As we think about our "Breaking the Rules" strategies, here's another to add to our list of options - the delay strategy.

What is this?

The delay strategy is the idea of asking the customer for a delay (or forcing a delay if it is in our control) in order to improve our competitive position.

When would we use it?

The right time to use this tactic is when we are losing ground to a competitor or a no-decision and feel we are likely to lose if we continue our present course or follow the rules of engagement laid out for us.

How do we do it?

We ask the customer if we can delay the timing of our response for some logical reason (availability of resources/people, logistics and schedule conflicts, the timing of a new product introduction, etc.).

What can go wrong?

The worst thing that could happen is that the customer says "No". In addition, some of our teammates or leaders might not appreciate the strategy and feel that we are foolishly jeopardizing our opportunity. In reality, if a prospect won't give us an extension, that may tell us a lot about the situation and our odds of success.

The good news?

They might say "Yes", which gives us opportunity, and if they say "No", we can still choose to meet their deadline.

What do we do with the time we gained?

Use the process - do our research, identify and leverage coaches, hone our solution fit and business fit, gain access to senior level decision makers, involve our executives, change the ground rules and develop a more effective competitive strategy. In other words, strengthen our competitive position and improve our odds of winning.

No strategy works in every situation, and this one may be arguably less effective in a public sector environment where strict adherence to the rules of engagement is expected. Nonetheless, more options are always better than fewer options.