Marketing in this area means finding ways to get people to respond, creating opportunities for making presentations, and ultimately selling a fair share of respondents. A large successful home business is usually a “lead factory”.
Leads, from advertising and those self-developed through propaganda or references are the lifeblood of a company. The successful home appliance retailer uses a variety of methods to constantly maintain the main pipeline. The plan to do this is often regulated by the territory, the economy, the average size of the contract, the time and even the news of the day. The marketing plan includes a budget. How much will be spent and where. It also includes projections to ensure sufficient contacts to provide prospects to sellers. A key is the number of leads needed to produce a good net business. In a plan where the seller sells a minimum of 2 contracts a week with an average of 3 1-sales presentations and where there is a 30% drop from leads issued to actual presentations, the plan requires 9 to 10 leads per seller per week. Since a lead issued many costs from $ 250 to $ 300, staying within the budget may require auto sellers to generate a percentage of their leads.
How do you know the plan is working, Every week measure the number of leads that have been generated, those that are confirmed, presented and sold, minus those that cancel or are refused credit. When some aspects of the plan do not work, quickly adjust – eliminate low production methods, reduce regularity, intensify methods for producing cheaper leads (propaganda, reference plane). Leads unsold or those that do not receive presentations must be reinserted. Experimenting with new methods to obtain lead requires concentration and control.
Ultimately, the measure of a successful marketing plan is the amount of net assets (ready for installation) you’ve sold, measured against the cost of getting leads to sell that volume of business. If the cost of your marketing program measured against this net business exceeds the budget, the plan must be changed.