plans to approach its customer prospects and thus capitalize on its potential. 

In this section, the business plan 

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