The Quick and the Dead

If not the most famous military mind then perhaps the most quoted, Sun Tzu, has been accredited with the following sage advice, “Strategy without tactics is the slowest route to victory, Tactics without strategy is the noise before defeat.”

At The Complex Sale, we teach the RADAR methodology to help our clients secure the votes needed to win a multi-vendor, multi-decision maker deal. This strategy prepares our clients for the inevitable do-nothing, comodifying, power struggle that occurs when buyers have to make a decision. We call this the crucible effect – when the buyers go from rational and logical to political and emotional. To successfully navigate the crucible and win Big Deals – we need to deploy “quick” tactics.

The First Call:  Why are they buying? Why now? Who cares about the operational capabilities? Who matters in the decision-making process? You have to be quick to qualify if this is a deal with urgency, the competition is entrenched, or if you can have access to the decision-makers. The dead avoid these uncomfortable questions and get the bad news after a lot of hard work.

The Discovery: By understanding the pain stakeholders feel by not having our solution and aligning with their vision od success, we begin to build preference with them. We will need that preference when camps divide in the crucible. You have to be quick for an executive to feel as though you empathize with their pain. The dead rarely secure a C-level conversation and if they do it is around product.

The Presentation: The Presentation is our chance to showcase our unique feature, functionality, delivery model, experience, and service packages.  The quick deliver a custom presentation linking unique differentiators to solving the pains of the powerful people in the audience. The dead do canned demos.

The Proposal: The pain of change must exceed the pain of staying the same. Your proposal must incorporate this concept in a return on investment to even make it to a CFO’s desk. You must also know the date by which the project has to go live and who is ultimately held responsible for the success of the project. The quick won’t hand over a proposal until they can articulate all three parts of a source of urgency. The dead hand over a proposal upon request.


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