Company Conundrum #3 & Andys Antidote
Strategic Plans, Daily Operations, Selling, Delivery and Development

By Andrew J. Birol, President, Birol Growth Consulting, Inc.

Your strategic plan is not driving your day-to-day decision-making.

Why not reorganize all your activities around selling, delivery and development? Ask yourself, "Will my business grow more with a strategic plan or with my conviction to do what I know I need to?” You should better understand what share of your customers’ needs you could be meeting than embracing a formal plan because of how alien it really is to day-to-day activities. Determining the strength of your company in the marketplace is not as simple as defining your market share. Consider weighing your buyer share instead.

Buyer share should drive your decision-making as market share is virtually meaningless for small to middle-size businesses, particularly those with sales forces. Small to mid-size businesses are by nature niche players, serving smaller pieces, usually defined in their own unique way. Sales forces instead focus on identifiable buyers since there is not objective data to determine a company’s share of a defined niche.

While every firm, including yours, should take some time planning its work, you need to spend much more time working your plan. If your mission and vision statements describe what you do, who you do it for and why they need it, quit while you can. If you and your staff know where you want to be in two years and why, you are ahead of the game. Strategic planning should not be an annual burden but rather a continuous checklist that you are on track to providing more value and serving more customers ever more profitably.

Do you need help from a business growth expert on specific issues related to
  • Defining and focusing on your company’s best and highest use
  • Defining and focusing on your best and highest use by understanding what your company likes and is good at doing.
  • Validating your best and highest use by having an outsider ask your existing customers why they buy from you.
  • Identifying your buyer share and how to increase it.
  • Fortifying your company’s internal activities that deliver on and increase your customers’ definition of your best and highest use.
  • Developing a single sheet of 3-5 action steps, deadlines, key steps, staff and resources needed to get the work done
If you answered yes to any of the above statements, it’s time to seek an expert’s advice about your company.

Birol’s Growth Consulting offers a range of services to help you propel your business to the next level and focus on buyer share. Andy Birol uses his business growth acumen to help you simplify and express your firm’s performance in terms of buyer share, which is a win-win proposition for your sales force and marketing team. Otherwise, your company is flying blind without true measurements of your market position.

Andy’s consulting projects will:
  • Help you determine your best and highest use to ensure that it meets the identified needs of your target prospects
  • Identify which jobs to delegate
  • Discover specific promotion strategies so that your employees want to help you increase bottom line growth
  • Identify the three primary employee functions that help you increase the bottom line
  • Discover when and how to outsource or hire employees.
Andy’s personalized consulting is perfect for you if:
  • You need an expert’s advice for you company and you need it now.
  • You are unwilling to continue at your current pace and feel as if your attention is divided into too many areas of your company and therefore everything is suffering.
  • You are looking for the quickest way to relieve the pressure of serving in too many positions and spinning your wheels
Andy’s personalized consulting is not the right fit for you if:

Articles by Birol Growth Consulting are © copyrighted and all rights are reserved. However, articles may be reprinted with prior written consent if attribution is included as follows:

© Copyrighted by Andrew J. Birol, President of Birol Growth Consulting, who helps owners grow their businesses by growing their Best and Highest Use ®. Andy can be reached at (412) 973-2080, by email at, or on the web at

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