As a result of creating a marketing and sales plan you will have clarity and focus on what marketing and sales activities to do on a day to day basis. This stops ad hoc marketing activity that doesn’t add up to the results you want and will give you or your sales team more motivation to keep up the activity on a consistent basis.
A Marketing and Sales Plan defines exactly how a business intends to attract the numbers of customers required to achieve its objectives.
Why create a marketing and sales plan?
Small businesses often struggle to grow because they:
1. Fail to allocate sufficient funds to marketing and sales
2. Waste their budget on ineffective marketing and sales activities
Marketing and sales planning will define the budget required and help prioritise marketing and sales options that deliver the best return-on-investment and the lowest cost of customer acquisition.
How many do you need to target?
If you are wanting to drive your business through a “growth phase” your business plan should show your growing customer numbers each month so you can calculate how many people your marketing plan has to reach. For example, let’s say for a specific month you plan to acquire 10 new customers:
If your conversion rate customer-to-prospect is 50% you will need 20 prospects.
If your conversion rate suspect-to-prospect is 5% you will need to target 400 suspects, people you suspect may have a need for your product or service.
It’s very easy to say that you want to acquire 10 new customers in a month, but it might be quite a different matter to network with 400 suspects. So you might decide to try direct mail instead. But the conversion rate will no longer be 5% it may only be 1%, so now you will need to target 2,000 suspects.
Many small businesses underestimate the level of marketing required to reach even modest growth targets. That’s why they struggle to grow.
Once we have worked with you to establish your estimated targets we will help you devise a marketing and sales plan to help you reach these numbers to be able to attract the numbers of customers required to meet your overall growth objectives. This can involve working with you to outline a marketing campaign or considering your sales process to maximise your conversions from suspect to prospect and prospect to customer/client.
Price range: £1,000 to £2,000 + VAT
If you would like to know more about how we would work with you, get in touch to schedule a meeting to further discuss your specific requirements by calling 0203 1891287 or emailing info@engineeringbusinessgrowth.com
