SSB 3/24/24: Selling Like Alexander The Great



just got back from a long driving trip (2600 miles) and listened to a great history book about Alexander the Great (Alexander the Great, by
Philip Freeman on Audible), and it got me thinking about how to use his skills in a sales and marketing initiative. What if Alexander the Great was your sales or marketing manager? How would you approach the goal of achieving market dominance by dramatically increasing sales and customer base in the future?

Crafting a sales campaign as if conceptualized by Alexander the Great, a master of strategy and conquest, would involve an approach that emphasizes bold visions, precise planning, and relentless execution. Alexander’s campaigns were not merely military endeavors but comprehensive plans that included psychological warfare, deep understanding of terrain, and incorporation of diverse cultures. Translating this into a modern sales strategy involves a multi-faceted approach that encompasses market conquest, customer alliance, and product innovation.


To achieve market dominance by increasing sales and customer base by 50% within the next 12 months, focusing on innovation, aggressive market penetration, and building enduring customer relationships.

1. Vision and Goal Setting

  • Establish a Clear Objective: Just as Alexander aimed to create an empire that spans continents, the campaign’s goal is to not just increase sales but to redefine the product’s category and set new standards.

  • Inspire the Team: Motivate the sales team with a compelling vision and clear targets. Use incentives that reward not just sales numbers but also innovative approaches to problem-solving and customer service.

2. Understanding the Terrain (Market Research)

  • Know the Battlefield: Conduct thorough market research to understand competitor strengths, weaknesses, and market opportunities. Just as Alexander studied his adversaries and terrain, this step involves deep analysis of market trends, customer behavior, and technological advancements.

  • Adaptation: Develop strategies that can be adapted to different market segments and customer needs, acknowledging that a one-size-fits-all approach is rarely effective.

Jancast # 164 is now up!

The truth about ATP Meters and much more

On this week’s show, we do a deep dive into ATP meters, and like our previous shows on electrostatic sprayers, there are a lot of misconceptions and incorrect info on the proper use of these devices and what they can actually do.

We have a special guest- Bob Ferguson who is President of Strategic Consulting, Inc. (SCI) and has more than 40 years of experience in microbiology, industrial hygiene, and indoor environments in commercial buildings. Here are a few of the things we cover-

  1. What is an ATP meter and how do they work?
  2. Are they all the same or are they all different?
  3. What issues do you see with people not using the ATP meter incorrect?

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SSB 4/2/24: Selling Like Alexander The Great (Part 2)