Transcript Jeff Dienharts Presentation

Jeff Dienhart
Hearst Corporation/Map of Medicine
Why was I invited....?
Selling consulting services, installing
selling and training processes
Account Management selling Tooling
Equipment 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
2
But is that a reason to listen to me...
The difference between education and
experience? Education is when you read
the fine print; experience is what you get
when you don't.”
3
Initial orientation around ‘creativity’
The use of imagination or original ideas to
create something; inventiveness
--- Oxford Dictionary
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Why Organisations tend to encourage
creativity...
“We need all the help we
can get”
The ‘Apple Gene’
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Why Organisations may discourage
creativity...
“We took a long time getting here
do not mess it up”
“You would not know
what to do with it”
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Connecting the dots with tonight’s theme
Lets assume the organisational benefits of creativity to be:
adapt standard products and processes in
order to optimise profit for the organisation
while maximising extra value to the client -- Portsmouth University
7
Is the sales person therefore a good agent
for organisational creativity?
Not all Sales People Are the Same
Client
Director
Account
Mgr
Sales Exec
The Rep
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Lets explore the possible benefits of
‘creativity’ in differing contexts
1
Maximise Coverage of Target Customer
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Lets explore the possible benefits of
‘creativity’ in differing contexts
1
Maximise Coverage of Target Customer
Lo
Hi
Creativity
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Lets explore the possible benefits of
‘creativity’ in differing contexts
2
Winning Tenders for Specialist Works
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Lets explore the possible benefits of
‘creativity’ in differing contexts
2
Winning Tenders for Specialist Works
Lo
Hi
Creativity
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Lets explore the possible benefits of
‘creativity’ in differing contexts
3
Launching specialist High-Tech
innovation
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Lets explore the possible benefits of
‘creativity’ in differing contexts
3
Launching Specialist High-Tech
innovation
Lo
Hi
Creativity
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Lets explore the possible benefits of
‘creativity’ in differing contexts
4
Selling Information to help
Restructure the Health Service
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Lets explore the possible benefits of
‘creativity’ in differing contexts
4
Selling Information to help
Restructure the Health Service
Lo
Hi
Creativity
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The value of ‘Creativity’ needs to be
consider in the selling context
High Volume Product Selling
High Impact Information
Specialist High Value Selling
New Market Development
(Evolving Product/Buyers)
Individual Vs Multiple
Stakeholders
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Hence can we come with an interesting
hypothesis ...or at least catchy model?
Lo
Flexibility of Offering
Hi
 Creativity vs Process Focus
Clear
Access to Decision Making
Complex
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However ‘creativity’ must land on solid
foundations...
 Effective Selling Processes
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And the right behaviours are also
necessary for the customer environment
 Effective Selling Behaviours (Source: Wilmerdon)
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So is that it for the ‘creativity’ message...?
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The credibility dilemma...who will our
customers trust to make their buying decisions
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The times are shifting fast. Enterpreneurial
and innovative thinking is needed ... to
From
distinguish tomorrow’s successful firms
Awareness &
Interest
Supporting
(Repeat)
Decision Making Transaction
High
Value
The times are shifting fast. Entrepreneurial
and innovative thinking is needed ... to
To
distinguish tomorrow’s successful firms
Awareness &
Interest
Supporting
(Repeat)
Decision Making Transaction
24
High
Value