Eric Lofholm Training For Sales Mastery
Leading edge training in sales, objection handling, and sales scripts to effortlessly close sales
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I love recording these videos. It's a great way for me to share some amazing ideas with you as I go about my day. I recorded this video on a trip down to the Bay Area to speak at Arvee Robinson's event.
This idea is one I have used in my business consistently over the years to help me close more sales. I know it will work for you too!
Watch this video now!
Eric Lofholm
Master Sales Trainer
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January is right around the corner. Each December I go through a process to help me get off to a great start in the New Year.
By implementing this process you can get off to a great start in 2010.
The process is to create a written 2010 Sales and Marketing Plan. Most people think about their New Year’s resolutions the night of New Year’s Eve.
By starting on your plan now you can have it complete prior to the evening of New Year’s Eve. Here are some great tips to complete your plan.
1. Focus on completion versus perfection – Many people get stuck because they are focusing on perfection.
2. Limit your plan to 3 pages or less – When you limit your plan to 3 pages or less it forces you to only include the most important things. Also if the plan is 3 pages or less you are far more likely to review your plan during the year.
3. Include your ultimate outcomes or goals for 2010 in your plan
4. Create a deadline to complete your plan by 11:59 pm on December 31, 2009. To create accountability for you email me right now your commitment to complete your plan by 11:59 pm on December 31, 2009. Here is how the email should read. In the subject line put I commit. In the body of the email write I commit to complete my 2010 sales and marketing plan by 11:59 pm on December 31, 2009. The email address to use is wins@ericlofholm.com.
5. Share your plan with others for feedback – I have asked my team of coaches to critique 60 sales plans as a free gift to my clients. Would you like a free critique of your 2010 plan from one of my coaches? Here is how it works. Email me right now that you would like a free critique at wins@ericlofholm.com. Put 2010 Sales and Marketing Plan Critique in the subject line. Include your name and phone number in the body of the email.
If you are one of the first 60 to respond then you will receive a free critique. The critique will be done over the phone. The critique is done as a 30 minute phone call between you and the coach. More than 1,000 people read my blog entries so if you would like a free critique email me right now. Once I receive your email I will forward it to our coaching department. The coach will then contact you to set up a 30 minute phone call to go over your plan with you.
Here is a sample template
Template
Your Name Sales and Marketing Plan for 2010
Ultimate Outcomes for 2010 (goals)
Annual revenue projections (sales results)
Annual Marketing Strategy (marketing tactics)
Annual Projects
January
Ultimate Outcomes
Sales Strategy
Marketing Strategy
Projects
February
Ultimate Outcomes
Sales Strategy
Marketing Strategy
Projects
March
Ultimate Outcomes
Sales Strategy
Marketing Strategy
Projects
April
Ultimate Outcomes
Sales Strategy
Marketing Strategy
Projects
May
Ultimate Outcomes
Sales Strategy
Marketing Strategy
Projects
June
Ultimate Outcomes
Sales Strategy
Marketing Strategy
Projects
July
Ultimate Outcomes
Sales Strategy
Marketing Strategy
Projects
August
Ultimate Outcomes
Sales Strategy
Marketing Strategy
Projects
September
Ultimate Outcomes
Sales Strategy
Marketing Strategy
Projects
October
Ultimate Outcomes
Sales Strategy
Marketing Strategy
Projects
November
Ultimate Outcomes
Sales Strategy
Marketing Strategy
Projects
December
Ultimate Outcomes
Sales Strategy
Marketing Strategy
Projects
I posted 3 sample plans. They are the 3 most recent blog posts.
Sales and Marketing Plan for 2008
Ultimate Outcomes for 2008 (goals)
Business Goal: 60 Listings taken and 50 Listings closed (DOES NOT INCLUDE BUYER TRANSACTIONS, THOSE ARE A BONUS)
Personal Goal (where the money goes) $100K to home renovations, $40K to short term debt, $120K to savings (1 years income) $120K for living expenses, and any excess to long term debt or business development. I intend to be one of Eric Lofholm’s success stories.
Annual revenue projections (sales results) Net $400K (based on an avg value of $400K, with my current commission split I should gross $529K.
