Admiral Painter: “What’s his plan?”
Jack Ryan: ‘His plan?”
Admiral Painter: “Russians don’t take a dump, son, without a plan.”
- Memorable Quote from The Hunt for Red October (1990)

Tonight Becky and I were watching The Hunt for Red October.  I have always liked this part of the movie.  Admiral Painter (Fred Thompson) made his point very clear.  He was telling Jack Ryan (Alec Baldwin) if you can figure out the Russians plan you will succeed in getting the Red October.  The morale is if you can figure out your plan you will succeed in growing your window cleaning business.

I was in the Army and they had a SOP for everything.  SOP stands for standard operating procedure, which is another way of saying a plan.  We did everything with a plan.  We would lay out a plan for loading a half ton, inspecting our vehicles, even taking a break.  The plan allowed us to get things done without a lot of confusion.  We would stay on target, and finish the task on hand.  However we would adjust the plan as we went when circumstances warranted.

The best comparison I can think of is when I clean a home’s windows.  I would never come to a job and go in the house to clean an inside upstairs window.  Then go outside to clean the patio French doors, only to head back into the house.  This in an extreme example of how to clean windows, isn’t it?  Yet this is how many businesses approach their marketing.

When I arrive at a house to clean the windows the same plan is used each time.  I start on the outside cleaning upstairs, and then downstairs working my way around the house.  Then I go inside and clean upstairs working my way downstairs.  Of course as circumstances arise the plan will change.  This allows for maximum speed as a routine is developed.  You also do not waste valuable time or money with your plan.

A couple benefits of having a plan is for the customer.  Your customers expect a consistency with your service.  When you come back and clean their windows the same way each time, you project a professional image.  They will notice, and reward you with more business…because their experience will be the same each time.  The plan will prevent a haphazard approach, and the image of being unprofessional.

The same idea is accomplished with a marketing plan.  Your marketing plan will lay a solid foundation in getting, and keeping your customers.  The marketing plan will develop a consistent communication with your customers.   Your customers will start to view your marketing as part of their experience.

Your marketing plan eliminates indecision, and lost opportunity.  There will not be any guessing what to do, because the next step will already be in place.  You will not miss the time your customer is ready for window cleaning.  Possibly having them go to the competition because they forgot to give you a call.

You can see why a marketing plan is so critical to the growth of your business?  How will this effect your marketing from now on?