Planning for a Sizzling 2012 (Step 3)

Posted: January 2, 2012 | Categories: Sales

Now that we know our strengths and have determined how much money we want to make in 2012 (our goal), we can map out our strategy.

Simply defined, a strategy is a plan of action that is designed to achieve a particular goal – such as our 2012 revenue goal.  Imagine that we were planning a trip from Chicago to San Francisco.  We have decided to travel by car.  We need to decide:

• What routes we will take
• How many days we will allow to get there
• Places we will stop

There are also a myriad of details and particulars such as what we will pack, what activities we want to have along the way and at our destination, what maintenance we need to do to our car, etc.  We may also leave some slack time so that our schedule isn’t too jammed packed and stressful.  No matter what, it is important that we have an action plan that includes specific action steps so that we may steadily and progressively move towards our goal.

Let’s take this analogy and apply to our 2012 revenue goal.  As we look at our strategy, there will most likely be 6-8 key focus areas.  Here are some common ones:

1. New Business development:  This includes efforts and activities directed at getting new customers.  It can contain a number of manageable components, including website design and management, direct selling, and specific strategies for social media.
2. Relationship selling:  On the average, this is where the most potential is.  Typically, around 70% of our revenue will come from relationship selling.  This includes additional needs from our current customers and generating and cultivating referrals.
3. Product Delivery:  Whether we are in a service business or selling a product, we need to be perceived as “exceptional”.  In order to do this, we need to do what we say we are going to do when we say we will do it.  We under-promise and over-deliver.  And what we deliver is complete, comprehensive, and of the highest quality.
4. Professional Development:  Our competition keeps getting better, and so must we.  What are our goals for professional development?  How many books are we going to read?  Are there business publications we can read consistently to stay ahead in our field?  How about product certifications or seminars that provide continuing education units?  This is an easy category to let slip.
5. Administration/Record keeping:  This may not be the most fun part.  It is vital.  This has to do with housekeeping, documenting, taxes, tracking, taking notes, and paying attention to the minute particulars.  If you think this is not important, consider what happens if we get sloppy or laidback in this category.  Impeccable professionalism can make a big difference.
6. Mentoring:  If we have direct reports, we are responsible for their performance as well as ours.  We need to set goals in working with them in their Key focus areas

To apply immediately:

• Determine your key focus areas by listing all your necessary activities and duties and categorizing them.
• In each category, put in some measurable expectations

Our next step is to look at these categories and consider specifically what we want to do in each of these categories to support our overall revenue goal.  It is time to implement step #4: Formulating the action steps.

See Also:
Planning for a Sizzling 2012 (Step 2)

Planning for a Sizzling 2012 (Step 1)

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