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Boldness in sales: Who Dares Wins

One of the most famous slogans in the world: Who Dares Wins. The mantra of the UK SAS special forces.

There’s also an ending to it that’s much less well known.

The full mantra is “Who dares, wins. Who sweats, wins. Who plans, wins.”

It’s incredibly simple. But the depth of meaning behind it and the connotations make it so incredibly powerful.

And it’s not only a military slogan. The same is true in life, and indeed in sales.

The principle is not that you’re carelessly gung ho. It’s not that you barge into every opportunity with a happy cry, blindly trusting that fortune will favour the bold.

Like the SAS themselves, you calculate your risks. You choose your battles wisely, the ones you know that you can win.

But you know that once you’ve planned your attack, once you’ve sweated your preparation, you can dare to take the bull by the horns.

And you’ll win.

Is there a career opportunity you want? A new key account that you’re dying to capture? A bold new brand that you’d like to set up?

You research your target forensically, find out their pain points and what gets them interested.  You prepare your tactics, rehearse what you’re going to say, and how you’ll react in different scenarios.

Who plans, wins.

You ready your arsenal, your resources and your tools. You plan for every eventuality, an escape route if you need one.

Who sweats, wins.

And then you commit.

‘Who dares wins’ requires full commitment to your plan. Because being bold means that you will get setbacks and maybe doubts will creep in.

Being bold means you’ll be criticised.

But nothing changes if nothing changes! If you always do what you’ve always done – you’ll get progressively less and less and less, because the world moves on if you don’t.

So there’s no time like now to be bold. You can afford to be different, not to follow the crowd.

You can go and get that big account. You can go found your revolutionary new brand and shake up the industry. You can get that big promotion.

If you sweat. If you plan. And if you dare.


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