Getting your initial qualified prospects to make a sale to
is often called front end marketing. When we run marketing
with the expectation of immediate responses by the consumer
to whatever message you put out there, whether it’s Yellow
Pages, newspaper ads or direct mail, this is called direct
Before seeking out prospects, having a marketing plan is
essential to any business. I’m going to present a lot of
research and my objective is to include the need to
quantify all the results from all your marketing efforts.
And to look at all the strategies for conducting direct
marketing campaigns and testing variables to determine the
effectiveness of each of the marketing strategies within
Most people want to be successful, but few plan to be. Very
few people take the time to plan anything. Most people take
more time to plan their vacations than they do to plan
their lives. The most important thing you can do right now
for your business is sit down and develop a marketing plan.
Most business owners fail or they just move along because
they don’t have a plan or goal for their business,
I want you to decide right now to make a detailed plan of
what you’re going to do and how you’re going to do it. It’s
the old saying, “If you fail to plan, you plan to fail”
You can say, I want to make more money or I want to be
rich. That’s nice, but too vague. You want 20,000 sales per
month, That’s not a plan nor will it even come close to
become a plan.
A plan is a detailed specific road of how you’re going to
reach the targets you set out and the date that you want to
reach them by. An example is that you can set sales goals.
You can sell so many of your products for a week or so many
of your services for a week. You should offset these in net
profit instead of gross profit because that is the money
I know one lady who grosses $9,000,000 a year. Very
impressive, She takes home roughly $100,000 of that. That’s
not very impressive, It maybe nice to have $100,000 a year,
but it’s not impressive when you’re grossing $9,000,000.
That won’t really tell you how well you’re doing,
You want to put down the numbers in net profit If you know
your net per sale, and most business owners do not even
know this, but if you do you’re way ahead of the game. You
can work backwards on how many sales you need, Then all
you have to do is increase your number of sales per week or
net profit per sale.
Develop a strategy for making those numbers, decide how
you’re going to advertise. How am I going to get referrals?
How am I going to get people to buy more often? How am I
going to get people to spend more? This is the beginning of
your marketing plan.
Go out and pick five of the best ideas or most comfortable
ideas and implement them. Start using them to help you make
Choose another five, another five, and another five. You
want to set your goals on a weekly basis. As you achieve
them raise the level the next week. This way you will
continue to improve and so will your income,
Don’t panic if you have a bad week. Just get right back on
track and try to achieve the next week’s goals. You want to
get to know the numbers for your business. It is a business
of numbers. You need to know the net profit per sale, net
profit per service call, and how much it costs to get your
new clients. These are critical in knowing where you are
and if you’re achieving your goals.
Take some time each week to plan. It’s critical. Here is a
simple guide for you to use.
? Write down your goal for your total net income you want
? Write down the number of new clients that it will take to
? Write down your goal for number of repeat clients that
you want to achieve.
? Write down how many service calls you’re going to make if
you’re a service business.
? Write down how many products you have to sell.
? Write down the net income for each item and your average
income per client.
You’ll come up with the total income you’re trying to
achieve. Each week put down the actual numbers you want to
achieve and you’ll find out if you’re reaching them or not.
Then you’ll know if you need to increase marketing and in
what areas. Creating a simple marketing plan like this
enables you to keep track with all the numbers and helps
you to achieve your marketing goals.
By Abe Cherian
Copyright © 2005
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