As 2011 comes to a close, it’s time to plan for 2012. Many of you have already completed your planning. Some of you are in the process of doing your planning and a few of you . . . perhaps more than a few, never have nor will you do any planning.

Perhaps, your philosophy is we’re going to do all we can do to maximize our revenue, control our expenses and improve our bottom line. These are enviable goals, but I submit to you, without a plan - a roadmap - it’s significantly more difficult to get to where you want to go.

It’s much like the old adage of the ship leaving the dock without a destination, it just wanders aimlessly. 

The size of your organization may dictate the complexity of the planning process.  It could be a simple as the following:


Financial Objectives:

Gross Revenue Objective

New Business Revenue Objective

Net Profit Objective

Operational Objectives:

Install New CRM

Install Commission Tracking Software (see my October blog post)

Recruit New Sales Rep

Renegotiate Office Lease

Create Business Succession Plan

Revise Compensation Plan

The next step would be to develop implementation strategies for each of your objectives and appropriate completion/benchmark timelines. Essentially, what needs to done, by whom and by what date to fulfill your plan.

I would suggest, that a plan, as basic as what I have described, will help you and your team focus on what is important to you and your organization and allow you to set sail on Jan. 1 with a specific destination in mind……and you will improve the probability of arriving at your chosen port!

      Torelli, CLU, ChFC, MSFS is president of Newport Beach, Calif.-based e3 Financial.


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