Should Your Company be Whale Hunters?

This will be the third, and last (for now) article regarding the book, "Whale Hunting: How to Land Big Sales & Transform your company." As remarkable a strategy this is to rethinking your Sales approach, it is not for everyone. This is not only my contention, but clearly stated by the authors as well. What follows here is a compilation of some of their concerns reinforced, with the addition of mine.

Here are the areas you should evaluate before plunging forward with the enthusiasm of a new convert. They are intended to foster questions & discussion with your team of potential hunters, not to advocate a negative decision. They are in no particular order.

Financial Resources. Are you solvent & healthy enough to withstand the "fall & winter"? Preparation is time consuming & costly. Although it is not truly an "all or nothing" approach, it is probably much closer to it than you've previously experienced. Remember that business cyclicality is one of the worst problems faced within the printing industry. In the short run, this could add to the challenge.

Culture. How big of a cultural change will you need to begin the hunt? Have you been team oriented, or have you been a group of individuals? I have seen a strong Sales group carry an organization, and while I don't believe it's the way of the future, the leap away from that approach will most likely be a difficult one.

Competency. Do you have the talent within your organization to fulfill all the roles? If not, can you train to improve it, or must you acquire some of it outside? Talented harpooners, for example, are extremely rare. Take a realistic look at what you have before you move ahead without it.

Commitment. Are you ready, as CEO or President, to give & command support from the top? Just as with Strategic Planning, the passion for the Vision must come from you.

Diversity of Skills & Personality. Do you have the proper mix and balance of differing views and skills to make the PROCESS successful? Without debate & the resultant improved methods & consensus, the meticulous nature of the approach is lost. Remember, the devil is in the details.

Change. Are you ready to change the game, rather than just try to play it better? Whale Hunting is all together different than what most people have been doing. Change is not easy; there will be push back from customers as well as your employees.

Margin Erosion. Whales like the best possible price. And because you may not be totally ready yet with your cost reductions when you land your first, you may have to temporarily cut your price as admission to the continuing hunt. This is a corollary of Financial Resources.

Pride. Are you willing to be told how you will do business? Whales are very demanding and have a penchant for thinking they know it all, which in some cases is true.

Whale Hunting is certainly here to stay. These questions are not meant to dissuade anyone; just keep your eyes wide open and do your homework. Good Hunting!