Jan.2006 A Sales checklist to get the new year off to a flying start!

Having swept up the last of the Christmas tree needles and cleared away the decorations, the hard commercial reality of January is back with us once again.

There is more to getting your sales moving than just hitting the phone or engaging a telesales agency. In this New Year Special, we present a ten-point action plan to get your sales going.

1. The first thing to do is to review outstanding sales proposals for decisions held over to the New Year. These are this year’s 'quick' wins. It may be obvious, but it is surprising how often people ignore the gold dust right under their nose. (70%)

2. The next step is to look back over cases that were active last year for opportunities that might stand a chance of being revived. It is also worth phoning the 'ones that got away'. A call to check out the current situation may turn up some pleasant surprises! (30%)

You now have your current sales pipeline. Add the potential sales values of 1. and 2. and multiply by the percentage shown in brackets. If this number meets, or preferably exceeds, your sales budget (…you have got a sales budget haven’t you?) well done! you are on track for a great year. However if not, it is time to start making more proactive plans.

Throughout January you have the opportunity to receive a FREE copy of Sales Forecaster. Sales Forecaster is an Excel spreadsheet tool that will help you plan your 2004 sales campaign. It will save you time and effort in calculating your potential sales revenue compared to your sales budget. To receive your free Sales forecaster tool click here.

3. Start by reviewing your business 'run' rate. These are the monthly orders that come in from regular customers for consumables, maintenance or web purchases. These orders are typically quite small and need little or no maintenance. Collectively however they represent a steady income stream which is usually well worth cultivating. Consider whether there is anything you can do to increase the volume or encourage more sales through this channel.

4. Next - go back over last year’s 'landmark' wins. Is there anything which may have a follow-on project or where the customer could be due for an upgrade? See whether you could improve your customer’s enjoyment of his purchase from you. Now is also a great time to introduce incentives and competitions.

If the sales pipeline still does not meet or exceed the sales budget, then it is time to get serious about your sales campaign.

5. Ring round your contact database. Find out about plans for the year and identify any projects which might represent sales opportunities. It is also worth making soundings on important networking events. It is often much easier to meet with prospects at trade shows or conferences than to reach them by phone!

6. Before you start going out on customer calls, revisit and refine your sales offer. Make sure that you can clearly explain what differentiates your company, its product or service (this is your 'USP' or Unique Selling Proposition). There is nothing worse than sitting in front of a client with an outdated proposition which is no longer the winner it once was!

7. Now its time to dust off your target list. Check the facts on the list (name and title of decision maker, phone number, recent news etc). The web is a magnificent tool for this purpose and contains a wealth of information both free and paid-for; but beware of analysis paralysis.

8. Sales performance is essentially a numbers game; so set aside slots in the diary for regular activity, be it telephone calls or better still customer visits. Remember that if you target busy people, you may need to contact them several times before you get through to them.

9. The worst time to think through your opening line is when you are actually in front of a prospect. So before you pick up the phone or arrive in reception, rehearse your pitch. Be prepared to deal with gatekeepers and brush offs.

10.The real secret of sales success is about using a structured approach and knowing where next to direct the sales discussion. Meetings should be properly planned with specific objectives, trial closes and desired outcomes. Customers frequently voice common objections, so rehearse methods of answering or minimising them or offering compensatory alternatives. These are skills which can be taught, so make sure that you have programmed sales skills refreshment into your schedule for the year.

When your pipeline has reached 120% of your sales budget you can feel fairly confident that you are about to have (another?) good year.

Good luck and happy hunting!