One of our American combat leader’s greatest assets is their ability to sync air power with the real time efforts of their troops on the ground. The physical effects of air power can be a tremendous game changer during an engagement. The biggest advantage however, comes from the psychological aspects of controlling the tempo AND sustaining the initiative. Isn’t that what the desired end-state is for sales too? Don’t we as leaders want engagements that have pin point accuracy while still fortifying our troops on the ground? Air-forces around the world spend millions of dollars on flashy planes yet they don’t even bother to integrate them into a supporting role. Other organizations have antiquated aircraft that can get to the battle but are dismissed by either the enemy anti-air defense or their own lack of ability to effect the rounds on their target. If the impact is not felt then the emotional aspect is lost and invaluable time and money are wasted. Successful combat requires the right combination of sophistication and potency to drive home the point your ground troops will make when they position their boots into the enemy camp. A quality sales team builds their presentations up to accomplish the same objective.
Think of your sale as an attack; your sales team works out their strategy, they find a champion, build their relationships, overcome the objections, provide a proposal with multiple options and reach the decision. A company’s presentations should be designed to support that attack. Given the successful outcomes when these tactics are in place, why would we ever treat our presentations as a stand alone product? A good combat leader would never send a squadron of airplanes on an enemy fly over mission to drop bombs randomly. A presentation should be thought of in the same terms. “Unobserved fires are just that, unobserved.”
Rather, look to enhance and augment the efforts of your sale team’s tactical process. Don’t let it become a process on its’ own. To control our air power America’s military uses a nine-line brief. This brief establishes nine pieces of key information from the ground to the pilot to help him identify his objective things like, what is the goal, how do I get there and what are the next steps once bombs are away? These same key elements can create powerful and focused sales presentations. Combine these with a sales representative that can talk the presentation directly on to target, moving you from the big picture down to the exact target, getting you to yes. Practice allows you to direct the impacts of your presentation and focus in on your target while still keeping the initiative going.
Contact Military Leadership Methods corporate development programs to work with you and see how much more effective your team can be.