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Forget the business plan, have a brilliant marketing strategy instead



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fish7“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”
― Sun Tzu


A successful business is one that makes high sales at a profit and gets the cash coming in continuously. A business that does not make sales is not a business; it is a hobby.

A strategy is a method or plan chosen to bring about a desired future, such as achievement of a goal, or solving a problem. It starts with a clear objective, then a plan of action on how the objective will be met.

As sales are the key to business success, what you need is a plan on how you will make the sales and meet your objective. That is all what a business is about, everything else is commentary.

Success requires brilliant marketing, which consists of all the activities involved in the chain of moving products from the producer to the end-user.

As I said before the only path to winning in business is to sell more. You should therefore focus on answering the following questions:

  • What exactly do we want to sell?
  • To whom are we going to sell it?
  • Why will the customer prefer our product or service to that of our competitors?
  • How will we identify customers and attract them?
  • How shall we sell to them?
  • Who is going to do the selling?
  • How will the product be produced?
  • How will all these activities be monitored and managed?

For example, there are more than 20 different ways to sell a product and more than 20 ways to make the money you need. Most businesses limit themselves to one or two of these instead of continually exploring alternatives. You need to keep expanding your thinking and asking: “How else can we achieve this objective?

With a brilliant marketing strategy and plan of action, you are setting yourself to succeed in business. (The second series of the Brilliant Marketing and Selling Training Workshops starts on 9 June. See our website for details of the course.)


Have a great day



PS: Don’t miss the April BusinessLink Networking Breakfast meeting on Friday 29 May 2015 from 0830 to 1045 at the Terrace Restaurant, Barbours Department Store, 1st / Jason Moyo, Harare.

Cost is $10 ($6 for BusinessLink magazine subscribers.) You can book at our office or call Christine on 0772 854 301 or 0777 774 007.

The first ten people to book and pay will get a free subscription to BusinessLink digital magazine for a year, valued at $10.


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