| The sales and marketing plan is a document that most | | | | measure or you need to go and try something else or |
| entrepreneurs don't have time to get around to putting | | | | adjust your sales and marketing plan. |
| together. I'm not sure why that is as it's just as | | | | If you are looking for different sales and marketing |
| important as the business plan and indeed | | | | tactics there is simply no shortage of them. Here are a |
| complements it. | | | | few suggestions. Each one needs proper consideration |
| The business plan outlines the vision, strategic direction | | | | and research to make sure it's the right strategy for |
| and business and financial goals of the business. The | | | | your business. These tactics include obvious things like |
| sales and marketing plan breaks down the business | | | | your business cards, office letterhead and stationery, |
| plan to show how you are going to get there and the | | | | email signature, coupons or flyers as well as things like |
| tactics to be used to attract the customers it needs. | | | | your website, blog, monthly electronic newsletter, |
| The sales and marketing plan can be as complex and | | | | networking, taking someone out to lunch once a week, |
| as detailed as you wish to make it. It can include a list | | | | social networking media such as FaceBook, LinkedIn |
| of tactics you could deploy, it can list and detail only | | | | and Twitter. Other strategies could include TV |
| specific tactics you plan to use or a combination of | | | | advertising, seminars to educate customers about your |
| both. It's important, though, that you understand how | | | | service, trade shows, hiring a Public Relations expert, |
| each idea is to be used but you have some idea of | | | | joining local associations such as the Chambers of |
| the expected results each tactic should bring to the | | | | Commerce or other local business or trade association |
| business. There is an old adage in business | | | | groups. |
| management: If you cannot measure it you cannot | | | | Just like your business plan, the sales and marketing |
| manage it. There is also a famous quote that says "I'm | | | | plan needs to be a living and breathing document. It |
| convinced that 50% of my marketing is effective, I just | | | | needs to include projections and just as importantly, |
| can't tell which 50%." | | | | the results from any activities undertaken so you can |
| There is also another saying that says "I can't afford | | | | tweak and constantly improve what you doing. And |
| to advertise." If you cannot afford to advertise then | | | | don't forget your sales and marketing plan should |
| you probably cannot afford to be in business. | | | | include how each person in the business answers the |
| Some of the key items you want to see in your sales | | | | phone right through to the book-keeper. There is no |
| and marketing plan includes a profile of your typical | | | | reason your book-keeper and clerical staff cannot |
| current customer, what percentage of business they | | | | answer the phone and offer a monthly special to see |
| bring, where they come from and how they found you. | | | | if they can bring in new business. It's a little |
| If you are planning on growing the business by either | | | | unconventional but sales and marketing is about getting |
| more of the same type of customer or a different | | | | results, not whether something is conventional or |
| customer demographic, this needs to be defined, | | | | unconventional. |
| measured and made sure it makes good business | | | | Part 6 of this article series looks at how the Business |
| sense to target. Sales and marketing should always be | | | | Plan and Sales and Marketing Plan are tied together |
| seen as an investment and just like all other aspects | | | | with a Communication Plan. |
| of your business, needs to bring a return that you | | | | |