3 Things You Should Be Doing Before You Embark on a Sales Campaign

Having the skills to achieve sales success is extremely important, however even the best sales people in the world must first put preparations in place before they embark on a sales campaign. I believe there are 3 core things you should be doing and in this blog, I’m going to discuss what these 3 things are and why they are so important. Hit play on the video above or keep reading!

These are the 3 things you should be doing before you embark on a sales campaign:


A strong business story engages your audience, inspires them and draws them closer to your brand. It gives them an insight into the person behind the brand and as we all know, people buy from people, therefore a good business story is key.
I encourage my clients to define why they do what they do, what they’re passionate about and how their journey began. Using their story in prospect engagements and marketing is an effective way of building an emotional connection with their prospects.

So, how do you define your story?

Begin by answering the following questions:
  • Why do you do what you do?
  • Where did you begin?
  • What inspired you?
  • What problem did you want to solve?
  • What are you passionate about?
By using your answers as a starting point, you’ll be able to craft a compelling business story that resonates with your prospect and helps them to warm to your company. It’ll also help to differentiate you from your competition.


Defining your niche is a critical step you must take before you embark on a sales campaign. If you target anyone and everyone, you’ll struggle to achieve success. Every industry has hundreds of competitors and so you need to differentiate yourself from those companies in order to stand out.
My target market, for example, is consultancy companies who have a service offering, want to get better at sales and turnover about £100,000 to £1M a year. But what would happen if I didn’t have a defined niche? I’d be targeting anyone who wants to get better at sales. There’s thousands of sales mentors out there to choose from and so there’s a risk that my offering would not stand out amongst the competition.
This also makes marketing extremely difficult, because who do you target with your advertising? Take a car garage in Bristol for example. Should they pay thousands of pounds to advertise to the entire country in the hope of winning more business? Or should they spend less money to target potential customers within a 30-mile radius? Which would see the highest ROI?
Defining your niche is therefore vital before you embark on a sales campaign. If you need help and advice on developing your target market, reach out to me and I can help you.


Without the right material to attract your prospects’ attention, keep them engaged and convince them to buy, your sales campaign is going to fail. Your prospects need to be nurtured with great content before they take the plunge and make the purchase. They want to see testimonials, case-studies and reviews, they want to be educated on your product with brochures, guides or e-books, they want to be entertained with infographics, videos or podcasts.
Creating valuable, educational and entertaining content to share with your prospects will really help you to convince them that you’re the right company to work with. However, if you don’t have it, selling to them is going to be a real struggle.

So, there are my 3 things that you have got to do before you embark on a sales campaign. You can, of course, ignore my advice and no doubt you’ll win a deal or two but if you take this advice on board it will help you achieve consistent sales success.

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