Sales Warrior Lesson 3:
The Goal of Sales Strategy
Our word
"position" doesn't quite capture Sun Tzu's concept of xing. Xing
means both our physical position and our subjective condition. Literally, xing means
"form," or "shape," and in a very simple way--and the goal
of classical strategy is to simplify complex situations, our position
describes whether or not we are in good shape.
Positioning takes in the all the relevant factors of our competitive
situation. You may think there are thousands of such factors, but classical
strategies simplifies that vision.
Why is conflict to be avoided? Because conflict never leaves us in the best
shape, in a better position than when we started. When we attack our
opponents, we are always damaged ourselves by the conflict. If nothing else,
struggling against competitors tells our prospects that we feel that we have
to discredit others to win their business. According to the non-intuitive
logic of front-line strategy, this can often make competitors seem more
credible rather than less.
Selling with front-line strategy requires identifying a position that
will win effortlessly and moving toward that position. Fighting always
requires effort.
These concepts are covered in chapter 4, Positioning, and chapter 6, Weakness and Strength,
which is called Disadvantages and Advantages in our Sales Warrior
adaptation.
