One thing salespeople are great at is wasting time due to a lack of planning, causing a scattered approach in their daily tasks, simply resulting in a lot of wasted time.

Most salespeople say they know the difference between Strategy and Tactics, yet their daily activities proves other wise.

Strategy is the WHAT — WHAT you intend to achieve assuming that everything goes right. Strategy defines the ENDS, the desired results you want to achieve. Because it is defined at a high level, strategy doesn’t change all that often.

Tactics is the HOW — HOW to achieve those results. Tactics are the MEANS to reach the ENDS defined by your strategy, and include any and all activities, methods, or systems available to get the job done. Great tacticians will change their tactics, as conditions require.

To use a navigating analogy, strategy describes where you want to go, while tactics are the route you take to get there. Does this matter to you as an account manager? You bet. You simply do not have the time or the money to waste on tactics that don’t deliver results, and neither does your employer. The need to make the right decision at the right time is greater than ever. When you focus on the results you want, you are more likely to choose activities that get you there. When you focus on the activities themselves, any old activity will do.

Selling strategically simplifies your selling plan. It establishes a clear statement of WHAT you wish to achieve, then provides systematic ways to choose tactics that work, so you can reach your goals.

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