August 26th, 2013
Tactical Sales 20/20 Marketing Plan
Build Your Pipeline for the 4th Quarter
Overview: The marketing plan incorporates messaging from your vendors with marketing materials, email campaigns, telephone scripts and partner involvement. Action steps include:
1) Refine their prospect database to reflect the A, B, C Ideal client profile concept.
2) Download and review the direct mail letter/email tools provided by your vendors and create two pieces for two campaigns that will be used; these can be personalized with your logo, etc.
3) Create multiple batches of 20 suspects by salesperson, divided into groups of A, B, C, D, etc.
4) Execute on the following tactical plan:
Week One: Each salesperson sends email/ letter 1 to 20 different suspects in Group A
Week Two: Each Salesperson sends email/Letter 2 to the same Group A 20 suspects
Each Salesperson sends email/Letter 1 to another set of 20 suspects in Group B
Week Three: Each salesperson begins to call Group A and set an appointment or invite them to an Executive Forum run the partner
Each salesperson sends emails/ letter 2 to the 20 suspects in Group B
Each salesperson sends email/ letter 1 to 20 suspects in a new Group C
Week Four: Each Salesperson begins to call all on-contact member of Group A
Each Salesperson begins to call all suspects in Group B
Each Salesperson sends emails/Letter 2 to the suspects in Group C
This program continues in this manner. As the activity level and pipeline grows, the only change in this marketing and activity plan will be the number of emails letters sent per week, it could drop to 10.
It is recommended that an on-going “Executive Forum” or workshop event is scheduled for the same time/same day each month. The purpose of the event is to provide a “call to action” and provide a reason for the telephone call follow up.
Ken Thoreson “operationalizes” sales management systems and processes that pull revenue out of the doldrums into the fresh zone. During the past 14 years, our consulting, advisory, and platform services have illuminated, motivated, and rejuvenated the sales efforts for partners throughout North America. Check out his latest book: “creating High Performance Sales Compensation Plans”