Sell like a Sniper
Frank Belzer is the Sales Archaeologist and Author of Sales Shift.
Stalingrad 1942 - one of the bloodiest battles in modern history began as the Russian forces in that city fought back against the German onslaught. The siege soon turned to street fighting and as the harsh Russian winter approached and the depleted Russian troops felt they were losing ground a new form of fighting emerged - the Russians turned to the sniper. The role of the snipers in the battle for Stalingrad is legendary - in fact movies like "enemies at the gates" depicted the crucial role they played in holding off the German advance until reinforcements could arrive.
Snipers travelled light, they moved quickly, expended less energy, were protected from enemy fire by the very nature of their work and when bullets were in short supply they used them sparingly - only when guaranteed a hit.
So lately I have heard that selling is tougher. The landscape has changed. The clients are more selective and moving slower. The competition is fierce. All of which leads us to the question - Have your sales people adjusted their techniques? Are they fighting smarter? Can they even hit the target if they want to? (rapid machine gun fire hides a lot of errors as does a booming economy) Do they know where to find their targets? Are they brave enough to pull the trigger and expose their own position to the enemy when they have to? Do they have the nerve?
Are they selling like a sniper? Has nothing changed? Are they being sniped?