Planning a Sales Campaign


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English: Flowchart of Rational Planning and De...
English: Flowchart of Rational Planning and Decision Making Process (Photo credit: Wikipedia)

Planning a Sales Campaign:

Maybe it’s just me, but that’s doubtful. My sales campaigns are always like games of chess – moves and counter-moves. Aggressive advances and defensive fortification. Back and forth, tacking into the wind.
But I’ll always start out with a sequence of events planned to steal the deal. Depending on how things progress I’ll modify the individual steps to take advantage of new information, or I’ll walk away – preferring a graceful retreat to humiliation.
Here’s where I’ll start – understanding:
  • The requirement, and how the prospect will benefit.
  • The funding, where the money‘s coming from and the justification for the spend.
  • The timeframe – when will it happen, and what’s driving that.
  • The competition – alternative options for the investment.
  • The decision process – and who will decide what.
  • The Coach – somebody on the inside to help me.
Finding out all this is my plan on the first call -I call itqualification. Whatever happens after that depends on how the sale develops. That’s when I move into General von Moltke’s way of thinking.
When you go into the first call do you have a plan? What is it?
For the rest of the campaign I have another strategy. It’s a set of objectives we might call milestones but we’ll describe those in another article.
But how do you stay with the game as the rules change?

Republished with author's permission from original post.

Steven Reeves
Consultant, author, software entrepreneur, business development professional, aspiring saxophonist, busy publishing insight and ideas. Boomer turned Zoomer - thirty year sales professional with experience selling everything from debt collection to outsourcing and milking machines to mainframes. Blogger at Successful Sales Management. Head cook and bottle washer at Front Office Box.


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