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The Art of War
3 Sales Development Lessons from the 6th Century
Derek Grant
VP of Sales
@derekgrant
A Quick History Lesson
Sun Tzu
●Chinese War General, Strategist &
Philosopher
●Lived in the “Warring States” period
●Served King Ho-Lu
Lesson 1:
Be Unconventional
You can be sure of succeeding in your
attacks if you only attack places which
are undefended.
You can be sure of succeeding in your
communication if you communicate
where your competitors don’t.
132,000,000,000
78%
Future
Email
Marketers of
America
Add Phone
Mix In Social
Lesson 2:
Be Prepared
He will win who, prepared
himself, waits to take the
enemy unprepared.
He will win who, prepared
himself, is able to engage
the prospect perfectly
1.8
14.3
11,628
The Pupil vs. The Teacher
SDRs generally call on people with substantially
more experience
Your prospect has forgotten mor...
Listen
Our SDRs bring their best and worst calls of the week to
their 1:1’s, and review them with their manager. The best
...
Practice
Matt Amundson, director of the
SDR team at EverString, has the
SDRs conduct mock phone calls
on a daily basis...a...
If words of command are not clear and
distinct, if orders are not thoroughly
understood, the general is to blame.
But if h...
If you know the enemy and
know yourself you need not fear
the results of a hundred battles.
If you know the prospect and know
yourself you need not fear the
results of a hundred interactions.
3x3
SalesLoft + Wine
Blog Post
Lesson 3:
Don’t Back Enemies Into A Corner
To a surrounded enemy, you
must leave a way of escape
When you encounter a
competitor, you must leave a
way of escape
“We’re Using XYZ”
Sh!t
Sandwich
Sh!t
Sandwich
What Would Sun Tzu
Recommend
for your SDR Team?
1.Be Unconventional
2.Be Prepared
3.Don’t Back Enemies into a Corner
Final Thoughts
Thanks!
The Art Of War In Sales - Derek Grant
The Art Of War In Sales - Derek Grant
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Derek Grant pulls inspiration for Sun Tzu in motivating, training, and succeeding in sales development.

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The Art Of War In Sales - Derek Grant

  1. 1. The Art of War 3 Sales Development Lessons from the 6th Century Derek Grant VP of Sales @derekgrant
  2. 2. A Quick History Lesson
  3. 3. Sun Tzu ●Chinese War General, Strategist & Philosopher ●Lived in the “Warring States” period ●Served King Ho-Lu
  4. 4. Lesson 1: Be Unconventional
  5. 5. You can be sure of succeeding in your attacks if you only attack places which are undefended.
  6. 6. You can be sure of succeeding in your communication if you communicate where your competitors don’t.
  7. 7. 132,000,000,000
  8. 8. 78%
  9. 9. Future Email Marketers of America
  10. 10. Add Phone
  11. 11. Mix In Social
  12. 12. Lesson 2: Be Prepared
  13. 13. He will win who, prepared himself, waits to take the enemy unprepared.
  14. 14. He will win who, prepared himself, is able to engage the prospect perfectly
  15. 15. 1.8
  16. 16. 14.3
  17. 17. 11,628
  18. 18. The Pupil vs. The Teacher SDRs generally call on people with substantially more experience Your prospect has forgotten more about many topics than your SDR will ever know during their short tenure
  19. 19. Listen Our SDRs bring their best and worst calls of the week to their 1:1’s, and review them with their manager. The best of the best go into our “hall of fame” -Margaret Weniger, SalesLoft
  20. 20. Practice Matt Amundson, director of the SDR team at EverString, has the SDRs conduct mock phone calls on a daily basis...and leverages the product marketing team to train his SDRs every other Friday. -Gartner
  21. 21. If words of command are not clear and distinct, if orders are not thoroughly understood, the general is to blame. But if his orders are clear, and the soldiers nevertheless disobey, then it is the fault of their officers.
  22. 22. If you know the enemy and know yourself you need not fear the results of a hundred battles.
  23. 23. If you know the prospect and know yourself you need not fear the results of a hundred interactions.
  24. 24. 3x3
  25. 25. SalesLoft + Wine
  26. 26. Blog Post
  27. 27. Lesson 3: Don’t Back Enemies Into A Corner
  28. 28. To a surrounded enemy, you must leave a way of escape
  29. 29. When you encounter a competitor, you must leave a way of escape
  30. 30. “We’re Using XYZ”
  31. 31. Sh!t Sandwich
  32. 32. Sh!t Sandwich
  33. 33. What Would Sun Tzu Recommend for your SDR Team?
  34. 34. 1.Be Unconventional 2.Be Prepared 3.Don’t Back Enemies into a Corner Final Thoughts
  35. 35. Thanks!
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Derek Grant pulls inspiration for Sun Tzu in motivating, training, and succeeding in sales development.

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