2012 may not be a memory yet, but it is effectively ‘old news’.  I hope you have made it through this year, but you have got to be looking toward the future to have a chance.  You should have completed your 2013 plan, but if not, this will help.  Effective planning and hard work are two important ingredients for success!

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I know that it seems premature to focus on 2013, as it is upon us.  1st quarter 2013 is a few weeks away.  You are probably busy trying to close out the 4th quarter of 2012.

If your manager has not done it yet, he or she will say: “What are you projecting for 2013?  I need your numbers!”  You need to be ready for that conversation, but more than that you should do the preparation as it tells you what type of a 2013 you can have.

Between now and the end of the year the management of your organization will engage in the following activities:

• Plan 2012 new production metrics
• Plan next year’s revenue from existing customers
• Set your 2012 personal goals and metrics
• Make decisions on manpower in the sales organization

Another reason to finalize your 2013 planning is that in many industries you do not want to  ‘miss’ the first quarter as this period is instrumental to reaching your annual goal.  Preparation for a strong first quarter cannot start in January 2013, as a matter of fact; it starts now.  It should benefit you by giving you focus and clarity as to what you must do to be successful.

What you can do is to prepare your production scenarios so that your conversations with your manager are productive and based on fact and logic.  You will stand out from the rest.   It is time to give good thought to next year!

Putting Together a Plan

You should be able to project your 2012 successes within the realm of reasonability, and avoid the “stab in the air” that comes with having no basis for your calculations when asked.

Your plan should be to:

• Project your 2013 success based on your knowledge of 2012 and 2011 in terms of hit ratio and total sales production.
• List your major prospects by month and quarter, with recognition of your chances of success (by percentages).
• Work your formula (Black Sales Journal 2/28/2011 – How Many Prospects Do You Really Need?) showing what you need to be successful and refine the numbers including statistics that are applicable to you and your situation.
• You should estimate your retention of existing customers, and whether they will buy at the same levels

Armed with this information, you would be able to have much more educated estimates as to what your successes will be for first quarter, and for all of 2013.  Knowing your prospects, your basic success rates, and your average account or sale size will lead you to be able to do a lot of wise forecasting.

Your Business Plan

Once you put all of the variables together, you will have the basis to put together a business plan that will show what type of success that you should be having.  Remember that you are doing it for you.  You are taking this excellent opportunity to review your 2011, and construct from this a logical projection of your efforts for 2013.

Many organizations have assistance for you in the form of Salesforce.com, Gold Mine, or other tailored sales and customer relationship management (CRM) software.  Whether they exist or not, your exercise is for you, then you can use it to fill in the blanks for any company sponsored software plan.

Your Business Plan discussion with Your Manager

Every organization is different, so your organization may have a routine in place for your conversation with your manager regarding your ‘plan’.  Most organizations have a process, although timing is not always well devised.

Here is your chance to “put a stake in the ground” on numbers and your thoughts.  Chances are your manager will be looking for higher numbers, and that may mean stretching your numbers upward.  Your manager will be pleased with, and maybe even excited about, your diligence in putting together numbers as they have to give the same requisite thought to the prospects possibilities and abilities of the sales professionals that work in their particular unit.

Benefit “You” First

Some larger organizations have already begun that process.  Much depends on the complexity of the planning cycle.  In medium and smaller organizations, the time is now.

This process is for you.  It may tell you that you have a lot of work to do, or you’re your funnel is replete with strong prospects.  Take a moment to do this exercise for your own benefit, and you will also have fodder for your sales discussion.   Remember to be honest about the prospecting part as it does you no good to plan the prospects for next year while you know that some of the prospects are actually ‘suspects’ (prospects that you doubt can come to fruition).

Be prepared for that conversation, and for the year ahead.

Always be prepared.  Your comments are welcome.

Customer relations is everything when it comes to deep enduring relationships.  Learn how to use some simple but effective actions to lock down your customers!  Master the Relationship!

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Your relationship with your spouse or significant other is a focal point in your life. You are familiar with them, and they know you, yet you are wise enough (if you are smart) to constantly show how you feel and at the same time hold up your end of the relationship by doing the perfunctory tasks like paying bills, keeping up the residence, and providing income and services for the family.

You do thoughtful things like bring home flowers, prepare a special meal, present small, thoughtful gifts and keep yourself in the mind and the heart of that special person.

This is what you need to do for your best clients as well. You need to do your job and at the same time do unanticipated acts that show them they are the focus of your efforts.

This sounds corny, but give it some thought.  So many sales professionals look for the new sale, and forget that your best future customers are your current customers.  The current customer’s tendency to by new products, sign-on for subsequent years, and give good referrals to people looking for your product makes your customer a valuable asset even past helping to increase your income.

The 5 Random Acts

Customer retention is important in any sales operation.  Those sales professionals who have solid customer retention are going to experience higher sales and more consistent earnings, along with more opportunities for growth.  Black sales professionals need to “wall off” their most important customers even more vigorously than other professionals: BSJ 4/11/2011-“Wall Off” Your Most Important Customers shows us some ways to do it.

As stated before, and no different than any interpersonal relationship, this is your chance to stay in front of your customer.  Here are some ways how:

• Small thoughtful gifts
• Cards and letters
• Refer some of your other customers to your customer when possible – and let the customer who is the beneficiary know it
• Business entertainment w/your upper management
• Share relevant clippings and articles from web and print – with a note

Small Thoughtful Gifts – These gifts should be inexpensive, and in good taste designed to show thought.  Example – Buying a customer a $12.00 frame that will house the picture of him/her and you at the latest outing, fishing trip, etc.  This works, and the customer will not toss the frame, or re-gift it usually if the picture is in the frame.  Know your companies gift policy and check this out:BSJ – Entertainment and Gift Giving Etiquette 11/17/2011

Cards and letters – Almost a lost art, but extremely effective and quite inexpensive.  Use very good stationary and cards, and read how it is most effective here: BSJ – Make Yourself Memorable 2/3/2011

Refer your other customers to this customer – The key is to let him know it.  Make sure that you get your mileage from it.  There is nothing more of an endorsement for your customer than for you to send some of your other valued relationships to them.  Have them call your customer contact directly, and advise them to ‘drop’ your name in the first line of the conversation.

Business entertainment with your company leadership – You may not consider it a treat to ‘break bread’ with your company’s management that often, but you would be amazed at how this brings your customer closer to your organization.  Customers love the attention, and in most organization’s the policies require that the management pick up the tab in stead of you.  Don’t under estimate this one as it can help to lock-up the customer, and endear you to management as well. Check this one out - BSJ – Is Your Sales Manager Managing? 10/17/2011

Share relevant clippings and articles from web and print – with a note – Show the customer that you are thinking about him/her frequently by sharing important information about products, economics, the marketplace and other information from the web, or print.  Keep them informed or someone else will.  Be the expert, and anticipate the client’s need for information.

Strengthening the Bond

Why are these effective?  This one is simple:  They strengthen the relationship.  Remember that in sales ‘relationships are everything’.  It is obviously a topic that I cover often in Black Sales Journal and is discussed further in BSJ – Revisited – Deepening Your Customer Relationships 11/11/2011.

Take a moment to put some of these suggestions to the test.  Strengthen the bond and deepen the relationship, then reap the benefits.  You cannot lose if you do.

Always master the relationship!

Your comments are appreciated.