Kyle T. Webster

If you’re taking a trip, you figure out where and how far you’re going to go, how you’re going to get there, and what you’ll do along the way. Creating a sales plan is similar. You can create one by answering a few basic questions, says Don Cooper, a.k.a. the “Sales Heretic.”

  • What are our sales goals? These don’t have to be a dollar figure. Create a goal for the number of jobs, size of jobs, or types of jobs. You might also have a referral goal. (Take a look at this GoodForm for more about setting sales goals.) [SCOTT, PLS LINK TO MAY 2011 GOODFORM HERE--PAGE 96 IN THE MAGAZINE)
  • Who are our target prospects? You can’t adequately market to everyone. You might target by neighborhood. You might target house flippers. Find your ideal customers — the people who will offer you the type of work you want to do.
  • How will we find them? Directories, mailing lists, supply companies, past clients, referrals.
  • How will we reach them? TV, radio, newspaper, social media, mail, phone, networking, sponsorships.

What is our message? Read Guerilla Marketing, by Jay Conrad Levinson, for ideas. Know the answers to the following: Why does someone need us as opposed to anyone else they could hire? What are the benefits of remodeling in general and of working with us in particular?

What are we, as a company, going to do and when? That’s the implementation part of the plan.

How long will it take to do each of these steps, and in what time frame? Discuss this with everyone in the company; you never know who will have a brilliant idea.

Post the plan in a common area and go over it every month to see what’s working. Make sure all your efforts are trackable and give marketing time to work — nothing produces instant results.

—Stacey Freed, senior editor, REMODELING.