Are creative thinkers the best sales people?
Jeff DienhartHearst Corporation/Map of Medicine
Why was I invited....?
2
Selling consulting services, installingselling and training processes
Account Management selling ToolingEquipment to Jaguar/Rolls Royce
Sales Executive and Sales Management
of Consumable Medical Devices
European Sales Leadership of High-Tech Medical Implants
Commercial Leadership Pharmaceutical Foods and Industry
Lobbying Healthcare Infomatics supporting
Health Service Re-design/Care Pathways
But is that a reason to listen to me...
3
The difference between education and experience? Education is when you read the fine print; experience is what you get when you don't.”
Initial orientation around ‘creativity’
4
The use of imagination or original ideas to create something;
inventiveness--- Oxford Dictionary
Why Organisations tend to encourage creativity...
5
“We need all the help wecan get” The ‘Apple Gene’
Why Organisations may discourage creativity...
6
“We took a long time getting here
do not mess it up”
“You would not know what to do
with it”
Connecting the dots with tonight’s themeLets assume the organisational benefits of
creativity to be:
7
adapt standard products and processes in order to optimise profit
for the organisation while maximising extra value to the client
--- Portsmouth University
Is the sales person therefore a good agent for organisational creativity?
8
Not all Sales People Are the Same
InformationTransaction Relationship
Partnership
The Rep
Sales Exec
Account Mgr
ClientDirector
Degree of Interdependency
L
H
Lets explore the possible benefits of ‘creativity’ in differing contexts
9
Maximise Coverage of Target Customer1
The challeng
e
EffectiveLead
Conversion
CreativeSpace?
No Product
Flex
Some Process
Flex
Lets explore the possible benefits of ‘creativity’ in differing contexts
10
Maximise Coverage of Target Customer1
The Solution
OptimiseTargeting
Standardise
Good Practice Creativity
Lo Hi
Lets explore the possible benefits of ‘creativity’ in differing contexts
11
Winning Tenders for Specialist Works2
The challeng
e
Secure long term heavy equipmentcontracts
CreativeSpace?
Some Product
Flex
Some Process
Flex
Lets explore the possible benefits of ‘creativity’ in differing contexts
12
Winning Tenders for Specialist Works2
The Solution
EffectiveRelationsh
ipManageme
nt
Deliver toSpec.
Creativity
Lo Hi
Lets explore the possible benefits of ‘creativity’ in differing contexts
13
Launching specialist High-Tech innovation 3
The challeng
e
KOLAdvocacy
CreativeSpace?
Ltd Product
Flex
High Process
Flex
Lets explore the possible benefits of ‘creativity’ in differing contexts
14
Launching Specialist High-Tech innovation 3
The Solution
Credibilitywith the medical expert
community Creativity
Lo Hi
Lets explore the possible benefits of ‘creativity’ in differing contexts
15
Selling Information to helpRestructure the Health Service4
The challeng
e
CredibleIntelligenc
eProvider
CreativeSpace?
High Product
Flex
High Process
Flex
Lets explore the possible benefits of ‘creativity’ in differing contexts
16
Selling Information to helpRestructure the Health Service4
The Solution
Tailored &AccreditedInfomatics
forHealthcarePractitioner
s&
PoliticiansCreativity
Lo Hi
The value of ‘Creativity’ needs to be consider in the selling context
17
High Volume Product Selling
Specialist High Value Selling
Individual Vs Multiple Stakeholders
High Impact Information
New Market Development(Evolving Product/Buyers)
Hence can we come with an interesting hypothesis ...or at least catchy model?
Creativity vs Process Focus
18
SolutionsConsultant(Creative &
Enthusiastic)
CredibleEntrepreneurs
( Expert Knowledge and Organised)
Product Representative
(Evangelist)
Account Experts(Relationship Experts)
Flex
ibili
ty o
f Offe
ring
Access to Decision Making Clear Complex
LoHi
However ‘creativity’ must land on solid foundations...Effective Selling Processes
19
And the right behaviours are also necessary for the customer environment Effective Selling Behaviours (Source:
Wilmerdon)
20
So is that it for the ‘creativity’ message...?
21
The credibility dilemma...who will our customers trust to make their buying decisions
22
The times are shifting fast. Enterpreneurial and innovative thinking is needed ... to distinguish tomorrow’s successful firms
Awareness &Interest
SupportingDecision Making
(Repeat)Transaction
From
HighValue
The times are shifting fast. Entrepreneurial and innovative thinking is needed ... to distinguish tomorrow’s successful firms
24
Awareness &Interest
SupportingDecision Making
(Repeat)Transaction
To
HighValue
Thank you and good selling...