Three Strategies for Sure Success: Positioning, Action, People are Key

Abstract

This article surveys recent developments in marketing and management which affect today's business and which have particular relevance for professional service firms across the country. Examined are three strategies for a successful enterprise: (1) Market positioning; (2) action orientation; and (3) relationships with clients and employees. Market positioning refers to the establishment of a niche in the marketplace which will help garner more business for the firm. This contrasts with the “all things to all people” tact which generally is unsuccessful. Another element of success is an orientation toward action. From initial market planning to actual sales efforts, the emphasis must be on getting things done. Ways to achieve this orientation are discussed, including development of concise marketing plans, clear identification of goals, and encouragement of frequent communication. Relationships with clients and employees are paramount. The third section of the article focuses on methods for dealing effectively with customers and includes a “do's and don'ts” list. Management philosophies are also discussed and readers are encouraged to abandon old, authoritarian structures and view employees as the firm's most valuable asset.