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Ten Slides in Ten Minutes - Customers are also Human


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Considering that sales is between two entities... and both are human.

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Ten Slides in Ten Minutes - Customers are also Human

  1. 1. SS 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 1
  2. 2. 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. 2. 3. 4. 5. 6. 7. 8. 9. Do not overcomplicate the solution Do not initiate a ‘witch-hunt’ or play ‘locate the scapegoat’ Admit the problem Have a ‘damage control’ or ‘rescue plan’ to table Check relevant insurances (if applicable) Ensure enough & availability of the correct resources to ensure a successful plan Agree plan with the customer Implement plan (including roll-back if plan fails – then revisit point 4) 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 reoccurrence of the event/s. The Customer will also make mistakes – be there to support & assist 2
  3. 3. 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 Where is your centre of gravity? Unmanageable Source: Sales Synthesis Potential Outcome/s Manageable 3
  4. 4. 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. 4
  5. 5. Difficulty in building Customer Relationships is Detrimental A provider customer relationship evolves A Common Strategic Vision with Clients Barrier created by a weak relationship Competitive Molehill Competitive Mountain Hosted Solutions Value-Added Services Basic Solutions Basic Products Source: Sales Synthesis Commodity Sales Value Derivation 5
  6. 6. A Culture of Fear builds barriers with Customers Market Management Industry Knowledge Kept to self Trend Challenges Internal focus Response Non-innovative Relationship Building Opportunity Scouting Business Solution/s Impact Players Groupthink Acquiesce Personal Challenges Benefits Symbiotic relationship with clients Shallow Insular Upliftment Derived value Self-preservation Acceptance Business Acquisition Fragility-based Source: Sales Synthesis 6
  7. 7. Plan and Travel a Common Journey with the Customer “Coming together is a beginning; keeping together is progress; working together is success” - Henry Ford, American Businessman Recognised Leader Dominant • > X % marketshare • Non-domestic growth Emerging One of many • First refusal partner with new • Dominate chosen markets clients • South African dominance with integrated value chain across • Client retention major sectors • Competitive KO • Recognised brand • Identify & grow in new markets • Employer of choice • Focus on new clients • First refusal partner • Embed CRM principles • Revenue growth • Market positioning • Develop more replicable solutions and services Outcomes Thrust • New client base • Integrated Account Plans to specifically support the client Business Strategies • Success in emerging marketplace • Revenue growth from new clients closed previous FY • Consolidate strengths • Develop replicable solutions / services • Identified alliances • Introduce new brand • Grow revenue in existing market 2013/14 Source: Various Symbiotic relationship with clients 2014/15 2015/16 2016/17 7
  8. 8. 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. “The pain you feel today will be the strength you feel tomorrow.” - Unknown “Coming together is a beginning; keeping together is progress; working together is success” - Henry Ford, American Businessman The Customer will also make mistakes – be there to support & assist 8
  9. 9. 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 Where is your centre of gravity? Unknown entity Source: Sales Synthesis Potential Outcome/s Respected & Approachable 9
  10. 10. Resonate with your Customer – on all Levels Market Penetration Emerging Dominant Pervasive Opportunities Prospect Customer Client Policies & Processes Vague Optional Mature Business Necessities Strategy Plans Actions The Customer will also make mistakes – be there to support & assist 10