Time spend in reconnaissance is rarely wasted. Whenever a military force is advancing against enemy positions, it always sends out scouting parties to reconnoitre the terrain, confirm enemy positions and strength, and find gaps and weaknesses in the defences.

Selling should be conducted in the exact same manner. Time spent in preparation, is rarely wasted. Even if you think you know what you’re up against, you must sound out your clientele and send out metaphorical scouting parties to size up the client, identify potential objectives, wants, and needs, as well as identify and assess the competition. You can do this through a phone call, telemarketing (if you’re reaching out to find leads), online research, or background research from your company’s own data banks and CRM software.

The key point is, don’t go in blind, even if you think you know everything you need to know. An ounce of prevention is worth a pound of cure, and that’s not just good motherly (or doctorly) advice.

Richard Martin is The Force Multiplier. He brings his military and business leadership and management experience to bear for executives and organizations seeking to radically improve performance, grow, and thrive in the face of rapid change, harsh competition, and increasing uncertainty.

I’m never too busy to discuss your needs or those of anyone else you feel may benefit from meeting or talking to me. So feel free to contact me at any time!

© 2015 Richard Martin. Reproduction and quotes are permitted with proper attribution.

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