You will need measurable forecasts for achieving your new-business goals while meeting your existing clients' wants, needs and expectations. Here are several key questions to ask yourself to get the juices flowing:
- How much new business will you need or want this year?
- Considering increased market penetration potential, what percentage of your new business do you expect from your existing client base?
- Will you need to develop new market segments to achieve your goals?
- What percentage of your production do you expect to come from new market segments?
- What is your annual marketing expense budget?
- What are your client-acquisition costs?
- What is a reasonable sales activity ratio for your new market segments?
- How much production will you need from each new client?
- How many referrals will you need from each new client?
- What are your goals for maintaining current clients and satisfying their needs and expectations?
Of course, there may be many other goals you wish to plan for.
When planning and organizing your goals, it is important to group similar goals into a simple, brief paragraph with two to three sentences. They should be measurable, attainable, realistic, and given time parameters. On the next few screens, we have provided you with a Sales & Marketing Forecasting Spreadsheets as well as a Sample Goal & Objective.
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