Well thought out sales and marketing plans are critical for most small businesses. There are many strategies to leverage in order to meet specific revenue goals. However, decision-makers should not lose sight of establishing a unique value proposition which clearly differentiates the product or service from competitors.

What differentiates you from your competitors? Why should prospects buy from you or utilize your services?  These are the types of questions that you need to answer before generating your sales and marketing plan. Your value proposition should support your brand.  As discussed in an earlier topic, your brand is the personality that identifies your product, service or company.  Specifically, this image should represent the heart and soul of your organization as it relates to your customers, employees, partners, and investors.

If you don’t focus on your unique value proposition, you’re likely to get lost in the shuffle with your competitors.  Understand what makes you better and use it to your advantage.  This could be customer service, quality, cost, innovation, a niche market, core competency, or something else.  Incorporate that same strategy into everything you do – including both internal and external communication.  Consistency in your message will help establish a clear vision.  More importantly it’ll define who you are.

Ultimately, you want customers and prospects to recognize you for something – best quality, lowest price, fastest delivery, most helpful, dependable, etc.  That same competitive advantage should be leveraged in your marketing and communications strategy – including social media.  Social media offers endless innovative and creative possibilities for businesses to exploit.  Learn how to leverage these tools to your advantage.   Know your target audience, share your value proposition, and consistent follow-through are all keys to your success.

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