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



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.

3. Training and Equipping the Army (Sales Team Preparation)

  • Elite Forces: Train the sales team extensively, not just on the product but on competitive strategy, negotiation, and relationship-building skills. Each team member should be capable of operating independently with excellence, much like the Macedonian phalanx.
  • Technological Superiority: Equip the team with the best tools for customer relationship management, data analysis, and communication to enhance their effectiveness.

4. The Phalanx Strategy (Product Positioning and Differentiation)

  • Innovative Product Features: Highlight the unique aspects of the product/service that set it apart from competitors. This could involve leveraging new technologies, superior customer service, or novel applications of the product.
  • Market Education: Create comprehensive content and training materials for customers, helping them understand the value and utility of the product in a way that redefines the market.Jancast # 166 is now up!The Future of ISSAIn this episode, we have a special guest: Matthew J. Schenk, President and CEO of Midlab and current president of the ISSA. Mark and I worked and served with Matt on the board. Matt just got done the initial start of strategic planning for ISSA and the next six years. We talked about some of those plans as well as the show now located in Las Vegas at the Mandalay Bay Resort and Convention Center for the next 5 years.

    ​Click the image below to view the episode –

Previous Post
SSB 3/24/24: Selling Like Alexander The Great
Next Post
SSB 4/7/24: Selling Like Alexander The Great (Part 3)