The Sales Dilemma
We all know the rule:
“Don’t sell what you have — sell what the customer needs.”
But what if the customer’s needs don’t match what you offer?
Do you walk away?
Do you recommend your competitor?
Or do you somehow create a bridge?
This is where most salespeople struggle — and where Sun Tzu’s wisdom gives you the answer.
1. “Know Yourself and Know Others” – Find the Overlap, Not the Opposite
“If you know yourself and know the enemy, you need not fear the result of a hundred battles.” — Sun Tzu, Chapter III
Before you decide you can’t serve the customer, study both sides deeply:
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What is the customer really trying to achieve — not just the product they want?
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What hidden fears or constraints are shaping their request?
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What unique strengths do you possess that others can’t easily duplicate?
🔹 Lesson: Don’t match product to product — match purpose to purpose. Even when needs differ, alignment often exists at a higher level of intention.
Example:
A customer says they want “cheaper training.” What they actually want may be faster results or less risk — not a cheaper price.
If you can address that underlying purpose, you still win.
2. “Attack Where the Enemy Is Unprepared” – Change the Terrain
“He who excels in attack surprises the enemy where they least expect.” — Chapter VI
If the customer’s needs lie outside your usual terrain, change the terrain instead of changing your integrity.
Reframe the conversation from what they want to buy to what they need to achieve.
Example:
If they want a tool you don’t have, show them a method that achieves the same outcome.
If they want quantity, show them the value of precision.
🔹 Lesson: The best generals don’t fight on enemy ground; they lead the enemy onto better ground.
3. “Win Without Fighting” – Serve Beyond the Sale
“The skillful fighter subdues the enemy’s army without battle.” — Chapter III
Sometimes, the customer’s need truly doesn’t fit what you offer.
The Art of War teaches humility in victory — you can still win without selling.
How?
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Recommend a partner or another provider — and earn trust capital.
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Stay in touch — because markets and needs evolve.
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When they are ready for your solution, they’ll come back without hesitation.
🔹 Lesson: In the long game, reputation outlasts commission.
People trust leaders who put their success above your own sale.
4. “Use Both Direct and Indirect Strategies” – Blend Adaptability with Focus
“In battle, there are not more than two methods of attack — the direct and the indirect; yet their combinations are limitless.” — Chapter V
Direct strategy: try to meet the expressed need.
Indirect strategy: show a new perspective that redefines the need.
When a perfect fit doesn’t exist, combine both:
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Address what you can.
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Redirect attention toward a more strategic solution.
🔹 Lesson: The master salesperson doesn’t say, “I can’t sell this.”
He says, “Let’s see how I can still help you win.”
5. “He Who Knows When to Fight and When Not to Fight” – The Power of Detachment
“To know when to fight and when not to fight — this is wisdom.” — Chapter III
There are times when walking away is the most strategic move.
Chasing every deal drains your strength.
By focusing only on winnable battles, you preserve your energy, reputation, and positioning.
🔹 Lesson: A wise warrior never fights every war — only those worth winning.
Final Insight
The Art of War teaches that every sale is not a transaction — it’s a strategic relationship.
When you cannot fulfill a customer’s need, your choice reveals your character:
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Push, and you lose trust.
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Withdraw, and you lose opportunity.
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But reframe and realign, and you win both respect and future business.
So when it’s hard to sell what you have, remember this Sun Tzu mindset:
Don’t fight the customer’s need. Redefine the battlefield.
Lead them from what they want to what will truly make them win.
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