mmugisa_What is your plan
#summitSTRATEGY & execution

#WayofTheGuerrilla: Why you need a marketing plan, part 4 of 7

Most of the time I have been with clients, apparently successful but when you actually go deep, understand their financials, you realize they are almost on the drip. Money isn’t on the bank account. Though things could be moving on, the sales are not growing. Cash collections are not happening. The company is in survival mode.

As a leader, you must try to avoid such a scenario. The starting point is to set sales targets for all staff.

Give everybody in the organization a target to sell. This reminds me of Nile Bank when I was starting my career. By then, Nile Bank had a Briton managing director. Each and every staff in the bank was tasked to bring one account every week regardless of their department.

Previously: #WayoftheGuerrilla for super sales – marketing your services, part 3 of 7

One morning, the head of operations came into the internal audit department where I was working as an auditor and said; “I want an account from each one of you. I know you have relatives and friends. Where do they save their money or bank? I want you to be their champion. Ask them to open new accounts. I will come back next on the same day, and I want to see account opening forms. No excuses.”

As the Head of Operations left our office, our immediate boss turned to us and said; “you have heard him. Though he wants one account, I want you to bring in two.”

I did a simple marketing plan. Wrote down the target people I would meet, picked documents for account opening. I made the process of account opening so convenient for anybody I met. I would request from their IDs, which I would then photocopy and then ask for the new account opening deposit cash.

I didn’t know that what I was doing was #Way of TheGuerrilla sales. If you sell aggressively like that, you become a guerrilla. Guerrilla marketers do not tell people to come to the bank to fill forms. They ask people to come to the bank to pick their account number and visa cards. They make the whole process so convenient and great.

A simple marketing plan will make a difference. You should have a small budget for how you will implement your marketing plan. Focus on relationships. They are the A – Z of any sale. Otherwise, small companies would have collapsed if wasn’t for referrals and relationships.

Next: #Way of the Guerrilla marketing; market to many, sell to one, part 5 of 7

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Mustapha Barnabas Mugisa is one of those rare people who provides business consulting and advisory to professionals and corporate entities who demand the very best. He is a prolific speaker and governance (strategy and risk) expert. His speaking involves making key notes at major conferences and business events on both technical subjects and leadership skills. A change agent and motivational speaker. Mustapha provides tools and proven methodologies to remarkable results through making people appreciate change. Visit Mustapha's LinkedIn profile to know more. Mustapha is the architect of #WinningMindset Leadership and #WinningTheGame strategy approach that combines Harvard Business strategy Playing To Win, with the Blue Ocean Strategy and Balanced Score Card to deliver a strategy that is easy to execute and monitor. Visit for special insights to improve your condition. Are you too good to be great?

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