In the high-stakes world of sales, the difference between a record-breaking quarter and a missed quota often comes down to one thing: consistency. Many sales reps "wing it," relying on talent and luck. But top performers rely on a Sales Cookbook. A cookbook isn't just a checklist—it’s a personalized, behavior-based roadmap that tells you exactly what to do every day to guarantee your year-end results.
If you want to move from reactive chasing to proactive winning, follow this step-by-step guide to setting up a Sales Activity Behavior Plan for your team.
The foundation of a great cookbook is focusing on Leading Indicators (the things you can control) rather than just Lagging Indicators (the results, like revenue).
To build your recipe, identify 3–5 core behaviors. Common categories include:
Attain: New prospecting calls, emails, and LinkedIn outreach.
Develop: Discovery conversations and second meetings.
Close: Demos, technical presentations, and proposal walkthroughs.
Expand: Referral requests, check-ins with current clients, and networking.
A cookbook is only effective if the numbers are realistic. Work backward from your revenue goal to find your weekly activity targets.
Start at the Finish Line: How many closed deals do you need per month?
Calculate the Ratios: If it takes 5 demos to close 1 deal, and 4 discovery calls to book 1 demo, your math is clear.
Set the Weekly Quota: Break those monthly needs down into a "Weekly Recipe."
The Recipe Example: To hit your goal, you might need to commit to 40 calls, 10 discovery meetings, and 2 demos every single week.
Consistency is the hardest part of sales. To make the cookbook stick, you must integrate it into the daily flow:
Tailor the Plan: A "Hunter" (new business) will have a different cookbook than a "Farmer" (account management). Ensure the activities match the role.
Track Daily: Don’t wait until Friday afternoon to log your work. Use a CRM dashboard or a simple spreadsheet to track points as you earn them.
Review in 1-on-1s: Managers should use the cookbook as a coaching tool. If a rep is missing their sales targets, the cookbook will show exactly where the "leak" in the funnel is—whether it's a lack of activity or a need for better technique.
A cookbook is liberating. It removes the anxiety of "Where is my next deal coming from?" By hitting your activity targets, you can close your laptop on Friday with the confidence that you’ve done exactly what is required to keep your pipeline healthy.
| Activity Category | Weekly Target | Why It Matters |
| New Outreach | 60 Touches | Feeds the top of the funnel |
| Discovery Calls | 8 Meetings | Qualifies potential revenue |
| Demos/Presentations | 3 Sessions | Moves deals toward the finish line |
| Referral Requests | 5 Requests | Shortens the sales cycle |
Success in sales shouldn't be a mystery. When you provide your team with a structured cookbook, you replace anxiety with a clear path to victory. You empower your reps to own their desk, master their craft, and deliver predictable growth year after year.