Description
Commercial Planning is the term commonly used for commercializing a product. The success of a new product depends not only on the idea behind the product, but also on the marketing of the new product before, during and after the product launch. New Product Launching (NPL) is part of the New Product Development method.
9:04 AM 8/8/2013
INTRODUCTION TO THE TACTICAL PLANNING SPREADSHEET
To become a rainmaker, a business valuator must expand his or her network, build his or her reputation, and con provide a simple tool that can help you. Create your marketing plan in a spreadsheet format to track progress wit Figure 1). The spreadsheet is a living, breathing document that is likely to change somewhat throughout the year, managing it in Google Docs or another web-based program (in the cloud) so you can access it anywhere.
Begin by focusing on three broad categories: (1) business development, (2) publishing, and (3) speaking. Business your network. Publishing and speaking are tested ways of building your reputation. Focus on business developm either writing or speaking as a way to generate leads. Note that there are other pertinent categories and tactics; ho rainmaker, it is best to focus your efforts on a few doable activities.
Within each category, drill down with further detail. In the business development category, plan a monthly goal o note of current clients and referral sources with whom you want to meet. In addition, identify “aspirational” clien strategically important people with whom you aspire to do business, and add them to the plan. When meeting wi do you think should know about our services?” You will usually get a name or two for your calling list from each who have tax-season responsibilities, slow down your development activities during this period, but don’t stop th
In the publishing category, identify publications in which an article would serve as a development tool. That is, ch clients, prospects, and referral sources depend—if you’re not sure, ask them what publications they read. Do the s identifying the conferences and meetings that your clients etc. attend. We will explore these topics in more depth
For brand-new valuators, or those currently without client relationships, your spreadsheet will be different. Inclu technical proficiency. Record every engagement to which you contribute, noting the client, referral source, indust overview helps uncover a growing industry specialization or technical expertise that may be leveraged as a devel
See the next tab for the spreadsheet. You'll see comments for each category that are there to get your started. Tho
Revise the spreadsheet any way that is helpful to you. It is designed to be a tool to get you started in your busine have any questions, feel free to contact me at [email protected].
WELCOME 163042328.xls.ms_office
9:04 AM 8/8/2013
or her reputation, and consequently generate leads. Let me rmat to track progress with key marketing tactics (see what throughout the year, so consider creating and cess it anywhere.
) speaking. Business development focuses on building cus on business development activities and then choose t categories and tactics; however, for the beginning
ory, plan a monthly goal of face-to-face meetings. Make a entify “aspirational” clients and ref erral sources, or those he plan. When meeting with people, always ask, “Who else your calling list from each person you a sk. For those of you s period, but don’t stop them—keep the momentum going.
velopment tool. That is, choose publications on which your cations they read. Do the same for speaki ng engagements, hese topics in more depth in future columns.
eet will be different. Include items that track your growing nt, referral source, industry, and type of engagement. This y be leveraged as a development tool.
e to get your started. Those can be deleted.
ou started in your business development journey. If you
WELCOME 163042328.xls.ms_office
Your Name Date
CAREER DEVELOPMENT TACTICAL PLAN
JAN
FEB
MAR
BUSINESS DEVELOPMENT
Face-to-Face Meetings John Doe, atty, Doe, Lowe, & Schmoo Jane Smith, CPA, Smith & Smith, LLC Paul Baker, atty, Baker LLC George Geurin, atty, Geurin Law Firm Barbara Price, SVP, Mercer Capital _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
1 1
In the "Face-to-Face Meetings" section, note tho
After you have met with that person, in met with John Doe in January, enter "John Doe" "1" in column D (or January). If you met with Mr Your Total column will sum to
Note that cell S10 should contain your goal for th
1 2 3 4 5 6 7 8 9 10
Networking Functions _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________
In the "Networking Functions" section, note t referral sources frequent. It's up to you whether talking to someone at meeting to be noted above.
