 |
|
Latest Issue
Subscribe FREE
Search for Speakers
Trainers and Consultants
Article Archive
Resource Directory
Expert Infomercials
Send this article to others
For the Media
Advertising
Editorial Guidelines
For Speakers, Trainers,
and Consultants
1.
What strengths do you have in the marketplace? Every company has
strengths. The key is recognizing and "advertising" these
strengths in the marketplace. If you were to ask your clients to list your
company’s strengths, what would they say?
2.
What weaknesses do you have in the marketplace? All companies
have weaknesses. And, like strengths, they are used by your clients to judge
your company. By knowing our weaknesses we can reduce or eliminate them. In
the minds of the people you serve, what are your company's weaknesses?
3.
What strengths do you have that clients don't know about? All
companies have strengths, which aren't known or appreciated by people
outside of the company. These factors can influence the direction of the
marketing plan. By knowing and understanding these we can advertise and
"exploit" these opportunities.
4.
What weaknesses do you have that clients don't know about?
Conversely, like strengths all companies have weaknesses. These weaknesses
may be apparent only to "insiders". The challenge is if these are
not identified and solutions are not found then these will become known to
"outsiders."
5.
What are opportunities and threats in the marketplace?
Opportunities and threats are things that you can't control. New laws,
weather, competition, demographics and other factors that affect the
profitability of your business must be contemplated. If we plan for the
"what ifs" we will have a strategy to handle these challenges when
they appear.
6.
What do you have that's marketable? There's a rule known as the
20/80 rule. This states that 20% of your customers give you 80% of your
business or 20% of your products or services give you 80% of your income. To
determine an effective strategy we need to list the products and services
that are our best and put the appropriate resources into those.
7.
What business are you in? The best run companies have mission statements.
They are used to establish a direction and a focus. They help establish an
identity with your clients and allow the staff to identify a focal point on
where to direct their efforts.
8.
What are your goals? Goals are established to capitalize on strengths and to
minimize or eliminate weaknesses. They are the roadmaps to a more effective
company. To be effective goals must be specific, measurable, acceptable,
realistic and have a time frame. Given your strengths, weaknesses,
marketable assets and mission what are three goals that would seem
appropriate to work on at this time?
9.
What steps should I follow? It's one thing to have goals; the
real key to success is to take action on those goals. Based on your goals
what specific steps will you take to meet these goals?
Arnold
Sanow, is a professional speaker, author and marketing strategist. He works
with his clients in attracting customers, keeping them through exceptional
customer service, and in promoting a positive and profitable business
environment. He is the author of 4 books including "Marketing
Boot Camp". For information on speaking or training programs call
352-438-0261 or e-mail ArnoldSanow@ExpertSpeaker.com
Visit www.ExpertSpeaker.com/Speakers/SanowA.htm