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Effective Marketing and Sales Guide

Adapted from Effective Marketing and Sales Guide

Stage 1 Develop a Marketing Strategy

  1. Market Research



Understand your customers, target market, competitors and trends in your industry.

Find a market research firm at Quirks Directory Sourcebook.

  1. SWOT analysis or Viability analysis

Work out your costs and break-even point to ensure that this business venture is feasible; analyze your strength, weakness, opportunity, and threat.

  1. Develop a            Marketing Plan

Use your market research, marketing plan guides and templates to create your roadmap to success.


How-to Guides



  1. Branding

Use your market research and the brand strategies to create your roadmap to success.

Stage 2 4Ps of Marketing. Product, Price, Place & Promotion

       5. Product

What are you going to sell?

Articulate the features and benefits of your product or service. Define your Unique Selling Proposition (USP) and understand what differentiates you from your competitors.

  1. Price

How much can you charge for your product?

Costs, constraints, customers and competition all affect price.

Research how much you can charge for your product by understanding price elasticity.

  1. Place

Where will people buy your product?

Manage your distribution to maximize revenues through direct and indirect channels in physical commercial environments and online.

  1. Promotion

How will people find out about your product?

Highlight the types of promotional activities you will undertake such as sales calls, social media, networking and any other means of promotion that you will use to reach your target markets.

Find media circulation rates and listing advertising rates, using

SRDS  Publications or Gale directory of publications and broadcast media

(Contact Librarian to get access)

Digital marketing/content marketing tools:

Research advertising trends from AdAge

Stage 3 Implement an Effective Sales Strategy

  1. Sales Fundamentals

Develop sales forecasts, sales plans and techniques to drive revenues. Create performance measurement targets and key performance indicators to measure.


  1. Online Business

Assess whether you can provide superior customer service, streamline business processes, increase sales, and reduce costs by going online.

Refer to Doing Business Online Guide

  1. Close and Follow up Sales


Understand methods of closing, negotiating and building the client relationship to ultimately drive your bottom line.

  1. Customer Care

Improve your reputation and increase the likelihood of further sales with your customers through exceptional client care.

Related Book Titles

More Resources

Libraries in Maine have a good collection of books on business start-ups and entrepreneurship. Search Mainecat, the library collections in Maine, and contact the public library near you to request a book.

Thousands of magazines, newspapers, and reference books are available anywhere in the State of Maine through the online resources of MARVEL! Maine's Virtual Library.

Ebook and audiobook collection available for Maine Residence; your public library card is required to download the ebook

Contact Us

Contact Us

Raymond H. Fogler Library
University of Maine
Orono, ME 04469
Reference Desk: 207-581-1673


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