NUTS AND BOLTS OF GREAT BUSINESS PLANS-2016.pdf

Discuss the use of special price offers rebates

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Discuss the use of special price offers, rebates, coupons, and so forth. This can be done under price or under sales promotion. C. The Selling Cycle In the MARKET section you described the customer’s buying process. Now, map out a sellin g cycle or sales process that reflects that buying process. How do you plan to move a customer from never having heard of you to being a loyal user? Show the reader how a sale will be accomplished. Make it vividly clear how your overall use of personal selling, advertising, and publicity will reflect a blend of tools that moves your target customer through their buying process. So, if you have identified four key stages in the selling process (e.g., create awareness, generate understanding and interest, close the sale, build the relationship) then specify which marketing tools will be used to accomplish each of these stages.
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IMAGINE > BELIEVE > CREATE 15 D. Sales Tactics Describe the methods (e.g., own sales force, sales representatives, ready- made manufacturers’ sales organizations, direct mail, or distributors) that will be used to make sales and distribute the product or service. Also include both the initial plans and longer-range plans for a sales force. Include a discussion of any special requirements (e.g., refrigeration). Describe how distributors or sales representatives, if they are used, will be selected when they will start to represent you, the areas they will cover and the build-up (a head count) of dealers and representatives by month, and the expected sales to be made by each. If a direct sales force is to be used, indicate how it will be structured and at what rate (a head count) it will be built up; indicate if it is to replace a dealer or representative organization and, if so, when and how. How will you recruit, train and compensate the sales force? Show the sales expected per salesperson per year and what commission, incentive, and/or salary they are slated to receive, and compare these figures to the average for your industry. Present a selling schedule and a sales budget that includes all marketing promotion and service costs. Discuss any seasonal trends that underlie the cash conversion cycle in the industry and what can be done to promote sales out of season. E. Advertising and Sales Promotions (Note: You should tie this section to Section C above) Describe the media approaches the company will use to bring its product or service to the attention of prospective purchasers. How will you inform your target market about the availability of your product/service and continue to communicate the benefits you are offering to that market If direct mail, magazine, newspaper, or other media, telemarketing, or catalog sales are to be used, indicate the specific channels or vehicles, costs (per 1,000), and expected response rates and yield (as percentage) from the various media, and so on, used. Discuss how these will be built up.
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