The New Power Base Selling: Master The Politics, Create Unexpected Value and Higher Margins, and Outsmart the Competition

CHAPTER 16

The Containment Strategy

Transition Back to Indirect

Though the enemy be stronger in numbers, we may prevent him from fighting.

—Sun Tzu

If you are not able to win the business with a Direct, Indirect, or Divisional approach, you should consider the Containment strategy. Its purpose is to delay the customer’s decision, therefore buying you enough time to gather strength and win the business with an Indirect approach. The two strategies work seamlessly in tandem with each other.

Even a short delay before a sales situation peaks can cause a disproportionate impact on all the competitors. For example, your competitor will presumably be working hard to synchronize her sales strategy to that point when the customer is ready, willing, and able to make a purchase decision. At that point, every day that goes by without closing the deal represents a geometric increase in her vulnerability. Other competitors may improve their solution during this time, possibly providing a lower price and preferred business terms. Changes in the customer environment, such as a shift in the Situational Power Base, a reallocation of budget, or a restructuring of the organization, may occur, thus destabilizing everyone’s sales campaign.

The challenge, however, is not delaying the customer evaluation for several days or a week, because this will likely assist the customer by referencing some future ...