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Strategy And Tactics in Marketing
By John Satterfield CHT
Understanding strategy can drive revenues and simplify your marketing
Most companies only operate on a tactical level. This amounts to the boss going to the staff and saying "Go get more business." It's been said that more sales will cure almost any business problem. While this is true, the strategic business will be set up in such a way that every tactic implemented will drive sales and gain ground on achieving the over-all strategic goals. When a sale is made it's a great moment! However as soon as the deal is done you are OUT OF BUSINESS. You now have to get out there and chase the next sale and the next sale and the next, ad infinitum! Lets define strategy- If a military commander decides to "disrupt the enemy's supply line that's strategy. When he says we'll place mines in the enemy's shipping lanes that's a tactic. If however you have properly strategically positioned your company in the marketplace you will experience the joy of having your customers come to you. They will seek you out as the obvious choice to serve their needs.
Strategy is the element that will allow you to get the most leverage possible out of all your efforts. It's the power of focus upon the long term success of your operation. What's the strategic objective of each tactical effort? What is the ultimate accomplishment or ultimate position you want in the market, and how do your tactical efforts support that?
Strategy is, in effect the defining framework upon which one hangs all tactical efforts. This document is presented with it's intent to begin to define strategic planning where it relates to marketing and business development. It is by no means considered to be complete or all encompassing. "Blessed are the flexible, for they shall not be bent out of shape"
Shape strategy with the following factors……..
1. What is the ultimate perception you would like your customers and potential customers to have about your company? (Mission Statement?)
2. Who are your customers?
3. Where do your customers come from?
4. What is being sold? (The buyer only buys what the product or service does for them)
5. Who is doing the selling?
6. How are you paid?
7. What is your potential customer's buying criteria?
ALL other considerations fall under these seven factors. Some of those other considerations can be strategic but as a rule they are tactical. Competition?-goes under criteria. Public awareness?-Where do customers come from? Product benefits?-What is being sold? And on and on. By always defining the strategic goal of any tactic you can expect to develop a synergistic effect or momentum in your business results. Allow yourself the special luxury that arises when you no longer have to chase the next sale and the next sale
By focusing on these seven factors we can preempt our competitors, and re-position ourselves as the premier provider in our marketplace!
About the Author
John Satterfield is a Certified Clinical Hypnotherapist and marketing consultant.
20= years experience. Lives in the Ozark Mountains
www.hypnosisucanuse.com
Article Source: http://www.simplysearch4it.com/article/22872.html
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