What Shakespeare knew about Sales & Marketing

...how a Scabby Donkey could have changed history...

On the 22nd August 1485 During the battle of Bosworth when his horse, Surrey, is killed and he is unable to escape, find more troops, or indeed be seen by his existing troops, Richard III feared that all would be lost.

In his frustration, Richard knows that the most valuable thing in the world to him at that moment is a horse.

"A horse, a horse, my kingdom for a horse..." 

Shakespeare quotes Richard as saying as he knows that all is potentially lost and at that precise moment he recognises that if he doesn't find a horse he will lose his kingdom and therefore the horse was of equal value to him at that moment...

As it happens, no horse becomes available and Richards III is killed and the victorious Henry Tudor, Earl of Richmond was crowned King Henry VII and effectively brought to an end the Plantagenet Dynasty making it a defining moment in both English and Welsh history.

How different could it have been if Richard could have had a horse...?

Now I want you to imagine yourself as a Horse Seller..

To be precise I want you to imagine that on the 21st August during the preparations for the battle you attempt to sell Richard III a new horse - to replace Surrey, his trusted steed...

The answer you would have got would have been NO...

Now imagine that if you could make the same offer, for the same Horse to Richard at the precise moment on the following day just after Surrey is tragically killed and he realises that all is potentially lost...

The answer you would of got would have been a resounding YES and the price would have been considerably higher too...

Timing is everything...

In Sales it is not that people don't need your product or service, it is just that they don't need it at the precise time you offer it to them.. 

You have been told that defining your Target Market and pitching Benefits rather than Features is the way to close a deal. On the day before the Battle your horse could have been faster, stronger and able to jump higher than any other horse; but it wouldn't have been enough to convince Richard III to change Surrey...

24 hrs later however, a scabby donkey with mange and a weak pulse would have been qualification enough to close yourself a very nice deal - all that changed was the time of the offer...

When timing is with you, your price increases and your quality reduces; not that you need to deliver inferior products, but if a donkey would do, sell 'em that, not a thoroughbred. 

So defining a target is one thing but choosing your time is critical; it is only "NO now", not "NO forever"...

Keep in touch with your prospects, your offer doesn't need to change, their circumstances will and that may be enough to give you the edge. Remember, when the need arises they will buy from whom ever springs to mind; make sure that it is you they think of first...