Can The Art of War become The Art of Sales?
Are you still with me? After all it is quite a bold statement to think that Chinese military principles from 2.5 thousand years can still apply. Just bear with me and let me explain.
During my coaching call this week with one of my team, we had gone through a complex deal review to decide what to do next. What can we do to win? And at what cost? We have outlined few important milestones, actions and team involved and I realised they were extremely close to Sun Tzu’s Winning Principles from The Art Of War, which are as follows:
Thus we may know that there are five essentials for victory:
He will win who knows when to fight and when not to fight.
He will win who knows how to handle both superior and inferior forces.
He will win whose army is animated by the same spirit throughout all its ranks.
He will win who, prepared himself, waits to take the enemy unprepared.
He will win who has military capacity and is not interfered with by the sovereign.
Victory lies in the knowledge of these five points.
So let me now explain how I think this might apply to today's businesses and on this occasion a Sales Deal Review. Following the five points:
- Qualifying in and qualifying out. Our time and energy are limited. Is bidding on this deal worthwhile? Is it going to provide us with a good return on our time/energy investment? Or maybe we should walk away and focus on business we can win at a lower cost? I know it is hard to walk away from a deal at times, but unless we are satisfied we can “win this fight”, we probably ought to walk away. It is all about being efficient and effective.
- Do who else is bidding? Do we know what our competitors are doing? Is our proposition superior to what others can offer or are we the "inferior force" on this occasion? “If you know the enemy and know yourself, you need not fear the result of a hundred battles”. Be realistic. Identify your strengths and weaknesses.
- Are you excited and passionate? Is your wider team excited about the project? Have you ever engaged with the future Relationship Manager, Pre-Sales and Operations? There is nothing more compelling than a strong, enthusiastic team working together to support any customer. Bring others to the table. Let them be part of your bid team.
- Do your research! Engage with as many people as you can. Don’t leave any stones unturned. Just because you are dealing with the ultimate decision-maker, it doesn’t mean the deal is won. Trust me- I have seen the biggest deals being derailed by a one person or a competitor that on paper might not be of any importance. Don't be arrogant.
- Is your manager on board? Would the deal be approved by your legal/commercial/compliance team? What steps have you taken to gain all the necessary approvals? Selling internally is as important as selling externally. Never underestimate the power of NO from the powers at be. We have all been there, right?
What do you think? Can this classic study of strategy shape your tactics to cope with today's environment? Do you think that some parts from The Art of War can apply to your business or sales environment? Did I convince you or am I fighting a losing battle?
Senior Partner Manager at Paysafe Group
5yGood to know 2.5k years have gone by but the basic principle behind it still applies today as we discussed on the call.
Interesting read Victor, thanks for sharing. Have always loved The Art of War so it is cool to "translate" some of the principles into sales. Cheers!
Growth Focused Leader, Building Partnerships and Delivering Business Development @ AICPA & CIMA
5yI like this Victor. Particularly the reminder that the internal sell is as important as the external one. We can get so carried away with what the clients wants, and needs, that we forget that sometimes not all business is good business. I'm not sure I'm quite ready to go to 'war' though...😊 Great post thanks for sharing.