This strategy is needed when a company enters a new industry or region, or is attempting to cultivate a new customer base, and is in the process of setting its priorities. Chapter Four Chapter Four describes close combat. Adopting a diresct sales system, 2. Reinforcing one's home base, and 4. Using personal approach as a weapon.
Close combat is vital to distribution strategy and in developing tactics.
One point concentration is, in essence, sharpshooting or sniping. In a battle, the weaker army has no hope of winning unless it focuses its small forces on one area. In sales strategy, as well, the weaker company must launch a concentrated offense. The best strategy for the weaker company is to select a relatively easy target or to focus on an area where it already has strength. Here, we have used the sales strategy implemented by a manufacturer of industrial supplies as an example.