The fundamental but pivotal question…
I often ask my clients a straightforward query: “Survival, growth, or ambition?” It’s a question that has stood the test of time and remains important today.
Initially, the question helped distinguish clients focused on survival from those with an eye on ambition. My aim has always been to offer a strategic, forward-thinking approach to sales development—a fit for clients with big ideas or intricate sales challenges. These are the innovators, the ones eager to disrupt their market, connect with new customers, or venture into uncharted territories like a new industry. Sometimes, they’re successful companies discontent with their current path, seeking a realignment with stakeholder visions. In either case, clients with an ambition-centric focus proved to be a better fit, signalling potential for enduring projects that promised both challenge and reward.
Beyond its strategic purpose, this question taps into emotion, encouraging honest declarations. Within the businesses I engage with, there can be diverse perspectives. So, the “survival, growth, ambition” query serves as a compass, helping me understand the nature of the project ahead and whether I can genuinely help. Ultimately, it was easy to categorise businesses based on their mode of sales operation, with survival being a negative state and growth being positive and highly valued. More recently, however, I think this question requires a different perspective.
The new reality: operating in multiple sales modes simultaneously
Our environment is increasingly unstable, marked by disruptive forces such as economic shifts, evolving employment cultures, intense competition, and rapid technological advancements. Industry-shaping events occur regularly, altering our perceptions of business, including the opportunities and challenges we face. In this uncertainty, what seems like today’s sales strategy may be rendered obsolete tomorrow. This reality necessitates a shift in thinking. No longer can businesses safely confine themselves to a singular sales mode; instead, they must be prepared to juggle survival, growth, and ambition modes simultaneously.
In response, I advocate for a three-pronged approach—a focus on three priorities concurrently. This strategy enables my clients to be nimble and responsive to dynamic market conditions while still pursuing their long-term objectives:
- Survival: Spotting immediate opportunities with minimal friction, like leveraging existing customer networks for seamless prospecting.
- Growth: Identifying innovative opportunities and disruptions by staying attuned to market movements, buyer expectations, and adapting with new skills, offerings, and approaches.
- Ambition: Regularly reaffirming priorities and concentrating on long-term goals. This involves elevating personal and stakeholder ambitions to a formal metric discussed not just casually but in monthly board-level forums.
While this might seem like common sense, my experience indicates that this approach is often overlooked until the consequences become severe.
If you’re keen on developing a sales and marketing plan that thoughtfully balances survival, growth, and ambition, feel free to get in touch. From seizing immediate opportunities to plotting long-term goals, I can assist you in crafting a comprehensive strategy that maximises your chances of success.