1 2
Non-profit Committee/Participation _________________________________ _________________________________
For many professionals, service on the b professionally important. Use this sectio
1 2 3 4
Conferences _________________________________ _________________________________ _________________________________ _________________________________
Note here conferences you plan to attend. Thes those your clients and/or referral sources attend conferences, note it in the "Speaking" section be
1 2 3 4
Other _________________________________ _________________________________ _________________________________ _________________________________
Add other categories that are important
PUBLISHING
Number of articles published 1 2 3 Target Publication(s) _____________________________ _____________________________ _____________________________
Publishing is important for most professionals publications on which your clients, prospects, getting an article published, see Mercer Capita www.mercercapital.com/media/File/How%
SPEAKING
Number of speaking engagements 1 2 3 4 Target groups _____________________________ _____________________________ _____________________________ _____________________________
Identify those conferences and meetings that y speak there. For information on securing a sp www.mercercapital.com/media/File/Winning%
OTHER
_____________________________ _____________________________ _____________________________ _____________________________ _____________________________ _____________________________ _____________________________
Use this section for other marketing your referral sources or, possibly, Ch
FOR YEAR 2010 APR MAY JUN JUL AUG SEPT OCT
1
Face Meetings" section, note those people you would like to target this year.
met with that person, in-person, place a "1" next to their name in the month you met. So, if you Doe in January, enter "John Doe" in column B under "Face-to-Face Meetings" and then place a (or January). If you met with Mr. Doe, again in, say, June, place a "1" in column I (or June). mn will sum to 2. (see row 10) should contain your goal for the year.
orking Functions" section, note those events where your clients, prospects, and ces frequent.
u whether talking to someone at a networking function qualifies as a face-to-face be noted above.
ny professionals, service on the board or on a committee of a non-profit is personally rewarding and ionally important. Use this section to target those non-profits you want to become involved with.
erences you plan to attend. These conferences should primarily be nts and/or referral sources attend. If you are a speaker at one of these ote it in the "Speaking" section below.
her categories that are important to your business development efforts.
important for most professionals. Use this section to target where you want to publish. Choose on which your clients, prospects, and referral sources depend. For information on how to go about icle published, see Mercer Capital's website at capital.com/media/File/How%20To%20Publish%20Articles%20in%20Your%20Field.pdf
conferences and meetings that your clients and referral sources attend and try to For information on securing a speaking engagement, see Mercer Capital's website at apital.com/media/File/Winning%20Speech.pdf
this section for other marketing activities such as a direct mail thank you letter to r referral sources or, possibly, Christmas or other holiday gifts.
NOV
DEC
Total
50 2 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Goal
10 0 0 0 0 0 0 0 0 0 0
Goal
2 0 0
Goal
4 0 0 0 0
Goal
0 0 0 0 0
Goal
3 0 0 0
Goal
4 0 0 0 0
Goal
0 0 0 0 0 0 0
doc_530802728.xls
Commercial Planning is the term commonly used for commercializing a product. The success of a new product depends not only on the idea behind the product, but also on the marketing of the new product before, during and after the product launch. New Product Launching (NPL) is part of the New Product Development method.
9:04 AM 8/8/2013
INTRODUCTION TO THE TACTICAL PLANNING SPREADSHEET
To become a rainmaker, a business valuator must expand his or her network, build his or her reputation, and con provide a simple tool that can help you. Create your marketing plan in a spreadsheet format to track progress wit Figure 1). The spreadsheet is a living, breathing document that is likely to change somewhat throughout the year, managing it in Google Docs or another web-based program (in the cloud) so you can access it anywhere.
Begin by focusing on three broad categories: (1) business development, (2) publishing, and (3) speaking. Business your network. Publishing and speaking are tested ways of building your reputation. Focus on business developm either writing or speaking as a way to generate leads. Note that there are other pertinent categories and tactics; ho rainmaker, it is best to focus your efforts on a few doable activities.
Within each category, drill down with further detail. In the business development category, plan a monthly goal o note of current clients and referral sources with whom you want to meet. In addition, identify “aspirational” clien strategically important people with whom you aspire to do business, and add them to the plan. When meeting wi do you think should know about our services?” You will usually get a name or two for your calling list from each who have tax-season responsibilities, slow down your development activities during this period, but don’t stop th
In the publishing category, identify publications in which an article would serve as a development tool. That is, ch clients, prospects, and referral sources depend—if you’re not sure, ask them what publications they read. Do the s identifying the conferences and meetings that your clients etc. attend. We will explore these topics in more depth
For brand-new valuators, or those currently without client relationships, your spreadsheet will be different. Inclu technical proficiency. Record every engagement to which you contribute, noting the client, referral source, indust overview helps uncover a growing industry specialization or technical expertise that may be leveraged as a devel
See the next tab for the spreadsheet. You'll see comments for each category that are there to get your started. Tho
Revise the spreadsheet any way that is helpful to you. It is designed to be a tool to get you started in your busine have any questions, feel free to contact me at [email protected].
WELCOME 163042328.xls.ms_office
9:04 AM 8/8/2013
or her reputation, and consequently generate leads. Let me rmat to track progress with key marketing tactics (see what throughout the year, so consider creating and cess it anywhere.
