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Ten Slides in Ten Minutes:
Parable of the Pink Ponies
[Capturing the Hearts and Minds of Prospects & Clients]
Presented by:
Bill Graham APM.APMP
April, 2014
bill.graham@sales-synthesis.co.za
Market
Management
Relationship
Building
Opportunity
Scouting
Prompts:
• Global trends
• Industry knowledge
• Unfolding
opportunities
• Emerging risks
Prompts:
• Pedigree/s
• Preferences
• Requirement/s for
advancement
• Resource alignment
• Communication plan/s
Prompts:
• Wants vs. needs
• Resourcing
requirements
• Solutions vs. Risks
• Ability to deliver
• Competition
Account Managers
should be “Thought
Leaders” in specific
industries
Account Managers
need to be
articulate & be the
Single Point of
Contact [SPOC]
Account Managers
need to understand
the clients’ needs
and deliver against
this need
Fact 1: Account Management assists in the Determination of Solutions
2
Abundance
of
Solutions Selection
of
Solutions
Mutually
Agreed
Solutions
Relevant solutions must be mutually agreed between the Service Provider & the Client
Source: Sales Synthesis
Client
3
Source: Sales Synthesis
Fact 2: It is a Necessity to Deploy Relevant Cost-Efficient Solutions
A Common Strategic
Vision with Clients
Basic Products
Basic Solutions
Value-Added Services
The Competitors’
Trajectory of
Irrelevance
Evolving Solutions
Moment of
Truth
Competitive
Mountain
Competitive
Molehill
An evolving
relationship
4
Thus, given that….
Fact 1: Account Management assists in the Determination of Solutions
Relevant solutions must be mutually agreed between the Service Provider & the Client
Fact 2: It is a Necessity to Deploy Relevant Cost-Efficient Solutions
&
The Sales Bag will contain a defined set of offerings…
5
Thus, given that….
Fact 1: Account Management assists in the Determination of Solutions
Relevant solutions must be mutually agreed between the Service Provider & the Client
Fact 2: It is a Necessity to Deploy Relevant Cost-Efficient Solutions
&
But none, I guess, would be a real Pink Pony…
The Sales Bag will contain a defined set of offerings…
Sales Bag:
Without Pink
Ponies
6
Pink Ponies and a Point to Ponder
A customer walks into a major retail outlet and asks the sales assistant, ‘Do you
sell Pink Ponies?’
The sales assistant has (probably) three possible answers:
1. “Yes”
2. “No”
3. “Come back in ‘X ‘weeks and we’ll have them in stock”.
What would their answer ‘typically be?…
7
Pink Ponies and a Point to Ponder
A customer walks into a major retail outlet and asks the sales assistant, ‘Do you
sell Pink Ponies?’
The sales assistant has (probably) three possible answers:
1. “Yes”
2. “No”
3. “Come back in ‘X ‘weeks and we’ll have them in stock”.
It would be ‘No’…
What would their answer ‘typically be?…
8
A Question for Sales Leadership
Question: Would you allow your salesforce to attempt to sell Pink Ponies?
Answer:
1. “Yes”
2. “No”
3. “Come back in ‘X ‘weeks and we’ll have them in stock”.
This is commonly referred to as ‘shoehorning…
A Forced Solution is a Forecast for Failure
9
Source: Sales Synthesis
Solution Fit
Profitability
and / or
Business
Fit
Ascent of
Acceptability
Forcing a solution to fit a client’s requirements [commonly referred
to as ‘shoehorning’] will result in lower marketplace credibility and
lower long term profitability
The Path of Pink Ponies to the
Days of Customers’ Past
100%0%
The Region of
Ruined Solutions and
Pink Ponies…
The Rapid Rise
of the Sound
Solution
The Peak of
Performance
A Forced Solution is a Forecast for Failure
Build mutually beneficial and sustainable long-term client relationships by
crafting solutions that support a clients’ Business Needs
10
In Closing: A Lesson to Learn
Scenario 1: A customer walks into a major retail outlet
and asks the sales assistant, ‘Do you sell Pink Ponies?’
The sales assistant answers:
“Yes”
…and the retail outlet goes out of business because of non-delivery.
Scenario 2: A customer walks into a major retail outlet
and asks the sales assistant, ‘Do you sell Pink Ponies?’
The sales assistant answers:
“No”
… and the retail outlet grows from strength to strength by selling relevant offerings.
