Completion of the Client-Centered Sales and Marketing Evaluation Program prepares a senior-level manager to complete an evaluation of his or her sales and marketing infrastructure as described in Total Market Domination.

Objectives

Most company’s primary objectives for implementing a sales evaluation are increasing sales revenues, controlling sales and marketing expenses, and evaluating new business opportunities. However, many other objectives may be addressed during the evaluation process, such as identifying co-marketing opportunities, evaluating customer service issues, defining relationships with outside service providers, such as advertising agencies and fulfillment houses, and preparing a new business plan.

Preparing for Change

Total Market Domination presents a step-by-step sales evaluation process that you can use to help you develop a clear, concise, compelling marketing story and improve your ability to influence your customer’s purchase decision. It’s simple and straightforward, because the evaluation process is built around the ten questions that you need to answer to gain greater control of the selling process and build market momentum.

Integrating a Client-Centered selling approach into your day-to-day sales operations will give you more control in each selling situation and will make the selling process easier. I call this “selling downhill.” But before you can start selling downhill you will have to evaluate every step of your selling process. And doing this takes a bit of work.

You will need to throw out many of your assumptions about how things are working in your company–and find out how they really work. And you will need to reevaluate every sales and marketing activity that you are doing to verify whether or not they are the most effective use of your marketing resources.

The Client-Centered sales evaluation process is based on the ten questions that you must answer to help you achieve total market domination. Each question is covered in a separate chapter, which includes step-by-step instructions for implementing your evaluation.

1. Do you understand the key factors that drive your customers’ purchase decisions?
2. Are your company’s resources allocated in a way that is consistent with achieving its marketing objectives?
3. Have you developed a clear, concise, compelling marketing story that defines “who, what, where, when and why” customers should do business with your company?
4. Does your marketing plan provide the focus your company needs to leverage its selling efforts?
5. Do you have effective programs in place to identify prospective customers? Do you have effective programs in place to qualify prospective customers?
6. Is your sales force prepared to present your company in a professional, Client-Centered way?
7. Is your company using computers and communication technologies to leverage its selling efforts?
8. Do you have an effective customer service and support model?
9. Do you have an effective process for developing sales forecasts and marketing budgets?

In the process of evaluating your selling process you will compile the information that you need to evaluate and reengineer your organization’s sales and marketing infrastructure.

Worksheets

Each chapter in Total Market Domination includes detailed worksheets that will help you define your businesses’ objectives, position your products in your market, and analyze your business operations. The worksheets will also help you identify areas of your business that can benefit from new computer and communication technologies.

As you read through each worksheet, you should try to identify obsolete attitudes, practices, and procedures in your business, and visualize the changes that you must make to align your sales and marketing infrastructure with your strategic business objectives.

Completing the worksheets may seem a bit overwhelming at first. But if you are patient and work through the process a step at a time, you will be able to literally engineer your marketing success.

The Process

1. Assign an individual to be responsible for coordinating the evaluation process.
2. Plan to invest three to five days completing the TMD worksheet/templates.
3. Schedule a time for your teleconference with Doug Dayton.
4. Please email any questions that arise during your audit process.
5. Express mail copies of your completed worksheets (templates), your most recent business plan, and all sales collateral, relevant sales reports, and current marketing plans at least three days before your teleconference. You may send a Zip disk.
6. We will confirm receipt of your materials and reconfirm your teleconference.

Teleconference

Doug Dayton will review your business plan, sales and marketing materials, and TMD templates before the teleconference. He will prepare questions about the materials that you have prepared, and will share any insights or comments that he feels are appropriate. The output from the teleconference will be an action plan that will help your company implement the best practices that have come out of its evaluation.

The conference call will take about three or four hours. If you prefer to meet in person, you may come to Dayton Associates' office in Bellevue, WA, or you may schedule the meeting at your office. However, consultant's travel time is not included in the cost of this program and will be billable.

The Payoff

The Client-Centered Sales and Marketing Evaluation Program will help you:

1. Identify your company’s critical success factors.
2. Use the worksheets from your Client-Centered sales evaluation to identify your company’s best sales practices.
3. Develop an action plan, including objectives and key results (performance metrics) for each best sales practice that you plan to adopt within your company.
4. Validate your company’s best sales practices with your customers.
5. Evaluate new marketing opportunities.
6. Engineer creativity into your company.
7. Develop a process for handling sales and marketing problems.
8. Take responsibility for your company’s success.

This program was designed for companies that would like to have some assistance with an INTERNAL sales and marketing evaluation.

Most business managers find it is very difficult to be objective about the ideas and programs that they have implemented, and about the personnel that they have recruited and trained. An outside consultant can bring objectivity to your sales evaluation process. If you are interested in having Doug Dayton facilitate your evaluation please contact our office.