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Supporting Student Notes:

There are many names and terms for sales strategies and the ones used above have the following meanings:

• Attack – it is a straightforward competitive battle where you feel your strengths outweigh those of the competition.
Leverage your strengths and attach their weaknesses.

• Walk – the account is unqualified and won’t be any time soon. Come back later.

• Change the Criteria – this is where your competitors have a better solution fit, or have a better value proposition. To
win, you need to change the customer’s buying criteria.

• Defend the Fort – this is where you are the incumbent in the account and you want to stop your competitors getting a
foothold in that account. Remind the customer of your strengths and why you are in the account in the first place.
Address any of your weaknesses.

• Establish a Beachhead – this is where your competitor is the incumbent and you are trying to penetrate the account.
Attack their weaknesses and try and find a small, quick win and then branch out from there.