A
    S E A T at the
    TAB LE
             Marc Miller, CEO
             Sogistics Corporation r
Discussion


How to earn a “seat at the table” – reserved for
  those few salespeople who make a strategic
               ...
Why is it critical you gain a “seat?”


1. Change in Buying

2. New Sheriff in town

3. Create Demand w/ Executives
Customer Voice
                 D
Self-Rating?



 9.9
Sustainability




                    CEO & Corporate Turnover

                 New Realities: Transparency,
           ...
Your Customers
Eliminate
Hidden Costs
Productivity




               Kakuzen Solutions
Bank Case Study
Express Courier Service: $14mm
Know-How
“Thank you. That $4 million you helped us save allowed us
         to build 3 new bank branches last year.”
The Other Half…..
Crowded Competitive Field
Differentiate
Two Wallets



     Today

              Future
Traditional Discussion




 Today
 Wallet



Standardization

  Predatory
 Competitors

 Transparency
Un-winnable Game



Today
Wallet



 Mid-Level

   Budget-
constrained
Different Discussion


          Future Goals &
Today       Strategies




           Future
           Wallet
Connect to Strategy


           Senior Level –
Today
           Risk/Reward
            Decisions




           Future
 ...
How?
The two questions…
Mickey, Genentech
“I help hospitals build centers of excellence …”
Conversation?

                         Workflow Processes
 Analysis


                                Brainstorming
Best ...
“The less I talk about products, the more
               products I sell.”
“…part of our team.”
“She gets it, she gets us”
What business are you in?
Rules on Connecting to Strategy




                   Strategy dictates spend.

                To change spend, change s...
Red Ocean Strategy


        Mature Products

        Competitive Markets

        Slow Growth

        Deteriorating Marg...
Blue Ocean Strategy



            Unique Products

            New Innovations

            New Markets

            Prem...
Resource Spend
Strategy: Customer Money-Making


              Blue Ocean            Red Ocean


                           II           ...
Strategy: Customer Money-Making


                Blue Ocean             Red Ocean


                             II      ...
MoneyMaking Strategy

                Blue Ocean              Red Ocean


                             II                 ...
MoneyMaking Strategy

                Blue Ocean            Red Ocean


                             II                   ...
MoneyMaking Strategy

                Blue Ocean            Red Ocean


                             II                   ...
MoneyMaking Strategy

                Blue Ocean             Red Ocean


                             II                  ...
MoneyMaking Strategy

                Blue Ocean             Red Ocean


                             II                  ...
Which Quadrants Do You Add Value to?


                Blue Ocean             Red Ocean


                             II ...
Key


           To create demand, you must connect to both
             red and blue ocean customer strategies.

        ...
Your Top Customers: Sustainability Strategy?


                  Blue Ocean             Red Ocean


                      ...
Question



How Learn Customer Strategy?
F.O.C.A.S.: Execution Discipline

Fact Questions
Objective Questions
Concern Questions
Anchor Questions
Solution Questions...
Your Customers
Hidden, Bloated Costs
Productivity
Crowded Competitive Field
Differentiate
Your Value: Vision & Perspective
Businesspeople Who Sell
Remember


All the customer cares about is value!
Marc Miller      mmiller@sogistics.com    www.sogistics.com

              Focus on the promise, not the prize

          ...
A Seat At The Table
A Seat At The Table
A Seat At The Table
A Seat At The Table
A Seat At The Table
A Seat At The Table
A Seat At The Table
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A Seat At The Table

