When sales fall off, companies typically do one of two things:
They increase their sales and marketing activity or they reduce operations.
The right solution is to increase sales and marketing activity but doing more of the same sales and marketing activities will not usually succeed.
We recommend strategic planning in cases where large increases are desired.
Strategic planning includes choosing an objective (increasing sales by 30% for example), listing every conceivable initiative and then brainstorming.
Mistakes that are made during strategic planning always arise from companies picking the wrong initiatives. Management should be confident that the initiatives they pick will actually work.
Here are some guidelines:
* Pick 2, 3 or 4 initiatives - doing only 1 initiative puts all eggs in one basket.
* Don't choose an initiative too quickly - Consider the pros and cons of all initiatives before deciding.
* Estimate the cost and effort to do the most promising initiatives.
* Estimate the expected results of each initiative.
* Weigh the costs and anticipated benefits of each initiative.
* Choose the most favorable initiatives
Once the initiatives are chosen, make project plans.
It is important to follow the guidelines. If an outside marketing company is pushing a particular approach, make sure that you do a cost-benefit analysis.
The process is not difficult but will take skill to do it right.
We offer guidance for a very reasonable amount ($399 for 1 on-site visit and even less for phone consultations).
Call Jay at 973-537-7388
If you decide to use our service for training, projects, documentation or coaching, we will give you a reasonable quote.
.... in a nutshell
from Jay Jacobus Consulting