Overview
In today’s volatile and fast-changing market, simply having a sales plan is no longer enough. To stay ahead, you need a proven strategy that anticipates challenges, adapts to change, and outmaneuvers the competition.
Sun Tzu’s Sales Strategies is a 2-day program that translates the ancient wisdom of The Art of War into actionable, modern sales tactics. You’ll learn to assess competitor strengths and weaknesses, understand shifting market dynamics, and identify new opportunities before others see them.
Through case studies, role plays, and practical exercises, you’ll apply Sun Tzu’s 5 fundamentals of strategy, master the ERRC (Eliminate, Reduce, Raise, Create) method, and design winning sales frameworks tailored to your market. Whether you’re in a financial downturn or a booming economy, you’ll be equipped to lead with clarity, command authority, and execute sales strategies that deliver measurable results.
By the end of this course, you’ll not just “do sales” — you’ll command the sales battlefield.
Objectives
The 5 fundamentals of strategic sales
Adapting The Art of War to modern markets
Competitor analysis & market intelligence
Tactical sales planning and execution
ERRC framework for strategy innovation
Identifying and capturing new market opportunities
Maneuvering sales approaches based on market terrain
Who Should Attend
Sales personnel seeking competitive advantage
Sales managers leading teams in dynamic markets
Business development and account managers targeting growth
Channel sales managers managing competitive territories
Prerequisites
Basic sales experience recommended
Open mindset to strategic and creative thinking in sales contexts
Course Details
Introduction
Explore the history and modern adaptation of Sun Tzu’s strategies, introducing the 5 fundamentals of sales strategy.
Our Stratagems
Relate The Art of War to your current sales fundamentals and identify areas for improvement.
The Influence & Knowing The Strong & Weak
Develop authority, discipline, and respect to focus energy for better results.
Tactics
Evaluate and refine your current tools, processes, and discipline for sales success.
Market Changes
Use market intelligence to spot opportunities, get closer to customers, and capture emerging demand.
The Terrains
Analyze strategic groups, emotional appeals, and alternatives using the ERRC framework.
Maneuvering & Terrains
Assess and create new pathways to reach and win over customers.
The Pathway To Success
Apply the Eliminate, Reduce, Raise, Create process to design winning strategies.
"Increase win rates by up to 30% by applying Sun Tzu-inspired strategies to competitor analysis, market positioning, and opportunity targeting."
Real-World Career Impact
This training equips you for roles such as Strategic Sales Manager, Business Development Strategist, or Competitive Intelligence Specialist — positions where you lead market capture through informed, decisive strategy.
Certification Guide
No specific exam provided
Frequently Asked Questions
What is the main focus of this course?
Applying Sun Tzu’s Art of War principles to modern sales for strategic advantage.
Will I learn practical strategies or just theory?
Both — the course combines historical concepts with actionable, market-ready tactics.
Is this course relevant for today’s market?
Yes. Strategies are adapted for today’s fast-changing, competitive business environment.
Do I need prior knowledge of Sun Tzu’s work?
No. The program introduces and explains the relevant concepts in an easy-to-apply format.
Can these strategies be applied in any industry?
Absolutely. The principles work across industries, from B2B to consumer sales.
How will I practice these strategies?
Through case studies, role plays, group discussions, and real-world scenario exercises.
What measurable improvements can I expect?
Increased deal closure rates, better market positioning, and stronger competitive tactics.
Is this course HRDC claimable?
Yes, for eligible Malaysian employers.
Can I opt for private in-house training?
Yes, with content tailored to your team’s sales context.
Is the course customizable for my industry?
Definitely — examples and exercises can be adapted to your market.
