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 | January 02, 2014
What are you really signing up for?
Now that the holiday fun is over, it’s time to get back to work. If you haven’t already, you’re probably in the throes of making killer plans to ensure 2014 is your best business year yet. You’ve outlined your goals and listed the activities that will get you there. Good for you.
The step that many folks miss: put the marketplace into the mix.
Take a look at your goals and ask yourself: will my current and ideal clients give me this? The answer is not as obvious as we think. Many experts look at ability to pay. That’s a good start, but don’t stop there. The big question: are they willing to pay you? Are there enough competitors to create price resistance? Or lower the number of clients you want? And if so, how would that change your plans?
Now let’s drill down and look at your plan of action. You have a great list of to-dos and results expected. Well, what makes you think those results are reasonable? Did you just make those outcomes up and hope you reach your goals? That strategy is called “spray and pray”.
And what happens if you do all that stuff and you get radio silence? You get little or no response from prospects? Just because you send out emails doesn’t mean you get responses. Just because you blog or tweet doesn’t mean you get business. What often happens: nothing. Why? Because market conditions and competitors weren’t considered.
This is why I do so many market assessments. When you put the marketplace into your plans, two things happen: 1) you make goals that are realistic; and, 2) you find out what it’s really gonna take to get you there. Before you spend months (or the entire year) putting good effort into a vacuum, take a step back and check out the assessment here. It’s more profitable to be successful the first time out than to spin your wheels for the year.
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