CHECKLIST KIT

SALES + MARKETING
LP|HR
LPHR
LPHR.CO 2014
LPHR
LPHR.CO 2014
Benchmark Considerations
Communicating with Prospective Clients
Direct Mail Campaign
Marketing Planning
Effective Direct Mail Campaign
Sales Representative Evaluation
Service Strategy
Trade Show Preparation Schedule, Booth
Trend Analysis
Competitor Analysis
Demographic Analysis, Comparison
New Product / Service
Price Setting
Target Market
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9
11
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15
16
21
22
23
CONTENTS
25
26
28
CHECKLISTS
SECTION
LP|HR
LPHR
LPHR.CO 2014
CHECKLIST:
BENCHMARKING CONSIDERATIONS
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PROCEDURE | CHECKLIST
Following are some general considerations to help you defne and assess your business
performance.
Defning the Consumer Need
Market research
Consumer Satisfaction Index
Demographic Considerations
Consumer Trends Competitor Research
Unique Selling Proposition
Design Process
Materials needs
Communication needs
Packaging needs
Design cycle time
Personnel requirements
Future trends
Competitor standards
Cost considerations
Sustainability Issues
Materials Purchase
Vendor relations
Materials inventory management
Quality of materials
Storage needs
Delivery time
Cost considerations
Personnel & Equipment needs
Alternatives
CHECKLIST:
BENCHMARKING CONSIDERATIONS
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PROCEDURE | CHECKLIST
Production Process
Methodology
Quality control
Facility needs
Inspection
Equipment needs
Cost considerations
Personnel needs
Parts availability
Assembly time
Returns and repairs
Packaging
Consumer input
Labeling
Distributor input
Instructions
Materials needs
Quality control
Facility needs
Inspection
Equipment needs
Cost considerations
Personnel needs
Returns and repairs
Inventory
Routing needs
Storage needs
Average time in inventory
Inventory controls
Just in time production
CHECKLIST:
BENCHMARKING CONSIDERATIONS
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PROCEDURE | CHECKLIST
Distribution and Delivery
Distributor input
Personnel needs
Inventory control
Quality control
Methodology
Inspection
Facility needs
Equipment needs
Location of Delivery
Cost considerations
Mechanisms for delivery
Direct presence
Mail/Ship
Fax
Email
Software
Telephone
Truck/Rail
Waste Management
Recycling
Cost considerations
Low waste materials
Alternative uses
Health and Safety
Workers compensation and disability claims
Wellness programs
Ergonomics
Equipment maintenance
Absenteeism, lateness, repair, and replacement
Health insurance claims
CHECKLIST:
BENCHMARKING CONSIDERATIONS
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PROCEDURE | CHECKLIST
Customer Service
Goods and services availability
Warranties and guarantees
Returns, repair and replacement
Cost considerations
Feedback mechanisms (surveys, 8OO#s, etc.)
Marketing Issues
Unique selling proposition
Joint venture and host possibilities
Consumer education efforts
Pricing considerations Advertising
800 numbers
Direct mail
On-line marketing
Fax on demand
Pagers
Sales representatives
Vendor and distributor assistance
Retail sales
Telemarketing
Cost considerations
Catalogue sales
Public relations
Rebates, coupons, and other incentives
Newsletters
CHECKLIST:
BENCHMARKING CONSIDERATIONS
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PAGE 5 | 5
PROCEDURE | CHECKLIST
Internal Communication Systems
Bulletin boards
Accounting systems
Open-book management
Meetings
Employee surveys
Performance/Peer reviews
Email
Intranet Personnel Issues
Hiring/Rehiring
Testing
Orientation
Outsourcing
Training
Retentions/turnover
Team building
Terminations
Performance review process
CHECKLIST FOR COMMUNICATING
WITH PROSPECTIVE CLIENTS
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PAGE 1 | 2
PROCEDURE | CHECKLIST
Before you go into a meeting with a prospective client, you should make sure that you
have answers to some of their questions, concerns, and objections. To help you prepare,
use this checklist to gain insight into business owners minds.
