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

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

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

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