Most K-12 sales managers agree that it's important to have a sales plan. A well-conceived sales plan is a critical component of success for companies that sell to schools, yet many organizations won't invest the time to do it right. Neglecting sales planning, or taking short cuts can result in a reactive business environment that requires frequent ad hoc responses to immediate concerns, wasting time and resources as people shift from their current tasks to put out the latest fire. To discuss sales plans for the school market, we've asked two education marketing experts, Paula Maylahn and Pat Walkington to join us. They are authors of a a new article on the STS web site as well as a chapter about K-12 sales planning in the popular book, "The Expert's Guide to the K-12 School Market" offered through the STS online store.