Having identified all the strategic directions through the marketing plan the sales plan can be set out.
Retain the customer – The golden rule being that is easier to retain a customer than to find a new one by a multiple of about 10. What is the procedure for resolving faulty product of service?
Train the sales person in selling – never assume that a technical product needs a technical person to close when they have no selling training.
The sales plan will identify the sales process-
Preparation before any presentation is made and identify the decision making unit (DMU) to buy.
Presentation to the customer – in this it is vital to create the NEED for the product by identifying the GAP
Promote the product to fill the GAP in what is available and what the sale presents.
Present the proposal after listening to what the customer’s reaction is to the above 3 “P”.
Close the sale.
Sales staff Training
Prepare the sales staff through intensive product training – the unique selling points (USPs) of the product.
Practise the presentation on a mentor hardened sales person.
Plan to capture the imagination and moment of the opening in the first 3 minutes.
Protocol dictates that you listen to their responses with respect – never “mate” or “what’s your name again”
Know your client, their needs, their successes, the decision makers inside and where you fit.
Prepare a list of the 10 points of “refusal” by a customer, be they – no need – no money – no trust – too expensive – price – too hard to understand – too second rate in quality – too far away – no service guarantee.
CLOSE the sale with an order on the basis that everyone is a winner – a fair exchange is no robbery.
Advertising – making sure that media has the right hit per dollar.
Lap top video and audio.
Website – design – video – ease of entry/download/catalogue.
A demonstration vehicle.
A finance package so that time to pay where the capital cost becomes a painless expense.
Write a proposal or follow every meeting with minutes of what was said.
“It is the writer’s job to sort out the pieces of the jig saw puzzle, arrange the pieces so that it is understandable to the reader, and creates a clear picture”