SMART Campaign planning

Self coaching guide

Plan

Practical, well targeted, and well thought out campaigns are crucial to your businesses success. The SMART campaign planning system is designed to match your sales and marketing activities to your client’s purchasing process, making purchasing from you easier than purchasing from your competitors.

Your sales process should be designed to respond effectively to your potential client’s behaviour and has four stages;

Attracting people to your business. Attracting enough people to your business is the first step in your sales process. If you don't get enough people interested in what you do, you won't sell enough. It doesn't matter how good your product is, how great your sales and marketing skills and process are you need volume.

Choosing winners. What makes a winner for your business? People are not equally valuable, and you want to focus on people who are most likely to buy your product. If you don't do this, you are more likely to waste a lot of your time and resources on people who are not worth it. You can choose winners when you create your target market and throughout the sales process.

Nurturing people’s interest. Studies show about half the people you attract to your business are ready to buy immediately. The other half are not and need nurturing to develop their motivation. How are you going to do this? Understanding the needs and timing of each prospect, providing compelling content and creating excellent opportunities to engage more are key to your success.

Closing more deals in the new normal. In the past, businesses with complex high-value products relied on a lot of face to face contact with customers and prospects. Covid-19 changed all that, face to face opportunities are few and far between, and we need to adapt to the "new normal". Nobody is sure what this looks like, but we are going to need to adapt. During the lockdown, a lot changed for business; low or no demand, furlough, working from home and massive growth in social selling, digital marketing and video conferencing. Can you take your sales interview on-line and make it work? What does it depend on?

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