The Art of Planning in Sales: Key to Success

As a sales professional, the way you plan your day and approach your targets can make all the difference. Some salespeople might breeze through their day without much strategic planning, while others meticulously map out their activities. The best salespeople are those who consistently plan and strategize, ensuring they stay ahead of the competition. In this article, we'll explore the importance of planning in sales, drawing from real-world examples and industry insights.

Understanding the Role of Planning in Sales

Planning and preparation are the bedrocks of successful sales strategies. A well-planned sales approach can significantly impact your ability to achieve targets and offer excellent customer experiences. The first step in effective planning is to forecast your future sales numbers each month. This involves analyzing current buyer conversations and past sales data to anticipate future sales outcomes. You should also consider historical performance patterns within your company.

Introducing a margin of safety into your forecasts is crucial. This margin accounts for unexpected factors, such as tax season, conferences, and other externalities that can influence your sales performance. By doing so, you can better safeguard your goals and maintain a steady growth trajectory.

Planning from an Expert Salesperson's Perspective

Let’s take a look at an expert in the field: my uncle. He started his career selling cars at a young age, working meticulously and strategically to build a robust sales engine. His planning included:

Vehicle Knowledge: Knowing the details of each car and why customers chose them. Customer Insight: Understanding his customers' personal lives, including family events, birthdays, graduations, and other significant milestones. Customer Service: Partnering with the maintenance department to ensure he met his customers when they came in for repairs. Engagement: Displaying pictures of his customers and their new cars in his office, thus building a personal touch with each client. Trust: Offering his personal phone number to customers, making himself available to them even in emergencies like getting locked out of a car. Proactive Selling: Hosting ‘private reveal parties’ for new car models to entice interested buyers. Customer Loyalty: Selling cars to his customers' family and friends, creating a loyal client base. Lead Generation: Maintaining a hot list of potential used car buyers and staying on top of daily activities like sending thank you cards and anniversary cards.

His unwavering commitment to planning earned him the title of the top salesperson at his dealership for 32 out of 47 years. Even during his final years, he didn’t spend any time on floor activities and continued to be the top earner, demonstrating the power of a well-strategized approach.

Lessons from Other Successful Salespeople

My experience with a variety of high-earning salespeople further reinforces the importance of planning. Many of these top performers maintained a solid plan and continued to deliver exceptional results even after their peers abandoned the profession. True salespeople understand the value of long-term planning, as it provides a clear path to success and ensures they stay one step ahead in an ever-evolving market.

Conclusion

The success of a salesperson often hinges on their ability to plan effectively. By forecasting sales numbers, analyzing historical data, and anticipating external factors, you can build a robust strategy that ensures your sales efforts are aligned with market realities. The stories of my uncle and other top salespeople demonstrate that meticulous planning is not just a virtue—it's a key ingredient for success in the sales world.

So, next time you pick up your phone to make a call, consider the plan that lies behind it. Effective planning can transform your sales approach and help you achieve your goals with greater ease and confidence.