Do Not Compromise your Salespeople - or Your Growth in the
Marketplace - by Proposing Irrelevant Offerings, such as Pink Ponies…

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Ten Slides in Ten Minutes - Parable of the Pink Ponies

  • 1. SS Ten Slides in Ten Minutes: Parable of the Pink Ponies [Capturing the Hearts and Minds of Prospects & Clients] Presented by: Bill Graham APM.APMP April, 2014 bill.graham@sales-synthesis.co.za
  • 2. Market Management Relationship Building Opportunity Scouting Prompts: • Global trends • Industry knowledge • Unfolding opportunities • Emerging risks Prompts: • Pedigree/s • Preferences • Requirement/s for advancement • Resource alignment • Communication plan/s Prompts: • Wants vs. needs • Resourcing requirements • Solutions vs. Risks • Ability to deliver • Competition Account Managers should be “Thought Leaders” in specific industries Account Managers need to be articulate & be the Single Point of Contact [SPOC] Account Managers need to understand the clients’ needs and deliver against this need Fact 1: Account Management assists in the Determination of Solutions 2 Abundance of Solutions Selection of Solutions Mutually Agreed Solutions Relevant solutions must be mutually agreed between the Service Provider & the Client Source: Sales Synthesis Client
  • 3. 3 Source: Sales Synthesis Fact 2: It is a Necessity to Deploy Relevant Cost-Efficient Solutions A Common Strategic Vision with Clients Basic Products Basic Solutions Value-Added Services The Competitors’ Trajectory of Irrelevance Evolving Solutions Moment of Truth Competitive Mountain Competitive Molehill An evolving relationship
  • 4. 4 Thus, given that…. Fact 1: Account Management assists in the Determination of Solutions Relevant solutions must be mutually agreed between the Service Provider & the Client Fact 2: It is a Necessity to Deploy Relevant Cost-Efficient Solutions & The Sales Bag will contain a defined set of offerings…
  • 5. 5 Thus, given that…. Fact 1: Account Management assists in the Determination of Solutions Relevant solutions must be mutually agreed between the Service Provider & the Client Fact 2: It is a Necessity to Deploy Relevant Cost-Efficient Solutions & But none, I guess, would be a real Pink Pony… The Sales Bag will contain a defined set of offerings… Sales Bag: Without Pink Ponies
  • 6. 6 Pink Ponies and a Point to Ponder A customer walks into a major retail outlet and asks the sales assistant, ‘Do you sell Pink Ponies?’ The sales assistant has (probably) three possible answers: 1. “Yes” 2. “No” 3. “Come back in ‘X ‘weeks and we’ll have them in stock”. What would their answer ‘typically be?…
  • 7. 7 Pink Ponies and a Point to Ponder A customer walks into a major retail outlet and asks the sales assistant, ‘Do you sell Pink Ponies?’ The sales assistant has (probably) three possible answers: 1. “Yes” 2. “No” 3. “Come back in ‘X ‘weeks and we’ll have them in stock”. It would be ‘No’… What would their answer ‘typically be?…
  • 8. 8 A Question for Sales Leadership Question: Would you allow your salesforce to attempt to sell Pink Ponies? Answer: 1. “Yes” 2. “No” 3. “Come back in ‘X ‘weeks and we’ll have them in stock”. This is commonly referred to as ‘shoehorning… A Forced Solution is a Forecast for Failure
  • 9. 9 Source: Sales Synthesis Solution Fit Profitability and / or Business Fit Ascent of Acceptability Forcing a solution to fit a client’s requirements [commonly referred to as ‘shoehorning’] will result in lower marketplace credibility and lower long term profitability The Path of Pink Ponies to the Days of Customers’ Past 100%0% The Region of Ruined Solutions and Pink Ponies… The Rapid Rise of the Sound Solution The Peak of Performance A Forced Solution is a Forecast for Failure Build mutually beneficial and sustainable long-term client relationships by crafting solutions that support a clients’ Business Needs
  • 10. 10 In Closing: A Lesson to Learn Scenario 1: A customer walks into a major retail outlet and asks the sales assistant, ‘Do you sell Pink Ponies?’ The sales assistant answers: “Yes” …and the retail outlet goes out of business because of non-delivery. Scenario 2: A customer walks into a major retail outlet and asks the sales assistant, ‘Do you sell Pink Ponies?’ The sales assistant answers: “No” … and the retail outlet grows from strength to strength by selling relevant offerings. Do Not Compromise your Salespeople - or Your Growth in the Marketplace - by Proposing Irrelevant Offerings, such as Pink Ponies…