Michele Packard-Milam, CAE PPAI STRATEGIC PLANNING MADE EASY…FOR SALES REPS! Introductions February 14, 2012 Michele Packard-Milam, CAE PPAI

Session Objective Introduce a simple, effective strategic planning process Learn to focus resources, reduce waste and improve outcomes Begin a 3-year strategic plan

Recognize your strengths and weaknesses Tend your business Know your customers Choose your goals

Strategic Components Mission Statement Elevator Speech Strategic Plan Competitive Analysis

Mission Statement: What You Do I offer (what kind of) services and (quality or type of) products to (segments of) customers in the (geographic) areas.

I create (what kind of) impact on (segments or customers). Elevator Speech: What You Create I create (what kind of) impact on (segments or customers). What problems do you solve? What successes does your work make possible?

Strategic Components Mission Statement Elevator Speech Strategic Plan Customer Analysis Production

Strategic Plan Process SWOT Goals Strategies Action Plan

Career Components Training/Certification Sales Revenue Sectors/Territories Personal Brand Experience Competition Social Media To consider your strengths and weaknesses, you will want to think about all the different components of your company, one at a time. Here’s a standard list of components. You may have others.

SWOT Strengths Opportunities Weaknesses Threats

Strengths What are you good at? What works well for you? Page 2 in the workbook What kind of project comes easiest? What are you known for?

Weaknesses What mistakes do you make repeatedly? What has cost you customers? Page 3 in the workbook What types of projects are most difficult? What mistakes have you made recently?

Where can you grow? Opportunities ?? New Companies in Area Competitive Segments Competitive Weaknesses Expand Current Base ?? Line Extensions Where can you grow? Still on page 3 in the workbook.

Threats What external events could halt your plans? Focus where you have influence Look at specifics in the economy Consider “Acts of God” Page 4

Prioritizing Read through entire SWOT Assign dots to the 10 most important items THEN… Make note of the career components where priorities appear Working on your SWOT lists – pages 2, 3 and 4

Top Level Goals Selling Plan Sectors/Territories Product Lines Customer Base Training/Certification On Page 5, choose 3 or 4 primary components as your focus. For each of these, we will write major goals.

Top Level Goals Goal statements One per career component Focus on ‘what’… not ‘how’ Long view 2-3 years On page 6, for each focus area of your business, write a goal statement in the numbered blank.

Sales Goal Examples I am the top sales revenue generator for my company. I have the most loyal and productive customer base in the company.

Example Strategies Sales Create a personal elevator pitch Consistently explore additional opportunities with current clients Complete competitive analysis annually Perform customer analysis twice yearly Learn a new skill or technique at least 2X/year Send thank you notes with customized products with all orders *see worksheets for help with these items

Workbook page 8 Workbook Page 8

Strategic Action Calendar Q1 2012 Q2 2012 Q3 2012 Q4 2012 A digest of action items written by calendar quarters Drawn directly from your strategies Update quarterly or more often Treat as a living document

Strategic Action Plan Example Strategy Next Step Driver Due Date Complete Competitive Analysis >Develop list of competitors Sales person Q1 2010 >Conduct competitive analysis for each competitor Sales Manager Annually at midyear Explore additional opportunities with current customers >Call current clients, ask “what else do you need?” >Ask this question in every customer interaction

Strategic Components Mission Statement Elevator Speech Strategic Plan Customer Analysis Production

Customer Analysis List your top 5-6 customers % of sales each represents Health rating - 1-5 Loyalty rating - 1-5 Need to create grid for attendees to fill out

In 2011… I produced: $_________ in total revenue $_________ in net revenue My sales = _____% of company revenue

$_________ in self promotions I invested in my career by spending: $_________ in self promotions $_________ attending tradeshows $_________ in training

Focus on the longer view Recheck plan quarterly Think big! Focus on the longer view Recheck plan quarterly Keep action plan updated and moving forward

Questions?

Michele Packard-Milam, CAE Thank you! Michele Packard-Milam, CAE PPAI Director of Member Engagement and Regional Relations michelepm@ppai.org