A large part of being competitive is having already won on paper. This drives the tactics that you choose, the language you use in messages and content and how you behave in the market…regardless if it’s through Sales or Marketing or Networks or Relationships.
How are you maximizing your strengths and minimizing your weaknesses?
Is the competitive advantage that you’re competing with really a competitive advantage, or is it just a general, “we’re just better?”
Is your competitive advantage sustainable? For how long?
What value do you bring to your customers and to your market partners? Are you truly valuable from their perspective?
Is your current target market the right target market for your company? How do you know?
What are your value propositions? How do you apply value propositions to opportunities?
How will you navigate obstacles? Are you even prepared for obstacles?
Why are you the best option for your customers in comparison to the competition and all other options that are available to your customers?
If the, ‘why’ is an internal why, then you’re going to have to figure out how to communicate it to the external market. Hint: Communications to the external market are very different in positioning and in perspective.
What opportunities are in the market? Are there opportunities in neighboring markets that align with your business’ core?
Are you well-positioned to take advantage of opportunities? If not, could you be?
How will market trends affect you?
Do you have assets that aren’t currently being leveraged for Sales & Marketing?
How will you maintain focus to drive success?
How will you measure success?
This is part of real market strategy. Not tactical strategy…not advertising & promotional strategy…real, big-picture market strategy.
It’s a lot of decisions. It’s not the sexy part of Sales & Marketing…but it’s the part that makes the sexy stuff actually work.
Get it figured out. Get it to your team. Apply it…every day. Keep refining it, mold it and shape it. Make adjustments. Keep going, but pay attention to it.
Don’t. Lose. Focus.
This is applied market strategy. This is what we do.