In business, we all have goals. We are all working to achieve greater growth, impact, fulfillment, freedom, and other meaningful outcomes. But often, our plans (if we even make them) are not customized to help us achieve these goals. They are frequently counterproductive because they’re based on generic templates that were made to reach other people’s goals. Let’s change that today. Let’s look at how to create a custom sales and marketing strategy that helps you achieve your goals.
Before getting into the specific steps, you need to know one thing: this is not a simple, five-minute process. It is also not a set-it-and-forget-it type of process. As you grow, your goals will change, and thus your strategy will need to change. As a starting point, I suggest you set two blocks of time – each 2-3 hours long and no more than a few days apart – to finalize this plan. If you aren’t willing to spend this time, then you aren’t willing to reach your goals, and this article isn’t for you.
For the first session, what you’ll want to do is some brainstorming. You’ll have several questions to answer, and lots of freedom to dream big.
Step 1
Start with your numbers. Ask what you want your yearly revenue to be and then break it up by month. For example, $400,000/yr in revenue is $33,333/month.
Step 2
Look at what you currently do for revenue streams. For example, product sales, client coaching, and speaking engagements. Anything that brings money presently to your business. Break down how much you are currently bringing in for each AND how much you’d like to be bringing in for each.
Important note: At this point, do not worry about HOW you’re going to achieve any of the goals you’ve set down – think about what you want and write it down!
Step 3
Ask yourself several questions, such as:
- What am I taking into this plan that has worked for me so far?
- What hasn’t worked or haven’t I enjoyed that needs to be removed?
- What do I want to try?
- What limitations do I think I have right now, and what might I be able to do to remove them?
After brainstorming what you want, you can work on how to get there. This will be the bulk of session 2, and involves more specific questions.
Step 4:
Ask if you have the skillset to achieve your goal. For example, do you have the skillset to give killer front-of-room speeches so that vendors book you and you can reach your speaking engagement revenue goal?
If not, you need to do some homework to fix that. Here’s my suggestion: read five books, watch 2-3 webinars, attend 2-3 workshops on the subject, and/or get a coach to help you become an expert quickly.
If there are limitations like “I don’t have time”, then you need to consider how to make time—perhaps getting an admin or virtual assistant.
Step 5:
Consider these questions:
- What can I bring to the marketplace that people want?
- Am I passionate enough about it to do it for free? (You may need to start by getting some experience and testimonials.)
Step 6:
Reflect on the year before. Make a list of what you are most proud of, what you were most surprised by, and in what ways you grew. This will help guide you through the coming year as you work to achieve your goals.
These steps will help you craft a plan that reflects your goals, dreams, and values. Then it is up to you to DO THE WORK and make it happen!
Here’s to your success.