Hit ‘em Where They Ain’t

Something that every Sales Manager has to look out for is what's called "Self-Limiting Beliefs". In short, these are thoughts a person can "get into their heads" that focus on the negative - e.g., "I can't", "I won't", "I shouldn't", etc. This is especially true during down times in the economy. Earlier this week, I listened to a luncheon speaker whose presentation reminded me of a valuable, related lesson I learned, early in my career. I always think of this lesson as, "Hit 'em Where They Ain't".

Before going on, I probably should touch on where that phrase, 'Hit 'em Where They Ain't", comes from. I remember it as a phrase used by the Manager of one of my favorite baseball teams, growing up. It turns out that its credited to a baseball player, from the turn of the last century, named "Wee Willie" Keeler. As is indicated by his nickname, "Wee Willie" was one of the smallest men to play baseball and yet, in 1894, he started a streak of eight seasons with 200 or more hits ... a feat that has been equaled by few. When asked about how he accomplished this, "Wee Willie" said, "I keep my eyes clear and I hit 'em where they ain't." In other words, he didn't focus on what he "couldn't do", due to limitations of his 5'4"/140# stature. His reliance was on what he "could do" with his skill at hitting a baseball where he wanted it to go. When I was a fledgling Sales Rep, I was blessed to have a Sales Manager who used this illustration, to encourage my best performance regardless of my circumstances.

The Luncheon Speaker I mentioned earlier was Kent Craford, CEO of SeaPort Airlines. Although that may seem like a stretch for the topic I'm addressing, it actually couldn't be a better fit. You see, SeaPort Airlines launched their business this past June. Do you remember what was happening with most airlines this past June? The same conditions that had me paying $4.57 per gallon to fill up my SUV had most airlines in a panic. They were cutting costs (and related services) and increasing prices in every way they could find. You'd have to be crazy to start a new airlines at a time like that, right?! Maybe. And maybe not, if the new airlines has a smart business plan to "Hit 'em Where They Ain't".

Even if I could completely detail the SeaPort Airlines business plan for you, it wouldn't be appropriate for me to do so here. But here are some of the key elements that I do recall:

They recognized a significant business need that wasn't being met. Specifically, there is substantial need for business travel between Seattle and Portland. Driving from one city to the next takes about three hours. Roughly the same amount of time is required, if you fly the airlines that have been servicing this route. SeaPort's average time is 90 minutes.

A key to SeaPort's ability to cut travel time in half is their use of an aircraft type that allows them to fly in and out of general aviation facilities where TSA Security is not required.

They're able to offer a level of service that's close to the experience of flying on a privately-owned jet at competitive prices.

Again, the type of aircraft being used by SeaPort is a crucial element to their ability to offer reasonable fares. While fuel accounts for 50% to 70% of most airlines' operating costs, with SeaPort, it's only about 25%.

That's a pretty good example of "Hit 'em Where They Ain't", don't you think? Another phrase that fits is "Yankee Ingenuity". As far as I'm concerned, that has been the most important element, setting the U.S. business culture apart from the rest of the world. When market conditions are challenging, it's important to remind yourself of this, regardless of your role in business. I think it's especially important, if you're in Sales. So, I want to encourage everyone in a Sales Management role to give attention to this regularly. Of course, you're welcome to pass my anecdotes along, if that seems helpful. Better yet, look for opportunities for your Sales Team members to have an experience similar to mine with this week's SeaPort presentation. It didn't matter that the Presenter was a CEO and not a Sales person, per se. And it didn't matter that I don't have an airlines industry background. The important thing was coming away with a refreshed "can do" attitude. That can make all the difference in Sales performance, especially with those who have been letting circumstances control them instead of the other way around.

What's been your experience in dealing with "Self-Limiting Beliefs"? Has the "Hit 'em Where They Ain't" approach worked well for you? What inspirational examples, like mine with SeaPort Airlines, have you come across lately? Please let us know, so it can be shared with others.