Collector - May 2017 - 43
"If a plan is not in writing, you do not
have a plan at all-you have a dream
that can easily become a nightmare."
you that rigidity does not win games.
Strategists do not cause changes in the
If a plan is not in writing, you do not
have a plan at all-you have a dream that
can easily become a nightmare. Clearly
define the problem before seeking a
solution. Do not limit yourself to existing
tools; when all you have is a hammer,
everything looks like a nail.
Sun Tzu urged readers to assess these five
* Moral Influence
LOOKING FOR STRATEGIC TURNS
Let's drill down into the list above. "Moral
influence" means a "spirit of mission." The
strength and belief that your purpose is
morally sound rallies a competitive spirit
and generates a firestorm of commitment.
That's why salespeople must believe in what
they are selling.
In my January Collector magazine article,
I talked about "insight selling," which is a
solution-selling process built around the
buyer, not the seller. Providing solutions is
far different than selling features, such as a
dialer or any other aspect of your firm that is
common to all quality agencies.
Selling real solutions and helping
businesses and people is something to
believe in. Canned sales pitches and
interchangeable features are not.
The "weather" equates to the outside
forces that influence our business. Thanks
to consolidation, regulations, previous
hiring experiences and an industry where
public relations often trumps recovery rate,
the buyer's perspective of our industry and
changes in buying behavior must be clearly
understood and assessed.
"Terrain" is the marketplace. A strategist
must consider the scene of action-people,
place, product/service, competition,
perceived value from the buyer's point
of view and true distinguishing factors
compared to how your competitors sell
"Commander" is your leadership. Names
change but the principles of good leadership
remain the same. Your leader must create
a helpful situation over and beyond the
"Doctrine" is comparable to a business's
guiding principles. You must understand
and apply the fundamental principles that
In today's agency world, assessment
before the plan is often ignored in a rush