What is a strategy? A quick overview of what and how strategies can change the way you think about and approach a given situation. A must read for anyone in business.

Oh my god!

The time is changing this weekend, will my computer work? What about my PDA? How am I going to be able to deal with the change?

Monday will be a disaster because of this!

Switching to Daylight Savings Time is a simple change.  But, just imagine how many people probably had these same fears going through their head.

Granted, if you’re in charge of a Fortune 100 Companies computer system, you may have good reason for concern.

Of course if you were in charge of that huge computer system you would have a strategy in place along with an implementation plan.

My question for you is this, if you have a plan in place, what is your strategy relating to; your career, your business, and most importantly your personal life?

If you stop and think about it, a strategy directs your thinking and view of a given situation and its solutions. Just suppose you have a great plan but no strategy, how much power has the plan lost?

What happens when the plan fails or hits walls?

I believe you can relate to this; recently we had a young man in one of our programs. At the beginning we asked for a specific objective they would like to accomplish by the end of the five week program. His objective was clear to him; it was to have his long distance girlfriend agree to move to the area.

We helped him apply Outcome Based Thinking to create a strategy… that would be valuable for both no matter what the result. He then created a plan and determined what tools would work best to help her through the decision process. (Note the emphasis) He knew it might mean the end of the relationship and also knew if he approached it with a good strategy his chances of getting to the all important “yes” was much greater!

It wasn’t in Session Five, but in Session Four that he announces his engagement and she has agreed to move!

He agreed that having a strategy caused him to view, act and communicate differently and verify that this was the right choice for both of them.

Great for them! What does this have to do with my business, management or sales?

Great question and the right one! As we examine this situation prior to a strategy, the focus was on him and what he wanted. As he created a strategy the view and the priority shifted to what she needed to do to make a good decision for her!

Is there a difference?

What impact did it have on the outcome?

The point is that the larger objective comes first, then the strategy on how to accomplish it, followed by the plan which brings out the tools needed. Then there is also the shoot from the hip! (I’m as guilty as everyone about the hip thing.)

Want a couple of examples of different strategies? Here are a few:

• One of our advisors takes the strategy of keeping things secret. He is excellent at creating a desire in you without giving you the details. He creates a great mystery and curiosity that causes you to want it.

• Another advisor takes the strategy of giving some value for free to start reciprocity and then to share and build a partnership together. He builds trust and value up front and draws you in that way.

Both are highly successful and get results for their clients! Do you see the difference in the strategies?

• One bank has an expert in each field such as mortgage, finance, investment etc. You go to several people to get your banking done. This creates confidence in the customer because of expertise yet tends to create a lack of relationship.

• Another bank has each of their personal bankers handle everything from checking to investments. You, as a customer work with one person and can create a long term relationship with someone that knows all about you.

Both banks are growing and gaining market share. How are their strategies different?

• For those of you old enough to remember the Cold War, for years the strategy was to try and negotiate treaty after treaty which were signed and broken. President Regan came in and said the Russian’s are bankrupt; let’s out spend them into oblivion. A few years later the USSR is no more! How was Regan’s strategy different than others?

As you look at the examples, does the strategy change the thinking and view of the situation? Does it create a different plan and use different tools?

Far too often the strategy is driven by the tools or skills one might have, thus the old adage; “If all I have is a hammer then everything looks like a nail.” A good strategy should bring out new ideas and tools.

When it comes to managing or selling there are different strategies that can be used. Here are three that I use to categorize a company and their approach to selling.

Price/Product:

• The focus is on low price and their advertising states it. Walmart is a price/product strategy that appeals to a large part of the population. The challenge is getting the product at the right price and keeping the cost very low. Generally this creates volume at the cost of loyalty. Most price shoppers buy where the price is best.

• If you’re a salesperson and selling by cutting the price or focused on the product only, (have to sell this box) you’re using this strategy.

Solution/Service:

• This strategy focuses on the buyer’s perceived needs and long term service relationship. In this approach the salesperson invests a greater amount of time on determining the customer’s real needs and how their long term goals fit in.

• The product and the cost are factors, yet the salesperson will generally get a higher price and tends to sell a product/service package that creates more loyalty to the salesperson and their company.

Opportunity/Advisor:

• In this strategy the salesperson focuses on the overall picture of the customer and not only fills the perceived needs, but also provides new ideas or opportunities that the customer may not be aware of! The salesperson really becomes an advisor to the customer and can actually help them develop new strategies and plans.

• This creates a greater relationship with the customer for the long term. The salesperson and their company become more of a partner to the customer rather than just a good vendor.

I’m curious, which strategy do you fit into?

Does each strategy use a different approach to the market and their customer?

Do they each require different skill sets and abilities?

Does each require a different type of salesperson and management?

Which fits your company and you best?

In previous articles I’ve mentioned some others that have taken the idea of a strategy and changed their market.

• Gary May from the UK has taken a very different strategic approach to their market and had fantastic growth. (We hope to get him on a conference call soon).

• Dr. Jonas has taken different strategies and had the same fantastic growth in his market in the Seattle region. (His conference call will be this Wednesday 3-14-07 at 7:30 pm, see side bar).

By applying Outcome Based Thinking these two gentlemen have a very different outcome than their competition. What could it do for you?

Check out our upcoming opportunities below and check it out for yourselves.

Or go to our web sites at www.BusArcOnline.com www.BusArc.com www.Hgoergerassoc.com  and find out more!

Thanks for your time, wishing you the best of success!

Harlan Goerger, National Director of Training
 
Harlan@BusArc.com
©Copyright Harlan Goerger 3/2007