Managing a Sales Campaign

Although each project varies, certain activities are fundamental to every sales campaign. Tackling these tasks — prospecting, gathering information, and sending literature — is at the core of your efforts.

These tips will help you to manage your sales campaigns more effectively:

• Focus on the front end of the sales process. You should spend half of your selling time on prospecting — developing leads, qualifying prospects, and identifying needs. This will ensure that you always have qualified leads in the pipeline, and it prepares you to overcome objections and close sales. Read more about the special processes of lead generation in Finding New Sales Prospects.
  
• Gather information at each step. Compile a list of qualified leads from the beginning. Moreover, use every interaction — whether it's a cold call or an appointment — to learn as much as you can about the prospect's situation, needs, and preferences.
  
• Follow up. Don't let prospects fall through the cracks. Successful selling is a follow-up game: You need to be proactive and persistent. If a prospect asks you to call back later, set a date and time for the call. If you say you'll send literature, do it immediately and indicate when you'll call to discuss it. Maintain regular contact with key prospects and you'll be well positioned when they're ready to buy. To polish your skills in the follow-up call, read Make Winning Follow-Up Calls that Turn Prospects into Clients.
  
• Document the process. Document all calls and visits to track and analyze each contact with a prospective customer. Note what transpired and what your next step will be. At regular intervals — daily, weekly, or monthly, depending on the nature of your business — assess the status of each prospect and update your plan to close the sale.