Red Oceans, Blue Oceans – And Why A Lot Of Sales Teams Are Swimming with Sharks
The water is red. And you’re swimming right into it.
Most commercial departments selling to HR operate in what’s known as a “red ocean” — a saturated market where competition is fierce, price wars are common, and every sales team is offering some slight variation of the same thing.
And most salespeople? They’re using the same tired playbooks, the same messaging, and the same channels to try and stand out.
It’s no wonder response rates are tanking and burnout is rising.
So what’s a blue ocean — and why does it matter in sales?
Coined in the book Blue Ocean Strategy, the idea is simple: instead of fighting over scraps in a crowded market, find a new space where the competition is irrelevant for your product. A market where your offer feels fresh, valuable, and clear.
Now here’s the key part most people miss: this doesn’t just apply to your product.
It applies to your sales strategy.
So, let’s think of it that way.
Your messaging is your marketing
If your pitch sounds like every other vendor in your space, you're in the red ocean — even if your product is different.
If your outreach feels like it was written by AI and forgotten by a human, you’re in the red ocean.
If you’re sending mass outreach without personalisation, you’re in the red ocean.
If you’re being ghosted, unsubscribed from, or ignored, you’re probably not giving buyers a compelling reason to respond. And again, you’re in the red ocean.
So how do we sell in a blue ocean?
Differentiate on value, not features. Show how your solution changes the game — for that specific buyer.
Humanise your approach. Most people want to buy from people who understand their world, not just their job title.
Be unexpectedly helpful. Surprise your buyer by adding value before you ask for their time.
Takeaway checklist
There’s a few questions you can ask yourself before/after each conversation you have or email you send.
Have we seen or heard a similar message in our own inbox?
What would our internal HRD think?
Why would our buyer actually care about this message?
Does this email genuinely help the reader and offer value, even if I don’t get a reply?
If the answer to any of these is a negative one, you’re still playing in the red ocean.
In short: stop sounding like everyone else. It takes work, and it’s not simple, but if you keep asking yourself the same questions, have a growth mindset, and WANT to be better, it’ll come.
Feel free to get in touch if I might be able to help with anything.
