Things and concepts to consider when attempting large account selling. Marketing services and products to major corporations.

1. What Do They Want,
Really…

2. …And How Do You
Get In The Door?
A Harmonic Viewpoint:
Building New Client
Relationships and
Expanding Your Business

3. Alliance
Business
Collaboration

4. A Vision
“Everything hooked
up to everything else.”
Tom Peters

5. 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…
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Tom Peters

6. 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 the
ultimate end-users)
on the other.
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Tom Peters

7. 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.”
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Tom Peters

8. The New Harmonic View
“You can do organizational development
in two years, or you can do it in two hours – take
your pick.”
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Tom Peters

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Differentiation
Collaboration
Dialogue
Assimilation
The New Harmonic View

10. 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
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Collaboration

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Financial Systems
Procurement Systems
Supply Chain Operations and Mgmt Systems
Distribution Systems
Manufacturing Systems
Engineering Systems
Logistics Systems
Alliance Business Collaboration
A
B
C
Collaboration
Engineering Systems

12. Value Chain Collaboration
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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.”
FI
HRM
TD
P
FI
HRM
TD
P
Collaboration
IL O OL MS S

13. 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…
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Assimilation

14. 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.
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Assimilation

15. Assimilation
 Collaboration
 Organizational Integration
 Harmony
 Compromise versus Capitulation
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Assimilation

16. 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
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Differentiation

17. 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.
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Differentiation

18. 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.
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Dialogue

19. 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”
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Dialogue

20. DialogueDifferentiation
AssimilationCollaboration

21. 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?
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Veritas