Unconventional B2B Strategy #9
Northern China. 316 B.C.
The Wei army, 100,000 strong, invaded the state of Qi. Wei’s generals believed the conquest would be swift.
Sun Pin, Qi’s crippled but brilliant strategist, spotted an opening.
He ordered his troops to scatter cooking fires across the hills. As night fell, they extinguished the fires one by one & moved equipment out of sight.
Wei’s scouts reported the “retreat” to their generals. Emboldened, Wei’s generals pushed deeper into Qi, leading their forces into a narrow, forested valley.
Sun Pin’s troops sealed the exits and set the forest ablaze. Wei’s army crumbled.
Arrogance kills.
Robert Greene’s 9th Strategy of War states roughly:
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Moving first—initiating the attack—will often put you at a disadvantage: you are exposing your strategy and limiting your options. Instead … hold back … let the other side move first … counterattack from any angle.”Robert Greene
Here’s how to use this unconventional strategy on the B2B battlefield.
SET TRAPS
Bait competitors into costly mistakes.
A small CRM company once ran ads comparing themselves directly to Salesforce’s pricing tiers, forcing Salesforce to respond publicly and justify its high costs. This drew attention to the challenger’s affordability and flexibility.
Set your own traps …
1) Identify a weakness they’ll defend, like their pricing or customer service.
2) Frame it in your favor through marketing or direct conversations.
3) Let their response amplify your point.
PSYCH OUT
Turn the power dynamic to your advantage with clever counterattacks.
When pitching an arrogant prospect, try:
“I know this can be out of budget for most companies.” Then pause.
The prospect often rushes to defend their financial status, pulling themselves into the sale.
Silence is your weapon. Bait egos. Wait for the flinch.
WEAKNESS > STRENGTH
Big companies move slowly. Patagonia flipped fast fashion by focusing on sustainability, not mass production.
Small companies can do the same:
* Highlight your agility and personalized attention.
* Expose their reliance on automation as impersonal and cold.
* Reframe cheap pricing as cutting corners that hurt clients long-term.
RETREAT THOUGHTFULLY
No small company can survive a long, protracted war.
After landing a few hits against a giant, pull back before they regroup.
Retreat to your safe space—your niche or loyal customer base—and start planning the next move.
Don’t confuse retreat with weakness.
Use the lull to sharpen your counter-attack skills:
* Deepen relationships with clients
* Accelerate response systems
* Prepare your next bait
The key? Do not OVERextend.
Let ’em burn.
