When we started our businesses, we did so with an idea of delivering a great service or product (and making money).  How much time did we spend planning the direction or the bases by which future decisions are made?  If it feels at times like you don’t have a grip on daily tasks or if you always feel like you are behind the eight ball, then the answer is probably NO.

Answer the following questions:

1)  What do you do?

Be specific.  Avoid general statements like, “provide excellent service” or “sell insurance”.  Spell out all the details.

2)  For whom do you do it?

Be specific.  See a repeating pattern?  Strategic planning involves tending to the details.  Before you can provide an excellent service or product, you need to know exactly who will be your customer.  Why?  Because every personality trait you will be dealing with will require a different approach.  No ONE marketing presentation will work for everyone.

3)  How do you excel?

Once you know what you do and who you do it for, then is the time to bring YOU to the equation.  What sets you a part from your competition?  Try this little exercise.  Make a list of five things you do better than your competition.  Next, for each of the five things, make a list of those things your competition could do to improve their operation in that particular area.

Looking at your competition from the perspective of your customers can help you further define your unique selling proposition.

Always date your strategic plan and schedule time next year to review and alter your plan.

Ed Bejarana
Zenith Exhibits, Inc

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Tags: marketing presentation, personality trait, schedule time, unique selling proposition

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