How many times have the world's greatest marketing plans failed? Probably 9 out of 10 have and this is due to the fact that they desire success rather than formulate from success. Here we will examine the simplicity of a reverse engineered marketing plan.

1. Talk with your top producing salespeople.

When starting from the end we are starting from a point of success rather than imagined success. Your top producing salespeople are out there each and every day creating it. From their success all the information needed for a winning marketing plan can be found.

2. Determine the what the salespeople feel are the customer or prospects most important needs.

Here is where your top producing salesperson's field experience is invaluable. In their line of duty they uncover all sorts of information that they might not even be aware of. Such as, they maybe using a phrase or a tagline that is peaking the interest of your customer or prospect. They could be constantly selling to an organizational need rather than a financial need or any variation of that. Whatever it is, it needs to be determined and leveraged into a greater strength in gaining market share.

3. Determine the top objections your top producing salesperson is receiving.

Again, the answers lay at the end of the process, not the beginning. What are the top objections your top producing salespeople are receiving or uncovering? How are the effectively meeting and overcoming those objections? Remember objections that are met before they arise are always overcome and leveraged into strength. Objections that are unexpected and unresolved become the deal killers.

4. Create collateral that leverages strengths into greater strengths and weakness into selling points.

So far two very important keys have been uncovered, the motives and the barriers of your prospects and customers. With that knowledge collateral, tools and advertisement that leverage the motives and immobilize the barriers can be created. This is the winning formula that supports that sales team, creates new customers and increases awareness of your products or services. This process will effectively raise the performance bar of every salesperson on your team as they are now properly supported and your marketing plan is more persuasive in the eyes of the customer or prospect.

5. Create tactics that broaden your marketshare.

At this point of the plan, its getting harder and harder to fail. The winning ways have already been accomplished and replicated. Now it is time to choose additional tactics that support your ending point. This can very from industry to industry, but some of these may include; email campaigns, radio or television advertisement, trade periodicals, industry associations and the list just goes on and on.

6. Strategy that works.

Picking the strategy is always the easy part. Choosing a winning strategy is the hard part. Not anymore. By following the above steps your winning strategy is already mapped out for you.

With this approach you can easily find what works and maximize that for greater sales. It is easy and cost affordable to implement and it all starts with communication.



About the author:

Todd Taylor is the managing member of Fractional VP and can be reached at 888-602-5866. Fractional VP is a sales strategy and tactics company working with small and medium sized business.