What’s a “fearless competitor?”

lionAs you may know, my business is helping companies gain market share by becoming more fearless competitors.  What is a “fearless competitor?”

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To illustrate what that means, let’s wish to use an example from nature that we can also apply to business.

When we think of fearless and ferocious, most people picture a lion — the King of beasts.

Now let’s apply that analogy to sales.

You’ve just been appointed the head of a pride of lions.  All of the lions in your pride are hungry.  (Needing deals.)  So you tell your lions to go out, kill some gazelles and bring them back — just like a VP, Sales might tell his troops to go out and sign new customers.

The lions go out in two groups:

  • Group One hustles and runs all over the place looking for gazelles.  They run faster and faster, looking everywhere.   As time goes on, they grow hungrier and more desperate.
  • Group Two moves slowly and figures out where gazelles feed, rest and travel.  They find those spots, hide and lie in wait.  Gazelles show up and they bag their prey.

Group One comes back at the end of the day — exhausted, frustrated and famished — dreading the next day.

Group Two comes back with half a dozen gazelles.  Group Two has a feast while Group One goes hungry and frustrated.

Unfortunately, many sales leaders are like Group One today.  They tell their salespeople it is a numbers game — more calls means more deals.  In one particularly egregious example, a small company owner handed the Yellow Pages to a salesperson and told her to keep dialing.  Another CEO I know told his salespeople it is a numbers game — more calls means more leads.

But this is a fallacy.  Hustle with a lack of planning is a recipe for failure.

The noted sales expert, Jill Konrath, advises salespeople to slow down and think.  Plan out your calls.

That is the second group of lions — the ones who had the feast.  Slow down, plan your calls and be the King of Beasts.   That is a fearless, ferocious sales organization.

What do you think? We love comments and give you these buttons to make sharing easy. Hope you will. Thanks.

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For companies looking for best practices in b2b lead generation who wish to improve the way they acquire new customers using demand generation, Find New Customers is the place to go.  CSO Insights says companies need to improve the way they generate leads and implement processes for business to business lead generation.

Jeff Ogden, the Fearless Competitor, is a demand generation expert and sales leader, as well as the President of Find New Customers, a lead generation company, who helps businesses create lead generation campaigns and continually publishes the best lead generation ideas, so his readers can determine the best lead generation strategy to find new customers.  He can be reached at (516) 284-4930 or mailto:[email protected].

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9 responses to “What’s a “fearless competitor?”

  1. Your point is well taken. I’ve managed many a sales person who falls into the first group. However, I’ve managed many more who really don’t put the effort into developing a sales pipeline, which, unfortunately, usually involves quite a bit of cold calling. That cold calling should be targeted but a sales person in my business should develop at least 3 leads per week to stave off the jackals. In other words, being smart is not an excuse for being lazy.

  2. You are absolutly right…
    the only problem is that the sales managers have quotas to achieve and these quotas are getting more and more difficult to achieve, they realize that planning is the right thing to do they prefer it on cold calls but then the end of the quarter is approaching and the numbers start pressing so they start to run out like lion pack 1.

  3. Thanks for reminding me that there are sane people in sales and sales leadership. Communication of common strategy and goals is a key factor to a successful sales plan. The plan has to be a living thing that is adjusted frequently to conditions. Consistent team oriented communication is critical.

  4. Great analogy. Activity and activity alone can’t take the place of planning and activity. Remind not to come back as a gazelle in my next life.


  5. Sales is a numbers game but it isn’t only a numbers game. It’s not just about quantity it’s about quality as well. Doing lots of the wrong things will get you no where just as fast as not doing enough of the right things. You might want to take a look at this paper that describes the Protean Methods Pipeline Development Program (PMPDP). It is an excelent way of determining if your hunters are doing enough of the right things the right way. http://www.proteanmethods.com/trackingthehunter.pdf

  6. Excellent post, I never understood why some slaved over making enough dials in the day, without looking at who they were calling and thinking about why they were calling. I’d rather make smart sales, rather than be worn out and down while waiting for my number to come up. A balance must be found.

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