More than Just Lines on a Map: Best Practices for U.S Bike Routes
Sales & Marketing Presentation
1.
2. Mission Statement
“To provide a service to the highest
standard, in a friendly and efficient
manner with the best interests of our
clients and their customers at all times”
3. Background:
LBM Consulting Ltd. is a new company, specialising in Sales & Marketing. With an honours degree in Sales
& Marketing and 13 years experience in a Sales & Marketing capacity, LBM Consulting has a vast knowledge
base to call upon, to help customers expand their businesses and increase turnovers.
Lisa Morrissey is the name behind LBM Consulting Ltd. Having been exposed to top-level management for
almost 13 years, she is young, vibrant, and highly-motivated in the pursuit of goals. With a Sales background
in Hotel Resorts & the Motor Industry this demonstrated how versatile and adaptive Lisa is to new
challenges.
Implementation is the key to success. Planning is a very important part of any business but implementing
the plan is critical. At LBM Consulting Ltd., plans are formulated but key objectives are set out to
implement these plans and to ensure that all recommendations are followed through to a successful
conclusion.
4. LBM Consulting Ltd can offer the following services:
• Customise Sales & Marketing Plans for a full calendar year.
• Training, coaching and development of sales staff to implement the S&M Plans.
• Forecasting and analysis of business on the books and devising plans to achieve targets.
• Assist with Budgeting based on historical figures & current markets.
• Develop relationships with all Media suppliers to gain better deals.
• Introduce new procedures to streamline enquiries and follow-ups where necessary.
• Assistance with online presence i.e. website CMS/Facebook/twitter/E-zines.
• Database Management.
5. Customise Sale & Marketing Plans for a full calendar year:
There are many steps involved in creating a Sales & Marketing plan from:
• Examining the current standing of the business i.e. Local Market, customer base,
competitors, online presence, market trends, history of the business etc.
• Identifying the strategy going forward based on the information gathered, deciding on
the best direction for the business and building a strategy around that. This would
include a full S&M plan to include target customers, how they will be targeted, what
they will be offered, marketing budget set for relevant actions.
• Implementation & Monitoring – Once a plan is in place, clear and decisive action is
required to implement the plan and monitor results.
6. Training, coaching and development of sales staff to implement the S&M Plans:
As part of the implementation process, training may be required to implement the finer
details of a Sales & Marketing plan. These include the following:
• New processes for enquiries/follow-ups
• Telephone sales techniques
• IT support for streamlining
• Presentation – presenting the company to potential new clients may require some
roleplaying before the sales pitch
• A happy sales person means more sales..
7. Forecasting and analysis of business on the books and devising plans to achieve
targets:
This is a crucial element of sales as forecasting can identify shortfalls versus budget.
Forecasting can be the difference between meeting, under-achieving or exceeding budget.
As increasing Turnovers is the ultimate goal, forecasting should be conducted on a
monthly basis looking three months in advance, identifying what areas need to be worked
on immediately.
Knowing your business on the books is key to this process.
This process would involve the financial controller and cover all areas of the business.
Every revenue stream is looked at to identify areas that require attention based on business
on the books.
8. Assist with Budgeting based on historical figures & current markets:
Annual budgeting can be a very complex task as there are many factors to consider:
• Historical figures
• Market trends
• Owner expectations
• Realistic achievable budgets as unattainable budgets can act as a de-motivator if you are
constantly underachieving based on unrealistic figures
• Strike a balance between realistic and achievable figures and owner expectations.
9. Develop relationships with all Media suppliers to gain better deals:
A comprehensive Sales & Marketing plan can provide the direction needed to examine
your media plan on an annual basis. Guaranteeing minimum spend in a full calendar year
will ensure increased buying power at the start of the year. If targeted media have
guaranteed income they can offer more competitive rates which can reduce cost spend and
increase exposure.
With many years of experience, LBM Consulting Ltd boasts extensive media contacts,
locally and nationally.
10. Introduce new procedures to stream-line enquiries and follow-ups where necessary:
This may be a module on the company's software system or not. Enquiry and follow-up is
crucial to gaining new business and having an effective process to ensure this is vital. This
may be possible with the existing software system or an external worksheet such as Excel.
Many Software systems are under-utilised and LBM Consulting Ltd will look at the
opportunities within these systems to examine if they can be better utilised.
11. Assistance with online presence, i.e. website CMS/Facebook/twitter/E-zines:
In an evolving market, an online presence is crucial to growth/sustainability in all
industries.
LBM Consulting Ltd can:
• Manage the content of your website in conjunction with the provider
• Manage Facebook & Twitter page with daily updates, staying ‘social’ with your
customers. Marketing campaigns can be devised through these social media.
• E-zines are very cost effective tools to communicate with your customers. These can be
devised in a very targeted manner and reap large return on investment.
12. Database Management:
A Companies database is a crucial future sales tool. Collecting data of customers or potential new
customers is relatively straightforward. However, the key to this data is how you best utilise it.
Customer data must be collated in the correct manner in line with the Data Protection Guidelines.
Maintaining databases and utilising data effectively = future sales. Maintaining customer data and
contacting customers in a controlled, concise manner is a very cost effective way of maintaining
customer loyalty and future business.
Customer Relationship Management is a fundamental sales tool.
There are two very significant statistics on Return Guests:
1. Gaining a new customer costs anywhere from five to eight times more than retaining your
existing ones, according to estimates. When you consider the cost of advertising, marketing,
sales people, etc. to attract new customers, this becomes obvious.
2. 68% of customers will fail to return if they feel unappreciated.
