Target Opportunity Selling: Top Sales Performers Reveal What Really Works

Chapter 12

Form a Competitive Strategy

The Sales Expansion Loop: Business Capital—Strategy

Before his consulting career, William E. Rothschild was a 30-year insider at General Electric and the company’s senior corporate strategist for three of those years. In his book The Secret of GE’s Success (McGraw-Hill, 2007), Rothschild observed the relationship between objectives, strategy, and tactics:

What do you want to achieve? The answer to this question is the objective. How will you go about achieving your desired results? The answer to this you can call strategy.

I would add: “What specific actions will you take? These you can call tactics.”