Business Owners & Executives
Seek challenges, initiate activity.
Risk takers, nothing ventured; nothing gained.
Goal oriented, driven by results.
High ego.
High energy.
Want to win; inherent dislike for losing or failure.
Work hard and long to be successful.
Seek their own solutions to problems; in this way their independent nature comes
into play.
Creative and active minds; at times, visionary.
Challenge people who volunteer their opinions.
Communication Dos
Provide questions, alternatives and choices for making their own decisions.
Be specifc and leave nothing to chance.
Provide suggested solutions forthem to follow.
Be isolated from interruptions.
Ask specifc (preferable what?) questions.
Come prepared with all requirements, objectives & support material in a well
organized package.
Why They Might Say No
Dont perceive cost/beneft.
Dont believe the hype; theyve been burned before.
The perceived pain outweighs the expected beneft.
CHECKLIST FOR COMMUNICATING
WITH PROSPECTIVE CLIENTS
LPHR | www.lphr.co
PAGE 2 | 2
PROCEDURE | CHECKLIST
Perceived lack of time.
They think they already have the answers.
They think that theyve already tapped their co-workers knowledgebase.
View this as another reengineering program.
Dont trust the individual selling it; lack of relationship and credibility.
Think their CPA, CFO, etc., is already doing it.
Dont want to risk the time even if they have a satisfaction guarantee.
Dont want someone to take them back to ground zero.
Dont want to risk embarrassment.
What Might Make Them Say Yes
Affordable: Time and money. Time may be more important than money.
Easy: Easy to understand, easy to implement. Differentiate easy from simple. They
know there are no simple answers, it just cant seem too complex or unfocused.
Belief: Believe that the individuals frm and product can deliver what theyre
promising
CHECKLIST:
DIRECT MAIL CAMPAIGN
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PAGE 1 | 1
PROCEDURE | CHECKLIST
When youre planning a direct mail campaign you must always pay great attention to
details because a simple error can cost you a lot once its in the mail! So no matter how
many pieces you will be sending out, you still need to go through the same basic steps to
create your direct mail campaign and get it delivered. This checklist offers some general
guidance.
Determine which lists you will be using, how many contacts you are targeting, with
labels or not, personally addressed or not, etc
Clearly defne your offer by pointing out all benefts, key features, etc
Craft your message so that it is as focused as possible
Clearly stated the offer in the headline
Make sure your offer is tempting and includes a call to action
Test your message with co-workers and friend to be sure that prospects will grab
the offering in fve seconds
If your product/service needs explanation, letters can be a great way to educate
potential customers.
Include a reply mechanism to get customers feedback
Include all details of your offer on the reply card
If using a coupon, make sure your companys address is on the coupon
Try to offer something for free (free trial, free brochure, free gift)
Try to use customer reviews, reference to prizes your company won, ISO, etc
Ensure that customers can easily reach you
Make sure the customer knows how to pay for your product/service (Credit cards
or invoicing after delivery are proven to have best response rates)
Use a personal but professional tone
Ensure that your message is written from the customers perspective
Adding a P.S. can be a good idea if you are sending letters (The P.S. statement
often gets read before the message itself)
Cut all superfuous stuff
CHECKLIST:
MARKET PLANNING
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PROCEDURE | CHECKLIST
Before you launch a marketing campaign, answer the following questions about your
business and your product or service.
Have you analyzed the market for your product or service? Do you know which
features of your product or service will appeal to different market segments?
In forming your marketing message, have you described how your product or
service will beneft your clients?
Have you prepared a pricing schedule? What kinds of discounts do you offer, and
to whom do you offer them?
Have you prepared a sales forecast?
What type of media will you use in your marketing campaign?
Have you planned any sales promotions?
Have you planned a publicity campaign?
Do your marketing materials mention any optional accessories or added services
that consumers might want to purchase?
If you offer a product, have you prepared clear operating and assembly instructions?
