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Situational Analysis
Setting Objectives
Strategy and Tactics
The GANTT Chart
Business Planning
Perri Cebedo
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BUSINESS PLANNING
Perri Cebedo and Associates ©
Sales & Marketing Training International
BUSINESS PLANNING
– Situational Analysis
• Products • Customers • Competition • Environment, Difficulties & Opportunities
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BUSINESS PLANNING
– Setting Objectives – Strategies & Tactics – GANTT Chart
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SITUATIONAL ANALYSIS
Sales History Call History Important Customers Performance variations vs. plan Who are my clients 20/80
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Analyzing Doctors and Products
Analyze Doctors according to: AIDATPPC How many doctors are Preferential Users? Champion Users? Of which products?
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Analysis of Product Acceptance
Analyze the 5 most important products How these are perceive vs. the competition Perceptual Mapping Product Strengths, weaknesses? Market share in various segments, indications Trends
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ANALYSIS OF MANPOWER
Maturity of the Sales Team?
– – – – Years in the industry? Years in the territory? Level of Training? Level of motivation
Ranking vs. competition? Turnover? Rapport & relationship with doctors?
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SMART OBJECTIVES
Specific Measurable, Mutually agreed-upon Ambitious but Achievable Results oriented, Relevant, resource bonded Time bonded
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OBJECTIVES:
Quantitative Qualitative
Examples of each in – Hospital – Pharmacy – Doctors
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TACTICS:
Activities for the Action Plan:
Business planning for hospitals Objective setting
– – – – Old products New Products Products to introduce in the Formulary Tactics to increase product usage in each dept.
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TACTICS:
Doctor Selection & Classification Reorganizing Sales Territories Incentive Programs Sales Contests – For New Accounts – For Dead Accounts Video Showings Doctor Meetings Cross Promotions
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TACTICS:
Train my Sales Team on: – Time Management – Competition Handling – Handling Resistance – Features & Benefits – Effective use of the Monograph – Closing techniques – Ensuring Successful Trials Annual Certification Exam
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BUSINESS PLAN OF THE CONQUERORS
PROMOTIONAL ACTIVITIES JAN. FEB. MAR. APR . MAY. JUN. JUL. AUG. SEP. OCT. NOV . DEC. PERSONS RESPONSIBLE
1. MD Selection Classification 2. Training & Development A. Cycle Program B. Territory Planning C. Time Management 3. Video Showings 4. Doctor Meetings 5. Symposia 6. Incentive Program A. Sales Contests B. Free Clinics 7. Accompanied Call 8. Formulary Introductions
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