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

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
bill.graham@sales-synthesis.co.za
December, 2013
1

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. 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. 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. 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. 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. 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. 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. 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. 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
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