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i2b/3. Practice

ScenariosSelling innovation “real time”

Josep Mª Monguet

The devil wear Prada. 2004

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“The story of the human race is the story of men and women selling themselves short.”

Abraham Maslow

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Embedding selling strategies in the process of innovation.

This practice is about:

“The story of the human race is the story of men and women selling themselves short.”

Abraham Maslow

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User

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Salesman, 1968.

Forced scenario

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Old poor scenario

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Constant differentiation scenario

The devil wear Prada. 2004

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Define and manage “selling intention” along with product/service innovation.

+ Apply the selling techniques to product /service innovation.

+ Conscious development of innovation product/service with a selling focus.

Objectives of the practice

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Connection Concept

41 2 3

Needs Trust Negotiation Contract

Identification of needs & motivations of potential customers.

Building trust through innovation proposal diffusion.

Recognise the weak and strong points of the innovation proposal.

Build an scenario with the sequence of objections and hesitates of buyer.

To do’s

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Connection Concept

41 2 3

Needs Trust Negotiation Contract

Case: Device and system that guarantees patient adherence to pharmacological treatment.

UserCustomer Prescription…

Prototypes of device designClinical trialswith users ...

Diversity of treatments Diversity of users...

Payment connected to results

To do

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Identification of needs & motivations of potential custm.

Customers & users User 1 User 2 … User “n”

Need 1

Need 2

...

Motivations 1

Motivations 2

…

To do 1. Needs

Establish

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Building trust through innovation proposal diffusion.

What is …? Customer engagement Presentation focus

Necessary

Important

Interesting

Essential

Other

To do 2. Trust

This is a strategy to refelect about how to approach efficiently to the costumer.

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Consider the weak & strong points of innovation offer.

Component Weak Strong

Functional relation with user

Functional relation with environment

Price

Moment opportunity

Other

To do 3. Objections

This is a list of elements to think systematically on the innovation to be sold.

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Build an scenario with objections & solutions.

Objection Defense Negotiation

To do “Concept”. Solutions

As a synthesis of the previous steps objections have been identified and negotiation prepared.

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