10 Step Campaign Builder Guide
Campaign Objective/outcome/objective/goal – defined:
- Collins English Dictionary: something that follows action; a result or consequence
- A goal is always:
- Something we want
- it’s not necessarily something we desire
- “SMART” guidelines for goals says:
S: Specific
M: Measurable
A: Achievable
R: Realistic
T: Time-bound
- While an outcome is: what we get as an end result for our actions
Your Campaign Objective is a specific end result or outcome,
10 steps to ensure End Results or Outcome:
- State the End Result in POSITIVE terms
- Make sure the End Result is COMPLETELY within your control
- Write it down as SPECIFIC as possible
- List (using all 5 senses) the EVIDENCE for completion
- Consider the CONTEXT
- Assess the RESOURCES required
- Consider the BY-PRODUCTS of changed actions
- Check the outcome’s RIPPLE EFFECTS on the rest of your world
- Write out CLARIFYING QUESTIONS for the 1st Step
- Write down the NEXT outcome you will be allowed to do once this is complete
1) Current Assessment
Currently Used
Brainstorm 60 seconds what you are currently doing for sales & marketing
Sales & Marketing Campaign/Task Why do you do this?
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Now go back and mark them with the following:
- What is the purpose for each step?
- How much/many of desired results have you actually experienced in the last 3 months (for each)
- Filter Process… which ones:
- Take the most time
- Create the most income
- Do you dislike
- Haven’t created results
Why do you do it? What is the purpose?
- Get Sales (money changes hands)
- Get Leads (what do you do with them)
- Nurture Leads into Sales (Some lead nurturing can also end in referrals for sales – just as good)
- Build Brand Awareness (Which of the first two are going to benefit from awareness of your brand)
- Something else:
Current Pipeline
Purpose of this exercise: If you meet a buyer today, how long is it going to take you to get paid?
| Touch or Step in the Process | Your Next Step | Their Next Step | Days |
- List every “touch” or step in the process of getting a prospect’s information to getting paid.
- Take the number of days listed in the right column and add them up. If you are in charge, this is how long you are asking them to wait to give you money.
QUESTIONS YOU AND YOUR SALES STAFF SHOULD ASK:
- What are the vital steps in this process?
- What do you absolutely NEED to know before making a decision to do business with them?
- What do you need to know about them to provide your service or product well?
- What can you cut out of your Pipeline, in order to streamline the decision process for the prospect?
- Why do you think moving the pipeline along is something that is only for your benefit?
- Do you not believe you are good for the client?
- Why not let them experience the benefit as soon as possible?
- Which of these steps do you have a Take Away?
- Which “touches” have a script written? How about Materials that are used each time?
2) Write the End Result in positive terms
Step 1
- State the End Result in POSITIVE terms
Write Down the Campaign Objective you are going to achieve. What is the end result going to be?
- Don’t get stuck thinking of marketing or sales as the end for what you are doing.
- You need to see the end as the result you want to see achieved.
- If you market for the sake of marketing – you are only adding a task to you list.
- You may as well have “read” or “surf the web” as tasks.
The end result/campaign objective is what gives purpose and focus to your marketing and sales actions.
When we use negative language we end up focusing on what we don’t want rather than what we want. This is the opposite effect of what is intended. Don’t underestimate the power of this step. You get what you focus on.
Use the positive word list (following page) to complete the outcome.
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Positive Word List
3) Confirm it’s possible
Step 2
- State the End Result in POSITIVE terms
- Make sure the End Result is COMPLETELY within your control
If it requires other people to do certain things, or not do certain things it’s not an acceptable outcome.
Seven Steps to ensure your Sales from Marketing is completely within your control:
- Write out an intentional sales process or “Pipeline” (tool included)
- Assess the existing pipeline you are using to get customers (write down each step/point of contact that takes place – from introduction/referral to 1st payment received)
- Highlight the steps that you can’t get a client without
- Write the outline you follow on each step (with next step goal) and write the time that typically passes between each step
- Determine the pipeline length (time it takes to create a client from someone you meet today)
- Create your Quotas (tool included)
- Enter ratios of activity to results for each piece of the quota
- Build, and Record scripts and tools for your Campaign/Pipeline (tool included)
- Include each step in the process
- Those that you are meeting with the prospect
- Those that you are doing work with in prep or review
- Include points of decision with whether you want to continue or not.
- Categorize your prospect list by step in pipeline
- Schedule a UNNEGOTIABLE pipeline follow up/reschedule process
- Set up a calendar event to schedule “how you’re doing” (monthly?)
