Sales Warrior Lesson 1:
Sales and Strategy
When
you go into a sales situation, your customers know what to expect. Over the
years, sales has become a profession. Every salesperson reads sales books,
listens to sales courses, and studies sales principles. Customers have been
trained by salespeople over the years to expect all the standard sales
approaches. Approaches that were once new all grow old.
However, the creative power of the individual mind never grows old.
The great insight of The Art of War is that constant conflict always
leads to long-term failure. Sun Tzu taught that even if we win a fight we
still lose because fighting always costs us something. Even if we destroy
our opponent, we are still bloodied and weakened in the process, and, over
the long term, eventually destroyed. All victory through conflict is
inherently Pyrrhic.
The only way that you can avoid sales battles is to find a way of selling
that is unique and different, one that makes conflict between yourself and
the customer and your product and competing products virtually impossible.
