The document discusses strategies and tactics for executing effective sales campaigns, including: - Planning campaigns using principles of maintaining objectives, security of action, mobility, and offensive power. - Engaging competitors using tactics of concentration, numbers, or equalizing strengths based on an assessment of available resources. - Choosing advantageous ground to engage competitors in order to exploit relative strengths and undermine their morale. - Taking the initiative to act decisively, concentrate forces against weaknesses, and pursue advantages aggressively.

1. Tactica Strategy & Tactics For Sales Campaigns © Paul McNeil 2009

2. The Methodology The Principles of Sales Campaigning The Pattern of Customer Engagements The Mathematical Laws of Competition The Rules of Engagement The Effect of “Ground” The Power of the Initiative Blitzkrieg Sales Campaigns © Paul McNeil 2007

3. The Principles of Sales Campaigning How to Plan and Execute a Campaign The Boxing Analogy Think Guard Move Hit 4 Principles Maintenance of Objective Security of Action Mobility of Action Expenditure of offensive power 3 Accentuating Factors Economy of force Concentration of force Surprise © Paul McNeil 2007

4. The Pattern of Sales Campaigns Types of Engagements Linear Engagement Area Engagement Siege Types of Forces Arm of Manoeuvre Arm of Defence Siege Train © Paul McNeil 2007

5. The Mathematical Laws of Competition Lanchester Law of Single Combat Lanchester Law of Stochastic Combat Assessing your Competition Engaging your Competition © Paul McNeil 2007

6. Weaker, Stronger, or Equal Avoid Engagement, Use Tactics of Equals if forced to engage Tactics of Equals Tactics of Concentration Your Resources are Equal Tactics of Numbers Tactics of Numbers Immediate Stochastic Engagement Your Resources are Greater Your Effectiveness is Smaller Your Effectiveness is Equal Your Effectiveness is Greater Your Resources are Smaller Avoid Engagement Avoid Engagement, Use Tactics of Equals if forced to engage Tactics of Concentration

7. The Rules of Engagement The Indirect Approach The Expanding Torrent Do’s Adjust your ends to your means Keep your Objective always in mind Choose the Line of Least Expectation Exploit the Line of Least Resistance Take a line of operation which offers an alternative objective Ensure that all plans and dispositions are flexible and adaptable to circumstances Don’ts Throw your weight into a stroke whilst your enemy is on guard Renew an attack along the same line (or in the same form ) after it has failed © Paul McNeil 2007

8. Indirect Approach; Line of Least Expectation Line of Least Resistance Business User Find Weakness Want/Need Competition Competition Expanding Torrent Effect GAP = A problem unseen Or Unsolvable Join = An overlap In Responsibility Line Managers Senior Management/Board Directors Line Managers Line Managers Service Provider IT Department

9. The Effect of “Ground” You may not always control the course of events in a campaign, so always work to a plan that has at least some chance of success on ground of your choosing. Do not rush into a confrontation on ground not of your choosing; the idea is to win, not just to engage. Concentration of force in both time and space, is only a good idea if the concentration takes place on the right ground. Choose your ground as carefully as possible to improve your relative advantages. It is far better to fight with a weak army in favourable conditions, than with a strong army in unfavourable conditions. Once you have chosen the best ground to engage on, force your competitor to fight, do not allow such an advantage to slip by. Know your competitor’s psychology, use this to lure them to your ground. Once you have an advantage pursue it to the limit. Punish your opponent without mercy. Good leadership outweighs poor conditions. If you meet unexpected circumstances or events, do not despair; carry on doing “The Right Things” to better the situation. A well lead team will follow a respected leader irrespective of setbacks. Reduce your competitor’s morale, force the risk/reward ratio to a point that makes continued engagement unprofitable. Sales are won when the competition looses the “will to fight”. Wring as much advantage out of the terms of the deal as possible whilst the opposition’s morale is low. Winning an account is very different from holding an account. © Paul McNeil 2007

10. The Power of the Initiative Show charisma and leadership and people will follow you. Have confidence and self belief, and a desire to act outside of your comfort zone. Believe that your people are capable of doing anything and they will too. Place your art above your ego as subordinate or leader. Take decisive and fast action to exploit an advantage. See no obstacles only opportunities for new ways of winning. Make your tactics, people and products fit the situation if the situation doesn’t fit your tactics, people, and products. Walk away from hopeless engagements. © Paul McNeil 2007

11. Blitzkrieg Sales Campaigns Discover your competition’s dispositions and relative strengths. Draw your competition away from the decisive point (Schwerpunkt). Concentrate your forces against the competitor’s weak points, make this the Schwerpunkt, move fast enough to prevent your enemy realigning their forces. Influence Prospect at the Schwerpunkt with marketing and sales campaign. Use specialist personnel to make the initial bridgehead and facilitate account entry of general personnel. Use Sales personnel to sell through local objections. Use technical specialists to defend the ground gained whilst the sales campaign moves forward. Use account management to dominate lines of communication and control thought leadership in the prospect at the highest levels, starving competition of reinforcement. Technical specialists follow sales advance and defend positions taken. Stubborn hostile areas at lower levels can be converted at leisure after account domination is achieved at higher levels. © Paul McNeil 2007

12. Tactica 20 Years + Business Experience High Value Sales Campaigns