Page 5 - NBIZ October 2021

alloween once again graces our yearly The two keywords for anyone involved in sales are
celebrations. Children with their masks THINKING and PLANNING. These two words start
and costumes may be going door to door within a STRATEGIC PLAN. What is interesting is
squealing, “Trick or Treat”. Adults may the word origin of the word strategy. This common
Hattend Halloween parties telling other word is Greek (strategos) and means general.
masked attendees, “Boo, Hoo, Who?” Understanding the etymology of this word is essential
Yes, Halloween is a scary time of the year for some, to being successful in sales.
given there are only two more months to finish the At the 20 Annual Strategy Conference for the
th
2021 year and meet the BHAG sales goals. Some may be U.S. Army War College in Carlisle, PA on April 17,
thinking “boo, hoo, hoo” or crying in their cups as they 2009, Richard Maltz presented “The Epistemology of
look at their sales production results and realize they Strategy.” In this presentation he said:
are far short. “The question of epistemology in strategy is a very
To avoid the annual “spraying and praying broad one, inasmuch as all aspect of military activity,
behavior” that still seems quite popular, (the concept of including Strategy, involve perception, thought,
hurrying one’s actions by spraying them all over the and knowledge. This includes every aspect of Policy,
place and then praying something will stick earning Culture, Doctrine, Organization, Training, Material,
you a sale), one needs a thinking plan. President Leadership, Personnel, and even Facilities (or as I call
Dwight Eisenhower said, “Plans are worthless, but it, ‘PDCOTMLPF’).”
planning is everything.” His words are honest wisdom Additionally, one should be aware of and be able
given his phenomenal success with logistics during to answer questions in regards to these aspects:
World War II as well as establishing our Interstate Policy (What is the for the company and our clients?);
Highway System here in the United States. Culture (What is one’s business culture and of his/
Successful logistics is about moving something from her clients?); Organizations (Who decides to buy?);
point A to point B with the greatest efficiency (doing Training (What training has the salespearson had?);
things right) and effectiveness (doing the right thing). Material (What material, think marketing, do we
The logistical process shares many common elements leave or provide to the clients?); Leadership (Who
with the sales process. are our sales leaders (management) and who are
In logistics, the planner must THINK about how the leaders for our clients?); Personnel (What other
he or she will transport or move something. This personnel are involved on both sides of the sales
THINKING involves what is being moved; the type transaction?); and Facilities (How do facilities impact
of transport; the time frame for getting from point the sales transaction?)
A to point Z; the actual route including delays;
legal requirements such as 14-hour rule for truck
drivers; the receiving end’s availability to receive the
something; and last but not least, the cost efficiency
and effectiveness of the plan.
When one looks at the criteria involved in logistical
planning, much of it can be equated to sales factors.
For example, in real estate, the buyer’s agent must
know about any contingencies (what is being moved, “
think sold by the buyers, before the current transaction To avoid this mostly
can be moved, think sold by the sellers to the buyers). subconscious negative reaction,
Scheduling may include inspections and/or appraisals one can replace the word
and both may come with delays. Sometimes there
are legalities to work through if the property is need with “You may wish to
being merged with another contingent parcel. As to consider…”. Now, the seller
availability, this may involve the buyer’s loan. Listing is asking permission which is
agents also must THINK through the listing process viewed as being emotionally
when touring the home and looking for obstacles that intelligent and is seen
may prevent an offer. as a suggestion and
In simpler terms, those earning their living by selling
either products or solutions, must move the customer or not a demand.
client toward purchasing his/her products or solutions.
Good salespeople will address potential obstacles (sales
objections) before they rear their usually ugly heads. The
salesperson will provide alternate routes (solutions) as
well as the availability of what is being sold.

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