- Select three to five current clients that have signed up recently enough to remember the sales process “pipeline” they went through to become a client. (list them to use in this campaign design)
- Optimum client(s): _____________________________________________
- Most distinct client(s): _____________________________________________
- Target client(s): _____________________________________________
4) Assess resources required
Step 6
- State the End Result in POSITIVE terms
- Make sure the End Result is COMPLETELY within your control
- Write it down as SPECIFIC as possible
- List (using all 5 senses) the EVIDENCE for completion
- Consider the CONTEXT
- Assess the RESOURCES required
PURPOSE: assess realistically whether the resources needed to achieve the outcome are worth the result
Resources needed during the process of this outcome:
Internal:
- Skills: __________________________________________________
- Knowledge: __________________________________________________
- Understanding: __________________________________________________
- Courage: __________________________________________________
- Other: __________________________________________________
External:
- Money: __________________________________________________
- Contacts: __________________________________________________
- Equipment: _________________________________________________
- Other: __________________________________________________
Context for change
5) Write a specific goal
6) List evidence for completion
Evidence experiences
7) Check by-products of change
Step 7
- State the End Result in POSITIVE terms
- Make sure the End Result is COMPLETELY within your control
- Write it down as SPECIFIC as possible
- List (using all 5 senses) the EVIDENCE for completion
- Consider the CONTEXT
- Assess the RESOURCES required
- Consider the BY-PRODUCTS of changed actions
It is important to ensure that the outcome will preserve existing benefits of current actions or inactivity. There is a reason that things function in the manner that they do. There are perceived positive (real or not) results that come from the current status quo that will sabotage the outcome if they are not pacified.
List the possible by-product of current campaign actions, what might be lost and how it will be compensated.
EXAMPLE:
| Existing Benefit: | I started a business to be in charge of my schedule |
| Sabotaging by-product: | If I don’t hit my quota for the week, I won’t stay late on a Friday – because no one will make me and I don’t want to. |
| Resolution: | I will track my weekly introductions & qualifying appointment quota from Wednesday to Tuesday each week. |
| Resolution double check: | Am I willing to stay late on Tuesdays to hit my quota? |
| Context double check: | I’ve confirmed my office will be open late on Tuesdays & my spouse doesn’t mind me staying late on Tuesdays to ensure the Campaign Objective. |
Positive by Products worksheet ***
Positive by Product:
| Existing Benefit: | |
| Sabotaging by-product: | |
| Resolution: | |
| Resolution double check: | |
| Context double check: |
Positive by Product:
| Existing Benefit: | |
| Sabotaging by-product: | |
| Resolution: | |
| Resolution double check: | |
| Context double check: |
Check ripple effects of change
Step 8
- State the End Result in POSITIVE terms
- Make sure the End Result is COMPLETELY within your control
- Write it down as SPECIFIC as possible
- List (using all 5 senses) the EVIDENCE for completion
- Consider the CONTEXT
- Assess the RESOURCES required
- Consider the BY-PRODUCTS of changed actions
- Check the outcome’s RIPPLE EFFECTS on the rest of your world
Taking into account the effect of any change that is made (intentionally) that will (unintentionally)… on the wider systems of which a person is a part. Ecology is about the consequences for the system as a whole. Much of the American system champions our ability to keep our system separate from each other – which would be wonderful if it were possible. Ripple effects cause a great amount of confusion when entire systems come crashing down – because the ground rippled until the foundation crumbled.
It’s also important to take into consideration how the campaign end result will effect and inform who you are as a person and what is important to you.
This step is easiest to appreciate if all the parts of your life (and the lives that your life touches) are viewed as a chess game. In chess you arrange your pieces on the board and when you are set up, you strike. Life does not require a zero sum solution; victor and defeated foe basis (as is in chess). However, everything you do (even if you’re convinced it’s wholly separate) has a ripple effect on those who you encounter. The more you encounter them, the more your decisions, choices, and outcomes will make the fluidity of their systems fluctuate.
There are four primary questions that allow consideration for the ripple effects of new outcomes:
- What will happen if the outcome is achieved?
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- What won’t happen if the outcome is achieved?
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- What will happen if the outcome is not achieved?
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- What won’t happen if the outcome is not achieved?
