You need more new and repeat customers, and you need them all to buy from your company regularly—not just during your high-volume times, and not just during low-volume times. How do you get more prospects and leads thinking about your offerings year round? Start by developing a sales and marketing strategy and calendar.
Strategy Starters: 5 Steps
Below are five simple steps for developing a sales and marketing strategy that will serve you throughout the year.
1. Make a list of the ways you’ve successfully marketed and sold in the past.
2. Determine whether or not those same tactics will work now and for the remainder of the year by reviewing results data.
3. Figure out what you haven’t been doing that you need to do.
4. Determine which sales and marketing functions you do well, and the functions you don’t do well.
5. Find the right partner or partners who can perform the functions you don’t do well on your behalf.
Creating a Calendar
Once you have taken the steps above, it’s time to create a marketing calendar that coincides with your sales goals. By taking a focused look at your calendar year and taking into consideration the items listed below, you can create a pretty simple calendar that will help you engage mindfully with prospects, leads and current customers throughout the year.
- How, when and why your target markets purchase when they do
- Your typical sales cycle
- Your sales and marketing capabilities, insourced and outsourced
- How you deliver viable prospects and leads to your sales force
A lot of people think that developing a strategy and calendar has to be complicated, and that they have to engage in every type of marketing at once in order to be truly effective, but if you take another look at the steps and bullets above, you can see that creating a strategy and calendar doesn't necessarily have do be an arduous process, and that you don't have to do everything at once if you gauge what types of marketing may work better or be easier for you to execute at different times throughout the year.
We've all made the mistake of getting so caught up in day-to-day operations and serving our current customers that we don't proactively market our products and services until there's a sudden or urgent need to bring in more revenue quickly. Obviously, it is much less stressful and more profitable to market year round. Developing a sales and marketing strategy and calendar is a good first step towards making that happen.