After watching a military movie featuring Navy SEALs, I couldn’t help but see some striking parallels between their world and ours in PreSales. While the stakes are vastly different (we’re not fighting for our lives), there’s something to be learned from one of the most elite and efficient teams in the world. Navy SEALs operate in high-stress, high-risk environments where precision, adaptability, and teamwork are the keys to survival and success. These are qualities that can transform the way we operate in PreSales and Sales as well.
Let’s explore what PreSales professionals can learn from the SEALs and how adopting some of their strategies can elevate our game.
Disclaimer: Before we dive in, I want to make one thing clear – I’m not a fan of fighting/war, nor do I wish to undermine the immense sacrifice, pain, and extreme danger the military faces every day around the world. The parallels drawn here are purely meant to highlight the qualities we can learn from in the world of PreSales, where the stakes are different, but the mindset can still be valuable.
Mission-Centric Focus: Keep Your Eye on the Prize
Navy SEALs always operate with a clear mission in mind. Every action they take ties back to achieving that specific goal, and distractions are minimized. In PreSales, the same should hold true. It’s not just about delivering a polished demo or answering questions; every interaction must directly connect to solving the customer’s business challenges. By aligning your demos with the client’s most pressing needs and objectives, you ensure that your solution is seen as mission-critical.
PreSales Lesson: Keep the client’s business goals at the center of everything. Structure your demos around solving their core pain points, and make sure every feature or solution you showcase ties back to their objectives. The more clearly you can show your value, the stronger your position will be when they make their final decision.
“Slow is Smooth, Smooth is Fast”: The Power of Preparation
One of the core philosophies of the Navy SEALs is the idea that „slow is smooth, and smooth is fast.“ This means that by focusing on executing tasks slowly and methodically, they can achieve greater precision, which in turn allows them to operate faster under pressure. This is directly applicable to PreSales. Whether it’s preparing a demo or managing a client engagement, taking the time to plan meticulously can make the execution flawless.
PreSales Lesson: Don’t rush your preparation. The more thoroughly you prepare, the smoother your demo or client presentation will run. Focus on understanding your client’s pain points, perfecting your demo flow, and rehearsing for any potential questions. This deliberate preparation will help you perform better under pressure.
Adaptability in the Face of Chaos
SEALs train rigorously for countless possible scenarios, but they know that things rarely go as planned in the heat of battle. They are taught to be highly adaptable and make decisions on the fly. In PreSales, you may have the perfect pitch or demo prepared, but things can (and often do) go wrong – unexpected technical issues, shifting client priorities, or last-minute changes.
PreSales Lesson: Be ready to adapt. Always have a backup plan for your demos and presentations. If something goes wrong, maintain your composure and pivot as needed. SEALs succeed by staying calm and adjusting their strategies in the moment, and so can you.
Extreme Ownership: Take Responsibility
Navy SEALs practice what they call „Extreme Ownership“ – the idea that every member of the team takes full responsibility for their part of the mission, and leaders take responsibility for the entire mission, regardless of external factors. In PreSales, this translates to owning every aspect of the client interaction – from the initial discovery to the final demo.
PreSales Lesson: Own every part of your process. If a demo doesn’t land or a client isn’t satisfied, take full responsibility and focus on how you can improve next time. Blaming external factors like technology or client readiness won’t help you grow. Instead, take ownership, learn, and adapt.
Teamwork and Trust: No SEAL Operates Alone
SEAL teams are famous for their deep sense of camaraderie and trust. They rely on each other’s skills, experience, and judgment to accomplish their missions. In PreSales, we may not be storming enemy territory, but teamwork is just as critical. Whether collaborating with sales, product management, or customer success teams, a deal’s success often depends on seamless coordination.
PreSales Lesson: Build trust and collaborate effectively. Just as no SEAL can succeed alone, PreSales professionals must work closely with other teams to ensure client success. Clear communication, mutual trust, and leveraging each team member’s strengths are key to winning deals.
Clarity of Communication: Precision in Every Interaction
SEAL teams rely on clear, concise communication to ensure success in high-stakes situations. Miscommunication can lead to failure, and the same applies in PreSales. Whether you’re working with your internal teams or engaging with the client, crystal-clear communication is critical. Aligning with sales, product, and services teams ensures that everyone is on the same page, presenting a unified strategy to the customer.
PreSales Lesson: Foster clear and concise communication at every step. When working with clients, be transparent about expectations and ensure they understand how your solution fits their needs. With internal teams, establish a regular cadence of communication to keep everyone aligned and moving in the same direction.