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It is important to answer this in consideration of those that are a part of the context of the outcome. (worksheet on next page)
First, answer these questions for yourself
Second, answer them for those you listed in chart 2 of the context worksheet (Step 5)
- Many times, the ease of completion is increased when the objective’s consequences are clearly articulated to those involved.
Third, answer, finally, for entities that are touched by you. (companies, venues and organizations)
Ripple Effects worksheet ***
Name being considered: ________________________________
| What will happen if the outcome is achieved? | |
| What won’t happen if the outcome is achieved? | |
| What will happen if the outcome is not achieved? | |
| What won’t happen if the outcome is not achieved? |
Name being considered: ________________________________
| What will happen if the outcome is achieved? | |
| What won’t happen if the outcome is achieved? | |
| What will happen if the outcome is not achieved? | |
| What won’t happen if the outcome is not achieved? |
8) Clarifying Questions to get started
Step 9
- State the End Result in POSITIVE terms
- Make sure the End Result is COMPLETELY within your control
- Write it down as SPECIFIC as possible
- List (using all 5 senses) the EVIDENCE for completion
- Consider the CONTEXT
- Assess the RESOURCES required
- Consider the BY-PRODUCTS of changed actions
- Check the outcome’s RIPPLE EFFECTS on the rest of your world
- Write out CLARIFYING QUESTIONS for the 1st Step
Defining the first step is vital to a well formed process. Clarifying questions are: Who, What, Where, When, Why and How. The form on this page is for the first step of the end result or outcome:
Who:
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What:
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When:
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Where:
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Why:
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How: ____________________________________________________________
RECORD THESE TASKS IN YOUR TASK LIST
9) Listen to yourself ask for business
10) Write out what’s next
Step 10
- State the End Result in POSITIVE terms
- Make sure the End Result is COMPLETELY within your control
- Write it down as SPECIFIC as possible
- List (using all 5 senses) the EVIDENCE for completion
- Consider the CONTEXT
- Assess the RESOURCES required
- Consider the BY-PRODUCTS of changed actions
- Check the outcome’s RIPPLE EFFECTS on the rest of your world
- Write out CLARIFYING QUESTIONS for the 1st Step
- Write down the NEXT outcome you will be allowed to do once this is complete
Even though it is important to not get sidetracked in the process of an outcome – it is necessary to know that what you are working on is not eternal.
Write Down the Objective you are going to achieve NEXT. What is on the horizon?
- Don’t get stuck thinking of this outcome as anything but a fun horizon.
- You need to see the end as the result you want to see achieved.
- The end result or objective is what gives purpose and focus to your marketing and sales actions.
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11) Assess what you’re doing
What are you currently doing?
Assess your Client Base (for Target Identification):
Select which client type to focus on. Previous or current paying clients who have required the least amount of time, but made the most money create a model for your business that is the most sustainable.
Assess your Existing Pipeline (definition in “Campaign Design”):
I over-assume what I can get done in one year, and under estimate what I can get done in five years. Today, a customer is in control of the first third to two-thirds of the sales pipeline. Long-term success is hinged on an accurate ratio of completed activity (stuffing the pipe of a pipeline) – to the income generated (catching the mud out the other side). This ratio is one of the primary benefits of web analytics. If you know the number of website visitors necessary to produce a lead; you can adjust activity to increase the visitors required to match income needs.
THE QUESTIONS TO ASK (below: super-simple pipeline outline (worksheet follows):
- How many calls, emails, social media connections, or conversations do I need to initiate before I get a lead?
- How many leads for one 1st appointment?
- How many 1st appointments before one proposal?
- How many proposals for a sale?
Assess and Control Yourself (as a sales person):
In sales (like acting), it doesn’t matter what you are actually feeling… you have a role to play and your priority and emotional state are a part of the description within the role you’re playing.
Define: What are States and Emotions? A State is a combination of the physical and mental influences that encompass the ‘to be’ verb; i.e. “I am” or “She is”. Emotions are what we attach to the chemicals that run through our body as a response (or result of) how circumstances make us feel (our state).
Rule of Thumb: What you feed will win
The mind and will fight with the body for your actions. At times, it is a knock down drag out, in your face fight, and at other times it is a sly and underhanded manipulation that you don’t catch—until it’s too late.
Story: There once was a man who raised racing dogs. He had two of the fastest that the county dog track had ever seen. After a year of these two taking first and second every race (and the clerk that takes bets recognizing that he chose the right dog every time) … the clerk inquired how he could know which dog would win. The dog owner said, “Oh, it’s simple. Whichever dog I feed—he’s the one that wins.”