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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  June 07, 2011

Execute With Precision

In the boom times, time was on our side.  Not any more.  Even with the recovery, many buyers are still acting like it’s 2008.  What to do now:  get strategically tactical.

When coming out of a recession, it’s easy to go nuts in the spirit of “getting out there” and spend money and time throwing spaghetti on the wall.  This scattershot approach feels comfortable with all the vendors out there selling volume activity at a low price.  You’re not breaking the bank and yet you’re “doing something”.

The problem:  the market is too noisy for that approach.  Unless your message is honed to strategic hot buttons (the buyer’s, not yours) then all you’re doing is contributing to the white noise.

Instead, go small by turning what you already have into gold.  If you’ve written a book during the downturn, now is the time to turn that book into cash and clients.  Got media?  Then focus on tactics that will turn that media into a steady stream of qualified leads.  On the speaking circuit?  Then pack the house with decision makers who need to preview you

Now is the time to leverage all your assets.  Sales cycles are not getting shorter, so don’t think that your big branding efforts will turn into revenue all by itself.  Implement tactics that give focused sales messages to narrower target markets.  It’s easier to hit the bulls-eye when you can clearly see the target.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.