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Sales Warrior Lesson 27: The Sales BattlegroundThe battle zone of front-line selling is the marketplace. In classical strategy, this is called the "ground," the "terrain," or simply the "battleground." It is at the same time where you compete and what you compete to win. Of course, in sales terms, it is best to think of this as your prospects and customers.In classical strategy, the ground is the economic foundation for competition. It is the source of all resources. As such, characteristics of the ground determine both the costs and rewards of competition. In classical strategy, the cost of your products, your market share, and the profitability of both your company and your customers arise from the well-defined characteristics of the ground (which we will study later). When you choose what company to sell for, you choose one aspect of your battleground, but every day you must make decisions about where you want to battle and what you want to try to win. To a certain degree, the only way in which you can control the business climate is by choosing the right ground. As with the physical world, the world of sales has different types of ground, and each has its own special climate.
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Copyright 2005-2008 Science of Strategy Institute, Clearbridge Publishing, and Gary Gagliardi |
