Enjoy the following content preview of “Traction: Get a Grip on Your Business.” Reserve your spot to hear more on the “Traction” methodology and EOS from our keynote speaker Mike Paton at the 2019 SPARK Conference at Vision Expo West. Read Part 1 here and Part 2 here.
Part 3: Organizational Vision
"Decide what business you are in, and be in that business. As the old saying goes, 'He who chases two rabbits catches neither.'"
- Gino Wickman, Traction: Get a Grip on Your Business
What Is Your Marketing Strategy?
Many companies try to be all things to all people, because they don't have a clear strategy in place. A defined and focused effort enables you to close more of the right business. It will become the foundation upon which you create all future materials, plans, messages, and advertising.
Marketing strategy is made up of four elements:
1. Your Target Market / "The List" Identifying your target market involves defining your ideal customers. Who are they? Where are they? What are they? Out of this comes "The List" of perfect prospects for your organization to target.
2. Your Three Uniques These are what make you stand out from your competitors. Other common marketing terms for this are "differentiators" and "value proposition." You need to settle on three qualities that will truly make your company unique to the ideal customer.
3. Your Proven Process Never tell someone something you can show them. There is a proven way you provide your service to your customers. You do it every time, and it produces the same result. It's what got you where you are. What you need to do is capture that process in a visual format to guide your sales team, encompassed on a single piece of paper.
4. Your Guarantee This is your opportunity to pinpoint an industry-wide problem and solve it. You must determine what your customers can count on from you. If you guarantee it, that will put their minds at ease.
Use the Vision/Traction Organizer (V/TO) to get your vision out of your head and into the real world
The Vision/Traction Organizer is meant to help you create a clear picture of where your company is going and how it will get there. It does this very simply, by boiling your vision down to only two pages. Click here to download the V/TO.