involved in accomplishing specific marketing objectives within a set time frame. It defines how the business brand is to be established in the market, what markets to include, presentation of services, and how best to optimize penetration. Te plan should include: (1) an overview of the industry and influencing factors, (2) the most important market segments, (3) the fastest growing markets, (4) industry trends and developments, (5) three-year projected sales by markets and services, (6) products and services assessment, (7) market needs to services alignment and pricing, and (8) sales and partner channel deployment. Are you targeting construction,


transportation, or another industry? Will it be companies with over 500 employees? What are the strengths and weaknesses of your competition in these segments? Tese are all questions you should be asking yourself as you draſt your marketing plan. Te sales plan is a strategy that sets out


sales targets and tactics for your business, and identifies the steps you will take to meet your targets. A sales plan will help you to define a set of sales targets for your business and choose sales strategies that are suited to your target markets. It should include strategies for both direct and indirect selling, centered on the targeted segments and vertical sales opportunities. Also, should include how to use marketing materials and sales aids. Competitive information is important


to consider in your strategy and can impact your value proposition. Modifications can be made to how you position your services and define your value. Indirect sales leads can be achieved by the establishment of networks through your Chambers of Commerce, industry trade associations, and business and civic organizations. Tese networks should be assessed—and possibly joined—in order to learn segment issues and opportunities, meet key players, introduce your business, establish the brand, and secure leads from members. Tese


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associations allow credible access to large numbers of prospects through one source. Direct sales can be generated by


traditional means of media exposure, but internet marketing is currently being used as a sales strategy. An effective messaging strategy is to present your value proposition through a consultative medium that provides industry pertinent information, education, and training. Key industry issues can lead to engagement that generates leads. Many companies are achieving this through webinars, alerts, bulletins, newsleters, and training programs.


Develop Effective Strategies Strategic planning is an organization's process of defining its strategy, or direction, and making decisions on allocating its resources to pursue that strategy. Should a provider want to add DNA testing or clinical services to its portfolio, they will need to devise ways for guiding the implementation of the strategy. Questions to be answered are: (1) who are the targets, (2) how will we position and price these services, (3) how will we reach them, (4) are they readily available, and (5) how will we create value with them. Tese strategies are key to achieving


sales and profits, reducing time to close, and resource optimization. Taking the time to develop solid strategies will save you time in the long run. Te approach cannot be: someone needs it, we have it, let’s go sell it. Te strategies are executed through an established sales process to achieve the objectives in a manner consistent with the principles of how you do business. Te key elements of the sales process


are consultation, relationship building, and partnership development. Becoming a partner rather than simply another vendor is a direct result of the time you invest in the discovery process and the relationships you establish. Te strategies should direct and support sales activity that are client-centered and responsive


to the client’s business issues—the decision-makers and their needs, how they buy—and be designed to improve their screening program as well as their business. Te solution should be quantifiable and demonstrate the direct impact on their program and return on investment, which can vary from segment to segment.


How to Ensure the Optimization of Resources Te most important asset you have is your time. Managing time requires planning, organization, and processes. Resource optimization is achieved by clearly defining and prioritizing target prospects and selecting those that are best suited for your services. Selecting the right customers is the


most important decision you will make. Te discovery process consists of three major factors: helping a client (1) improve a situation, (2) solve a problem, and/or (3) avoid a loss. It is necessary to solicit answers to these questions early in the process to determine if there is an opportunity to continue with a client. Is there an opportunity for mutual success, to make a difference, and to collaborate on solutions? Utilization of business and social media, industry organizations, webinars, e-series, newsleters, etc. are cost-effective and efficient ways to introduce yourself as an industry expert, a consultant, and to distinguish yourself from the competition. It is important to establish an


account management system for your sales pipeline and client activities. Te objective is to create a continual flow of prospects, leads, and targets that are monitored and prioritized to advance the process or remove from the list. Time is oſten misapplied during this process to clients that will not buy, or those that will base the decision on pricing alone. It is also useful for determining where and how to allocate resources, budgeting, and sales forecasting.


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