By John Gifford

In this period of greater economic difficulty and complexity, there is a greater urgency to succeed, a feeling as if we are going to battle each day – which we are. If we are indeed engaged in battle each day, why not learn from someone who was very good at it. Bernard, “Monty,” Montgomery who was Field-Marshal in World War II and directed successfully two of the most important campaigns in World War II: the defeat of Rommel in North Africa in 1942 and the D-Day invasion in 1944.

Keys to “Monty’s” success were his strategic capabilities, his rapport with his men, and his insistence on never retreating. He always threw out existing plans when he replaced another commander and developed fresh ones that took into account up-to-the-minute information. Even so, his strategies were simple and clearly communicated to his men. He rehearsed key players in the D-Day invasion with board-game simulations so that all of the forces would be synchronized.

He would visit his troops every day, inspect them, docorate them, and be seen by them. His distinctive black beret could be identified at a distance, so his men could see him in their midst – leading and giving inspiration. His professionalism and insistence on excellence instilled in his men the expectation of victory.

Crucial to “Monty’s” battle strategy was the concept of overwhelming force delivered at the weak point of his enemy. He would stretch the opponent thin – whether that was Rommel’s forces in the North African desert or German forces stretched along the Normandy Coast. He would then identify the weakest point in the defense and exploit it. His concept of Schwerpunkt – an overwhelmingly powerful, sudden blow in a strategically chosen place – was instrumental against Rommel in the desert and on D-Day. All the ground forces that could be marshaled were brought across the English Channel for the invasion (hardly a dinghy was not used to bring over forces). There was to be no margin of error. Once the beach heads were secured, a simple goal loomed first, take Cherbourg.

Just as Montgomery marshaled all his forces to that weak point of the enemy, so should you identify those target customers most susceptible to your marketing and sales invasion. Become focused, increase your sense of urgency so that you have the energy to execute your campaign. For example, identify your five best customers and define what additional product or service you can sell them; if need be, generate a new product or service or variant of an existing one. Also, identify your twenty best prospects. Similarly, identify the product or service that would be the best fit with each.

Go all out in your approach. Personalize direct mail or postcards to each of the best customers; take them to lunch and tell that you want feedback on your current products and services, warning them, though, you will describe some new products and services that they will have a hard time resisting. With the 20 prospects, go through each and craft a specific email to each and invite them to a small meeting that will describe ways to save money in this recession.

In short, invest all your energy in identifying the best product/service match for each potential customer, craft a multi-wave campaign, and stick to it, emphasizing the personal touch when it is possible. The main thing to do is keep your focus, to persevere when dog-tired and to bring the overwhelming force (added benefits, customer service, unique differentiating marketing means, other tactical device) to the weakest point – ways in which your product/service will enable your customer to weather and even prosper in this daunting economic climate.

You would not go wrong to emulate “Monty’s” leadership capabilities, such as his leading by example, communicating goals to his men, and his insistence on excellence and professionalism. However, the distinctive black beret is optional.