Page 16 - Journal of Strategic Marketing Magazine - January 2019
P. 16
SALES
present and to upskill themselves
TIPS FOR WAGING A in the relevant areas to allow them
to capitalise on these opportunities.
SALES OFFENSIVE Blogging, vlogging, podcasts, social
posts and the like are all ways in
which the contemporary sales person
can enhance their digital footprint,
The Art of War remains one of the most inluential strategy reputation and credibility.
texts ever written and has had a profound inluence on both
Eastern and Western business tactics. The teachings readily Always Be Connecting
translate to sales strategy. The fundamental A,B,Cs of sales are
shifting from the notion of Always Be
Closing to Always Be Connecting. In our
Preparation: be fully prepared prior to engaging the
始計 prospective client, understand your capabilities, globally connected marketplace, the
limitations and latitudes for negotiation before initiating
Laying Plans first contact. irony is that the greatest opportunity
for the modern salesman to recapture
作戰 Securing sales: remains an expensive and resource the identity of familiar, trusted and
intensive endeavour, be sure your allocation of resources
is proportionate to the likelihood and scale of potential
Waging War success. uncontested authority is through a
digital presence that positions them
謀攻 Alignment: success is more often found in unity, not as such. Through this digital presence,
scale. Commit to business where there is a shared vision,
Attack By Stratagem not merely large commissions. the smart sales person can present
Retention: fight fiercely to retain and satisfy existing their offering in a compelling, non-
軍形 customers. Pursue new business when you have the threatening and objective manner
capacity, means and positive references from existing
Tactical Dispositions clients. conveying experience, thought
leadership and a depth of expertise in a
兵勢 Tenacity: rejection is inevitable, pace yourself to maintain chosen domain.
your motivation ensuring you have sufficient reserves to
Use of Energy stay the course. More often than not sales is a marathon, When all is said and done, it is the
not a sprint.
弱點 Product knowledge: understand both the pros and cons of salesman who must present a solution
your solution as they apply to the specific context of the
that is both compelling and resonates
Weakness and Strengths prospect. Where possible understand the same for your with the prospective customer.
competitors offering.
軍爭 Skill: equip yourself and your team with all the relevant Stephen Endersby is a Wits
Manoeuvring the Army training and knowledge needed to deliver. University commerce honours
graduate, former academic,
變 No pitch survives first contact with the customer: be seasoned corporate veteran
prepared but be flexible enough to respond to shifting
Variation of tactics circumstances and changing requirements. and experienced entrepreneur.
Over a two-decade career, he
Progressing through the sales cycle: cultivate a has held a diverse range of roles
行軍 relationship with the prospect that reassure and including full--time and part-
demonstrates to them that with every step they take towards
Army on the march concluding the deal you are the best partners to meet their time lecturer in the marketing and
need.
management disciplines for both
地形 Objections: understand the landscape of potential public and private institutions,
served as a brand manager,
Classification of rerrain obstacles to closing a sale and have responses ready. group marketing manager, group
business intelligence manager,
九地 Competition: familiarise yourself with the competition, corporate GM, and management
their approach, offering and tactics.
Nine battlegrounds consultant. He currently runs a
specialist consulting business
火攻 Seek to close: don’t assume a client will conclude or initiate called TiOLi and recently launched
the closing of a deal. Drive progressively towards a close,
a new start-up, MARKedPlace,
mitigating any and all questions and objections and asking
Attack by fire for the close at the appropriate time. which connects buyers, sellers and
funders of education in an effort
間諜 Research: develop good information: know yourself, your to dramatically increase access to
prospect, the competition and the rules and theatre of
Use of spies engagement. post-school education.
present and to upskill themselves
TIPS FOR WAGING A in the relevant areas to allow them
to capitalise on these opportunities.
SALES OFFENSIVE Blogging, vlogging, podcasts, social
posts and the like are all ways in
which the contemporary sales person
can enhance their digital footprint,
The Art of War remains one of the most inluential strategy reputation and credibility.
texts ever written and has had a profound inluence on both
Eastern and Western business tactics. The teachings readily Always Be Connecting
translate to sales strategy. The fundamental A,B,Cs of sales are
shifting from the notion of Always Be
Closing to Always Be Connecting. In our
Preparation: be fully prepared prior to engaging the
始計 prospective client, understand your capabilities, globally connected marketplace, the
limitations and latitudes for negotiation before initiating
Laying Plans first contact. irony is that the greatest opportunity
for the modern salesman to recapture
作戰 Securing sales: remains an expensive and resource the identity of familiar, trusted and
intensive endeavour, be sure your allocation of resources
is proportionate to the likelihood and scale of potential
Waging War success. uncontested authority is through a
digital presence that positions them
謀攻 Alignment: success is more often found in unity, not as such. Through this digital presence,
scale. Commit to business where there is a shared vision,
Attack By Stratagem not merely large commissions. the smart sales person can present
Retention: fight fiercely to retain and satisfy existing their offering in a compelling, non-
軍形 customers. Pursue new business when you have the threatening and objective manner
capacity, means and positive references from existing
Tactical Dispositions clients. conveying experience, thought
leadership and a depth of expertise in a
兵勢 Tenacity: rejection is inevitable, pace yourself to maintain chosen domain.
your motivation ensuring you have sufficient reserves to
Use of Energy stay the course. More often than not sales is a marathon, When all is said and done, it is the
not a sprint.
弱點 Product knowledge: understand both the pros and cons of salesman who must present a solution
your solution as they apply to the specific context of the
that is both compelling and resonates
Weakness and Strengths prospect. Where possible understand the same for your with the prospective customer.
competitors offering.
軍爭 Skill: equip yourself and your team with all the relevant Stephen Endersby is a Wits
Manoeuvring the Army training and knowledge needed to deliver. University commerce honours
graduate, former academic,
變 No pitch survives first contact with the customer: be seasoned corporate veteran
prepared but be flexible enough to respond to shifting
Variation of tactics circumstances and changing requirements. and experienced entrepreneur.
Over a two-decade career, he
Progressing through the sales cycle: cultivate a has held a diverse range of roles
行軍 relationship with the prospect that reassure and including full--time and part-
demonstrates to them that with every step they take towards
Army on the march concluding the deal you are the best partners to meet their time lecturer in the marketing and
need.
management disciplines for both
地形 Objections: understand the landscape of potential public and private institutions,
served as a brand manager,
Classification of rerrain obstacles to closing a sale and have responses ready. group marketing manager, group
business intelligence manager,
九地 Competition: familiarise yourself with the competition, corporate GM, and management
their approach, offering and tactics.
Nine battlegrounds consultant. He currently runs a
specialist consulting business
火攻 Seek to close: don’t assume a client will conclude or initiate called TiOLi and recently launched
the closing of a deal. Drive progressively towards a close,
a new start-up, MARKedPlace,
mitigating any and all questions and objections and asking
Attack by fire for the close at the appropriate time. which connects buyers, sellers and
funders of education in an effort
間諜 Research: develop good information: know yourself, your to dramatically increase access to
prospect, the competition and the rules and theatre of
Use of spies engagement. post-school education.