Annual Marketing Strategy (marketing tactics); e-mails drip campaigns, Newsletters, Direct mail, Networking events. I commit to 6 outgoing calls per day for Customer Care Program, 10 FSBO and/or Expired Listing calls per day, 5 Farm calls per day. 4 listing presentation appointments per week
Annual Projects – Complete GRI designation, Commercial designation.
January
Ultimate Outcomes at least 5 residential listings taken, 1 commercial listing taken or 1 commercial transaction closed.
Sales Strategy, First mailing to advocates and farm of 100 townhouses, look for commercial space for clients and use that search to farm for commercial listings. Ask for referrals.
Marketing Strategy: Introduce Customer Care Program to farm. Find out what they need. Visit at least 2 FSBOs per week and give them my complimentary “FSBO Success Kit” follow-up weekly to offer additional help until they list or sell the home. Winter vendor campaign with special offers (snow removal, firewood, etc)
Projects: Move to new office – send letter to Sphere of Influence, perfect listing presentation, create new website. Begin GRI (Graduate Real Estate Institute) classes.
February
Ultimate Outcomes at least 5 listings taken, 4 listings under contract
Sales Strategy: Attend one Networking Event, continue FSBO campaign. Second mailing to Advocates and Farm. Continue to “farm” for commercial listings, offer to add business owners to my “VENDOR” list and help them promote their businesses. Ask for referrals
Marketing Strategy: Valentine’s day greeting with suggestions and/or coupons for valentine gifts (florist, jewelers, perfume, restaurants), to advocates, vendors and farm.
Projects: Continue GRI classes
March
Ultimate Outcomes, Outcomes at least 5 listings taken, 4 listings under contract, 4 closings, 1 commercial listing taken or buyer/tenant closed
Sales Strategy: Attend one Networking Event, continue with FSBO campaign, third contact with farm/advocates. Continue to “farm” for commercial listings, Ask for referrals.
Marketing Strategy: Promote Customer Care Program and/or Market Update.
Projects Attend GRI III classes.
I will impact the world by doing what others are unable or unwilling to do.
April
Ultimate Outcomes, Outcomes at least 5 listings taken, 4 listings under contract, 4 closings, 1 commercial listing taken or buyer/tenant closed
Sales Strategy: Attend one Networking Event, continue with FSBO campaign, 4th contact with farm/advocates. Continue to “farm” for commercial listings. Ask for referrals.
Marketing Strategy – Spring campaign with vendor offer
for Dogwood subdivision
May
Ultimate Outcomes, Outcomes at least 5 listings taken, 4 listings under contract, 4 closings, 1 commercial listing taken or buyer/tenant closed
Sales Strategy: Attend one Networking Event, continue with FSBO campaign, 5th contact with farm/advocates. Continue to “farm” for commercial listings. Ask for referrals.
Marketing Strategy: Mother’s Day campaign with gift ideas and offers/coupons from vendors.
Projects: Consider starting a newsletter campaign, find a pre-written package.
June
Ultimate Outcomes, Outcomes at least 5 listings taken, 4 listings under contract, 4 closings, 1 commercial listing taken or buyer/tenant closed
Sales Strategy: Attend one Networking Event, continue with FSBO campaign, 6th contact with farm/advocates, Continue to “farm” for commercial listings, Ask for Referrals.
Marketing Strategy: Father’s day campaign with gift ideas, special offers/coupons from vendors.
Projects:
Find the need and fill it – Customer Care Program, add one unique new vendor and e-mail/snail mail farm and advocates to introduce the new service/vendor.
July
Ultimate Outcomes, Outcomes at least 5 listings taken, 4 listings under contract, 4 closings, 1 commercial listing taken or buyer/tenant closed
Sales Strategy: Attend one Networking Event, continue with FSBO campaign, 7th contact with farm/advocates, Continue to “farm” for commercial listings, Ask for referrals.
Marketing Strategy: 4th of July campaign with for food drive and more vendor offers/coupons
Projects Christmas in July Food Drive for local food pantry.
