install-goal directly

<plugin>
  <groupId>org.apache.sling</groupId>
  <artifactId>maven-sling-plugin</artifactId>
  <version>2.0.4-incubator</version>
  <executions>
    <execution>
      <id>install-bundle</id>
      <goals>
        <goal>install</goal>
      </goals>
      <configuration>
        <slingUrl>http://localhost:4502/system/console/install</slingUrl>
        <user>admin</user>
        <password>admin</password>
      </configuration>
    </execution>
  </executions>
</plugin>