I read a book called Blue Ocean Strategy (BOS) by W. Chan Kim and Renée Mauborgne, listed below are a couple of points from the book.
• BOS is the simultaneous pursuit of differentiation and low cost.
• The aim of BOS is not to out-perform the competition in the existing industry (red ocean), but to create new market space or a blue ocean, thereby making the competition irrelevant.
The book Smart Selling on the Phone, by Josiane Feigon talks about the challenge that sales people have selling to people that do not have any power to make decisions (No-Po). When I work with sales reps reviewing opportunities within salesforce CRM, I see the problem that Josiane speaks to – they are stuck at the “influencer” and not the “decision maker”. I also observe the “Red Ocean” communication issue; sales reps use email as the primary communication tool and the email get stuck in the red ocean with the competitors trying to compete for the prospects attention.
I was at a seminar last week and one of the speakers, Paul Moffat from Exectech Training, was reviewing his 11 steps to winning deals. One step he recommended that hit home and aligns with a Blue Ocean and No-Po strategy is to leverage your companies printed material to communicate with the decision maker. Paul recommends when you are meeting with a No-Po, prior to your meeting you send a copy of your printed material to the person you are meeting and to the person that you feel is the decision maker. The printed material should not be product focused; it should communicate on how you can help the company meet their business objectives. The printed material should have a cover letter and the package should be sent by courier.
I agree with the recommendation by Paul, use your printed material to get you to the decision maker, let your competition use email (redmail) to communicate exclusively with the No-Po.