Plan Three: For an Already Successful Salesperson Who Wants to Become a Star (Continued)

Month Four

1. Continue running your newspaper ads.

2. Continue running your TV spots.

3. Continue your e-mail farming program. Every quarter, send out a direct response offer for some form of research report.

4. Continue to send our your monthly letter to past clients.

5. Analyze the responses to your new advertising program, and look for response patterns. Are certain ads generating more responses? Are one of two groups in particular responding to your ads? If responses are not good, consider making small changes to the print ads.

6. Continue to send out two press releases a month. Ask your PR professional or your assistant to tract the coverage you receive.

Month Five

1. Continue running your newspaper ads.

2. Continue running your TV spots.

3. Continue your e-mail farming program.

4. Continue to send out a monthly personal letter to past clients.

5. Work with a designer and copywriter to develop an interactive CD-based presentation about yourself for use in your listing presentation.

6. Meet with your support team to review the results of the marketing program.

7. Ask each member to prepare a report on the responses to the program they have received from clients.

8. Discuss ways that the tracking of responses could be handled more effectively.

8. Discuss ways to improve the speed and quality of follow-up to respondents.

10. Continue to analyze responses to promotions and make minor alterations.

Month Six

1. Continue running your newspaper ads.

2. Continue running your TV spots.

3. Continue your e-mail farming program.

4. Continue to send out a monthly personal letter to past clients.

5. Evaluate the number of transactions you have completed in the past six months, and compare them with last year’s results. Analyze your cost per transaction from marketing.

Once a Year

1. Insert your personal brochure in the newspaper that carries your advertising.

2. Hold an appreciation event for past clients and referrals.

3. Send a letter and three copies of your personal brochure to past clients. The letter should thank them for their past support and the referrals they have given you.

4. Review your entire marketing plan, fine-tune marketing approaches, and set goals and budgets for the next year.

5. Hold personnel reviews with your team and help them set marketing goals for the next year.

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