What Does History Have to Do With Sales and Marketing?

What does Julius Caesar’s conquest of Gaul, Queen Elizabeth’s victory over the “invincible” Spanish Armada, and Watson and Crick’s discovery of the DNA double helix have to do with sales and marketing? “Everything!” says author Patrick Henry Hansen.

“History is largely ignored as an information source in the business arena. Momentous historical events are packed with entertaining, eye-opening examples that teach timeless principles suitable for present-day application—specifically sales and marketing.”

Mr. Hansen draws on some of history’s most compelling moments to teach principles of selling, presenting and negotiating. He recently authored four new books; Power Prospecting, DNA Selling, Winning Presentations, and Strategic Negotiation in a business series called “From Great Moments in History.” His use of historical events engages the reader as he offers new and refreshing approaches to solving modern business, sales and marketing challenges.

“I think traditional business books are boring. Who wants to read a 300 page book on marketing? But if you inject examples that involve fascinating personalities like General Patton, Queen Elizabeth I, and Meriwether Lewis solving similar challenges faced by modern business people, I think you’ve got a recipe for success.”

“People love brief, entertaining and relevant history. Years ago, I conducted a sales training using the survival tactics of mountain man John Colter. His escape from a Blackfeet Indian war party became a backdrop to introducing cold calling strategies. I was shocked at the level of enthusiasm and positive feedback my audience expressed. I knew then that I’d stumbled on to a powerful teaching tool—history. Prior to that, I personally loved history but was skeptical in using it for business training. To my delight, others have been as thrilled with the historical content.”

Mr. Hansen’s “From Great Moments in History” series has received acclaim from both academics and sales experts.

Dr. William D. Danko, co-author of the best-selling, The Millionaire Next Door, and chair of the marketing department at the State University of New York, at Albany gave a glowing review of the books, “Patrick reminds us that those who ignore history are condemned to repeat it. His use of classic scenarios informs present day practitioners. He communicates solid marketing principles, helping readers understand the past in an unforgettable manner.”

Brian Tracy, author of over 38 books and well known sales expert added, “These exciting books of superb selling methods and techniques, told against a vast panorama of historical events, are not only entertaining, they also show sales people specific ways to double their sales and double their income.”

Mr. Hansen isn’t the only person who sees history as a marketable resource. The History Channel, the Discovery Channel, and historical documentaries in general, have exploded in consumer interest. Hollywood has picked up on this trend producing movies with dramatized historical themes such as 300, Alexander, The Aviator, Braveheart, Kingdom of Heaven, We Were Soldiers, The Patriot, The Last Samurai, Band of Brothers, The Gladiator, etc. “There is no doubt that people are both entertained and informed by history that is presented in a brief, interesting and engaging manner” said Mr. Hansen.

Asked who his favorite historical figure is, Mr. Hansen responded, “Julius Caesar. Here is a man who not only conquered the western Germans, he went on to defeat the Celtic tribes of Gaul and Britain. Over an eight-year period he subjugated all of modern France, Switzerland, Austria, Western Germany, Belgium, Holland, and Southern England. He even defeated his former political ally and son-in-law, Pompey, in the Roman civil war. The man engaged in over forty battles against armies larger than his own and on more than a dozen occasions barely escaped with his life. He was probably the most skilled tactician in the history of warfare. With the exception of Alexander the Great, his military conquests are unrivaled.”

What does Caesar’s experience offer modern day business people?

“Focusing on skill development” says Mr. Hansen. “Without question he was the most skilled military commander of his time. But his battlefield skills were not acquired by chance or accident. Caesar was amazingly focused on identifying military skills and methodologies that gave him a competitive advantage. He developed legionary methods that proved superior to the German and Celtic phalanx methods. The battlefield skills of his legions were legendary and ultimately, made him triumphant.”

“It’s not that different today. Skills separate elite business professionals from mediocre business amateurs. Like the ancient Romans, modern sellers who focus on skill development win more sales. In contrast, sellers who, like the ancient Celts, just rush in to battle and ‘show up and throw up’ on prospects are less successful.”

Although Mr. Hansen uses numerous military examples throughout his books, he also uses history that involves diplomacy, business, politics, exploration and science. “I’ve always been fascinated by all types of history” says Mr. Hansen. “As a boy I remember reading about Captain Cook, his discovery of the Sandwich Islands and his interactions with the Polynesians. I was hooked.”

Growing up with the name Patrick Henry probably fueled his fascination with history. His father ran for Governor in Nevada and named his sixth child and third son after his favorite revolutionary war hero, Patrick Henry. “I’m sure that had something to do with it. But my father was also a businessman.”

At one point his father owned and operated five small businesses that, by necessity, at times involved his children. “I had my first job when I was six years old cleaning a dental clinic with my six brothers and sisters. Seven of us slept in one bedroom in our tiny home in Sparks, Nevada. We were poor, but we learned the value of hard work and entrepreneurship.”

Entrepreneurship, in fact, runs in the Hansen gene pool. Five of Mr. Hansen’s seven siblings own and operate their own business. “My father taught us the value of hard labor and the love of entrepreneurship. But it was my mother who instilled in us the love of reading. And, it was that passion for reading that led to my fascination with history.”

“Years ago I read a statement by Oliver Wendell Holmes, Jr. that had an enormous influence on my thinking. He said, ‘A page of history is worth a volume of logic.’ It’s absolutely true. Historical stories provide instruction of immense importance. For example, historic negotiations embody components of strategy, tactics and power. History is a textbook for modern business people.”

History and business might seem like strange bed fellows, but not to Mr. Hansen. “Nothing beats personal experience, of course. But learning from others’ experiences comes in a competent second. The risk of learning only from personal experience is that too often, we draw conclusions from too little data—we learn too much from too little. That is why history is such an excellent teacher and why historical events are worth learning, precisely because they have something of value to teach.”