What kind of warranty do you provide? What type of customer service or support
do you offer after the sale?
Do you have product liability insurance?
Is your style of packaging likely to appeal to your target market?
If your product is one you can patent, have you done so?
How will you distribute your product?
Have you prepared job descriptions for all of the employees needed to carry out
your marketing plans?
CHECKLIST | PLANNING:
EFFECTIVE DIRECT MAIL CAMPAIGN
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PAGE 1 | 1
PROCEDURE | CHECKLIST
Planning an effective direct mail campaign might seem easier than it really is. Lot of tasks
must be performed and there is an order to follow, no matter how many pieces you
will be sending out. This checklist is a step-by-step guide to ensure your message gets
delivered to the right prospects.
EIGHT WEEKS BEFORE MAIL DATE:
Find the right lists of potential clients (internal databases, contact list brokers)
Craft the message, fnd creative idea (make good impact on targeted prospects)
Defne the goals ofthe campaign
Make a tempting offer, and include a call to action
Think on how you will measure the results (like including rebate codes)
Find a copywriter
Find a graphic designer
Get printing quotes
SIX WEEKS BEFORE MAIL DATE:
Estimate postage costs
Finalize your offering and message
Obtain artwork
Get customer testimonials for copywriter
FOUR WEEKS BEFORE MAIL DATE:
Sign deal with printers/vendors
Set up keycodes so that you will know which list performs best
Ensure that you have used a personal but professional tone
Check addresses
Verify spelling and Grammar
TWO WEEKS BEFORE MAIL DATE:
Final list management: buy external lists and clean your own databases
Review lists for errors
Scan to see names, titles in correct order
Make sure each has ZIP code
Proofread all copy: consider this your fnal proof
Finalize plans with fulfllment house or order takers
Get all mailing permits (if needed)
CHECKLIST:
SALES REP EVALUATION
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PROCEDURE | CHECKLIST
To distribute a product, you frst have to make sales. Many small companies are unable
to feld a large sales force, so they enhance their efforts by using independent sales
representatives who will sell their products, along with those of other businesses, for a
contracted commission. If you consider contracting with an independent sales rep, this
checklist will help you evaluate each rep you are considering.
Does the rep carry conficting or competing lines?
What the reps commission structure?
What is the geographical area covered?
Who is the reps key account?
How many years has the rep been in business? Can the rep supply a current list of
references?
What type of promotional support is offered?
How willing is the rep to submit sales-call reports?
How frequent are the reps trade-show appearances?
What is the reps specialty?
Has the rep listed all markets covered?
Does the rep really know the customer?
When are commissions paid?
When are overdue accounts collected?
What deductions does the rep make for credit losses?
What rights does the rep have as far as credit rejection is concerned?
What catalogs orother materials are required?
Can you appear at sales meetings, to see how things go?
Will reps buy samples at deep discounts?
Does the rep warehouse any inventory?
CHECKLIST:
SERVICE STRATEGY
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PROCEDURE | CHECKLIST
1. Mission Statement
2. Customer Expectations
What customer segments do you serve now or want to serve?
What kind of service do these customer segments expect?
What are the needs ofthese customer segments?
How do these customer segments use or experience your products?
Have they been asking for any products or services not currently offered?
Where do service breakdowns occur? How are they handled?
3. Image
How do you want to be perceived in the community?
What special products or services do you or can you offer?
What value (not just price) can you offer that others dont or cant?
What differentiates you from other similar businesses?
What are your competitors doing that you are not?
What can you under promise and over deliver?
4. Service Strategy Picture
How do you want your customers to feel when they leave your business?
What do you want them to say about you?
Visualize your customers using or enjoying your products or services.
Visualize your employees smoothly correcting problems.
What do you want your competitors to be saying about you?
