Triage - Selling like a Combat Medic

During World War I, amidst the devastating onslaught of light artillery and machine guns on the battlefield, the French military pioneered a crucial system known as "triage" to manage the overwhelming influx of wounded soldiers. This innovative workflow aimed to prioritize medical treatment by recognizing that not all casualties could be saved, and resources needed to be allocated efficiently.

The concept was simple yet profound: categorize the wounded into three groups - those who would survive without intervention, those who would perish despite medical efforts, and those who could be saved with immediate treatment.

Fast forward to today, and the essence of triage finds a surprising resonance in the world of sales and business. Just as combat medics must discern which wounded soldiers to prioritize, sales professionals and managers must adeptly navigate through prospects to identify where to invest their time and resources for maximum impact.

During a conversation with a sales manager friend, the topic of resource allocation surfaced. We deliberated over the delicate balance between persistence and prudence in pursuing potential clients. While persistence is often lauded in sales, there are instances where recognizing futility early on is the smarter choice. The ability to discern whether a prospect will convert into a customer or not is a priceless skill in the sales arena.

Reflecting on a personal anecdote, I recalled a sales pitch for a timeshare at a Disney property. The salesman, astutely probing into my frequent hotel stays, swiftly concluded that I was unlikely to purchase a timeshare. Rather than wasting both our time, he graciously excused himself, leaving a lasting impression of professionalism and efficiency. His approach exemplified the power of quick qualification, a skill indispensable in sales.

In a world where time is a precious commodity and energy reserves are finite, every effort must be directed where it truly matters. Just as in triage, where resources are allocated based on the likelihood of survival, sales professionals must focus their energies where they can make a tangible difference.

Central to this strategy is a deep understanding of the sales process and the customer's purchasing journey. Customers embark on a journey of change, opting for the pain of transition over the discomfort of inertia. It is incumbent upon salespeople to grasp the nuances of this journey, identifying the specific pain points that drive the customer's decision-making process.

For instance, in my previous role selling hospital wall installation systems, I observed a significant uptick in deal closures when engaging hospitals planning renovations. By aligning our efforts with their existing plans, we streamlined the sales process, capitalizing on their imminent need for our solution.

Conversely, allocating resources to prospects who lack a genuine need for our offering is not only futile but also counterproductive. It not only exhausts sales teams but also diverts attention from prospects with a genuine need.

Moreover, understanding the stage of the customer's purchasing journey is paramount to avoid unnecessary resource allocation. Just as a medic prioritizes casualties based on their condition, a sales manager must discern between prospects at various stages of the buying process.

In essence, the art of sales triage is about judiciously deploying resources where they can yield the greatest return on investment. It's about recognizing when to persist and when to pivot, ensuring that efforts are aligned with prospects most likely to convert. Much like the emotionally taxing task faced by combat medics, sales managers must navigate the battlefield of business with acumen and discernment, leveraging the principles of triage to emerge victorious.