  1. 1. A S E A T at the TAB LE Marc Miller, CEO Sogistics Corporation r
  2. 2. Discussion How to earn a “seat at the table” – reserved for those few salespeople who make a strategic impact
  3. 3. Why is it critical you gain a “seat?” 1. Change in Buying 2. New Sheriff in town 3. Create Demand w/ Executives
  4. 4. Customer Voice D
  5. 5. Self-Rating? 9.9
  6. 6. Sustainability CEO & Corporate Turnover New Realities: Transparency, Standardization, Globalization, and Shortened Lifecycles Good to Great
  7. 7. Your Customers
  8. 8. Eliminate Hidden Costs
  9. 9. Productivity Kakuzen Solutions
  10. 10. Bank Case Study
  11. 11. Express Courier Service: $14mm
  12. 12. Know-How
  13. 13. “Thank you. That $4 million you helped us save allowed us to build 3 new bank branches last year.”
  14. 14. The Other Half…..
  15. 15. Crowded Competitive Field
  16. 16. Differentiate
  17. 17. Two Wallets Today Future
  18. 18. Traditional Discussion Today Wallet Standardization Predatory Competitors Transparency
  19. 19. Un-winnable Game Today Wallet Mid-Level Budget- constrained
  20. 20. Different Discussion Future Goals & Today Strategies Future Wallet
  21. 21. Connect to Strategy Senior Level – Today Risk/Reward Decisions Future Wallet
  22. 22. How?
  23. 23. The two questions…
  24. 24. Mickey, Genentech
  25. 25. “I help hospitals build centers of excellence …”
  26. 26. Conversation? Workflow Processes Analysis Brainstorming Best Practices Sharing Feedback Loops Peer-to-Peer Data Extraction
  27. 27. “The less I talk about products, the more products I sell.”
  28. 28. “…part of our team.”
  29. 29. “She gets it, she gets us”
  30. 30. What business are you in?
  31. 31. Rules on Connecting to Strategy Strategy dictates spend. To change spend, change strategy
  32. 32. Red Ocean Strategy Mature Products Competitive Markets Slow Growth Deteriorating Margins
  33. 33. Blue Ocean Strategy Unique Products New Innovations New Markets Premium Margins
  34. 34. Resource Spend
  35. 35. Strategy: Customer Money-Making Blue Ocean Red Ocean II III Mission Critical Non-Mission Critical I IV
  36. 36. Strategy: Customer Money-Making Blue Ocean Red Ocean II III Mission Critical Deployment Optimization Non-Mission Critical I Outsource IV Innovation
  37. 37. MoneyMaking Strategy Blue Ocean Red Ocean II III Mission Critical Deployment Optimization Non-Mission Critical Innovation Outsource I IV
  38. 38. MoneyMaking Strategy Blue Ocean Red Ocean II III Mission Critical Non-Mission Critical I IV Innovation
  39. 39. MoneyMaking Strategy Blue Ocean Red Ocean II III Mission Critical Deployment Non-Mission Critical I IV Innovation
  40. 40. MoneyMaking Strategy Blue Ocean Red Ocean II III Mission Critical Deployment Optimization Non-Mission Critical I IV Innovation
  41. 41. MoneyMaking Strategy Blue Ocean Red Ocean II III Mission Critical Deployment Optimization Non-Mission Critical I IV Innovation Outsource
  42. 42. Which Quadrants Do You Add Value to? Blue Ocean Red Ocean II III Mission Critical Deployment Optimization Non-Mission Critical I Outsource IV Innovation
  43. 43. Key To create demand, you must connect to both red and blue ocean customer strategies. Why? Wednesday, September 23, 2009
  44. 44. Your Top Customers: Sustainability Strategy? Blue Ocean Red Ocean II III Mission Critical Deployment Optimization Non-Mission Critical I Outsource IV Innovation
  45. 45. Question How Learn Customer Strategy?
  46. 46. F.O.C.A.S.: Execution Discipline Fact Questions Objective Questions Concern Questions Anchor Questions Solution Questions See “A Seat at the Table” book Wednesday, September 23, 52 2009
  47. 47. Your Customers
  48. 48. Hidden, Bloated Costs
  49. 49. Productivity
  50. 50. Crowded Competitive Field
  51. 51. Differentiate
  52. 52. Your Value: Vision & Perspective
  53. 53. Businesspeople Who Sell
  54. 54. Remember All the customer cares about is value!
  55. 55. Marc Miller mmiller@sogistics.com www.sogistics.com Focus on the promise, not the prize Double Down on the Analytics Read “A Seat at the Table” (amazon.com) Get Smarter Faster: Get a Smartpen! (www.smartpenz.com) r

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