The Art of War in Retail: The Opposition

Chapter 5
The Generals- The primary opposition is other Generals who lead their armies–cold cash, credit cards, and debit cards–into battle against your armies of clothes. It is critical that you use all your tactics and your terrain to your advantage. Your troops must be well folded, sized, and prepared for battle. Some Generals are easier to defeat, but some will cut up and defeat entire battalions of Soldiers–it is up to you to distract and move these Generals into new battlefields against Soldiers who can take more damage. Your primary goal is to take as few losses as possible before you capture their army of money–thus the greatest sales Generals engage in direct contact.

The Champions- These are key Generals, ones you can automatically notice as they walk into the battlefield. Some of these Champions have huge armies, with a fat wallet lined with designer accessories–they will buy up handfuls of clothes. Some of these Champions used the dirtiest tactics to defeat as many of your soldiers as they can, with as little damage to their armies as possible–these people search for super sales. Champions are often seen on the same battlefield many times, and many sales Generals can point them out in battle. The very worst Champions are the ones who come the most, and bring devastation in their wake, time and time again. These bad Champions confuse multiple sales Generals, destroy entire battlefields, and wreak havoc on the self-esteem and psyche of all who challenge them.

Siege or Parlay? Yet, even in this, there are some Generals and Champions that only come for parlay, they wish no siege, no prolonged wars. Some Generals will come with organized battle in mind–often called a shopping list–willing to trade equally in their army with your army. They are like Valkyries of Valhalla, taking your Soldiers to a better place, with the honorable death of battle on their breath.

The Opposition must be known and understood. Often, the best advice is to put yourself in their shoes, even if they rarely ever place themselves in your shoes. If you understand the Opposition, you can understand your place in the battlefield even better.

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