) speaking. Business development focuses on building cus on business development activities and then choose t categories and tactics; however, for the beginning
ory, plan a monthly goal of face-to-face meetings. Make a entify “aspirational” clients and ref erral sources, or those he plan. When meeting with people, always ask, “Who else your calling list from each person you a sk. For those of you s period, but don’t stop them—keep the momentum going.
velopment tool. That is, choose publications on which your cations they read. Do the same for speaki ng engagements, hese topics in more depth in future columns.
eet will be different. Include items that track your growing nt, referral source, industry, and type of engagement. This y be leveraged as a development tool.
e to get your started. Those can be deleted.
ou started in your business development journey. If you
WELCOME 163042328.xls.ms_office
Your Name Date
CAREER DEVELOPMENT TACTICAL PLAN
JAN
FEB
MAR
BUSINESS DEVELOPMENT
Face-to-Face Meetings John Doe, atty, Doe, Lowe, & Schmoo Jane Smith, CPA, Smith & Smith, LLC Paul Baker, atty, Baker LLC George Geurin, atty, Geurin Law Firm Barbara Price, SVP, Mercer Capital _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
1 1
In the "Face-to-Face Meetings" section, note tho
After you have met with that person, in met with John Doe in January, enter "John Doe" "1" in column D (or January). If you met with Mr Your Total column will sum to
Note that cell S10 should contain your goal for th
1 2 3 4 5 6 7 8 9 10
Networking Functions _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________
In the "Networking Functions" section, note t referral sources frequent. It's up to you whether talking to someone at meeting to be noted above.
1 2
Non-profit Committee/Participation _________________________________ _________________________________
For many professionals, service on the b professionally important. Use this sectio
1 2 3 4
Conferences _________________________________ _________________________________ _________________________________ _________________________________
Note here conferences you plan to attend. Thes those your clients and/or referral sources attend conferences, note it in the "Speaking" section be
1 2 3 4
Other _________________________________ _________________________________ _________________________________ _________________________________
Add other categories that are important
PUBLISHING
Number of articles published 1 2 3 Target Publication(s) _____________________________ _____________________________ _____________________________
Publishing is important for most professionals publications on which your clients, prospects, getting an article published, see Mercer Capita www.mercercapital.com/media/File/How%
SPEAKING
Number of speaking engagements 1 2 3 4 Target groups _____________________________ _____________________________ _____________________________ _____________________________
Identify those conferences and meetings that y speak there. For information on securing a sp www.mercercapital.com/media/File/Winning%
OTHER
_____________________________ _____________________________ _____________________________ _____________________________ _____________________________ _____________________________ _____________________________
Use this section for other marketing your referral sources or, possibly, Ch
FOR YEAR 2010 APR MAY JUN JUL AUG SEPT OCT
1
Face Meetings" section, note those people you would like to target this year.
met with that person, in-person, place a "1" next to their name in the month you met. So, if you Doe in January, enter "John Doe" in column B under "Face-to-Face Meetings" and then place a (or January). If you met with Mr. Doe, again in, say, June, place a "1" in column I (or June). mn will sum to 2. (see row 10) should contain your goal for the year.
orking Functions" section, note those events where your clients, prospects, and ces frequent.
u whether talking to someone at a networking function qualifies as a face-to-face be noted above.
ny professionals, service on the board or on a committee of a non-profit is personally rewarding and ionally important. Use this section to target those non-profits you want to become involved with.
erences you plan to attend. These conferences should primarily be nts and/or referral sources attend. If you are a speaker at one of these ote it in the "Speaking" section below.
her categories that are important to your business development efforts.
important for most professionals. Use this section to target where you want to publish. Choose on which your clients, prospects, and referral sources depend. For information on how to go about icle published, see Mercer Capital's website at capital.com/media/File/How%20To%20Publish%20Articles%20in%20Your%20Field.pdf
conferences and meetings that your clients and referral sources attend and try to For information on securing a speaking engagement, see Mercer Capital's website at apital.com/media/File/Winning%20Speech.pdf
this section for other marketing activities such as a direct mail thank you letter to r referral sources or, possibly, Christmas or other holiday gifts.
NOV
DEC
Total
50 2 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Goal
10 0 0 0 0 0 0 0 0 0 0
Goal
2 0 0
Goal
4 0 0 0 0
Goal
0 0 0 0 0
Goal
3 0 0 0
Goal
4 0 0 0 0
Goal
0 0 0 0 0 0 0
doc_530802728.xls