Information can be liability

I had just moved into Sales from my HR profession and we were discussing one of the possible deals. As we sat around to discuss our proposed solution, my enthusiastic sales person poured out information on competition…. Who is our competitor, who is the person involved from their side, his background, competitor’s strategy, solution…. Being novice to the sales function I was impressed! Next few hours we dissected the information received and finally shut our mouths and laptops to go home quite late into night…… As I drove back in the quiet of the night, something was troubling me……While trying to catch up sleep on reaching home, I realized what was it….. Yes, we had a great in-depth discussion on competitor solution and strategy, but we were no nearer to our own solution…. Next day as we met and resumed our discussion I had a simple question, “What’s our game?” As we slugged it out, we repeatedly came back to competitor’s strengths and our relative problems ….. We took a long time and in the end I still felt something missing…… not a very great feeling when you go out to win a deal…..

…. A few months down the line we were on another one… this time I was little more confident to lead the sales effort from the front…. As we sat around looking at the Request For Proposal (RFQ), we realized that we did not even have a clue about 3 of the 8 services required. This time I had declared –Lets first get together what we have and what we know….. I’ll do something about the 3 service lines that we don’t know…… I remember we had a great time and when we were ready with what we knew, the effort looked pretty good …. Almost a feeling an artist striking a right symphony…… “so what’s the plan for the other 3 service lines?” Someone asked me..... “I’ll present something on that”….. knowing my technical competency, everyone was bewildered! “What do you mean?” “Have we tied up with some partners?”…. “No” ….. “then what?” “We’ll tell them that we do not know” …. “Are you mad??” “No, look at it this way, you guys have almost created an artwork in your areas, I don’t want to stick some patchwork on that”….. One good part about that team was we trusted each other completely ….. As we stood for the presentation, I told our future prospects “Gentlemen, We are going to present only 5 service lines because even the spelling of other 3 service lines we know from your Request For Proposal document” they chuckled and said “Go ahead guys” …… Our guys did a fantastic job as they came into their elements in their respective areas for the balance of the presentation….. As the long drawn process concluded, we finally bagged one of the biggest deals for the region …. Later on as I talked to that CIO at his office, he told me “Look, I know perhaps you guys are not biggest or the best but you were the only ones who were candid right from the word go. We were doing Offshore work for the first time and the most important parameter was we wanted to work with someone we could trust. After all we are not asking to develop rocket science!” I confess …. That it was not a planned strategy or something ….. neither did we win only because of honesty …. Our technical guys did an outstanding job in presenting the solution but what I guessed worked in the retrospect was follows:
1. We focused on what we knew and came with our own solution based on our own strength ….. most importantly we believed in what we said
2. Other competitors were so big in size that the gap was just scary …. Even if we had stood on our heads we wouldn’t have come even close to their areas of strengths
3. We trusted each other and had a secret pact of flying under the radar lest someone from within organization should get alarmed at the stupid things we were doing on a big deal…. Rather than attracting all help and information, we picked and chose what we wanted or rather what we could process!

I am neither an expert on Sales or Strategy (or actually on anything for that matter!!) but I strongly feel that there is merit in taking a look at the philosophy that equates information with power. I don’t claim to have all right answers but sometimes focusing too much on information available like a competitor’s information makes you more reactive. I have always preferred to take stock of my resources and play by my strengths …. Information can be intoxicating …. Overdose of it can be quite confusing if you cannot process it all or influence any change based on it.

It is better to stay focused on your objective and seek relevant information rather than being led by information. Information is key to all decisions but overdose of information can be a liability……..