Re: Triage Marketing for Q4

Our sales team has seen sluggish sales throughout the year and have been
charged with developing plans to generate revenue by 03 close (Dec. 31)
and by the end of Q1/04. 
While I can help with the marketing for the Q1 plans, I'm at a loss as
to what would be the most effective way to lend marketing support for
last minute initiatives. I know they're going to be cold calling- should
I write more telemarketing scripts? Would a HTML-email campaign be
effective? Should I focus on building mindshare through PR? 
My time is pretty limited- we're a small organization and I wear a lot
of hats, but I suspect that some of you have faced this challenge in the
past. It goes without saying that my budget is nil.... 
Thanks-
Amanda   
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More info is needed about your product, your company, and staff, as well
as the history of your sales efforts.

But from the little you have said, sounds like you need to become a
sales sleuth, and pronto...PR is not designed for this, but focus on
Sales Research and Sales.:

I -- Consider developing a "Lost Sale Report".
on it, each SR (Sales Rep) MUST document such info as why the sale did
not close, including a) in what part of the script or presentation did
the prospect shut down b) how much time into the sale did the customer
shut down c) what was the main prospect objection d)  was the problem
apathy (not wanting the solution the product provides) or skepticism
(doubts about your ability to deliver on promises.. or just what.

At the end of each day, Review these lost sale reports for patterns
which point to needed changed.. for example: if the prospects are
shutting down during the product description, improve the description. 

II -- Interview the top 20% and the Worst 20% of your sales staff. Find
out what the big closers are doing right and what the lacklusters are
doing wrong. Use this info to refine your training into the "Do's=A0and
Don'ts" for your sales org. 

III -- Beef up your sales recruiting and Motivational programs.
(Recognition does not have to cost allot. You could get Bananas from Any
Market and print up certificates, then hold a meeting and reward all of
your "Top bananas".. Be creative and sincere. Try to offer better
incentives to attract motivated Salesmen, and also improve the morale of
your team with various incentives that you can learn about from Red
Herring or other HR gurus. Turn your staff over as needed.

IV -- Conduct Basic Market Research: Organize a Valued Customer Night...
Invite customers in for "Thank You" event, and turn it into an informal
focus group, by Having a facilitator field questions as to " what
brought them on board" as a customer. Record this info and use it for
script improvements. Needless to say: CONSTANTLY TEST/ IMPROVE SCRIPTS.  

V -- Consider increasing sales revenues with upselling and add ons. If
you sell Coffee offer mugs... if you sale shoes offer polish.

VI -- Hit the past customers for new sales and new products if you can.

VII -- IF the product is the problem, recommend Improvements to deliver
a better value to the customer... and don't overlook positioning,
packaging, delivery, and service/ follow up.

~zion~