2010 is Here – Do You Have a Plan for Sales?
Posted by Ken Adams on Thu, Jan 28, 2010
As we say goodbye to one year, in fact an entire decade, and usher in a new one, now is a terrific time to take stock of your company's sales. How did well did your company perform last year? How can you ensure that 2010 will be successful? The answer involves looking back as well as looking forward and planning your sales strategy.
Look back and identify the best customers of the decade. What did these customers have in common? What made them the best? How many of these customers remain loyal to your organization? As you reflect on these core customers, look forward with the knowledge that you want to attract more customers just like them. For example, if you are a caterer and have discovered that your best customers are business event planners, then you'll want to target business event planners in 2010. Likewise, if your best customers are those who have set up their accounts to automatically reorder products when inventory reaches a certain trigger point, consider offering similar auto-reorder programs to your other customers.
While you're at it, identify customers that no longer use your services and find out why. Has the customer's company been acquired by another? Has the decision maker lost his job? If so, who can you contact at the new company? Who is the decision maker's replacement? Where is the decision maker working now?
In addition to identifying potential customers, identify your referral sources. Who has referred business to you in the past? Who is regularly referring business? Are you leaving referrals to chance or are you actively encouraging referrals? Are you thanking your referral sources? Are you returning the favor? What types of referrals do you want?
Next, evaluate your sales team. Which sales people have been the most effective? Which ones haven't? Why? What motivational techniques have worked in the past? Which ones will you use in 2010?
Take the time to consider the past performance of your customers, referral sources, and sales team and identify your ideals. Next, plan a brainstorming session where you come up with ideas on how to find more ideal customers, encourage quality referrals, and motivate your sales staff. At this point, write down all ideas that pop into your head, no matter how crazy they may seem. Later, you can cull your list, but the ideas must first flow and build upon each other.
Now, sleep on it or switch gears for a few days. Let your ideas simmer in your subconscious as you go about your business. Finally, return to your notes and craft a sales strategy for 2010 that addresses targeting customers, managing referrals, and motivating your team.
You can take this strategy even further by setting specific targets and milestones or by setting specific sales goals. However you customize your sales plan for 2010 is up to you. The plan can be as elaborate and detailed as you decide it needs to be, or it can be as simple as "Land one new business event planning customer per month." The important part is to get started and create a plan and then revisit it periodically to make sure that you are on track. With a sales plan in hand, you have a road map to success. Without one, you're leaving 2010's sales up to the status quo and chance.