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SDNC13 -Day2- Do Women make Sale become a Service? by Rikke Knutzen
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SDNC13 -Day2- Do Women make Sale become a Service? by Rikke Knutzen

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Do Women make Sale become a Service? by Rikke Knutzen - MAN Diesel & Turbo …

Do Women make Sale become a Service? by Rikke Knutzen - MAN Diesel & Turbo

At our company we need to transform the way we relate to our customers in sales from “technical sales” to “commercial service”. This laid the foundation for the Female Sales Approach project. Here “women” have been used as the guiding design principle for the concept development. If service design is about creating strong services that differentiate the company, are effective in the delivery and adds value to the users, then this case story is a genuine service design project. Traditional service design methods have however not been used, so look forward to see new approaches that can transform business.

Published in: Design, Business, Technology

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  • 1. Do Women make Sales become a Service? MAN Diesel & Turbo Rikke Knutzen, Denmark MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service  20.11.2013 < 1 >
  • 2. drum roll please.... YES! How? MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service  20.11.2013 < 2 >
  • 3. 9 women from 6 countries Hardworking, motivated and talented MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service  20.11.2013 < 3 >
  • 4. A technical oriented culture MAN Diesel & Turbo A person A car MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service  20.11.2013 < 4 >
  • 5. After Sales = service A word with many meanings MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service  20.11.2013 < 5 >
  • 6. The existing competitive situation Financial pressure and low price competition Customer Bigger and centralized procurement departments. Economically pressured. MAN Diesel & Turbo Rikke Knutzen Market Competition from OEM and non-OEM. Competitors with low price products. SDNC13 – Do Women make Sales become a Service  20.11.2013 < 6 >
  • 7. Today’s sales dialogue Product and technical issues MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service  20.11.2013 < 7 >
  • 8. Tomorrow’s sales dialogue Customer requirements and sales MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service  20.11.2013 < 8 >
  • 9. Research centred insights  Rune Nørager, PhD  Design psychologist  www.Design-psychology.com  Several “female” projects MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service  20.11.2013 < 9 >
  • 10. There IS a difference But it is not either or! Empathic world view (female) MAN Diesel & Turbo 68% 68% Rikke Knutzen Systemic world view (male) SDNC13 – Do Women make Sales become a Service  20.11.2013 < 10 >
  • 11. Girls are empathic The world view Holistic Rule changers Social needs Collaboration Integrating information into the context People MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service  20.11.2013 < 11 >
  • 12. Boys are systemic The world view Rules rule Analytical “If A, then B” logic Focused Abstracted from the context Things MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service  20.11.2013 < 12 >
  • 13. Defining “strong sales” Using stories and in-house expertise Male sales personnel -> “strong product knowledge” Female sales personnel -> “listen to” ->“understand customers needs” MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service  20.11.2013 < 13 >
  • 14. “female” transform sales Tomorrows sales dialogue Customer requirements and sales MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service  20.11.2013 < 14 >
  • 15. Just a profile doesn’t quite cut it! Personal profile Organizational network MAN Diesel & Turbo Rikke Knutzen Sales techniques SDNC13 – Do Women make Sales become a Service  20.11.2013 < 15 >
  • 16. Louise Anderson, 42 Commercially responsible at MAN PrimeServ “I invest my self in what ever I do – at home and at work. My job is to balance my company’s interests and my customer’s needs through a long-term engagement.” Commercial flair 25% 40% Result oriented 15% 15% Customer and market understanding Leadership skills 30% MDT product and service knowledge MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service  20.11.2013 < 16 >
  • 17. 10 Sales Techniques Prioritized and with women as role models MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service  20.11.2013 < 17 >
  • 18. A Key Account Network for a sharing and collaborative perspective Customer MAN Customer MAN PrimeServ MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service  20.11.2013 < 18 >
  • 19. For implementation recommendations are universal applicable For sales training For recruiting For developing Personal profile Organizational network Sales techniques For organizing MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service  20.11.2013 < 19 >
  • 20. Wanna connect? Linked-in Twitter www.rikkeknutzen.com MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service  20.11.2013 < 20 >
  • 21. Disclaimer All data provided in this document is non-binding. This data serves informational purposes only and is especially not guaranteed in any way. Depending on the subsequent specific individual projects, the relevant data may be subject to changes and will be assessed and determined individually for each project. This will depend on the particular characteristics of each individual project, especially specific site and operational conditions. MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service  20.11.2013 < 21 >