The Articles Of Selling

How The Royal Navy’s Articles of War gives us a foundation for effective selling!

Credit Miramax films. Master & Commander, The Far Side Of The World

Perhaps this is The Age Of Sale after all!

I am an unabashed fan of The Age Of Sail. I love sailing and being on the water, plus I have been an avid reader of Patrick O’Brian’s Aubrey Maturin series for decades and am on my fourth circumnavigation (as reading all twenty completed books in the series is called).

I can only imagine what it must have been like serving on a man of war in the Royal Navy. A typical frigate of the age would be 126ft long and 31ft across with a crew of 220 all living in very cramped quarters for months at a time.

How does this relate to selling?

The Royal Navy's Articles of War, historically known as the "Regulations and Instructions Relating to His Majesty's Service at Sea," were a set of rules and regulations governing the conduct and discipline of officers and sailors in the British Royal Navy. These articles were crucial for maintaining order and discipline on board naval vessels during the age of sail. While sales training doesn't directly correlate with these articles, you can draw some parallels and learn valuable lessons for sales professionals from them. The articles are a detailed list of 36 regulations spanning around 3,500 words that ensured any Royal Navy vessel was ready and prepared for any eventuality.

Here's where this helps salespeople:

Discipline and Accountability: The Articles of War emphasized strict discipline and accountability among naval personnel. Similarly, sales professionals should maintain discipline in their daily routines, ensuring they follow best practices and meet their targets. Being accountable for their actions and results is vital in the sales world. KPI’s are a great way to maintain your accountability.

Chain of Command: The Royal Navy had a clear chain of command, with officers and sailors respecting their superiors. In sales, there's often a hierarchy within the organization. My Sales Training teaches salespeople to respect this structure, listen to their sales managers, and follow the guidance provided, this is particularly important when selling in regulated markets where compliance to regulations is vital and selling non-compliantly can cause major issues. Whilst you won’t get flogged for not saluting your sales manager as you pass in the corridor, you won’t do your career any harm by being respectful.

Punctuality: The Articles of War stressed the importance of punctuality. In sales, being on time for meetings, calls, and appointments is crucial. Sales professionals should be punctual and reliable, as it reflects professionalism and respect for the client's time. Also, the reliability of calling your prospect back when you say you would be vital.

Communication: Effective communication was vital in the Royal Navy. My Sales Training emphasises the importance of clear and persuasive communication with potential clients. Understanding their needs and conveying the value of products or services is key to successful sales. Being able to ask the right questions, listen and acknowledge are key communication skills that my training sessions will develop for you.

Training and Preparation: The Royal Navy invested in training sailors to ensure they were well-prepared for their duties. In sales, ongoing training and preparation are essential. Sales professionals should continuously improve their skills and stay updated on industry trends and product knowledge. Using my Sales Training programmes will prepare you for the battleground of sales!  

Teamwork: Naval crews had to work together as a team for the ship to function effectively. In sales, teamwork within the sales department and with other departments (like marketing and customer support) is crucial. My Sales Training stresses the importance of collaboration and sharing information for the benefit of the organization, working with colleagues can be rewarding, both financially and emotionally. You do not have to be a lone wolf to be successful in sales.

Adaptability: Naval officers and sailors had to adapt to changing circumstances and conditions at sea. In sales, adaptability is equally important. Sales professionals must adjust their strategies to meet the evolving needs of clients and changes in the market. The best method for engaging these skills is to acknowledge the client’s answer to your question, giving you vital extra seconds to phrase your next question. This affords you the time and space to be super adaptable to any scenario.  

Ethical Conduct: The Articles of War promoted ethical behaviour among naval personnel. If you read my book, The Anti-Sales Manifesto, you’ll know that my Sales Training discusses the importance of ethical selling, avoiding deceptive practices, and maintaining integrity in all interactions with clients. Whilst naval captains like to 'amuse' their enemies, it was strictly a code of honoour that they identified themselves before action, raising their colours before any shots fired. When speaking to customers, employ this same honour code. Identify yourself and be transparent in your approach and intent at all times.

The Acheron ambushing HMS Surprise - Master And Commander. Miramax Films.

While the Royal Navy's Articles of War were specific to naval operations, the principles of discipline, teamwork, communication, and accountability can be applied to various fields, including sales. By incorporating these principles into my sales training, I help sales professionals become more effective and successful in their roles.

So, if you’d like to get your sales team working as efficiently, effectively, and as disciplined as the crew of a Royal Navy first rate man of war, then I’d be delighted to have a chat with you about your team.

Giving the sales team the traditional daily ration of a pint of rum isn’t part of my training though!