CHECKLIST:
TRADE SHOW | SCHEDULE
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PROCEDURE | CHECKLIST
Services, Equipment & Shipping
Trade Show:
Dates of Show:
Location:
Exhibit Hall:
Booth Number:
Exhibit Hall Hours:
Booth Manager:
Shipping Information
List the total weight of all packages being shipped ______________
Ship Date:
Number of Pieces:
Weight:
Carrier:
Arrival Date:
Remember to ship all materials to be used at the Trade Show to the warehouse where
the sponsoring agency is handling show materials. If you are late in shipping materials,
send them directly to the convention center or trade show site. Be aware that there may
be late charges.
Shipping Address:
Event Checklist | On Site Services | Equipment Materials
This checklist is included as a guide to the many items you may want to include at a Trade Show. It is
often a good idea to assign responsibility for each item as a means of assuring completion.
CHECKLIST: TRADE SHOW | SCHEDULE
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PAGE 2 | 4
PROCEDURE | CHECKLIST
COMPLETE ACTION WHO? DUE DATE
Agenda of Events
Event Name Badges
Banners
Booth
Booth Graphics
Binders
Booth Kit
Business Lead Envelope
Caterer (Food & Coffee)
Catalog Holders
Confrmation Letter
Map of Event Location
Order Forms
Parking
P.O.P Displays
Pods Demo
Pens
Press Labels
Press Kits
Product Catalogs
Product Manuals
Promotional Gifts
Show Objective
Show Signs
Show Staff
Sign
Staff Name Badges
Staff Transportation
Staffng Assignments
Tables
Thank You Letter
Toolbox
Writing Pads
Other
COMPLETE ACTION WHO? DUE DATE
10 x10 Booth
10 x 20 Booth
Electricity Outlet | Two Plugs
The Form Due Date refers to the date the Rental Equipment Request Form that is supplied by the show organize is due back in order to rent the needed items.
Rental Equipment
Form Due Date:
Services
Form Due Date:
Trade Show Strategies and Actions
Our goal for this Trade Show is to convey the message that NAME is a leader in INDUSTRY. We will convey this message
through the use of hand-outs.
All additional advertising, direct mail, or special promotions will be handled by: LIST RESPONSIBLE PARTIES.
Trade Show Booth Duty Schedule
Show: Begins: Ends On: Location:
CHECKLIST:
TRADE SHOW | SCHEDULE
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PAGE 3 | 4
PROCEDURE | CHECKLIST
COMPLETE ACTION WHO? DUE DATE
Carpeting
Carpet Padding
Chairs or Stools (Quantity)
Wastebasket
Projectors
Other
Other
COMPLETE ACTION WHO? DUE DATE
Cleaning
Electricity
Parking Permits
Other
Other
CHECKLIST:
TRADE SHOW | SCHEDULE
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PAGE 4 | 4
PROCEDURE | CHECKLIST
LOGISTICS
Travel Arrangements
Departure
Departure Airline:
Departing From:
Destination:
Destination Date:
Departure Time:
Destination Time:
Flight Number:
Return
Return Departure Airline:
Departing From:
Return Destination:
Destination Date:
Destination Time:
Flight Number:
Hotel Reservations
Hotel Name:
Address:
Telephone:
Fax:
Reservation number:
Car Rental
Agency Name:
Car:
Reservation Number.
CHECKLIST:
TRADESHOW BOOTH SETUP
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PROCEDURE | CHECKLIST
ITEMS QUANTITY SHIPPING
COMANY
DATE OF
SHIPMENT
RETURN
DATE
BOOT HARDWARE
BOOT
POSTER
SAMPLES ITEMS
TECHNICAL MATERIAL
MONITOR
PC
LAPTOP
KEYPAD
MOUSE
MOUSE PAD
PROMOTIONAL MATERIAL
DEMO CD
SHIRTS
POST-IT CUBES
BROCHURES
PENCILS
BUSINESS CARDS
MISC
SIGNS
STAPLES
DUCK TAPE
SCISSORS
JAR
TO RENT
PLANT
ELECTRICITY
CARPET
LEAD RETRIEVAL SYSTEM
WASTE BASKET
CHAIRS | STOOLS
OTHER
CHECKLIST:
TREND ANALYSIS
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PAGE 1 | 1
PROCEDURE | CHECKLIST
To track emerging trends that can affect small businesses in general and your business
in particular, you need to stay informed.
