The Hiker, The Map, and The Terrain

When thinking about variables in a sales scenario, we use the analogy of the Hiker, the Map, and the Terrain.

The Hiker

The hiker is the sales rep. The sales rep's job is to be fit enough to navigate any terrain. They must have the mental fortitude to see the hike through, no matter how long. They need the wits and experience to navigate terrain efficiently. The hiker must also understand their own needs and how to take care of themselves on the journey. They need to recognize when it's time to turn back or when they might be led in the wrong direction (lied to).

The hiker is extremely important to the sales team, especially if you don’t have a good map ( i.e. startups).

The Map

The map represents your sales scripts and playbook. Equipping a hiker with a good map can mean the difference between success and failure as they navigate the terrain. A good map guides the hiker through various terrain types and weather patterns—but most importantly, it shows them where to go. When hikers repeatedly encounter scenarios the map doesn't cover, they'll lose faith in it. However, a refined and proven map can lead even inexperienced hikers to success.

The Terrain

The terrain is the sales situation, encompassing your prospect, their mood, their organization's dynamics, and more. The terrain can be either ever-changing or extremely predictable. Some industries are more complex than others, but a good map should help any hiker navigate them. Similarly, a great hiker comes prepared for any type of terrain.

Conclusion

Consider these factors when building your sales team and processes. Should you focus on hiring experienced hikers (great sales reps), or invest in a skilled map maker (playbook creator) and train new hikers? Your decision should account for current hiring conditions and how established your industry terrain is.

To improve your hikers, I suggest spending plenty of time in Suade's roleplaying simulator and creating a great real-time AI coach for them.

To improve your map, focus on creating comprehensive Suade docs. Develop battle cards for common scenarios and structure them to help your sales reps adapt to various situations.