Strategic Sales Plan For [Company Name] [January 1, 20XX] To [December 31, 20XX]

Transcription

1 Sales & Marketing Strategy Template (Fr Sales Leaders) Sales Leader s Sales And Marketing Strategy Template By Glenn Fallavllita, President Drip Marketing, Inc. SellMrePayrll.cm As a sales leader, yu want t prvide yur sales and marketing team with the strategies and tactics yu want t implement. T help jump start yur planning phase, I have created a rather extensive template fr yu t cnsider using. Remember this... Sample Cver Page: A Gal Withut A Plan Is Just A Wish. Antine de Saint Exupéry Organizatin Name Lg Strategic Sales Plan Fr [Cmpany Name] [January 1, 20XX] T [December 31, 20XX] Page 1 f 11 SellMrePayrll.cm A Divisin Of Drip Marketing, Inc. 8 Patrit Lane Turnersville, NJ Office: (856)

2 Sales & Marketing Strategy Template (Fr Sales Leaders) The Key Sectins Of [Cmpany Name] Sales Strategy Are: Sectin 1: Executive Summary... 3 Sectin 2: Our Unique Selling Prpsitin (USP) In The Marketplace... 3 Sectin 3: Our Cmpetitive Envirnment... 4 Sectin 4: Our Sales Revenue Gals... 4 Sectin 5: Hw I Will Keep My Sales Team Accuntable... 5 Sectin 6: Our Perfect Prspects... 5 Sectin 7: Our Perfect Referral Partners... 6 Sectin 8: Sales Training Gals... 6 Sectin 9: Our Tactical Marketing Strategies... 6 Sectin 10: Our Sales Fllw-Up Strategy... 9 Sectin 11: Our Database Building Strategy... 9 Sectin 12: Marketing Tls Fr Our Sales Team Sectin 13: Our Sales Cmpensatin Plan(s) Page 2 f 11 SellMrePayrll.cm A Divisin Of Drip Marketing, Inc. 8 Patrit Lane Turnersville, NJ Office: (856)

3 Sales & Marketing Strategy Template (Fr Sales Leaders) Sectin 1: Executive Summary The Executive Summary f yur strategic plan needs t be cmpleted last because it is merely a summary f the ther sectins f yur plan. The Executive Summary is an imprtant sectin, as it will help ther key peple in yur payrll service, including investrs and advisrs, t quickly understand and supprt yur plan. Sectin 2: Our Unique Selling Prpsitin (USP) In The Marketplace Yur USP is a detailed descriptin f what makes yur payrll service unique in the marketplace. Here s why it s imprtant: If yur sales team cannt articulate the things that make yur payrll service unique in the marketplace, they will be cmpeting slely n price mre times than nt. Use the fllwing exercise t help facilitate the develpment f yur USP: Step 1: Make a list f yur last five new sales. Step 2: Review the clumns and cmplete the infrmatin. Cmpany Name Wh Was Prcessing This Cmpany s Payrll Befre They Switched T Us? What Triggered This Cmpany T: 1. Take Our Phne Call/Meet Us? 2. Leave Their Current Payrll Service? What Were The Benefits Of This Cmpany Switching T Us? Answer these questins as if yu were a prspect: If I were a business wner, CFO r payrll decisin maker, that was using a third party payrll service What things wuld trigger me t cnsider switching t a new payrll service? 2. What things wuld be imprtant t me in a new payrll service? 3. What fact finding and pricing questins SHOULD I ask the salespersn? 4. What things wuld I want t see in writing frm this payrll service? 5. What wuld STOP ME frm switching t a new payrll service? Cpyright 2016 Glenn Fallavllita SellMrePayrll.cm Page 3 f 11

4 Sales & Marketing Strategy Template (Fr Sales Leaders) Hint #1: Make sure yur salespeple understand yur business USP. If nt, they will be selling n price mre times than nt. HINT #2: When yu are dne with yur prcess, make sure yu survey yur mst recent clients t cnfirm this infrmatin. Yur USP helps quantify the thing that sets yur payrll service apart frm its cmpetitin. Althugh price and custmer service play an imprtant rle, what else can yu ffer a prspect that separates yu frm the pack? Sectin 3: Our Cmpetitive Envirnment List yur tp 3 t 5 cmpetitrs in yur marketplace and then bullet their strengths and weaknesses. While it may seem bvius wh yur cmpetitrs are, what is nt bvius are their strengths AND weaknesses. Other pints: This sectin will help yur decisin making prcesses when it cmes t marketing fcus, pricing and risk free ffers. It will help with yur sales training effrts. It gives investrs, partners and advisrs a clear understanding f what yur business faces. Sectin 4: Our Sales Revenue Gals This sectin is a summary f yur mnthly, quarterly and annual sales gals (units and dllars) fr the fllwing areas: New payrll sales Sales frm ur existing client base (sales that were referred t us) Ancillary business services sales List yur business services here, i.e., time and attendance, etc. Referral partner sales Setting and achieving gals is what ALL successful cmpanies d, as they knw it is a critical element f their strategic plan. Cpyright 2016 Glenn Fallavllita SellMrePayrll.cm Page 4 f 11

