Sales Warrior Lesson 3:
The Goal of Sales Strategy
The
focus on building up sales positions is never ending. If we don't win a
given sale, we
can still build our position. After we win a sale, we must still continue to
build up our position. The process of building up positions is continual. It
happens every day in ways small ways. Mastering classical strategy means
mastering this little, daily victories.
Winning a given sale or losing that sale doesn't change our need to
continue to develop our sales position. Once we master this perspective, we
begin to think in terms of relative value. Which of our choices builds up
our position the most while risking the least? This makes that we start
making different choices about how we spend our time.
No sales position is perfect or final. There is no position that doesn't degrade over time.
Even if a customer has liked your product and what you offer in the past,
that doesn't mean you don't have to continue to advance your position.
There is
no ultimate victory that ends the sales work of advancing positions. There is no final
victory, no resting
place. No matter how far we advance, we will
always be confronted with new challenges and new opportunities. The process of improving positions is a
path, not a destination.
Exercise: List three goals that you have achieved in your life (do
not include closing specific sales). Next to them list the new challenges
that they brought to you.
