Military leaders have long recognised the importance of planning. But they have also recognised that it is the act of planning, rather than the plan itself, that is most important. The Prussian military commander Helmuth van Moltke concluded that “No plan of operations reaches with any certainty beyond the first encounter with the enemy's main force” - often simplified to “no plan survives first contact with the enemy”.
Neil Rackham, author of SPIN® Selling, acknowledged the importance of planning when he concluded that “a consistent finding about successful sales people is that they put effort into planning. Good selling depends more on good planning than any other single factor.”
And to revert back to another military leader, Dwight D Eisenhower believed that “plans are useless, but planning is indispensable”. Now, I believe that in some quarters there has been rampant and inappropriate over-application of military metaphors to the sales process. We are NOT in a battle with our customers, nor should think of ourselves as being at war with our competitors.
But we can at least recognise both the power and the limitations of planning...Read More