ten slides in ten minutes - customers are also human
DESCRIPTION
Considering that sales is between two entities... and both are human.TRANSCRIPT
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Ten Slides in Ten Minutes: Customers are also Human [Capturing the Hearts and Minds of Prospects & Clients]
Presented by:
Bill Graham APM.APMP
December, 2013
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Humans Make Mistakes
There will be occasions (hopefully few) where a mistake is made with a customer. These could vary from the immaterial (e.g. typo of someone’s name) to the highly material (e.g. impact resulting in major consequential damage). However, the resolution of both is always the same: 1. Do not overcomplicate the solution 2. Do not initiate a ‘witch-hunt’ or play ‘locate the scapegoat’ 3. Admit the problem 4. Have a ‘damage control’ or ‘rescue plan’ to table 5. Check relevant insurances (if applicable) 6. Ensure enough & availability of the correct resources to ensure a successful plan 7. Agree plan with the customer 8. Implement plan (including roll-back if plan fails – then revisit point 4) 9. Independent Post Mortem (One-on-one discussions with involved parties; Report of
occurrence; Action plan to implement interventions that will ensure there will be no re-occurrence of the event/s.
The Customer will also make mistakes – be there to support & assist
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A Trusting relationship with a Customer will reduce the impact of future problems
• Strangers need to ‘break the ice’ • Strangers exaggerate problems • Strangers do not communicate • No team work across companies
• Partnerships help build trust • Help when things are going well • Problems are contained • People like each other
Potential Outcome/s Unmanageable Manageable
Where is your centre of gravity?
Source: Sales Synthesis
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Companies with a Fear Culture, Fail on Many Levels
An organisation with an embedded fear culture is doomed to failure, since when problems occur they are more difficult to identify, manage and resolve. How do you identify those companies: 1. Cascading eMails whereby ‘everyone’ is cc’d 2. After problem identification, they are not addressed with the relevant personnel but
broadcast to achieve belittlement of others 3. White-Anting rather than open communication 4. Closed door mentality 5. ‘Not Invented Here’ syndrome 6. Escalations rather than s focussing on the problems at hand 7. Employees keep quiet rather than communicate things that could have material impact 8. ‘Yes Men’ syndrome 9. Sycophant support structures 10. Acceptance of mediocrity.
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Difficulty in building Customer Relationships is Detrimental
A Common Strategic
Vision with Clients
Basic Products
Basic Solutions
Value-Added
Services
Hosted Solutions
Barrier
created by a
weak
relationship
Competitive
Mountain
Competitive
Molehill
A provider customer
relationship evolves
Value
Derivation
Commodity
Sales
Source: Sales Synthesis
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A Culture of Fear builds barriers with Customers
Symbiotic
relationship
with clients
Source: Sales Synthesis
Market
Management Relationship
Building Opportunity
Scouting
Industry
Knowledge
Trend
Challenges
Response
Impact Players
Personal
Challenges
Upliftment
Business
Solution/s
Benefits
Derived value
Business Acquisition
Kept to self
Internal focus
Non-innovative
Acquiesce
Insular
Self-preservation
Groupthink
Shallow
Acceptance
Fragility-based
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Plan and Travel a Common Journey with the Customer
2013/14 2014/15 2015/16 2016/17
• Consolidate strengths
• Introduce new brand
• Grow revenue in existing
market
• Market positioning
• Identified alliances
• New client base
• Success in emerging
marketplace
• Integrated Account Plans to
specifically support the client
Business Strategies
• Revenue growth from new clients
closed previous FY
• Develop replicable solutions /
services
• Identify & grow in new
markets
• Focus on new clients
• Embed CRM principles
• Develop more replicable
solutions and services
• Dominate chosen markets
• South African dominance with
integrated value chain across
major sectors
• Revenue growth
• Recognised brand
• Employer of choice
• First refusal partner
• Non-domestic growth
• First refusal partner with new
clients
• Client retention
• Competitive KO
• > X % marketshare
Ou
tco
me
s
Th
rus
t
Emerging
Dominant
Recognised
Leader
One of many
Symbiotic
relationship
with clients
“Coming together is a beginning; keeping together is progress; working together is success” - Henry Ford, American Businessman
Source: Various
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Understand and have Empathy with Customers
• Empathy is the capacity to recognise emotions that are being experienced by another
• One may need to have a certain amount of empathy before being able to experience accurate sympathy or compassion.
“Coming together is a beginning; keeping together is progress; working together is success” - Henry Ford, American Businessman
“The pain you feel today will be the strength you feel tomorrow.” - Unknown
The Customer will also make mistakes – be there to support & assist
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Communication is Key to Building & Maintaining Relationships
• No discourse with customer • Nothing in common • Limited Industry Knowledge • No branded presence
• Good business discussions • Thought Leadership • Trusted advisor • Role of consultant
Potential Outcome/s Unknown entity
Respected &
Approachable
Where is your centre of gravity?
Source: Sales Synthesis
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Resonate with your Customer – on all Levels
The Customer will also make mistakes – be there to support & assist
Emerging Dominant Pervasive
Prospect Customer Client
Vague Optional Mature
Strategy Plans Actions
Market Penetration
Opportunities
Policies & Processes
Business Necessities