To view recording: http://youtu.be/AXraM1To9Jo or watch the video at end of the slides For other Informa Webinars: http://www.informa-mea.com/webinars A Webinar To Help You Generate Business By Connecting Better With Clients – 'Be' The Differentiator A cutting edge webinar on Winning Customer Confidence will be taking place in February. It will be led by Sanjeev Lomba , Winner of the UK National Training Awards 2009 for achieving high return on investment from training.

1. Sanjeev Loomba
Winning Customer Confidence
The webinar will begin shortly

2. Agenda
• Welcome
• Housekeeping notes
• Session starts
• Q&A
• End of webinar

3. House Keeping
• Slides will be available on our SlideShare page, link will be emailed
to you
• Recording of the webinar will be available to download, link will be
emailed
• Take the time to complete post‐webinar survey that will pop up at
the end
• You can type your questions throughout the session
• Time will be allocated in the end for the speaker to address your
questions

4. About Your Speaker
Sanjeev Loomba
Management Speaker / Strategy Facilitator / Trainer / Executive Coach
Transforming the mind‐set, shaping businesses and people to success
Winner of the UK National Training Awards 2009 for achieving high return on
investment from training. Founder and Principal at The Real Potential, Sanjeev’s
knowledge and inspirational approach has helped thousands of managers and
professionals to capitalise on their talents and achieve best of self and business
performance, from blue chips to SMEs.
The powerful combination of an insight into people’s EQ, as well as business
management helps him to achieve transformational shifts in mind‐sets, performance,
personal and business success.

5. Agenda
Topics
What stops us connecting with our clients: The 3 Red
Lights
Client’s will tell you what they want, but not always
what they value
Case: Geizer Pharma
Copyright of Sanjeev Loomba 2015

6. Justification
Opposition
Prejudice
The 3 Red Lights
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7. Which Red Light?
1. It went wrong last time, why would it be any different this time?
2. I wasn’t aware of that, I had just joined the team
3. They just don’t understand
4. No, Excel is not the right application for this task
5. No, please listen, what we are proposing is better
6. I think my client doesn’t like to work with offshore
7. But that was not what you had originally asked for
Prejudice, Justification or Opposition?
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8. Points of Value
Values come in levels
Essential level – product/service
11 Hour flight: LHR ‐ LAX
High gain level – gains & outcomes
Convenient flight times
Comfort e.g. legroom etc…
Deals – hotel discounts etc.
Choice of meals
Wow factor level – personal & emotional
Happy children – video games
Happy wife – baggage allowance
Copyright of Sanjeev Loomba 2015

9. Points of Value
Build responses matched to each value in each layer
Values must come first…
VALUES
Essential level – product/service
11 Hour flight: LHR ‐ LAX
High gain level – gains & outcomes
Convenience
Comfort
Economy
Wow factor level – personal & emotional
Happy children
Happy partner
RESPONSES
11 Hour flight: LHR ‐ LAX
Flight times
Legroom, meals choice
Deals ‐ hotel discounts etc.
FIFA 2015
Baggage allowance
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10. Pop quiz…
As a client, on which would you negotiate prices more and on which one’s
would you be prepared to pay a premium?
• Technical accuracy of coding required for migration
• No errors on end‐users’ bank statements
• Speed of migration
• Smoothness without complications
• Excellent planning and reporting at every step
• The client feels, ‘I want to ‘sleep easy’, my neck is on the line’
• No cost surprises
• Process plan
• Prevent loss of data & provide adequate back‐ups at every stage
• Maximize profitability
• Keep my team productive
• Don’t take shortcuts
Level, 1, 2 or 3?
Essential, Gain, Wow?
Copyright of Sanjeev Loomba 2015

11. Points of Value
Whose Value?
Perceived and Unperceived values?
But surely price is important?
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12. Case 1: Geizer Pharma
Geizer Pharma is an existing pharma client.
Cognizant’s current portfolio of work with Geizer is relatively small but the
team has been working hard at mining the account.
One morning, Milan, the on‐site programme manager receives an e‐mail from his
Sanjeev, his client counterpart informing him of a requirement re: the R&D project
management system.
A call is arranged for late that day to for an initial discussion, prior to the RFP being
sent out…
Copyright of Sanjeev Loomba 2015

13. Make a note.…
1. Do you see any Prejudices, Opposition or
Justifications?
2. Which values – essential, gain and wow are being
discovered?
http://youtu.be/VmXD4mwPEcM
Copyright of Sanjeev Loomba 2015

14. Debrief
Prejudices, Opposition or Justifications?
Prejudice ‐ I’ll get everything off the RFP, he won’t go
beyond the RFP
Justification – English (became a little opposition – EQ –
‘not just a simple request’) + Reporting (‘are you
going to pay for that extra time?’)
Which values – essential, gain and wow are being
discovered?
Database double size – legacy migration
Robust, written reporting
High standard of English
Copyright of Sanjeev Loomba 2015

15. How do we discover what our client’s value?
To go beyond essential values (which will be in the RFP) you have to…
I. Listen
1.R&D strategy – what did this mean? Let me understand
2.Reporting: other stakeholders, other things on – what are they?
3.English: not an ordinary requirement – something specific – what?
II. Ask questions
1.Open questions ‐ explore the issue with him
What prevents this?
Our own Prejudices, Justification and Opposition
Copyright of Sanjeev Loomba 2015

16. Make a note.…
Are we getting beyond the Essential Values?
How?
http://youtu.be/pHpywafKY24
Copyright of Sanjeev Loomba 2015

17. Debrief
Level 1: Essential/technical
Expanded database, migration from legacy
Written reporting
High standard of English
Level 2: Business gains & outcomes
Reduced lead‐time of drug to market (2 years to 15 months),
Competition in Cholesterol‐reducing drugs
Level 3: Wow, personal/emotional
Written reporting system & High level of English…because a
key stakeholder has had fingers burned with offshore
‘My promotion is riding on this project’
Every vendor will respond to Level 1
Partners are those who get to Level 3
Copyright of Sanjeev Loomba 2015

18. The Pyramid of
Differentiation
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