Car Wash - Winter 2015 - (Page 73)

marketingminute Keys for Planning Annual Sales & Marketing Goals BY ERIC LOFHOLM EACH FOURTH QUARTER as the new year approaches, it's prudent to prepare a profitability plan for the coming year, especially with respect to your sales and marketing endeavors. Doing so can give you a notable competitive edge, particularly given the extraordinary number of professionals that don't bother producing this strategic tool. But, whether developed before or after the start of the new year, the importance of creating a tactical plan for sales and marketing success cannot be overstated. Here's how to set yourself up for annual planning success. Successful annual planning requires one key ingredient: your mindset. Indeed, the first step towards successful financial planning is setting an intent to successfully complete your plan. What doesn't get scheduled doesn't get done. Make a commitment now to complete an annual financial plan by midnight of December 31. ASKING YOURSELF THE RIGHT QUESTIONS Creating your plan is largely a matter of asking and answering a series of questions that help you identify your sales and marketing goals and other financial goals and then verbalize steps to achieve those goals. You should ask yourself questions about key annual sales goals such as how many leads you want to generate, how many appointments you want to set, and how many sales you want to make. After defining some annual goals, you can break these down into smaller timeframes by quarter, month and week to make it easier to define concrete steps for achieving your goals. I'd encourage you to create a Word document or get a notebook where you can ask yourself some annual planning questions. Examples of the types of sales and marketing goals that can go into creating your annual plan include: * Ultimate outcomes for the year * Annual revenue projections (sales results) * Annual marketing strategy (marketing tactics) * Ultimate outcomes for each month * Monthly revenue projections * Monthly marketing strategy * Monthly projects (if any) You can break each of these goals up into more specific areas. For instance, you can break your target sales results down into lead generation, appointment setting and sales. You can also break each category down by quarter and by month. You can break it down even farther by week or by day if you so choose. SUPPLEMENTARY GOALS IN OTHER AREAS In order to achieve your marketing and sales goals, you may find it helpful to set goals in other areas of your business or personal life. For example, in your business, you may set a goal of hiring more staff, adopting new automation tools, or developing and releasing new product and service lines. Achieving personal goals can also help you achieve your business goals. For instance, if you haven't been sleeping on a regular schedule, setting a goal of getting on a more consistent sleep cycle next year may help make you more productive. Similarly, you can set goals in areas such as your personal finances, health, relationships and spiritual development. THE STRATEGY OF CREATING A SPACE FOR SUCCESS A fundamental strategy for annual planning is creating a space for success. You can only have so many things. When something is occupying space, something else cannot occupy the same space. This is true both literally and in the metaphoric sense of occupying mental space or space in your business. If you no longer need something, getting rid of it can free up some space. This creates a space for you to attract something new to your business or other areas of your life. WINTER 2015 | CAR WASH MAGAZINE | WWW.CARWASH.ORG 73 http://WWW.CARWASH.ORG

Table of Contents for the Digital Edition of Car Wash - Winter 2015

Letter from the ICA
Meet the Board
By the Numbers
Overheard Online
Seven trends affecting the future workforce
Talent development and company culture
The Affordable Care Act in action: Preparing for reporting in 2016
Still stuck in traffic
Car washes in the fast lane
Car Wash Show Europe launch a huge success
Enning, Loogman inducted to Car Wash Hall of Fame
Take a Tour
If it walks like a duck and quacks like a duck…
A gentler approach to damage claims
Wash Ideas
Women in Car Wash: Linda Parker
Blast from the Past
Marketing Minute
Women in Car Wash: Mandi Brower
Ask Champ
Download It!
5 ways to build trust in a business
Top Tweets
Safety Tip
Problem Solved
Index of Advertisers
5 Things

Car Wash - Winter 2015