A disappointed Coca-Cola salesman returns from his assignment to Israel. His boss asked, “Why weren’t you successful with the Israelis? Didn’t you work with the local guys, was the market research incorrect, what happened?”
The salesman explained, “When I got posted, I was very confident that I would make it. But, I had a problem. I didn’t know Hebrew. So, I planned to convey the message via 3 posters.
First poster: A man lying in the hot desert sand, totally exhausted.
Second poster: The man drinks Coca Cola.
Third poster: The man is now totally refreshed.
“These posters were pasted all over the place, why didn’t it work?” asked the boss? “It should have worked”, said the salesman. “But, I didn’t realize that Israelis read from right to left!!!” (Look at the poster again)
The boss looks at the salesman and said, “If you are going off script then I don’t have to be right, but you do.”
Salespeople are paid to be creative, adaptable, competitive, and forced to make quick decisions without all the information available. It is sales leadership’s responsibility to give their employees battle cards, playbooks, and messaging specific to their opportunity. (RampedUp.io can help with these.) The synergy of the two working together wins business. One without the other usually results in management cliche’s and finger pointing.