Throughout 2008, the theme of the IMPAX Tips was "Breaking the Rules". Why? Because, as we all know, the rules are made so that value leaders lose. The rise of Procurement is putting immense pressure on value leading sales organizations that can deliver great value to customers, but can't win price oriented vendor battles.

In the 2008 Tips we have shared a series of ideas to consider when breaking the rules and want to reiterate a couple of key messages - that breaking the rules requires courage, and it requires taking action. Breaking the rules isn't easy, but neither is the alternative of playing a game you can't win. Below is an example of this kind of courage. It is an excerpt from an email sent by a sales leader to his team (our client's identity has been hidden to protect his competitive advantage) to encourage the right kind of action:

... our sector is adopting the position that all RFPs that we elect to respond to going forward must be presented to the decision maker in person as a condition of our response. If this is not acceptable to the group organizing the bid, we will "pass" on the RFP response. Presentations to an "RFP committee" will not be acceptable, unless the decision-maker is present in the meeting. (Again, a decision-maker is the person who is responsible for the selection of our company as a service partner.)

Additionally, for all non-RFP responses, the BD leader on a given pursuit is required to use the full IMPAX process, including making a business fit presentation with the decision-maker at the beginning of a pursuit and then again when the solution is finalized.

This position will not be compromised for any customer or prospective customer.

Courageous? Yes, and smart too. He and his team are getting the presentation meetings with senior management that they need to position their value, differentiate themselves from their competition and win.