Lanchester’s Laws suggest that the effectiveness of a fighting force is proportional to the quality of its weapons (our Value Proposition), the skills with which they are used (our selling skills) and our numerical concentration squared. In some situations it is possible to engage the enemy in a way where he can’t bring his numerical superiority to bear. This suggests different tactics for market leaders and challengers.
Capital Equipment Consulting has developed a one day sales training workshop applying Lanchester’s Laws to winning, key accounts and complete markets in a downturn.
‘Using the Value Proposition to Develop Key Accounts and Applications. looks at using the value proposition to develop key accounts and key applications, why key accounts are so important and how companies lose them.
We develop ways to assess our strengths against competitors and assess how much influence each member of the customer’s buying team has and what their individual buying criteria are.
We look at how many key accounts we can support, how to choose them and develop ways to assess how much time and effort we should devote to each applying Lanchester’s Laws.
Participants then use the above information to develop a plan to improve their position in particular key accounts.
Finally we look at how the same method could be applied to either an individual project within a key account or to several key accounts that form a market segment or application.
Each participant is provided with the tools to develop an optimisation of the time spent with each key account, a spreadsheet detailing the information, a report describing the results and a set of all the presentations made during the programme.
