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

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

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

4. Strategic Components Mission Statement Elevator Speech Strategic Plan
Competitive Analysis

5. 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.

6. 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?

7. Strategic Components Mission Statement Elevator Speech Strategic Plan
Customer Analysis
Production

8. Strategic Plan Process
SWOT
Goals
Strategies
Action Plan

9. 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.

10. SWOT
Strengths
Opportunities
Weaknesses
Threats

11. 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?

12. 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?

13. 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.

14. 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

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

16. 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.

17. 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.

18. 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.

20. 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

22. Workbook page 8
Workbook Page 8

23. 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

24. 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

25. Strategic Components Mission Statement Elevator Speech Strategic Plan
Customer Analysis
Production

26. 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

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

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

29. 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

30. Questions?

31. Michele Packard-Milam, CAE
Thank you!
Michele Packard-Milam, CAE
PPAI Director of Member Engagement and Regional Relations