Center for Women & Enterprise: Destination Success with PowerSkills

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Building Relationship Capital to fuel Long Term Business

GrowthApplying Powerskill #1 - Positioning

Destination Success Conference

Center for Women & Enterprise

May 11, 2004

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Business Objectives

• Build Competitive Advantage • Attract/Retain Clients

• Increase Share of Clients • Leverage Firm and Partner offerings• Measurable Improvements in Service Quality• Create Center of Excellence for

Client Relationship Management

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Full PS Course Learning Objectives

• Diagnose RM Strengths and Strategies

• Learn Client Relationship Management & Development Skills

• Create Climate for Continuous Improvement

• Leverage VIPs for Business Development

• Chart Relationship Action Plans

• Reinforcement learning and Implementation

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Today’s Objectives

• Understand @ high level – 5 PowerSkills

• Focus on Positioning: Personal & Professional Value Proposition

• Review Positioning Building Blocks

• Develop Positioning Building Blocks

• Practice articulating your Position!

• Score your PowerSkills Competencies

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Relationship Management Ten Steps

1. Select YourVIPs (Top VIPs)

2. Posit ion Yourself, Your Team & Company

3. Profile Your VIPs

4. Group Your VIPs

5. Calibrate Your Top VIPs

6. Deliver Your Added Value

7. Create Your Currency

8. Choose Your Dialogue Mix - Stay in Touch

9. Leverage Key Organizations and Associations

10. Organize for Client Value

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World Class LeadersCritical Success Factors

Relationship Smart

Life Long Learning

Entrepreneurial

Technology Enabled

Aligned

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Relationship Smart

Client focused

Connected

Manage VIPs

Collaborative

Brand

Life Long LearningEntrepreneurialTechnology Enabled

Aligned

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Relationship Smart

Listens, Reads, Adapts

Has Mentors

Coaches Others

Challenging Assignments

Life Long Learning

Entrepreneurial

Technology Enabled

Aligned

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Relationship Smart

Sees Possibilities

Takes Calculated Risks

Creates Opportunities

Autonomous & Leads teams

Blends Work & Lifestyle


Aligned

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Relationship Smart

Relationship & Contact Management

Web/Internet

Business Applications

Communications

Keeps the “Human Touch”


Aligned

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Relationship Smart

Strategy

Clients

Team Members

Marketplace

Life Long Learning

Entrepreneurial

Technology Enabled

Aligned

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Relationship Smart

Life Long Learning

Entrepreneurial

Technology Enabled

Aligned

World Class Leaders Build

Relationship Capital

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Relationships:Resources or Assets?

Product Centered Planning �� Relationship Centered PlanningFocus on Competition � �� Focus on the Client

Compete �� CollaborateUse People �� Grow People

Only Invest in Tangibles�� Attend to IntangiblesGo It Alone �� Partnerships

Feature / BenefitDeal Culture

Solution Oriented /Relationship Culture

RESOURCERESOURCESS

ASSETSASSETS

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RelationshipsThe Integrating Focus of Business Strategy

Clients

Employees

Prospects

Business Partners

Suppliers

Investors

Advisors

Media/Analysts

Business Plan

• Summary

• Finance

• Technology

• Products

• Markets

• Operations

• Distribution

RelationshipPlan

• Survey & assessment• Value flow analysis• Leverage points • Process blueprint• Measurements• Action plans

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What is Relationship Capital?

• Share of Mind - stakeholders• Share of Opportunities - market• Share of Learning – access to new

ways of doing things• Share of Resources – ability to get

things done• Share of Loyalty – among your

VIP’s

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R = T + V + DRelationshi

p

Trust Dialogue

Value

The Relationship Equation

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PowerSkills Competency ModelTM

Relationship Management

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Customer Value

Posit ioning Hunting

Coaching

Leading

Farming

• Establish Value & Credibil i ty • Demonstrate Alignment – inside a group• Create Top of Mind Awareness• Develop Impact Messages • Project Desired Image • Convey Values• Tai lor Communications• Develop Roles• Build Reputation

Positioning

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Customer Value

Positioning Hunting

Coaching

Leading

Farming

• Develop Relationship Strategies• Research & Target • Continually Prospect • Network Strategically• Gather & Share Intell igence• Diversify Network • Interpret Client Information• Analyze Trends• Priorit ize Relationship Actions• Generate Referrals/Opportunit ies

Hunting

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Customer Value

Positioning Hunting

Coaching

Leading

Farming

•Trusted Advisor & Mentor•Focus on Learning•Developmental Perspective •Continuous Improvement•Adjust to Styles• Apply Coaching Skil ls:

•Attend•Inquire•Reflect•Confront•Aff irm

Coaching

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Customer Value

Positioning Hunting

Coaching

Leading

Farming

• Drive Vision & Influence• Recognize Accomplishments • Collaborate & Create Value• Contract Clearly • Use Closed Loop Delegation• Delegate Laterally• Build Momentum• Active Matchmaking • Facil i tate Groups• Engage & Leverage VIPs

Leading

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Customer Value

Positioning Hunting

Coaching

Leading

Farming

• Demonstrate & Cult ivate Loyalty • Drive Customer Value• Manage Client Information• Tai lor Services• Implement Relationship Plans • Organize Resources for Sustainabi l i ty• Implement Stay-in-touch Programs • Provide Recognition & Thank You’s• Track Client Activity• Update Contact Databases

Farming

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Invest First

To get people invested in your success, you must first

invest in their success!

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PowerSkills Competency ModelTM for Relationship Management

© 2001 All rights reserved

• A Winning Way of Doing Business

• Develop Relationship Capital

• Implement The Relationship Equation (R= T + V+ D)

• Create Client Value

• Gain “The Relationship Advantage”

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Relationships & Business Growth?

Relationships Drive Results because they cannot be duplicated! Relationships start with Positioning – whether it is

yourself or your product….

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Exercises for Positioning

• Building Block 1 – Vision – What is your higher purpose?

• Building Block 2 – Values – Core Values W/S• Building Block 3 – Roles – W/S• Building Block 4 – Credibility – Statements• Building Block 5 – Alignment – Clients, Team,

Company, Profession• Building Block 6 – Statement of Position - IMB

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What is Your Brand?

Trusted Advisor Sales Person

Hero Regular Guy/Gal

Creator Magician

Boss Clerk

??

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Position Yourself,Your Team & Company

Building Blocks

Strong Positioning is a Window in the Mind

Credibility

Message

Values

VisionRoles

Alignment

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Statement of Position7 Questions:

• Who (are you) ?• What (business are you in) ?• For Whom (do you serve) ?• What Need (do you fill) ?• Against Whom ?

• What’s Different (from competitors) ?• So (unique benefit) ?

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What’s The Hook?

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Relationship Management Ten Steps

1. Select YourVIPs (Top VIPs)

2. Posit ion Yourself, Your Team & Company

3. Profile Your VIPs

4. Group Your VIPs

5. Calibrate Your Top VIPs

6. Deliver Your Added Value

7. Create Your Currency

8. Choose Your Dialogue Mix - Stay in Touch

9. Leverage Key Organizations and Associations

10. Organize for Client Value

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Your Next Steps: The Relationship Management Inventory

1. Take this home and test your five PowerSkills & if you want to work on this a little more:

2. Purchase a copy of PowerSkills

3. Contact me or Jim Masciarelli of Archer Development:

• [email protected]

• [email protected]

mailto:[email protected]

mailto:[email protected]

Center for Women & Enterprise: Destination Success with PowerSkills

Career

Transcript of Center for Women & Enterprise: Destination Success with PowerSkills