A recent study reported that almost one-quarter of U.S. workers changed jobs and nearly three-quarters of the businesses surveyed anticipated increased competition for talented employees (MetLife Employee Benefits Trends, 2007). The sample in this study was comprised of all workers. One would have to believe that, if a similar study focused just on salespeople, those percentages would be even more severe. Indeed, we have consulted with clients in efforts to reduce sales force attrition who were confronting significantly higher attrition than twenty-five percent.

More than any category of workers, salespeople are both threatened with termination and wooed by competitors. Salespeople are the foot soldiers of an organization who engage the enemy in hand-to-hand combat on a daily basis. And just as Sun Tzu advocated an occasional beheading of ancient Chinese soldiers to motivate the troops, modern salespeople are sporadically terminated for not meeting their quotas. On the other hand, high performing salespeople are courted by competitors in hopes that they will bring their talents, relationships, and books of business to the other side.

Whether you are kicking salespeople out the door or your competitors are stealing them from you, sales force attrition is emerging as a serious business challenge.

One of the core negotiation principles we teach is having a BATNA: Best Alternative to a Negotiated Agreement. It is essential because the party who holds the stronger BATNA, not necessarily the one who is bigger or more powerful, wins.
We illustrate the concept with the great and classic film Casablanca. As you may recall, the 1943 Academy Award winning movie revolves around negotiating for letters of transit (visas) that will allow the holders to flee Nazi-controlled Casablanca for the US.

Rick Blain (Humphrey Bogart) has them, and Ilsa Lund (Ingrid Bergman) wants them. In the scene entitled "Ilsa's Plea," Ilsa puts her BATNA on the table when she pulls a gun, points it at Blain and says, "I tried to reason with you. I have tried everything. Now I want those letters. Put them on the table." Bogey one- ups her BATNA by stepping closer and saying, "Go ahead and shoot. You will be doing me a favor."

The BATNA principle came to life for me again in the context of a current conflict, the war in Iraq. New York Times columnist Thomas Friedman wrote last month about the Iraqi Parliament taking the month of August off, while our soldiers put their lives at risk in the scorching desert where temperatures push 130° F (54.4° C). Obviously, from an American perspective, if our young soldiers can endure those kinds of conditions, the Iraqi parliamentarians ought to be able to meet in their air conditioned facility and advance a political solution for their country.

Although he doesn't use the term BATNA, Friedman hits on the same principle when he observes that, while the US is bigger and more powerful, the Iraqis have a stronger BATNA. Believing that the Bush administration will never walk away from a negotiation there, the Iraqis will not make concessions, like keeping Parliament in session.

The lesson to be learned is to always have your Best Alternative to a Negotiated Agreement determined before you enter into a negotiation. Stick to it and be ready to walk. If you don't, you will lose the negotiation, even if you are bigger and stronger.