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Daily Archives: July 14th, 2006

Include the following four strategies in your sales plan. Remember, these strategies are all designed to capture new customers and new market share. Important note: The strategies are numbered and the tactics are italicized.

1. Exceed my quota.
• Send no less than 50 letters of introduction to new prospects each week.

• Make no less than 50 cold calls of introduction to new prospects each week.

• Make no less than 20 face-to-face contacts with new prospects each week.

• Create no less than 10 proposals each week.

• Make no less than five presentations each week.

Important note: Your numbers will, of course, vary. What’s important here is that you calculate exactly how many contacts you’ll need to make in order to achieve your sales quota.

2. Increase awareness in the marketplace of my products, services and solutions.
• Join and participate in no less than three professional associations and organizations that my best prospects and customers belong to.
• Attend any and all trade shows and conventions that my best prospects and customers attend.

• Purchase the mailing list of these associations and organizations and send either a postcard or a letter of introduction.

• On a regular basis, contribute articles and white papers that address the interests and concerns of this population.

3. Increase awareness in the community of my products, services and solutions.
• Attend all Chamber of Commerce networking events.

• Volunteer to speak at no less than 12 various organizations in my territory that have an interest in my product, service and solutions.

• Volunteer my time at three nonprofit organizations.

• Join and participate in no less than three networking groups.

4. Obtain referrals from all my new customers.
• Within 30 days of delivering my product, service or solution, I will ask each of my new customers for at least three names and phone numbers of someone they personally know who may have a use for my products, services and solutions.

The Time Is Now
The final part of your sales plan must detail the timeline for implementation of each of the tactics in your sales plan. It’s best to show a week-to-week schedule.

Once you’ve created your sales plan, don’t file it away! Keep it handy and revisit it and revise it on a regular basis. Stay on track with your plan, and you’ll stay on quota.

Tony Parinello is the author of the bestselling book bearing the name of his sales training program, Getting to VITO, the Very Important Top Officer and 10 Steps to VITO’s Office.

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More than ever, any opportunity to talk to your audience must be maximized. More than ever, messages must be clear. More than ever, messages must be relevant. More than ever…branding matters.

Be sure your brand is clearly communicated across all media. That’s called Brand Consistency.

Why does branding matter on the Web? Today’s most successful brand managers are engaging customers at every level and “pulling” them through to the web for loyalty programs or new offers or coupons. Check out Huggies.com…where expectant Mom’s “Find encouragement and ideas for the earliest stages of pregnancy right through to when you take your bundle-of-joy home.” It’s pretty clear this is about more than diaper technology–Huggies wants to be an expectant Mom’s supportive, trustworthy and knowledgeable pregnancy friend. That’s called a Brand Promise.

Why does branding matter in the CRM (Customer Relationship Management) world? Getting to the 1to1 level is optimum. You can identify and predict customer preferences; what they want–when and how they’d like it. However, you still need to communicate to them. What is the brand’s voice, what words and tone do you use to meet their expectation and build their trust? Put it this way, what if the Huggie’s website read, “Find information about the first trimester right through to delivery.” Not quite the same thing! That’s called Brand Messaging.

Why does branding matter in buzz marketing? The latest marketing genre is all about creating WOM (word of mouth) by triggering loyal consumers to pass-along the brand message or product recommendation. Buzz marketers create excitement by offering exclusive information, or product samples, or experiences in a manner that empowers their impassioned customers to pass along the news or the ‘buzz’. “Did you hear about the H.J. Heinz green ketchup?” This message buzzed through barbecues and cookouts in 2000 and earned the company $10 million in free publicity. Note: the bottle, logo, and price point—did NOT change; nor did the light-hearted, kid-friendly tone. And, while the colored-ketchup craze is over, Heinz hasn’t lost its place in the hearts of America’s family’s. That’s called Brand Management.

The Challenge will only grow….
According to BrandWeek, February 03, 2006. “Today’s marketers will have their work cut out for them in trying to reach tomorrow’s major consumers: teenagers. That’s the finding of the GenWorld Teen Study just released by Energy BBDO, Chicago. The study, conducted in 13 countries, found a worldwide generation is being guided by one ethical code: authenticity.” So get to work! Be certain you understand how to honestly connect with your customers, what they expect from you and how to talk to them to build trust and loyalty. That’s called Branding.

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