The importance of targeting sales activity
Many businesses have what they consider a comprehensive marketing plan.
However, to be effective, the plan must be directed and targeted.
Accordingly, a marketing plan will usually have within it a target market
plan. This is an integral part of the overall plan, but targets the specific
groups of customers that the market research indicates are the prime users
of the business's product(s).It is particularly important for any business to focus its efforts and generate a
consistent revenue stream as soon as possible.
Thus, a major thrust of the market research and analysis should be to
identify significant market segments and any target market groups within
those market segments.
The business formulates its target marketing plan and considers how that
will relate to the overall marketing plan.By reviewing the effectiveness of previous target marketing plans, you can
determine what adjustments, if any, may be necessary.
History is important, but the sales manager or salesperson should keep an open
mind and give full reference to current research and analysis and any apparent
shift in market trends.
Often, look at the timing of
marketing events carefully.For example:
A previous marketing approach that
was not very successful, may have
been very effective if the timing were
differentWithout target marketing:
At the territory or field level, marketing plans often breakdown, lose their
effect because of poor territory planning, and target marketing.
Field activity loses focus and tends to drift along paths of least resistance.
Mount campaigns periodically that tend to take a total market approach.
Consequently, rather than being focused, marketing budgets may be
spread too thinly.
The sales staff may appear to be very busy but, in reality, they are often
spinning their wheels and not making the best use of their time. The
business is better served by concentrating the business and the sales staff's
effort on major business segments.