Most companies only operate at a tactical level. This amounts to the boss turning to staff and saying, “Get more business.” It has been said that more sales will cure almost any business problem. While this is true, the strategic business will be configured in such a way that each implemented tactic will drive sales and gain ground to achieve overall strategic goals. When a sale is made, it’s a great time! However, as soon as the deal is closed, you are OUT OF BUSINESS. Now you have to go out there and chase the next sale and the next sale and the next, ad infinitum! Let’s define the strategy …
If a military commander decides to “disrupt the enemy’s supply line, that is a strategy. When he says that we will lay mines on the enemy’s shipping lanes, that is a tactic. However, if he has strategically positioned his company in the marketplace. , you will experience the joy of your customers coming to you, who will look to you as the obvious choice to meet their needs.
Strategy is the element that will allow you to get the most out of all your efforts. It’s the power to focus on the long-term success of your operation. What is the strategic objective of each tactical effort? What is the ultimate achievement or final position you want in the market, and how do your tactical efforts support it?
Strategy is, in effect, the defining framework upon which all tactical efforts are based. This document is presented with the intention of beginning to define strategic planning as it relates to marketing and business development. It is in no way considered to be complete or all-inclusive. “Blessed are the flexible, because they will not be deformed”
Shape the strategy with the following factors ……..
1. What is the final perception that you would like your clients and potential clients to have about your company? (Mission status?)
2. Who are your customers?
3. Where do your customers come from?
4. What is sold? (The buyer only buys what the product or service does for him)
5. Who sells?
6. How do you get paid?
7. What are your potential customer’s purchasing criteria?
ALL other considerations fall under these seven factors. Some of those other considerations may be strategic, but they are generally tactical. Competence? -It meets criteria. Public awareness? -Where do customers come from? Product benefits? -What’s for sale? And so on. By always defining the strategic objective of any tactic, you can expect to develop a synergistic effect or boost in your business results. Allow yourself the special luxury that comes when you no longer have to chase the next sale and the next sale.
By focusing on these seven factors, we can stay ahead of our competitors and reposition ourselves as the leading supplier in our market!