Planning for the last quarter of the year

12 September 2023

The summer holidays are now out of the way and now is the time to ensure you have the best run in to the end of the year, but what do we need to be focused on. 

Our sales and marketing approaches should be aligned but first we should reflect on the last 8 months and learn from the activities that yielded the best results. 

Focus and 90 Day Planning 

So, clear specific goals for the next few months are essential, for example you may want to write and extra £100,000 of business over the next 3 months but exactly where do you see this business coming from?  

• Which services? 

• Which customers? 

• New business? 

The £100,000 should be detailed into each area so that you can give it your maximum attention, you can review this daily and record monthly against your target. 

 Understanding these goals will now allow us to create a marketing strategy to specifically achieve the outcomes that we desire. 

 Key areas to consider. 

• All communications with your customers 

These should include face to face meetings, Calls, Email broadcasts, webinars that they may find useful and value-added content through your socials. 

Consider the frequency all of these communications. 

When thinking about our customers have you reviewed their account to see if they are using all your services?  Its much easier to sell to our existing customers, either new services or existing services that they are not taking. 

On average there is an extra 33% of business sitting on the table with our existing customers. 

I have found that a lot of my clients find it difficult to communicate with their customers because they either don’t have the correct contact details for the buyers or they haven’t segmented the customers in order that they can communicate in a relevant way, 

• Prospecting 

What actions is your business taking to find brand new business? 

Prospecting is a critical aspect of sales and business development. It involves identifying and pursuing potential customers or clients who are likely to be interested in your products or services. To help you generate some fresh prospecting ideas, here are several approaches to consider: 

1. Referrals from Existing Customers: 

Your satisfied customers can be your best source of new business. Ask for referrals and recommendations. You can even consider implementing a referral program to incentivise your current clients to refer others. 

1. Networking Events: 

Attend industry-specific conferences, trade shows, seminars, and local business events. These gatherings are great opportunities to connect with potential clients, partners, and collaborators. 

1. Online Networking: 

 Utilise social media platforms like LinkedIn to connect with professionals in your industry. Join relevant groups, participate in discussions, and build relationships with potential leads. 

1. Emailing Broadcasting 

Craft personalised and well-researched emails to introduce your product or service to potential clients. Highlight how your offering can solve their specific pain points. 

1. Content Marketing: 

Create high-quality blog posts, videos, podcasts, or whitepapers that address common challenges faced by your target audience. Share this content on your website and social media platforms to attract leads. 

1. Inbound Marketing: 

Develop lead magnets like e-books, webinars, or templates that provide value to your audience. Collect email addresses in exchange for access to these resources. 

Ensure your website has all the information that your customers will need, including pricing. 

1. Webinars and Workshops: 

Host online or in-person events that showcase your expertise and allow you to interact with potential clients. Webinars and workshops can help you identify warm leads, these can be easily promoted via Eventbrite and LinkedIn. 

1. Partnerships and Alliances: 

An often-overlooked activity, collaborate with complementary businesses to expand your reach. Partnering with others can provide access to each other's client bases. 

1. Social Media Advertising: 

Invest in targeted social media advertising campaigns on platforms like Facebook, Instagram, or LinkedIn to reach a specific audience segment. This is quite a low-cost activity and is very measurable. 

1. Google Ads 

If you are not running Google Ads then consider a specific service where you can dip your toe in the water, understand the keywords, the geographical area that you are looking to target and ensure your website landing page is ready to convert visitors. 

Remember that effective prospecting often requires a combination of these strategies, tailored to your specific industry and target audience. Be persistent, follow up with leads, and continually refine your prospecting tactics to achieve the best results. 

Here’s a useful link to the 12 week year by Brian P Moran: 

https://amzn.eu/d/f3ltl12