August
Ultimate Outcomes, Outcomes at least 5 listings taken, 4 listings under contract, 4 closings, 1 commercial listing taken or buyer/tenant closed
Sales Strategy: Attend one Networking Event, continue with FSBO campaign, 8th contact with farm/advocates, Continue to “farm” for commercial listings, Ask for referrals
Marketing Strategy: campaign for back to school offers/coupons
Projects – vacations won’t hurt me because I will be on vacation too.
September
Ultimate Outcomes, Outcomes at least 5 listings taken, 4 listings under contract, 4 closings, 1 commercial listing taken or buyer/tenant closed
Sales Strategy: Attend one Networking Event, continue with FSBO campaign, 9th contact with farm/advocates, Continue to “farm” for commercial listings, ask for Referrals.
Marketing Strategy: campaign for fall landscape tips and vendors special offers/coupons, preparing home for winter
Projects: Begin to interview personal assistant
October
Ultimate Outcomes, Outcomes at least 5 listings taken, 4 listings under contract, 4 closings, 1 commercial listing taken or buyer/tenant closed
Sales Strategy: Attend one Networking Event, continue with FSBO campaign, 10th contact with farm/advocates, Continue to “farm” for commercial listings, ask for referrals.
Marketing Strategy: Trick or Treat, consider going trick or treating and hand out treats instead of demanding them.
Projects:
November
Ultimate Outcomes, Outcomes at least 5 listings taken, 4 listings under contract, 4 closings, 1 commercial listing taken or buyer/tenant closed
Sales Strategy: Attend one Networking Event, continue with FSBO campaign, 11th contact with farm/advocates, continue to “farm” for commercial listings, ask for referrals.
Marketing Strategy – Thanksgiving cards and include recipe for Pumpkin Cheesecake, vendor specials for winter, snow removal, etc.
Projects: Food Drive
December
Ultimate Outcomes, Outcomes at least 5 listings taken, 4 listings under contract, 4 closings, 1 commercial listing taken or buyer/tenant closed
Sales Strategy: Attend one Networking Event, continue with FSBO campaign, 12th contact with farm/advocates, continue to “farm” for commercial listings, ask for referrals.
Marketing Strategy – Send out Holiday cards with 2009 calendars
Projects: Toy Drive. 2009 Sales and Marketing Plan
I. ANNUAL BASIS
A. Ultimate Outcomes for 2008 – (Goals)
1. Write _____ applications for the year
2. Create an extensive Database
3. Have series of scripts prepared
4. Recruit on part-time basis
5. Develop a testimonial book
6. Continue more personal development
B. Annual Revenue Projection: $270,000 - $300,000
C. Annual Marketing Strategy
1. Speaking engagements – minimum of two/month
a. Chamber of Commerce meetings
b. Rotary meetings
c. Luncheon with business owners
2. Be in front of _____business owners/executives per month – result of C.1. Average employee base will be _____ employees per company.
