I was thinking the other day about my consulting practice and what others are doing in the sales training space. I was wondering what I do that keeps my clients engaged (and paying my invoices!). The answer is that I provide a strategic sales strategy with specific tactical sales training that works dependent on what is going on in the sales pipeline. I do simple, common sense, chop wood – carry water strategic and tactical sales training.
Other trainers do a lot more tactical stuff and a ton of it is great. The questions I have are when do use a tactics like, scripts for appointment setting, objection handling, trail closing questions and so forth? How do you coach effectively a team where there is naturally a difference in skill set and personality?
So back to strategic and tactical. What the heck does that mean? What is the difference between tactical and strategic? Now the truth is that I am not the sharpest knife in the drawer, so for that answer I turned to someone a bunch smarter than me… my wife! (it’s way true). She said think of it this way. During a war, there is a strategy set by leaders with an overall goal in mind. Tactics are the individual actions necessary to carry out the strategy that moves you incrementally towards that goal. Tactics are the substance of strategy and require solid management and leadership. Ah ha!
I tell my clients that they need to be careful not to confuse the activity with results. Very likely they are confusing the tactics with the sales strategy. Are we arranging the deck chairs on the Titanic? How do we keep from getting caught in this dilemma? Simply, by keeping a keen eye on the sales strategy with incremental key measurements towards the goal and then adjusting and sales training around the tactics that support it. All of the best tactics in the world won’t get you there with a flawed strategy. A simple sales strategy defines and measures the tactics that create a successful outcome, not the other way around.
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a simple sales plan
Bob Davis is the President of simple.sales.strategy in Austin, TX providing sales training and holding sales people accountable to a proven, systematic sales system. He can be reached at 512.658.9500 or firstname.lastname@example.org