Read a major metropolitan newspaper, as well as one or two papers serving your
local community. This way, you can stay informed on current events on both local
and global scales.
Join associations that serve your industry. To fnd an appropriate association,
consult the Encyclopedia of Associations, published by Gale Research. You can fnd
this publication in larger libraries.
Keep track of bestselling nonfction books. Although these books may not always
apply directly to your business, they may reveal trends that you can use to your
advantage.
Contact government agencies or consult government publications for industry-
specifc information. The departments of Commerce and Labor as well as the
Census Bureau, for instance, have data tracking various industry trends. You
might also consult large libraries (particularly those in large public universities)
for information gathered by the government. Such libraries often have sections
devoted to government publications.
If you have access to an online information service, you might be able to fnd a
source of the latest information on your industry.
Subscribe to relevant trade periodicals and newsletters. Many trade associations
publish periodicals, which are usually flled with valuable management tips, industry
trends, buying guides, etc.
Attend industry conventions and inventor trade shows. These venues offer an
exciting array of information regarding specifc industries as well as new product
ideas.
Read journals and magazines on a local as well as national level that deals with
small business Pl business in general. Publications like the Wall Street Journal or
Fast Company are valuable sources of trends that are developing on a national
scale, and of detailed information on specifc business opportunities. Local business
journals that cover key developments in your own community are also important
because you can track new ideas and trends that appeal to a specifc geographic
market.
WORKSHEET:
COMPETITOR ANALYSIS
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PAGE 1 | 1
BUSINESS | WORKSHEET
This work sheet will help you defne your competitors. Competitors are companies that
make products or perform services similar to yours, make products or perform services
that can be substituted for yours, and make products or perform services that are
analogous to yours. Fill in the following table about your competitors. You may need to
create additional tables to have enough room for all your major competitors.
Comp 1 Comp 2 Comp 3
Where are your competitors located?
What are your competitors annual sales?
Who are the major managers and
members of the board?
Is the company owned or in partnership
with any other corporations?
What are the competitors strengths?
What are their weaknesses?
What is the companys product line?
How do the products compare to yours,
in terms of functionality, appearance and
any other criteria?
What is their price structure?
What are the companys marketing
activities?
What are the companys supply sources
for products?
What are the strengths and weaknesses
of their sales literature?
Is the company expanding or cutting
back?
WORKSHEET:
DEMOGRAPHIC ANALYSIS
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BUSINESS | WORKSHEET
This worksheet will help you defne your target audience by describing its demographic
characteristics. Answer all the questions on the worksheet. When you are fnished, compare
your demographic profle against the demographic makeup of your market area. This will
help identify the number of people or businesses in your market area that match your
demographic profle, which will help you determine the viability of your business. If you
are selling to more than one demographic group, describe them in different worksheets.
Customer Profle
Your customer is the person or business who pays for the product, and they must be
somehow persuaded to buy it. But another person or business may actually use the
product. For example, the IT manager might purchases the product, but the programmers
use it. Think about how to reach both parties and what will appeal to each of them.
Are your customers individuals or businesses?
Selling To Individuals
Describe their sex, age, social status, instruction level, occupation, income level,
religion, lifestyle, personality, buying habits, and any other signifcant demographic
variables.
Selling To Businesses
Describe the industries, sales levels, and any other relevant descriptors ofthe
businesses you will sell to.
Geographic Profle
Where are your customers located?
How many customers are there in your market?
How many unit sales are there in your market each year?
What is the dollar value of the sales that occur in your market each year?
