How do you plan and execute a successful direct sales campaign or event?

In the Military we called it "Mission Planning." With any campaign, event or direct sales campaign--you have to define the mission. What exactly do I want to accomplish--and does it tie in directly to my company goal? Most important is--every team member should know exactly what the "mission" is, and what it isn't. Here is a sure fire method to know if everyone is on the same page. Ask each salesperson (individually) what is the company mission or current mission? If you get varying answers--there is no mission--just confusion. Each team member should know exactly what the goal is--and what it isn't.

Defining clear goals is the cornerstone of any successful direct sales campaign or event. By pinpointing precise objectives, whether they're related to sales metrics, customer engagement, or brand awareness, businesses can tailor their strategies effectively. The SMART criteria ensures these goals are actionable and quantifiable, eliminating ambiguity. By setting relevant KPIs, companies not only maintain a focused approach but also have a robust framework for evaluating success. This proactive planning lays the foundation for informed decision-making, ensuring resources are utilized efficiently and campaigns are poised for success.

Quite simply, you are what you attract! I recommend reviewing your existing clients and grouping their characteristics to see "trends." Are they high net worth clients? Working class? White collar professionals? Taking stock of "who is" and "who isn't" contacting you--unlocks the keys to your company marketing and ad campaigns, sales conversations, and branding effort. I recommend also taking stock of who is contacting your company. A quarterly review to trend your list of inquiries, walk-ins, and recent sales conversions also reveals "trends" to help know your audience.

With direct sales--any good company should know where their inquiries are coming from. A best practice is to always ask "How did you hear about us?" Making it mandatory for each sales agent to document that is helpful to any small business. Reviewing this monthly and quarterly tells you where to spend your marketing dollars wisely. A good sales strategy evolves from tracking inquiries relentlessly. It eliminates a lot of guesswork.

Creating content should be short, sweet and compelling. My goal is to state the obvious--i.e., what most companies do or what the current climate is; then provide my company's Unique Sales Position (USP) or what makes us different and exactly how THEY (the customer) can benefit from what I'm offering. Finally, ensuring I create a compelling sense of urgency to get the customer to make a decision. Even a single Instagram or Facebook post should and can have all these elements in it--if thought out well enough.

Executing a plan includes adjustments. Whenever I am executing any plan ... I always have a plan B, plan C and plan D in my back pocket. "If you fail to plan--plan to FAIL!" Things will never go smooth--so pre-planning and practicing beforehand will cure a lot of ills. Over time, your objection handling gets better and better.