In market planning it is important to realise that a series of related decisions are necessary. To bring out the essential elements it is necessary to start with a S.W.O.T. analysis establishing the Strengths and Weaknesses of the business (internal) and the Opportunites and Threats (external).
We can then consider and make decisions on the 'marketing mix'.
* Product - What type and range of product or service should we provide?
* Price - What price should be set for each product or service?
* Promotion - How do we best communicate with our target customers and persuade them to buy our offer.
* Position - What channels of distribution and what levels of service are appropriate.
Do this structured work for each product and market so that you set clear objectives and tactics. There is a lot of detail, so you must be structured and controlled.
It is NOT, what's the budget lets place some ads!
Planning is a process simple to describe, difficult to implement and difficult to maintain and control. It is only one element in running a successful business but a key one - get it right and you are ahead of your competition.
Properly executed and communicated the process of planning and the plan bring cohesion, direction and motivation through the focus on goals and achievement. Monitoring results and seeing success brings great satisfaction from achievement, which is in it's self - motivating.
Particularly for the sales force.
Selling is that part of marketing which has the objective of persuading the customer to buy the product or service that best meets the customer's wants.
If the marketing has been sound there should be a match between product/service and customer want. If not the salesperson will be in the position of trying to persuade the customer to buy what the selling organisation wants him to have rather than what he wants.
This makes life difficult and further reinforces the importance of effective marketing. If you are the best salesperson in the world you could kill your business because although you may make this sale there will not be many, if any repeat orders.
Another rule for your business. The best targets for future business should be your existing customers. The closer your product or service is to satisfying the customers' wants the greater your chances of repeat business.
If your existing customers can be enticed by the close matching of your product or service to his wants he will buy more frequently and buy more (additional products or services), your business will grow rapidly. Add to this an efficient prospect gathering and conversion process and your business will hit the stratosphere.
Tip: Losers set out to sell what they know they can make, winners set out to make what they know they can sell.

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About the Author

Michael Harrison is an author, publisher and business consultant specialising in helping business owners and individuals to realise and release the full potential of their situation. He has helped many people to improve their business situations and advised and supported individuals to embark on new directions in their careers.