5 Sales & Marketing Strategy Template (Fr Sales Leaders) Sectin 5: Hw I Will Keep My Sales Team Accuntable Successful business wners and sales leaders understand the imprtance f keeping their sales team fcused. This is why they establish sales metrics and/r key perfrmance indicatrs (KPIs). By tracking yur sales team s activity and sales gals, yu will knw exactly hw they are perfrming and where adjustments are needed. Areas t track: Track activity per salespersn: First Time Appintments/Dems (FTAs) with decisin maker # f referrals frm CPAs Prpsals sent/prpsals clsed/prpsal clse rati Sales revenue Status f tp 10 prspects/referral partners Prspect status pipeline reprt Cmpany wide areas t track: # f referrals frm CPAs # f referrals frm payrll clients Lead tracking (calls/web leads received) Visitrs t website Prpsals sent/prpsals clsed/prpsal clse rati Sectin 6: Our Perfect Prspects In this sectin, yu want t identify wh yur prspects are and why they are yur perfect prspects. D nt skip this sectin, as it is imprtant t capture this data and then share it with yur sales team. A typical perfect prspect wuld be a business that already uses a third party payrll service t prcess its payrll. Additinally, yu culd get even mre specific with the fllwing frmat: Our perfect prspects are: Industry Emplyee Size Businesses That Use (Payrll Service Name) Gegraphic Fcus Prfile (Multiple Lcatins) Franchise Specific Des it make sense t buy leads frm a third party surce, i.e., Buyerzne.cm? Cpyright 2016 Glenn Fallavllita SellMrePayrll.cm Page 5 f 11

6 Sales & Marketing Strategy Template (Fr Sales Leaders) Sectin 7: Our Perfect Referral Partners In this sectin, yu want t identify wh yur best referral partners are and why they wuld be a great referral surce. Again, d nt skip this sectin, as it is imprtant t capture this data and then share it with yur sales team. Our perfect referral partners wuld be: CPAs Banks Credit unins Benefit brkers Etc. Yu need t utline hw yu will build the cntact names (and e mail addresses) frm the grups abve. Sectin 8: Sales Training Gals This sectin utlines yur exact plan fr training yur sales team. Specifically: Agenda fr sales meetings When and hw ften we will cnduct sales training Bulleted list f tpics Our sales training manual s cmpnents Questins t ask a prspect n a sales call Prpsal pipeline tracking reprt Objectin handling Hw t prspect Scripts Time management Hw ften I will be in the field and hw I will use sales calls t train my sales team Sectin 9: Our Tactical Marketing Strategies This sectin utlines yur tp level marketing plans fr maintaining cntact with yur database f payrll prspects, referral partners and payrll clients: e Mail Marketing Strategy Segment yur mass e mail marketing campaigns by the fllwing audiences and campaigns: Payrll prspects Sales letters Press releases Ancillary business service sptlights Cpyright 2016 Glenn Fallavllita SellMrePayrll.cm Page 6 f 11

7 Sales & Marketing Strategy Template (Fr Sales Leaders) Hliday cards Surveys Webinars Referral partners Sales letters Press releases Ancillary business service sptlights Hliday cards Surveys Webinars Payrll clients Thank yu fr yur business cards Refer us letters Ancillary business service sptlights Hliday cards Surveys End f the year letters Webinars Direct Mail Strategy Marketing experts and smart sales leaders all agree that yu cannt rely n just ne venue t market a business, i.e., e mail marketing. T have a successful direct mail prgram, yu need t knw what t send, hw ften t send it and whm t send a campaign t. Segment yur direct mail campaigns by the fllwing audiences: Payrll prspects Tp prspects lumpy mail campaigns Tier 1 prspects if apprpriate, pstcards Frequency mnthly r bi mnthly Referral partners Pstcard campaigns mnthly r bi mnthly Lumpy mail campaigns Payrll clients Referrals Drp Off Strategy Yur drp ff strategy needs t address the fllwing: Payrll prspects drp ff prgram Package will cntain the fllwing items: Bulleted list f cmpnents Referral partners drp ff prgram Cpyright 2016 Glenn Fallavllita SellMrePayrll.cm Page 7 f 11

