3. Develop a plan that achieves business goals Te implementation plan is derived from your marketing plan and every action should evolve from it. Focus on markets and segments where you will have the best opportunity for success and the ability to maximize your revenues and profits. Te plan determines what you do to reach your customers and how you will convey your message. Pricing packages should reflect the value that you will bring to the client.
4. Strategic selling that challenges the client Your sales strategy is dependent upon what you are offering, to whom you are selling, and how best to reach the right clients. A channel-management strategy will determine who will sell your products and services and what selling tools they will need. Tis strategy may include direct or indirect sales, telesales, and/or online marketing. While consultative selling is still the preferred technique, do not be afraid to challenge your client when neces- sary to ensure that the decisions they make will lead to meeting
their objectives. Te customer is not always right and you might have the answers they need. It is very important to select the right clients in order to optimize
your selling time and best manage your resources. Securing key ac- counts, regardless of size or scope, is critical to a successful business. Key accounts will help you develop solutions that will be applicable to a broad base of clients. Tese key accounts generally require a more complex solution and will be won based on confidence in your ability to deliver and their return on investment (ROI). Offering innovative solutions, such as the incorporation of various testing mo- dalities, can positively impact ROI, create opportunities for expand- ing testing volume, as well as new industry and market penetration.
5. Understand the buying decision process It is not only important to know the participants in this process, but also the nature of their roles. You need to know how the decision will be made and identify the decision- maker, the in- fluencer, the advisor, the opposition, and your champion within
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