A Mission statement for a business helps the business focus its efforts into only serving those customers who benefit by the special capabilities that we possess. It is an insecure business without a clear mission that goes running after any and every market opportunity out there.
2. TOOL 1 - DEVELOPING A MISSION FOR THE BUSINESS
In the last five years, think back to the best customers that we have
done business with, work that we did that was most satisfying for us.
Write their names and the kind of business we did with them:
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Now discuss, what was common across these customers? Eg owner has
a quality orientation, etc. Now list down below what do we look for in
an Ideal Customer for us?
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Next discuss, what was the impact of our product / service on the
customers? What did it achieve? Eg save costs, reduce process time,
increase design capability, etc.
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Our Mission: Is to keep on making this difference to our customer and
his business.
Our mission is
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Our sales process should ensure that we invest our sales time
only with such prospects where we can achieve our mission.