The “Never Quit” Mindset: Resilience in the Face of Failure
One of the most well-known aspects of Navy SEAL training is the emphasis on resilience. Their „Never Quit“ attitude is ingrained from the very beginning, and it’s this resilience that helps them push through when things get tough. In PreSales, we often face setbacks – lost deals, technical failures, or challenging clients – but the key to long-term success is perseverance.
PreSales Lesson: Cultivate resilience. Just like SEALs, don’t let failures define you. Every lost deal or failed demo is an opportunity to learn and improve. Resilience in the face of adversity will help you stay motivated and continue to perform at your best, no matter the challenges.
Attention to Detail: Every Small Action Matters
SEALs are trained to pay attention to the smallest details because in their line of work, even minor oversights can have catastrophic consequences. In PreSales, attention to detail can be the difference between winning and losing a deal. This could mean tailoring your demo specifically to the client’s pain points, or ensuring every slide, click, and message in your presentation is flawless.
PreSales Lesson: Pay attention to the details. Tailor every interaction to your client, ensure your demo is personalised, and anticipate every potential question. The little things can make or break your presentation.
Continuous Learning and Feedback: Always Improving
After every mission, SEALs conduct an „After Action Review“ (AAR) to evaluate what went well, what went wrong, and how they can improve. This relentless pursuit of growth ensures they are constantly evolving. In PreSales, we should be doing the same after every client interaction.
PreSales Lesson: Incorporate feedback loops. After every demo or client call, take the time to reflect and get feedback from your team. This process of continuous learning is key to mastering your craft and improving your performance.
Leveraging Technology: Use the Tools at Your Disposal
SEALs are equipped with the latest technology to gain an edge in any mission. Similarly, PreSales teams should leverage tools like CRM systems, demo automation, and analytics to enhance their effectiveness. Using these tools helps you personalize your approach, streamline your processes, and deliver more impactful demos that resonate with your audience.
PreSales Lesson: Don’t just rely on the basics. Use technology to your advantage by tailoring your demos with the prospect’s data, integrating interactive elements, or utilising analytics to better understand their needs. This level of personalisation demonstrates that you’re not just selling software – you’re solving their unique challenges with precision.
The 3-Foot Rule: Focus on What’s Within Your Control
In high-pressure environments, Navy SEALs live by the 3-foot rule – focus only on what’s directly in front of you and within your control. They don’t get distracted by distant worries or external factors that they can’t influence. For PreSales, the lesson is clear: when you’re in the middle of a demo or client meeting, don’t waste energy on things beyond your immediate reach. Whether it’s a technical issue outside your control or an external factor impacting the client’s decision-making process, focus on what you can manage right now – your product knowledge, your ability to engage the client, and your calm, professional demeanour.
PreSales Lesson: When things go off-script during a demo or client meeting, don’t stress about what’s out of your hands. Focus on delivering the best presentation, answering questions clearly, and keeping the conversation on track. By controlling your immediate environment, you’ll stay composed and maximise your influence over the outcome.
Final Thoughts: SEAL Discipline for PreSales Success
The Navy SEALs are renowned for their discipline, adaptability, teamwork, and resilience – qualities that can also make PreSales professionals more effective. By adopting some of the SEALs’ strategies, from preparation and adaptability to extreme ownership and teamwork, we can sharpen our own effectiveness and become the elite in our field.
We’re not out there fighting for our lives, but the stakes are still high. Adopting the mindset and strategies of the Navy SEALs can give us the edge we need to perform at our best, win more deals, and build lasting client relationships.
If you want to learn more about PreSales, please visit www.presales-handbook.com, buy the PreSales Handbook, or take the PreSales Mastery Course.
Author: Dr. Johannes Hangl
Hi there! I'm Johannes Hangl, a recent Ph.D. graduate in Business and Economics from Mendelova univerzita v Brně. With a solid foundation in logistics, supply chain management, and business — further enriched by my Master of Science from THM Technische Hochschule Mittelhessen and both a Bachelor and Master Professional of Business Management from the Academy Handel Munich — I bring a robust mix of theory and practical PreSales experience. Professionally, I've developed expertise in crafting effective logistics strategies and solving complex problems, which enhances business growth and operational efficiency. At home, I'm a dedicated father of three, balancing family life with professional ambitions, which fuels my passion for productivity and efficiency in all aspects of life. I thrive on working smart to streamline processes and achieve excellence with a relaxed, yet focused approach to both life and work.
