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The needs of every associate differ based on so many factors such as firm size, years of practice, geographical region, and resources available. Any organization, regardless of its size or nature, should be clear about its goals and objectives. Even a simple personal sales and marketing plan can help businesses determine what to focus on and where to spend their time and money. 

Drafting Your Personal Sales and Marketing Plan

When you draft your personal sales and marketing plan, know that it cannot be a “universal” plan. It is important that you keep your ultimate goal in mind…which is to succeed. At the same time, don’t overdo it by pushing yourself too far in a short time span. Remember, you are in for a marathon, not just a sprint.

Having planned your activities, take a calendar and lock in important dates and deadlines. All resources, including executives, associates, and admins, should work together to create an effective personal sales and marketing plan.

Setting Goals: The SMART

Your personal sales and marketing plan does not need to be formally documented, but it should be well defined and communicable. It should identify goals so that it is able to convey your business objective to every member of your team.

When making a plan, formal or informal, choosing a SMART goal is the way to go. SMART is a widely used concept in management and planning. SMART goals are acronyms for Specific, Measurable, Attainable, Realistic, and Timely. Many marketing experts use an additional ‘T’ to add tangible to the equation.

Identifying Your Prospects

It can be quite challenging to identify where to start and who to target. To begin, when making your personal sales and marketing plan, you need to analyze your existing contacts or customer lists. To some extent, the effectiveness of your marketing and sales efforts is based on a good contact list. Your contact list should include people you have known, met or plan to meet. Everyone can be a prospect, from an existing client to a referral source.

You should aim to get as much information as possible. It is a good idea to include how you know the contact i.e. where you met the contact, particularly when you were introduced to another source. It is advisable to categorize your contacts as a referral source, client, or prospect. If you invest your time in maintaining a well-organized contact list, it will save your time, efforts, and energy in the future.

The next step in preparing a personal sales and marketing plan is to use your contact list to identify prospects. Determine who has a direct or indirect influence on organizations and people who may need the services you offer.

In order to be successful in making a plan that assists in business development, proper prioritization is necessary. 

Measurements of Success

There are a number of metrics that can help you keep track of your progress. These metrics vary from firm to firm but the general purpose of any marketing plan is to maximize your outreach. Generally, you will have to keep an eye on your conversion rate, number of qualified leads, and referral rates, etc. These metrics make a plan more tangible and allow you to identify your areas of weakness, if any. The best strategy is to review your plan every six months and make changes as needed.

Making a plan is your first step towards success. Your personal sales and marketing plan can play a key role in building your credibility as well as your clientele. Remember, the plan should serve as a guideline. Keep it simple, straightforward, and focus on the substance rather than form. With the right plan, you will be able to identify and capture opportunities as they arise.

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