This is blog #6 in an 8-blog series about Powerful Answers to 7 important business questions. The series is intended to be an introduction to strategic intuition and planning.
Preamble: I created a word to cover the last 2 questions, Question 4 and Question 5. That word is Tarmarvalproda©.
Tarmar: Target Market, also known as Market Niche
valpro: Value Proposition, as seen by the Client
da: Differential Advantage, also known as Unique Selling Proposition, as seen by Client
Tarmarvalproda© is the heart of Marketing.
Question 5 is aimed at What? - What Marketing & Sales work must be done? Many experts have influenced my thinking…to name just a few: Jay Abraham, Tony Parinello, Jeffrey Gitomer, and Malcolm Gladwell.
Some introductory thoughts about Marketing & Sales plans:
- Think before doing
- Think about how best to use multi-pronged actions
- Measure and test…everything…be selective
- Network well
- Use pictures
- Use video testimonials
- Be creative
- Inject humour…just the right amount, with the right timing
Question 5: How do you PLAN to connect with those people who care?
Powerful Answer:
Let me show you. My written plan is here in my briefcase.
Postamble: About 15 years ago, I created a template for strategic marketing planning programs. I called it SMP Programs©…here's a link to a sample of that template [SMP Template]. Putting the plan in writing: that's a good start. Using plans as benchmark-tools - so useful and so important to us they are in our briefcases and in our BlackBerrys - that's proof of a deep-rooted motivation to succeed.
Footnotes: links…Jay Abraham www.abraham.com, Anthony Parinello www.vitoselling.com, Jeffrey Gitomer www.gitomer.com, & Malcolm Gladwell, The Tipping Point www.gladwell.com/tippingpoint/index.html
The next blog will consider Question 6:
How do you prove your people do the RIGHT things EVERY day?