The Importance of Strategy in Enterprise Sales: Gleaning Wisdom from Sun Tzu
Focusing on the bigger picture
“Tactics without strategy is the noise before defeat.”
- Sun Tzu
As salespeople, across all industries, we are familiar with tactics. Tactics are the actions, tools, and methods we use daily to achieve our immediate goals. In the realm of enterprise sales, it's easy to get caught up in the nitty-gritty: the CRM updates, the presentations, the product demonstrations, and the prospect meetings. However, without a cohesive strategy tying all these elements together, we might be setting ourselves up for failure.
Sun Tzu's famous quote from "The Art of War" serves as a powerful reminder that no matter how brilliant our individual moves might be, without a broader strategy, they are mere noise. And in enterprise sales, the noise can mean missed targets, lost deals, and squandered opportunities. So, how do we ensure we are always strategy-driven?
1. Understand the Bigger Picture
In enterprise sales, the bigger picture often equates to understanding an organization's overarching goals, the problems they need to solve, and how your solution can be a strategic fit. The enterprise buying process isn't just about the features of your product; it's about how your solution can help a business overcome challenges and achieve long-term objectives.
2. Connect Tactics to Outcomes
Every email sent, every demo given, and every conversation had should tie back to your broader sales strategy. If you're giving a product demonstration, for example, the value and focus points you highlight should directly address the strategic needs and pain points of the business in general.
3. Continuously Refine Your Strategy
Just as in ancient warfare, the landscape of enterprise sales is ever-evolving. What worked yesterday might not work tomorrow. A strategy-driven approach requires regular reflection and adjustment based on outcomes, feedback, and changing market conditions.
4. Educate Your Prospects
Enterprise decision-makers don't want a hard sell. They want to be educated and guided. By positioning yourself as a strategic partner rather than just a vendor, you can engage in meaningful conversations that delve deeper than surface-level tactics.
5. Engage Collaboratively
Strategy in enterprise sales isn't just about an individual salesperson's goals. It's about teamwork. Collaborating with internal teams like marketing, product development, and customer success can offer holistic strategies that are far more compelling to prospects.
Conclusion
Tactics are undeniably essential. They are the actionable steps we take each day in our quest to close deals. However, as Sun Tzu wisely pointed out, without strategy, they are merely precursor noises before an inevitable defeat. In enterprise sales, where deals are complex and the stakes are high, understanding and acting upon this wisdom can be the dividing line between a successful sales professional and the rest. Always take a step back, see the bigger picture, and ensure that every move you make is aligned with a well-thought-out strategy.