Several years ago I needed to select an ad agency to develop brochures and ads for company I worked for. There were thousands of agencies across country and hundreds within market where I was that could have met that need. I wanted someone local who was big enough to handle projects but was small enough that I would be a major client for them. It was those wants that drove my selection decision. Someone else in my position may have wanted to work with biggest and most prestigious agency that would have taken their business. That person would have selected a totally different agency to meet same basic need.

To successfully market your product or service, identify a segment of population that has need for your product but whose wants are not being met or are not being met well. Ask yourself these questions:

•What wants are my competitors filling? •How can I meet a different set of wants? •Does (or could) my product or service meet wants in areas of speed, affordability, ease of access or use, level of service, prestige, or dependability better than my competitors?

Then design your marketing message to address these wants.

© 2003 Strategies-by-DESIGN. May be reprinted with credits and contact information.

Plan and Develop Your Program

To build a program and meet requirements, your organization can begin with effective training for how to create well-defined processes. You will first want to learn how to identify objectives necessary to deliver top results. And then you will be ready to put those processes to work.

Monitor and Improve Your Program

After you’ve implemented ISO program, you should monitor and measure processes against your own objectives. You can build an effective management system that objectively shows what you’re doing right and wrong. To learn how, you can take advantage of an Internal Auditor skills class and learn how to bridge gap and move toward continual performance improvement.

Improve Process Performance

With ISO 9001 compliance you can improve overall process performance of your business. And this can save money while satisfying your customers and increasing profit.