Appendix
Applying Marketing Principles to Sales Practice
Building Your Plan
Segment Your Markets
Set Goals
Prioritize Tactics Against Goals and Resources
Measure Results
Practice Examples
Segmentation in Practice
Segmentation Expands a Salesperson’s Practice
A Wholesaler Prioritizes Segments
Additional Segmentation by Bank District
A Start-Up Independent Financial Adviser Selects Target Segments
Positioning in Practice
Establishing a Reputation and Differentiating a Practice
Positioning within a Larger Firm
Sub-Branding and Co-Branding a Local Market Initiative
Positioning a Start-Up
The Market Plan in Practice
Building a Plan
A Formal Plan
Buy-In on the Market Plan
A Plan for an Independent
Advertising in Practice
Determining When Advertising ...