3. Have follow-up meetings with _____businesses
4. Follow-up meetings generate _____companies signing up for presentations
5. Generate an average of _____ company referrals/month
6. Present to an average of _____ companies per month. (Note: some companies will be larger, some smaller.)
7. Present to average of _____ employees per month.
8. Sign up average of _____ employees per month.
II. MONTHLY BASIS
A. January 2008
1. Ultimate Outcome: _____ applications
2. Monthly Revenue: _____
3. Marketing Strategy
a. Week 1: Appointment setting
b. Week 2: Presentation for _____ employees – goal
c. Week 3: Presentations for _____ employees – booked
d. Week 4: Presenting to _____ employees – goal
e. Week 5: No Presentations – some appt. setting
4. Projects:
a. January 24, 25: Lofholm meetings
b. Week 5: Creative Painting Convention – our last. Est. Rev. _____
B. February 2008
1. Ultimate Outcome: 150 applications
2. Monthly Revenue: _____
3. Marketing Strategy
a. Week 1: Presenting to 60 employees – appt. setting/speaking
b. Week 2: Same
c. Week 3: Same
d. Week 4: Same
C. March 2008
1. Ultimate Outcome: 75-80 applications
2. Monthly Revenue: _____
3. Marketing Strategy
a. Week 1: Presenting to 60 employees – appt. setting/speaking
b. Week 2: Appt. setting
c. Week 3: Appt. setting/speaking – possible presentation
d. Week 4: Presenting to 60 employees
4. Projects: Week 2 – PPL Convention OKC. Return on 19 March
D. April 2008
1. Ultimate Outcome: 200 Applications
2. Monthly Revenue: _____
3. Marketing Strategy: Week 1-5 presenting to 70 employees/week plus appointment setting and speaking engagements
E. May 2008
1. Ultimate Outcome: 200 Applications
2. Monthly Revenue: _____
3. Marketing Strategy: Week 1-4 presenting to 80 employees/week plus appointment setting and speaking engagements
III. MONTHLY BASIS - continued
a. June 2008
4. Ultimate Outcome: 150 Applications
5. Monthly Revenue: _____
6. Marketing Strategy: Week 1-4 presenting to 60 employees/week plus appointment setting and speaking engagements
b. July 2008
i. Ultimate Outcome: 180 Applications
ii. Monthly Revenue: _____
iii. Marketing Strategy: Week 1-5, presenting to 300 total employees plus appt setting and speaking engagements.
iv. Projects: July 24, 25: Lofholm meetings
c. August 2008
i. Ultimate Outcome: 300 Applications
ii. Monthly Revenue: _____
iii. Marketing Strategy: School Presentations – 500 employees or more
d. September 2008
i. Ultimate Outcome: 100 Applications
ii. Monthly Revenue: _____
iii. Marketing Strategy: Week 2-4, presenting to 60 employees/week, plus appt setting and speaking engagements
iv. Projects: Week 1 – PPL Convention Las Vegas
e. October 2008
i. Ultimate Outcome: 200 Applications
ii. Monthly Revenue: _____
iii. Marketing Strategy: Week 1-4, present to 80 employees/week, plus appt setting and speaking engagements
f. November 2008
i. Ultimate Outcome: 100 Applications
ii. Monthly Revenue: _____
iii. Marketing Strategy: Week 1-3, present to 60 employees/week
g. December 2008
i. Ultimate Outcome: Sales not focus point. Preparation and strategizing for 2009
ii. Projects: National Finals Rodeo, Christmas
2008 YEARLY MARKETING PLAN
Initial Statement: As you would say Eric, “Success takes as long as it takes”. This has been a year for me of input, examining, absorbing new ideas, failing at some of them, succeeding at others but realizing things do not have to be perfect, they just need to begin and they will be perfected along the way. This year will be the year of really moving out of my comfort zone. It should be fun & frustrating and take me to new places in my journey.
What I did well: I have formed a partnership with a few links:
1. Taken on a significant role in _______ membership cmts.
This will allow me to be of service to my members and to build strong partnerships with other insurance professionals.
2. Joined with an attorney who is a co-chair of the San Diego
_____ Attorneys. This will allow me to provide long term care to clients using their referrals. Also provide opportunities for speaking to their clients in groups.
3. Joined in partnership with an excellent financial planner.
That will provide an additional source of business & service.
4. Joined a LeTip Referral Group – weekly meetings to
Develop mutual business among 20 professionals.
5. Becoming involved in January in a tax seminar to market
To CPA’s & other attorneys.
Biggest Challenge: Time Management
1. I will design my schedule into blocks of time for morning
Calls: a. leads b. schedule talks in small business 1 Hr./day
2. Schedule Protégé Calls each month, be on Thursday calls
3. Schedule 2 – 1 week vacations per year
4. Schedule time for exercise (this is my hardest thing !)
5. Schedule meditation time
6. Write daily goals each evening for next day.
Success’s: Development of Partnering
So far this year my business has grown 99.4% ahead of last years. I attribute this to being involved in P.Protege Program. Although I have not been able to attend normal calls, my mind has changed and my focus has sharpened. I expect things to work out and do not look for problems, but see the way around each challenge. I avoid negativity like the plague. I am taking the partnering to a higher level (as mentioned above).
Yearly Production Goal
Total submitted business goal: $300,000 for year with majority of business coming from referral business. Hopefully leads will be generated from public speaking opportunities.
Areas Needing Support:
Finding groups to speak in front of regarding need of long term care.