WORKSHEET:
DEMOGRAPHIC COMPARISON
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BUSINESS | WORKSHEET
POPULATION MARKET A MARKET B MARKET C
Within 1 Mile of Your Business
Within 5 Miles of Your Business
Within 25 Miles of Your Business
INCOME MARKET A MARKET B MARKET C
Under $15,000
$15,000-$25,000
$25,000-$35,000
$35,000-$50,000
$50,000-$100,000
$100,000+
AGE MARKET A MARKET B MARKET C
PreTeen
Teens
20-29
30-39
40-49
50-59
60-69
70+
DENSITY MARKET A MARKET B MARKET C
Homeowners
Renters
Urban
WORKSHEET:
NEW PRODUCT | SERVICE
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PAGE 1 | 1
BUSINESS | WORKSHEET
This work sheet will help you plan for introducing a new product or service.
PERSON RESPONSIBLE: REVIEW DATE:
Product | Service Idea:
Benefts It Will Offer:
Target Markets:
Timing:
Anticipated Sales ($ or Unit by Quarter)
Anticipated Costs:
Development
Advertising | Direct Mail | TeleMarketing
Impact on Other Products | Services
Other (Specify)
Comments:
Action Taken:
WORKSHEET:
PRICE SETTING
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PAGE 1 | 2
BUSINESS | WORKSHEET
THINGS TO TAKE INTO CONSIDERATION WHEN SETTING PRICE
You should consider setting prices ABOVE your
competitors prices:
YES NO MAYBE
Your market is not sensitive to price changes.
Your market consists mainly of growing commercial
customers.
Your product is an integral part of an established svstem.
Your reputation for status, service, and other positive
perceptions in the market increases your products
perceived value.
Your customers can easily build your price into their selling
price.
Your product is only a tiny percentage of your customers
total costs.
You should consider setting prices BELOW your
competitors prices:
YES NO MAYBE
Your market is very sensitive to price changes.
Your customers need to reorder parts or sunnlies.
Your business is small enough that a lower price will not
threaten your larger competitors and start a price war.
You have the option of economical production runs which
decrease your unit cost.
You have not reached full production capacity.
WORKSHEET:
PRICE SETTING
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PAGE 2 | 2
BUSINESS | WORKSHEET
ESTIMATING DEMAND
Which products | services do customers shop around for?
Which products | services are in greater demand even at higher prices?
Are certain products | services in greater demand at one time of the year than another? If so, which?
And what is the duration of the demand?
Do your customers expect a certain price range?
What is the balance between price and quality in your market?
THE COMPETITION
What are your competitors pricing strategies?
Are your prices based on an average gross margin consistent with your competition?
Is your policy to sell consistently at a higher price, lower price, or the same price as your
competitors? Why?
How do competitors respond to your prices?
PRICING AND MARKET SHARE
What is your present market share?
What are your market share goals? To increase share? To maintain share?
What effect will price changes have on your market?
Is your production capacity consistent with your market share goals?
STRATEGY
Have you determined how pricing affects your sales | volume goals?
How can pricing help you gain new business?
Have you tested the impact of price strategies on your markets?
Are your strategies in line with broader economic trends?
POLICIES
How does the nature of your products | services affect their price?
How does your method of distribution affect price?
Do your promotional policies affect prices?
WORKSHEET:
TARGET MARKET
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BUSINESS | WORKSHEET
DESCRIBE THE IDEA:
WHAT Will THE CONCEPT BE USED FOR?
WHERE ARE SIMILAR CONCEPTS USED AND SOLD?
WHAT PLACES DO MY PROSPECTS GO TO FOR RECREATION?
WHERE DO MY PROSPECTS GO FOR EDUCATION?
WHERE DO MY PROSPECTS DO THEIR SHOPPING? WHAT TYPES OF NEWSPAPERS,
MAGAZINES, NEWSLETTERS DO MY PROSPECTS READ?
WHAT TV AND RADIO STATIONS DO MY PROSPECTS WATCH AND LISTEN TO?
WHAT INTERNET SITES DO MY PROSPECTS VISIT?
WHAT PRICE CAN MY PROSPECTS AFFORD? WHAT VALUE DO THEY EXPECT FOR THAT
PRICE?
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based in the United States. We bridge
gaps between people, data + processes.
LPHR.CO 2014
LP|HR