By Jeff Beals
It’s so easy to get caught up in the day-to-day work of marketing companies and selling products that we forget to think big. Successful selling requires good planning as well as empathy for and understanding of your colleagues.
For a little perspective, let’s go back to the beginning…
The concepts of “strategy” and “tactics” came originally from military philosophy. Thousands of years ago, the Sun Tzu writings in China set the foundation for much of modern military thought.
In contemporary times, marketers have borrowed the concepts of strategy and tactics in designing master plans for the movement of products from their producer to their eventual buyer.
Just as some military scholars argue over the fine line separating strategy from tactics, so do marketers. In fact, many of the so-called strategies identified in sales and marketing books are actually tactics. Furthermore, most sales books are heavy on tactics but light on strategy. That’s okay. Most professionals probably spend more day-to-day time on tactical issues, but they have to make sure their tactics grow out of a well-defined, carefully planned strategic framework.
Generally, strategy relates to the broad, big-picture view. Strategy seeks to solve the overarching problem. It’s the 30,000-foot view. Strategy is based on your philosophy, comes from your goals and determines where you put your focus and your money. Tactics, on the other hand, are the details, the actual things you do to carry out the strategy.
Given all this, it’s worth taking a moment to think about your business. How solid is your plan?
Those in charge need to focus on the strategy side. They must understand the tactics but not get too deep in the detail for fear of losing perspective.
If you’re in a client-facing role, your life is more tactical but you still must have a clear vision of the strategic foundation upon which the tactical efforts rest.
Jeff Beals is a professional speaker and award-winning author, who helps professionals enjoy greater success through effective sales, marketing and personal branding techniques. He delivers energetic and humorous keynote speeches and workshops to audiences worldwide. To discuss booking a presentation, go to JeffBeals.com or email at firstname.lastname@example.org or call us at (402) 637-9300.
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