This morning I had the opportunity to listen to Kristen Kelly of Building Champions present to sales professionals across the country on how they can re-engage their business through the implementation of a 30 day Marketing Plan. The call was designed specifically for sales professionals that might be feeling stuck and can't seem to determine what they should be doing to grow their business. Sound familiar? I've summarized what I learned on the call and hope you find the information helpful as well.
There are 4 areas of marketing where sales professionals tend to get stuck. Ask yourself the questions under each area until you find yourself answering "yes" to one of them. When you answer yes, this means that you are stuck in this area. Once you've identified your area of concern move onto developing a strategy to get out of the rut.
Filling the Pipeline
- Are you new to your industry?
- Do you need people to contact?
- Have you created your Sphere of Influence list but you do not call on them?
- Do people not know what you do?
- Do you attend networking events but never contact the people you meet?
- Are there people that inquire about your services but you never get a chance to present to them?
- Do you have current clients that you've not asked for referral from?
- Do you have current clients that you feel could be repeat buyers/sellers?
- Are you following up with prospects but you still can't seem to get in front of them?
- Do you tend to be rushed off the phone by the person you're speaking with?
- Do your prospects say they are working with someone else?
- Do the people you are trying to sell to tell you that you're too expensive?
Closing the Sale
- Do you present a lot but don't close a lot?
- Do people like you but they have no intention of buying?
- Does the client admit they need what you have to offer but they don't work with you?
There are 4 strategies to help sales professionals get "unstuck" and re-engage their business:
- Direct Contact and Follow-Up
- Promotional Events
These strategies are generic so you will have to determine what specific disciplines under each of these strategies will help you get unstuck.
Building a 30 Day Marketing Plan begins with developing your primary goal that stretches you over the next 30 days. Kristen discussed how this goal can be number specific or project specific, but it must be measureable and tangible so you know when you have achieved it. Some examples might include:
- 3 new listings
- 2 new pending sales
- Add 10 new contacts input into your Sphere of Influence
- Establish 5 new referral partners
The second step in your 30 Day Marketing Plan is to develop 10 disciplines that will help to support your major goal for the next 30 days. These disciplines must be specific, measurable, attainable, realistic, and time sensitive. Examples might include:
- Calling past clients and SOI daily to ask for referrals
- Weekly meetings with referral partners
- Sending out a Property Investment Profiles, Market Trackers, or a postcard with relevant information
- Advertising in a newspaper or at a community event
Once you have your daily and weekly disciplines outlined, put them into your calendar. If you plan on making 10 calls a day to new contacts, block 1-2 hours per day to do this discipline. If you plan to meet with your best referral partners have time blocked out for these appointments each week. Make these disciplines a priority in your schedule over the next 30 days.
As you start to implement these disciplines a few things will occur. You will experience days when you feel like all you are doing is planting seeds with no harvest in sight. There will be days when you cultivate and maintain the relationships you have but still experience no reward, and there will be days when you actually harvest and achieve success. No matter what you experience, keep persevering with the faith that the disciplines you've established will lead to the achievement of your goal.
At the end of 30 days you will have turned 10 daily and weekly activities into habits and with continued effort they will become career long disciplines that allow you to get out of future ruts faster and with ease.
Finally, after you have established your disciplines, you must decide on how you will reward yourself when you experience success. Your reward should be personal and one that brings you enjoyment and peace. Examples might include a night away with your spouse to a restaurant and movie, a manicure or pedicure, or a night out with the guys to watch the Blazer game (good luck getting playoff tickets!). Whatever you choose to reward yourself with it will help to bring purpose to why you are stretching yourself over the next 30 days. It should be meaningful enough to make you want to persevere when times are tough.
So let's quickly review the three elements of your 30 day plan:
- Major Goal to achieve over the next 30 days
- Daily and weekly disciplines that support and will lead to the achievement of your goal
- Your Reward – gives your efforts purpose and meaning
You must track your progress with this 30 day plan. Each morning spend a few minutes reviewing your reward, major goal, and disciplines. Check your calendar each day to see how you will fit in your daily disciplines. Celebrate the success along the way to your major goal. Keep yourself accountable. If you don't have a coach or accountability partner please feel free to email me your 30 day plan and we can review the plan together and make sure your disciplines support your goal. I'll commit to emailing or calling you once a week to check in on your progress. This means you must be accountable too and take measurable steps each day towards reaching your goal.
Now that you've read this post, I encourage you take some time to immediately complete your 30 Day Marketing Plan. I've provided a Daily Tracking Form for your use over the next 30 days. Commit to stretching yourself over the next 30 days and please let me know if you need any help!
Make it a great day!