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"Strategy without tactics....."

"Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat." --Sun Tzu

The statement above has become popularly attributed to the Art of War, a treatise on strategy by Sun Tzu.

What are your thoughts on the statement with regard to selling for a living.

I'm hoping to get response and discussion from members who have a reasonable understanding of strategy, or those that could give examples. - by Ace Coldiron
One insurance company is the largest in the US and they sell exclusively through agents. The second largest insurance company insures virtually anything and is the online leader. Then there is one company who strives to take over the industry by being good at it all.... online, via agents, and call centers. Their strategy is to attract new business by heavy advertising and developing affinity groups which is working to get the phones to ring. However, once an inquiry is made via a call center, the transactional friction begins. Often two or more quote tools and billing platforms are required to create quotes and bind policies. What should take a few minutes to do can easily turn into an hour.

The lead generation strategy is working well... the internal system tactics of how to make it easy to do business with us is not. That means a lot of money being spent to get them to the door, but the line is too long to get them inside the building. As a result, frustration spreads as agents are pushed to meet lofty goals all while being handcuffed by internal systems.

It is kind of like trying to go up a fast moving river on an underpowered boat. - by jdedwa11
That is a wonderful example for this thread.
Then there is one company who strives to take over the industry by being good at it all.... online, via agents, and call centers.
Too many fronts is not strategically sound.
Their strategy is to attract new business by heavy advertising and developing affinity groups which is working to get the phones to ring.
Strategy and tactics combined.
However, once an inquiry is made via a call center, the transactional friction begins. Often two or more quote tools and billing platforms are required to create quotes and bind policies. What should take a few minutes to do can easily turn into an hour.
They have not "put in place" (Strategy) the apparatus to handle the internal system methods (Tactics).
As a result, frustration spreads as agents are pushed to meet lofty goals all while being handcuffed by internal systems.
This represents the Leadership component of Strategy which Sun Tzu offered as one of the five elements.
- by Ace Coldiron
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