A business' life blood is of course its sales. More sales drive greater income which generates greater profit. Seems simple enough and therefore it should be logical for us all to rush out there metaphorically speaking and herd customers through our shop door. Job done?

Or is it? Unfortunately life doesn't quite work like that. Before the supercharged, adrenaline fuelled rush to get before the customer happens it is wise to take a step back and plan your sales campaign fully. This means you won't get bogged down a little way along the sales track by events or obstacles that you hadn't considered. Potential customers will expect you to be their guide and if you don't have the map on you then problems will soon arise and confidence will be lost. A good sales campaign starts in the planning stage and long before a customer is approached. You need to understand and know your product(s) inside out and be confident that you can express their value and purpose to any audience.

This knowledge should be documented and held by all of the people involved within the sales chain so that it can be readily used as required. You will have competitors; what are their strengths and particularly what are their weaknesses? Who are your potential customers? How will you approach them? What will they expect from you in terms of sales collateral? These are just some of the many questions that you need to have asked yourself and to have answered. It will give you confidence to know the answers before a customer asks a question.



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