Without exception, a more planned approach to sales will increase your chances of success. In an increasingly competitive marketplace, your firm needs every advantage you can get. Sales planning around important sales calls, new opportunities, important client accounts, and across market sectors is a simple and powerful way to organize your efforts, increase confidence, and win new work.
There are four distinct types of sales planning: Call Plans, Opportunity Plans, Account Development Plans, and Territory or Segment Development Plans. Planning efforts naturally flow into one another, but each has its own particular elements and desired outcomes.
Call Planning
“Call” Plans are brief but important planning exercises developed with a partner. They identify call objectives, needed research, and important questions to be used in high-stakes prospect interactions. People shift away from “winging it” to a higher level of preparation, confidence, and success. Read my post about Call Plans here.
Call Plans are completed on an as-needed, just-in-time basis and include:
- Your objective for the conversation
- Important research and background information needed
- The agenda for the call
- Questions to ask during the conversation
- A brief Client Success Story to share
- Desired next steps after the call
Opportunity Planning
All too often, decisions to pursue long-shot new business opportunities are made for the wrong reasons. Emotion and enthusiasm are important factors but should be weighed appropriately against competencies and, most importantly, existing relationships and a deep understanding of the prospective client.
There are many competitors who are competent service providers, but who is the true trusted advisor of the prospective client? Do you know?
A few important elements are:
- Thorough research into client needs, both explicit (stated) and implicit (unsaid) needs
- The creation of a client-focused Statement of Understanding that forms the foundation of your approach
- Recognizing the customer’s buying journey and building an appropriate and responsive process
Account Development Planning
Client Account Development Plans take a deep dive into an existing client relationship. The goals are to deepen existing relationships, start new ones, and uncover new business opportunities. Teams revisit these account plans on a regular basis to review progress towards the desired outcomes.
They include:
- Exploration of existing client relationships and unknown client decision-makers
- An honest discussion about previous client problems and identification of opportunities for resolution of any outstanding issues or conflicts
- A focus on client business challenges and how your organization can help them solve those challenges
- Identification of future opportunities through direct discussion with client stakeholders and related collaborators
Territory/Segment Development Planning
Marketing and Sales co-develop these plans and create strategic approaches to identifying and pursuing prospective clients in specific geographic areas, industries, service areas, etc. Growth opportunities emerge as teams identify important intra-client relationships.
These plans involve:
- Identification and prioritization of growth segments as determined by marketing, sales, and delivery resources.
- A simple SWOT analysis to clarify the marketplace and the opportunities
- Recognition of important existing relationships, prospective organizations, and the connections that might exist
- Development of important marketing materials and resources that support sales activities