A sales and marketing plan in four steps

A good marketing plan can shape the way you connect to your existing customers and attract new ones. It can also help you determine the types of customers you should target, how to reach them and how to track the results so you learn what works to increase business. Follows these basic sales and marketing practices and develop a tactical marketing plan and sales process that works for your business.

Step one: position your product or services

To start your plan, keep in mind the four "Ps" of marketing: product, price, promotion and place. Your goal is to put the right product or service in front of the right customers, at the right price and at the right time and place. A good way to get started is to answer some basic questions about your business to help you develop a solid foundation on which to build your marketing plan.

• Who are you selling to?
• What do those customers need?
• What distinguishes your product or service from the competition?
• Are there marketing tactics that work best for your business?

Step two: ask for input from trusted advisors

To ensure that you have a clear sense of your own business, it is a valuable practice to gather information from those around you. Set up meetings with trusted friends, staff, advisors and peers, and ask for their input on the following. Getting feedback on these aspects of your business can help you prepare your marketing strategy as well as create targeted materials.

• Who is your business selling to?
• What do your customers need?
• What distinguishes your products or services from the competition?
• When and how often should you employ marketing efforts?
• Where should your company be one year from now?

Step three: ask for input from customers and prospective customers

To successfully market to customers, you need to learn how they react to your product, pricing, brand or service — anything related to your business. Ask several of your current and prospective customers what they think about your business, products and services, potential to sell to them, and competitors. You can ask them by e-mail, telephone or marketing postcards. Incentives, such as discounts or samples, can encourage feedback.

Step four: draft your plan

Now that you have feedback and an outline, you can draft your marketing plan. Start by summarising your market position and goals, and define what you expect to accomplish in a specific time period. A typical marketing plan might be organised in the following way:

• Market summary
• Competitive landscape
• Product comparison and positioning
• Communication strategies
• Launch strategies
• Packaging and fulfilment
• Success metrics
• Marketing schedule

With a marketing plan in place, you have a structure you can use to help keep your business on track. Make sure you review your plan every six months to help you determine whether it is producing the results you need. You should also update your plan regularly to respond to changing market conditions.

Ready to tackle a media plan? Sign into Microsoft Australia's Small Business + and take a complimentary course in getting publicity in the media. Register today.