1. Soltis Consulting, Inc.
Business Concepts, Ideas, and Information
A Few Thoughts Re: Conditioning Our
Target Markets
FEBRUARY 24, 2013 3 COMMENTS (HTTP://SOLTISCONSULTING.CO/2013/02/24/A‑
FEW‑THOUGHTS‑RE‑CONDITIONING‑OUR‑TARGET‑MARKETS/#COMMENTS)
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47 Votes
It is imperative that Senior Executives play an active role in positioning the company; are visible
in the markets; and actively pursue contacts with their counterparts in prospective customer
organizations.
They should be self‑conscious about their role as company ambassadors;
They should promulgate the values and beliefs of the company and;
Participate fully in building political and social capital in the markets in which they wish to
serve.
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Unfortunately, too many of these executives lack the skill and/or are unwilling to play an active
role in conditioning the market. Rather, many times they define their roles internally; become
consumed with the mechanics of running the day‑to‑day business; and try to delegate the role to
others.
For many executives, as they climb higher in the organization, the more public their role becomes

2. For many executives, as they climb higher in the organization, the more public their role becomes
and the less tied it is to the internal strengths and responsibilities that led to their promotions up
the organizational ladder.
Regardless, senior executives must lead the way – they must be visible to customers and
prospects; employees; and the markets they serve. Their consistent visibility in the markets; their
clear articulation of their values and beliefs; and their single minded purpose are key factors in
how successfully their organizations position themselves in the marketplace.
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Conditioning the Market
When positioning a business in the markets we serve, we should keep in mind four goals:
Determine (or reconfirm) the business purpose and means that reflect our core values and
beliefs – building and maintaining the resources and skills needed to accomplish that
purpose;
Create (or re‑create) a unique value proposition and the leadership; culture; and processes to
deliver it;
Position our business in the market in a way that conditions customers to think favorably of
us; our products; and/or our services – this will stimulate demand by informing potential
customers of what is possible;
Communicate our product and/or service to the market so that we can predispose customers
to select our business when they have a need we can fulfill.
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Conditioning our markets is rooted in the core functionality of our business – it grows out of solid
behavioral foundations. This is principally how we think of our stakeholders; customers;
employees; suppliers; and shareholders.
We should demonstrate an ongoing interest in understanding the dynamic and evolving needs of
our customer base in our markets; uncover what customers value about our types of products
and/or services; and what they expect from any provider who serves their needs. It is
advantageous to learn what our customers think about us and or our products (and how our
products could be improved), and to gain insight into what would exceed their expectations.
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3. (http://soltisconsulting1.files.wordpress.com/2013/02/marketing‑022413‑b.jpg)
FILED UNDER EDITORIALS TAGGED WITH BUSINESS, BUSINESS ANALYSIS,
BUSINESS MANAGEMENT, BUSINESS PROCESSES, BUSINESS TIPS, CUSTOMER SERVICE,
ENTREPRENEUR, MANAGEMENT, MANAGEMENT TIPS, MARKETING, NAPERVILLE
BUSINESS CONSULTANT, ONLINE BUSINESS, OPERATIONS MANAGEMENT, SELF
EMPLOYED, STRATEGIC MANAGEMENT, STRATEGY
3 Responses to A Few Thoughts Re: Conditioning Our
Target Markets
soltisconsulting1 says:
March 3, 2013 at 6:09 pm
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The below listed editorial is courtesy of Mr. Cam Wilde – a freelance graphic designer and
student of graphic design currently attending Full Sail University online.
He has worked as a designer part‑time for around 8 years and have recently committed myself
to “full‑time designer” status as well as owns and operates Cam Will Design, LLC –
specializing in logos; branding; and identity.
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4. He has developed a heavy interest in logos, typefaces and all that makes an effective logo tick
– being constantly exposed to the typical small business not having a consistent, effective
branding campaign.
He feels that small businesses and start‑ups in hisarea that have an extremely limited budget
CAN have a quality logo and even those that do not, can learn how to EFFECTIVELY use what
visual assets they already have in a consistent and committed manner.
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http://logopsych.com/2013/01/27/effect‑of‑mere‑exposure‑your‑logos‑recognition/
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soltisconsulting1 says:
March 3, 2013 at 6:09 pm
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The below listed commentary is courtesy of Mr. Chris Joseph of Demand Media. He writes for
newspapers and online publications – covering business; technology; health; fitness and
sports.
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While addressing the key components of Demographics; Psychographics; Usage; Benefits; and
Geographic Location, he states:
“Target marketing involves narrowing down potential users of your products or services by
developing a profile of a likely consumer. Information typically is gathered through marketing
research, which makes use of tools such as surveys and questionnaires.
By determining a customer profile, you can develop a marketing campaign geared toward
your target market, which can be much more cost‑effective than trying to reach a mass
audience.
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http://smallbusiness.chron.com/characteristics‑target‑market‑1020.html
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mynetworkempowerment says:
March 10, 2013 at 4:57 am

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Reblogged this on My Network Empowerment and commented:
This Is A Great Blog! Very Helpful!
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