By building market awareness, the sales of your business will be enhanced. But, the plan must be structured and consistently followed. There are 3 main reasons to build this plan:

1. Be Known
Your sales force will have an additional hurdle while making cold calls or attending trade shows. Not being known is one of the biggest hurdles your sales people face while prospecting.

2. Top of the Mind Awareness
If the only follow up after the 1st phone call is another phone call, you are not achieving enough frequency to maintain top of the mind awareness.

3. Unsolicited Opportunities
Last but not least, if an opportunity arises with a prospect that you have not called upon, your business does not have the opportunity to be considered.