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Create Your Vision of Success
by Kathleen Gage

Most marketing strategies are about being in motion. Have a plan, be proactive, and take the necessary action steps. Although being proactive is a necessary aspect of marketing, an often overlooked and yet equally important part of many speakers, trainers, authors and consultants marketing strategy is the your companyís internal perception.

Many companies put a lot of effort into all the external aspects of what they do, yet completely overlook what is happening due to internal perception. Internal perception includes your thoughts and beliefs; the internal dialogues and thought processes you have regarding your business, your industry and your customers/clients. Often, we may not be aware of hidden thoughts. Our thoughts support or hinder our success.

To find out how what you believe take this simple test. For the next 48 hours notice what comes up when you are talking about your company, your products and services and the value you bring to the table. Do your internal thoughts match your words? Do you feel good about your interactions? Do you feel the prices you charge are fair and reasonable? Do you believe you are worth what you ask? Do you feel you are the best choice for your customers?

You can invest lots of money and time on external campaigns. Your true success will be determined when your thoughts and beliefs match your actions. Before you launch your next marketing campaign, ask yourself these important questions:
  • How do you feel about your product or service?
  • Do you feel the price you charge is matches the value your product/service brings to your customers?
  • Do you appreciate your clients?
  • Do you feel appreciated by your customers or clients?
  • Who do you want to do business with?
  • Who wants to do business with you?
Whether you are in financial planning, training, banking, the beauty industry, day spas, or technology, take the time to know what sets you apart. In the consumerís mind, Company A looks the same as Company B in many ways. The same with Salesperson A compared to Salesperson B. To stand apart your must help the consumer understand your differences.

A simple formula to clarify your differences is to write down every reason someone would want to do business with you.
  • Are you an expert in your industry?
  • Do you deliver in record time?
  • Do you have a unique location?
  • What is unique about your business compared to your competitors?
  • What is most important to your prospects and customers about doing business with you? (If you donít know Ė ASK!)
  • What can only you do that your competitors canít do?
Once you answer these questions, create a short message that incorporates these answers. When you meet with a potential customer and they ask what you do, you want to be able to concisely tell them. This process is also helpful with your current clients. Remember - they are only one call away from utilizing the services of someone else!

Before you begin to aggressively position yourself and gain visibility, think about the vision for you and your organization. Gaining a vision of what the organization stands for, the impact you want to have on your customers or clients, the quality of products and services, your contribution to your community, and where you want the organization to be in the future is essential as you move forward.

Your vision is your ideal future state and includes your values and what you desire your organization to be like. Whatís most important to you?

An essential aspect of your vision is understanding what makes you, your company and your team unique in the marketplace. What makes your product or service different from your competitors? Once you have your vision in mind, write it down. This will help you to solidify your thoughts and stay on track with what is truly important.

Periodically revisit your overall vision. Your core values should be the main driver of your vision, yet some of the details are bound to change. As you and your customerís needs and wants change, you may find it necessary to update your vision.

Where do you want your company to be? Where do you want to be? Match your actions with your thoughts and beliefs. Create a vision for success!

Copyright Kathleen Gage. All Rights Reserved.

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