Before You Start Selling: Will People Want To BUY Your Stuff?

This has never happened before: Ukrainian soldiers' boots are being upgraded to… sneakers! And we have a lesson here for you.

The Ukrainian Ministry of Defense recently unveiled its plan to incorporate tactical sneakers into the gear provided to Ukraine's defenders. Over ten Ukrainian companies have stepped forward, offering their shoe designs to the ministry.

These showcased sneaker models have successfully completed initial testing phases, evaluating their comfort and convenience during wear. The next step involves rigorous technical evaluations, incorporating military recommendations, culminating in the approval of a reference design.

So what's the lesson for you here?

Let's first ask, where is this requirement coming from? While they are issuing the request for products, the initial request is not actually from the Ukrainian Ministry of Defense. It came from the soldiers on the battlefield.

The Sales Lesson Hidden in Tactical Sneakers

This scenario offers a critical takeaway for any business: your customers — not your management — dictate the demand. The soldiers' practical needs on the ground have driven innovation, not a top-down directive.

In other words, the "consumers" (end users) are the ones that dictate the demand for a specific product and NOT the "management" (decision makers).

Now, let's apply this lesson to your product or service. Ask yourself:

• How much effort do you invest in understanding your target markets, their needs, and their demands?
• Are you spending time researching markets with pre-existing demand, or are you allocating resources towards market education about your offering?
• Are you planning your go-to-market strategy based on assumed relevant market segments and perceived demand?

The answer to this question will make or break your sales performance.

What Makes or Breaks Sales Performance

Success in sales is guaranteed when you make the effort to ensure that you are:

• Targeting the right segment: Focus your efforts where the demand already exists.
• Operating in the right country: Understand regional markets and their unique needs.
• Engaging with the right industry: Speak to the sectors that are ready for your solution.
• Reaching out to the right people: Build relationships with decision-makers who can say "yes."
• Timing your efforts effectively: Enter the market when it's most receptive.

Most businesses don't budget for the research necessary to ensure there is a market for their product. And then everyone is surprised by the low closing numbers.

Think. Plan. Strategize. Then Execute.

Most businesses don't:

1. Think.
2. Plan.
3. Strategize.
4. THEN execute.

Our Fractional VP Sales services ensure that you:

• Identify the right market opportunities.
• Develop a strategic go-to-market plan.
• Maximize your business growth.

Success isn't just about executing. It's about executing with precision. Let us help you get there.