Key Questions to Ask for Effective Annual Sales Planning
These four questions help salespeople and companies refine their approach and grow their business during the annual sales planning process.
These questions are timeless—whether you’re planning for the new year or simply looking to improve your sales strategy. Don’t wait until the end of the year to ask these questions—start today to take your sales to the next level!
You can get a head start on 2025 by joining my Annual Planning program today! Scroll down for more info, and visit this link to enroll!
1. What Does the Marketplace Say About What I Sell?
Understanding the perception of your product or service in the marketplace is key. This includes:
- Customer reviews
- What competitors are saying about you
- Feedback from customers who no longer buy from you
- What other industry experts or third parties are saying
Too often, companies hold a different view of themselves than the market does. You need to listen to the marketplace—sometimes from a neutral source—so you can get honest feedback.
2. What Do Potential Customers Who Didn’t Buy from Me Say?
You need to understand why people turned down your offer. What made them decide not to buy from you?
While it’s natural to focus on current customers, you’ve got to understand the other side to uncover gaps in your value proposition. Maybe there’s a benefit you haven’t communicated well, or perhaps your competitors are doing a better job of meeting customer needs. Gathering feedback from people who didn’t purchase helps you identify areas for improvement.
3. What Triggers Referrals for My Business?
Referrals are one of the most effective ways to grow your sales. But referrals don’t happen unless customers are genuinely happy with your product or service. So, why do your customers refer you?
What is the little piece of your business to which they say, I like this, I love this, and that’s why I’m going to refer.
By asking those who’ve referred you, you can pinpoint what part of your service or product sparked their enthusiasm. This feedback can help you enhance your offering and encourage more referrals.
Understanding the “referral trigger” can help you improve how you engage with customers and increase your chances of word-of-mouth growth.
4. Why Would a Customer Stop Buying from Me?
Even if your product or service is typically a one-off purchase, understanding why customers stop buying is crucial.
Did they find a competitor with a better offer? Were they dissatisfied with your service?
Understanding why customers leave—and conducting exit interviews when possible—will help you prevent future losses. Sometimes a customer may stop purchasing for reasons that can be easily fixed, and by understanding this, you can improve your retention strategies.
Having tough conversations with customers who stop buying from me is the only way I’m going to get better.
The Power of Annual Planning for Sales Success
These four questions are part of the Annual Sales Planning Process I take companies and salespeople through each year. Addressing these questions helps you fine-tune your sales strategy and build a more effective approach to engage customers and drive growth.
If you want to dive deeper into this process and access my Annual Planning Workbook, check out this link!
Sign up to attend one of the two live webinars on: Dec. 6, 1-3:30 PM CST –OR- Dec. 17, 10:00 AM-12:30 PM CST
You’ll save your seat at the live event, and receive your annual planning workbook when you register here.
Let’s get you started with this essential sales planning tool! Don’t wait until it’s too late…
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Copyright 2024, Mark Hunter “The Sales Hunter” Sales Motivation Blog. Mark Hunter is the author of A Mind for Sales and High-Profit Prospecting: Powerful Strategies to Find the Best Leads and Drive Breakthrough Sales Results.
