S.W.O.T. Analysis, where you evaluate your Strengths,
and Threats, is well known in the business
planning process. Many companies use this method during strategic
planning exercises as a way to form strategies and make decisions
on new business ventures or initiatives. It is powerful because
it looks at both internal (strengths, weaknesses) and external
(opportunities, threats) forces.
powerful as the S.W.O.T. Analysis is for business planning,
it is equally powerful in sales and marketing decision-making.
By employing this traditional tool to each of your sales and
marketing activities, you can take advantage of your strengths,
uncover new opportunities, minimize your weaknesses, and eliminate
your threats in amazing ways. That is, however, only if you
can be objective. Otherwise, the exercise falls flat.
the S.W.O.T. Analysis can be applied to decisions about business
planning, product development and other strategic decision-making
tasks, consider using it for the following two sales and marketing
Marketing Vehicles: Use the S.W.O.T. Analysis to
evaluate each marketing vehicle in your marketing plan. This
will allow you to focus marketing efforts on the vehicles
where you have the most advantage or opportunity and the most
minimal amount of weakness or threat.
Developing Sales Presentation/Proposals:
Apply the S.W.O.T. Analysis to the development of each of
your sales presentations and proposals. Be sure to focus the
analysis on evaluating each section based on issues specific
to the customer you are pitching.
As you approach your S.W.O.T. Analysis, consider the following
What advantages does your company/product have that no one
else has? What makes you most unique? Focus on those things
that make your offer most compelling to a prospect or customer.
Where can you improve? Where have you made mistakes in the
past? What do you not have that other companies/products in
your industry have? Focus on those things that most detract
from your offer.
What trends lend to your strengths? What is the potential
“expansion” potential over time? Opportunities
are external factors that represent why your company exists
or should/can growth.
What challenges do you face? What are your competitors doing?
What is the overall competitive landscape? Threats are external
forces that could impact your success, such as competition,
operational capacity, cost of goods increases, etc.
No matter the purpose, using the S.W.O.T. analysis can force
thoughtful, strategic, and creative thinking. And, when used
properly, the S.W.O.T. Analysis not only helps you identify
your strengths, weaknesses, opportunities, and threats, but
it also helps you determine your strategies for addressing