1.12A GEAR UP YOUR SALES

It’s difficult to know where to begin when developing a sales and marketing plan. As a business, you will be bombarded with new technologies, shiny ideas coming from your industry, a swirl of performance metrics, and of course, good old self-doubt.

Everything you plan today will require proof of ROI tomorrow, which brings about a lot of pressure. In this module, we will explore a number of different concepts to enable you to create your own sales process whilst considering all aspects: how, what, when and who.

During flight take-off, does your business soar into the clouds or spin out of control? A good flight plan can make all the difference. Whether your business is still on the tarmac or already in the air, take some time to review your flight plan.

  • Where are you flying to, and why?
  • What will you do when you get there?
  • How are the flying conditions?
  • Do you know what you’ll do in an emergency?
  • How can you improve your fuel efficiency?
  • What would make your flight more enjoyable?
  • What do you want to achieve?

Set out your sales and marketing goals by creating marketing objectives.

Your objectives can be drawn from your SWOT Analysis (see 1.11) and should include areas such as market share, profit, sales goals and other relevant terms. Be realistic with the number of objectives you set. Having too many objectives will render your goals intangible and your plan useless. 

Don’t set vague objectives such as, “Increase productivity,” or “Add new customers.” Instead, draft your objectives according to the SMART goal-setting principles, so that you and your team clearly understand what needs to be done.

Are your objectives:

  • Specific
  • Measurable 
  • Achievable
  • Realistic
  • Timely? 

1.12B TYPES OF SALES

1.12C PREPARING YOUR FLIGHT PLAN

1.12D IGNITE YOUR BUYER'S JOURNEY

1.12E HOW TO SELL

Whether selling direct to the consumer or to a distributor, the following tools are essential in your sales pitch.

  • Self-belief.

  • Open-ended questions.

  • Resilience to the word, “No”.

  • Passion for the product.

  • Genuine connection and rapport with the customer or buyer.

  • The ability to make people feel something.

  • A customised or personalised pitch.

  • An established problem and solution.

  • Acknowledging any lingering concerns rather than avoiding them.

  • Maintaining the relationship post-sale and ensuring the customer is satisfied.

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  • By failing to prepare, you are preparing to fail. A good flight plan will make all the difference.

  • Know your customer profile.

  • Review the process, adjust, rinse and repeat.

  • Document your process.

  • Have you mapped out your buyer’s journey? If not, do so now.  

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