Selling to giants_08282013
22
What Do They Want, Really…
-
Upload
john-gillis -
Category
Business
-
view
165 -
download
0
description
Things and concepts to consider when attempting large account selling. Marketing services and products to major corporations.
Transcript of Selling to giants_08282013
What Do They Want, Really…
…And How Do You Get In The Door?
A Harmonic Viewpoint: Building New Client
Relationships and Expanding Your Business
Alliance Business
Collaboration
A Vision
“Everything hooked up to everything else.”
Tom Peters
04/11/2023 5First Light LLC [email protected]
A Vision
On the front-end, computer-aided design systems speed up the design process and the marketing process too, allowing for more options, models and customized products…
Computer-aided engineering systems help clarify the manufacturing process – expert systems instantly translate drawings into manufacturing execution plans… Tom Peters
04/11/2023 6First Light LLC [email protected]
A Vision Computer-integrated manufacturing systems
sort out and guide the whole operations scheme…electronic data interchange routines hook the whole lot up to suppliers and the purchasing process on the one end…
…and every member of the distribution channel (from the wholesalers and dealers to theultimate end-users) on the other. Tom Peters
04/11/2023 7First Light LLC [email protected]
A Vision
The whole system links in real time, as updated information in the process is simultaneously fed to almost everyone, regardless of rank or vertical location in the hierarchy.”
“And if that isn’t enough information, an army of independent data vendors are providing timely, inexpensive data about everything and everyone to everyone else.”
Tom Peters
04/11/2023 8First Light LLC [email protected]
The New Harmonic View
“You can do organizational development in two years, or you can do it in two hours – take
your pick.”
Tom Peters
04/11/2023 9First Light LLC [email protected]
Differentiation
Collaboration
Dialogue
Assimilation
The New Harmonic View
04/11/2023 10First Light LLC [email protected]
Collaboration
Electronic Systems Collaboration Hardware – Software – Middleware
People Systems Collaboration Moments of truth – any touch between your
people and people in the value chain Systems Engineering Collaboration
Second level connectivity Systems connecting systems Collaboration
04/11/2023 11First Light LLC [email protected]
Financial Systems
Procurement Systems
Supply Chain Operations and Mgmt Systems
Distribution Systems
Manufacturing Systems
Engineering Systems
Logistics Systems
Alliance Business Collaboration
ABC
Collaboration
Engineering Systems
04/11/2023 12First Light LLC [email protected]
Value Chain Collaboration
IL O OL MS S
Company Value Chain Buyer Value Chain
Michael Porter
“A company lowers buyer cost or raises buyer performance through the impact of its value
chain on the buyer’s value chain.”
FIHRM
TDP
FIHRM
TDP
Collaboration
IL O OL MS S
04/11/2023 13First Light LLC [email protected]
Assimilation
Linkages in the Demand Chain, the Supply Chain, and the Value Chain
You have to assimilate into the business flow. There is no option. You either fit, or don’t fit, at a hundred different interface points (or thousands). The less you fit, the more it costs somebody – time , energy and money… Assimilation
04/11/2023 14First Light LLC [email protected]
Assimilation
…and that somebody is either the client, the customer, a supplier, or you.
Multiple negative fits upstream leads to no contracts.
Multiple negative fits downstream erodes profits and leads to loss of contracts.
Assimilation is just as important as differentiation. Assimilation
04/11/2023 15First Light LLC [email protected]
Assimilation
Collaboration Organizational Integration Harmony Compromise versus Capitulation
Assimilation
04/11/2023 16First Light LLC [email protected]
Differentiation
Competitive Quality Differentiation Better, Faster, Cheaper Continuous Improvement …a Piece of the Pie
Functional Quality Differentiation Changing the way things are done Quantum Improvement …a Piece of a Better Pie Differentiatio
n
04/11/2023 17First Light LLC [email protected]
Differentiation
Differentiation is a science and an art. As a science, a company differentiates itself
by either adding value or lowering cost The art is knowing how to do it,
when to do it, and where to do it.
Differentiation
04/11/2023 18First Light LLC [email protected]
Dialogue
Dialogue is the lifeblood of sustainable business. It should be real, it should be rich, and it should be flowing continually.
The best selling Harvard Business Review article ever written states that one of the most significant things that cause change efforts to fail is under-communication, usually by more than a factor of ten. Dialogue
04/11/2023 19First Light LLC [email protected]
Dialogue
Internal Network Communication Flow External Networking Communications Organizational Collaboration Continuous Input and Output Valid Information:
“Here’s what I think I think…What do you think? Maybe together we can move forward”
Dialogue
DialogueDifferentiation
AssimilationCollaboration
04/11/2023 21First Light LLC [email protected]
Why Should They Buy From You? Have you presented a new idea to them lately? What are your thoughts to best reduce their costs? Are your complete capabilities known to them? Are they currently
using you? Why or why not? Do you tell them promptly of new concepts and trends, and also
new ways to use their existing concepts? What is your approach to quality? Do you know the quality and
the cost-effectiveness of your offerings – or do you just think you do – or do you assume it is okay unless you receive complaints?
What are you doing to improve the effectiveness and the relevance of your offerings?
Have you established a record of deliverable reliability with them? Or with anyone else?
What is your business ethics policy?