8 Sales & Marketing Strategy Template (Fr Sales Leaders) Package will cntain the fllwing items: Bulleted list f cmpnents Scial Media Strategy Yur scial media strategy needs t fcus n yur LinkedIn/Twitter accunt and yur Facebk page. Yu scial media strategy shuld address: Frequency strategy (weekly cntent) Bullet yur list f tpics belw IRS Tax infrmatin Payrll prcessing time savers Etc. Cpyright 2016 Glenn Fallavllita SellMrePayrll.cm Page 8 f 11

9 Sales & Marketing Strategy Template (Fr Sales Leaders) Sectin 10: Our Sales Fllw-Up Strategy T help generate a stream f sales leads and t maximize yur marketing ROI, yu shuld address the fllwing: Our pst marketing fllw up prcess: We will create a database f: Perfect prspects (tier 1 = businesses using a third party payrll service) Direct mail Tp 10 prspects Lumpy mail Tp 10 referral partners Lumpy mail Our clients Surveys Client refer us letters/ s e Mail marketing We will fllw up with smene wh pened/clicked thrugh a campaign within 24 hurs. Direct mail package (lumpy mail) We will fllw up with smene wh pened/clicked thrugh a campaign within 24 hurs. Sectin 11: Our Database Building Strategy This sectin utlines yur database building strategies. Remember, 60% f yur sales success is directly related t the quality and quantity f yur databases. This sectin shuld be segmented by: Payrll Prspects Prfile Emplyee size Tier 1 = Businesses using a third party payrll service (r QuickBks payrll service) Tier 2 = Businesses ding their payrll in huse Tier 3 = Businesses yu knw nthing abut e Mail marketing database Quantity/% that have an e mail address Direct mail database Quantity/% that have a mailing address Referral Partners e Mail marketing database Direct mail database Cpyright 2016 Glenn Fallavllita SellMrePayrll.cm Page 9 f 11

10 Sales & Marketing Strategy Template (Fr Sales Leaders) Payrll Clients e Mail lists Decisin makers CPA r accuntant n file We will call ur clients nce per year and identify their accuntant. Once their accuntant is identified, we will call and set an appintment. Sectin 12: Marketing Tls Fr Our Sales Team This sectin utlines pssible ideas (segmented by target audience): Prspects Switch With Cnfidence Kit (AKA A Drp Off Kit) Ad Slicks Brchures Referral Partners Switch With Cnfidence Kit (Drp Off Kit) Ad Slicks Brchures Payrll Clients Refer Us T A Friend Package Dn t frget t create a business develpment center (this is an electrnic flder cntaining numerus marketing tls). Sme ideas are: Prpsal templates Prpsal cver letters Sales fllw up e mails Data sheets fr services Organizatinal chart Technlgy slutin USP Overview Switch with cnfidence kit Sales scripts Cpyright 2016 Glenn Fallavllita SellMrePayrll.cm Page 10 f 11

11 Sectin 13: Our Sales Cmpensatin Plan(s) This sectin utlines yur sales cmpensatin ptins and csts. Yu als need t create an Excel spreadsheet t cmplete this prcess. Sme areas in this sectin t cnsider are: Cmpensatin Optins: Salary Cmmissins Expense reimbursement What behavir is it rewarding? Des yur sales cmpensatin plan reward new sales and hw des it address pr perfrmance? Abut SellMrePayrll.cm SellMrePayrll.cm, a divisin f Drip Marketing, Inc., is a natinal sales and marketing firm that des smething rather unique fr the payrll service industry. Since 2003, we have been helping payrll services increase their sales frm helping them fcus n tw f their mst underleveraged areas f their business sales and marketing By installing ur Drip Marketing System n tp f yur current sales prcesses, yu will cnvert mre suspects int prspects, prspects int paying clients and paying clients int repeat buyers and raving referral surces. It is the perfect push pull strategy fr any size payrll service bureau, including yurs. T learn mre abut SellMrePayrll.cm, visit us n the web at 1-Day On-Site Sales And Marketing Strategy/Cnsulting Sessin If yu want t tap int ur industry expertise, call tday t schedule a ne day sales and marketing strategy sessin with ur President and Chief Sales Strategist, Glenn Fallavllita. During this nsite ne day event, Glenn Fallavllita will analyze yur current sales prcesses, prvide yu with a dcumented sales and marketing prcess f what t d, an e mail marketing strategy, sales reprts and scres f ther mney making things t d. T Learn Mre Abut Our Onsite One-Day Event, Call (856) SellMrePayrll.cm 8 Patrit Lane Turnersville, NJ Office: (856) Page 11 f 11