6 Necessary Steps You Should Take When Creating Marketing Plans That Work.
How many times have the world's greatest marketing plans failed?
Probably 9 out of 10 have and this is due to the fact that they
desire success rather than formulate from success. Here we will
examine the simplicity of a reverse engineered marketing plan.
1. Talk with your top producing salespeople.
When starting from the end we are starting from a point of
success rather than imagined success. Your top producing
salespeople are out there each and every day creating it. From
their success all the information needed for a winning marketing
plan can be found.
2. Determine the what the salespeople feel are the customer or
prospects most important needs.
Here is where your top producing salesperson's field experience
is invaluable. In their line of duty they uncover all sorts of
information that they might not even be aware of. Such as, they
maybe using a phrase or a tagline that is peaking the interest
of your customer or prospect. They could be constantly selling
to an organizational need rather than a financial need or any
variation of that. Whatever it is, it needs to be determined and
leveraged into a greater strength in gaining market share.
3. Determine the top objections your top producing salesperson
is receiving.
Again, the answers lay at the end of the process, not the
beginning. What are the top objections your top producing
salespeople are receiving or uncovering? How are the effectively
meeting and overcoming those objections? Remember objections
that are met before they arise are always overcome and leveraged
into strength. Objections that are unexpected and unresolved
become the deal killers.
4. Create collateral that leverages strengths into greater
strengths and weakness into selling points.
So far two very important keys have been uncovered, the motives
and the barriers of your prospects and customers. With that
knowledge collateral, tools and advertisement that leverage the
motives and immobilize the barriers can be created. This is the
winning formula that supports that sales team, creates new
customers and increases awareness of your products or services.
This process will effectively raise the performance bar of every
salesperson on your team as they are now properly supported and
your marketing plan is more persuasive in the eyes of the
customer or prospect.
5. Create tactics that broaden your marketshare.
At this point of the plan, its getting harder and harder to
fail. The winning ways have already been accomplished and
replicated. Now it is time to choose additional tactics that
support your ending point. This can very from industry to
industry, but some of these may include; email campaigns, radio
or television advertisement, trade periodicals, industry
associations and the list just goes on and on.
6. Strategy that works.
Picking the strategy is always the easy part. Choosing a winning
strategy is the hard part. Not anymore. By following the above
steps your winning strategy is already mapped out for you.
With this approach you can easily find what works and maximize
that for greater sales. It is easy and cost affordable to
implement and it all starts with communication.
About the author:
Todd Taylor is the managing member of Fractional VP and can be
reached at 888-602-5866. Fractional VP is a sales strategy and
tactics company working with small and medium sized business.
Written By: Todd Taylor