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Sample Sales and Marketing Strategy Statement

Adapted from content excerpted from the American Express® OPEN Small Business Network

This sample marketing and sales strategy statement is for a mail order widget distributor. Notice how it covers who the target customer is, how they plan to sell and market to those customers, and how they want those customers to perceive them. Use this sample as a guide for creating a statement about the strategy and tactics you will use to get customers to buy your product or service.

AccuWidge wants small business owners to view the company as the pre-eminent mail order source of widgets by providing superior customer service, broad inventory, and free overnight delivery at competitive prices. AccuWidge will target small business users who, until now, have had to buy their widgets through retailers or have had to pay higher direct sales costs. They will be able to order our widgets through our catalog, by using a toll-free 800 number, or via the Internet. These customers will learn about our products through an aggressive public relations campaign in the small business press that will focus on our innovative ordering and delivery systems, to be followed by an advertising program in the same media.

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