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A
    S E A T at the
    TAB LE
             Marc Miller, CEO
             Sogistics Corporation r
Discussion


How to earn a “seat at the table” – reserved for
  those few salespeople who make a strategic
                     impact
Why is it critical you gain a “seat?”


1. Change in Buying

2. New Sheriff in town

3. Create Demand w/ Executives
Customer Voice
                 D
Self-Rating?



 9.9
Sustainability




                    CEO & Corporate Turnover

                 New Realities: Transparency,
                 Standardization, Globalization,
                   and Shortened Lifecycles

                         Good to Great
Your Customers
A Seat At The Table
Eliminate
Hidden Costs
Productivity




               Kakuzen Solutions
Bank Case Study
Express Courier Service: $14mm
Know-How
“Thank you. That $4 million you helped us save allowed us
         to build 3 new bank branches last year.”
The Other Half…..
Crowded Competitive Field
A Seat At The Table
Differentiate
Two Wallets



     Today

              Future
Traditional Discussion




 Today
 Wallet



Standardization

  Predatory
 Competitors

 Transparency
Un-winnable Game



Today
Wallet



 Mid-Level

   Budget-
constrained
Different Discussion


          Future Goals &
Today       Strategies




           Future
           Wallet
Connect to Strategy


           Senior Level –
Today
           Risk/Reward
            Decisions




           Future
           Wallet
How?
The two questions…
A Seat At The Table
Mickey, Genentech
“I help hospitals build centers of excellence …”
Conversation?

                         Workflow Processes
 Analysis


                                Brainstorming
Best Practices Sharing

                                Feedback Loops

        Peer-to-Peer
                         Data Extraction
A Seat At The Table
“The less I talk about products, the more
               products I sell.”
“…part of our team.”
“She gets it, she gets us”
What business are you in?
Rules on Connecting to Strategy




                   Strategy dictates spend.

                To change spend, change strategy
Red Ocean Strategy


        Mature Products

        Competitive Markets

        Slow Growth

        Deteriorating Margins
Blue Ocean Strategy



            Unique Products

            New Innovations

            New Markets

            Premium Margins
A Seat At The Table
A Seat At The Table
Resource Spend
Strategy: Customer Money-Making


              Blue Ocean            Red Ocean


                           II                   III
  Mission
  Critical




Non-Mission
  Critical
                                I               IV
Strategy: Customer Money-Making


                Blue Ocean             Red Ocean


                             II                      III
  Mission
  Critical


              Deployment              Optimization



Non-Mission
  Critical
                                  I   Outsource      IV
              Innovation
MoneyMaking Strategy

                Blue Ocean              Red Ocean


                             II                      III
  Mission
  Critical    Deployment              Optimization




Non-Mission
  Critical    Innovation              Outsource

                                  I                    IV
MoneyMaking Strategy

                Blue Ocean            Red Ocean


                             II                   III
  Mission
  Critical




Non-Mission
  Critical
                                  I                 IV
              Innovation
MoneyMaking Strategy

                Blue Ocean            Red Ocean


                             II                   III
  Mission
  Critical


              Deployment



Non-Mission
  Critical
                                  I                 IV
              Innovation
MoneyMaking Strategy

                Blue Ocean             Red Ocean


                             II                      III
  Mission
  Critical


              Deployment              Optimization



Non-Mission
  Critical
                                  I                    IV
              Innovation
MoneyMaking Strategy

                Blue Ocean             Red Ocean


                             II                      III
  Mission
  Critical


              Deployment              Optimization



Non-Mission
  Critical
                                  I                    IV
              Innovation              Outsource
Which Quadrants Do You Add Value to?


                Blue Ocean             Red Ocean


                             II                      III
  Mission
  Critical


              Deployment              Optimization



Non-Mission
  Critical
                                  I   Outsource      IV
              Innovation
Key


           To create demand, you must connect to both
             red and blue ocean customer strategies.

                          Why?




Wednesday, September
23, 2009
Your Top Customers: Sustainability Strategy?


                  Blue Ocean             Red Ocean


                               II                      III
   Mission
   Critical


                Deployment              Optimization



 Non-Mission
   Critical
                                    I   Outsource      IV
                Innovation
Question



How Learn Customer Strategy?
F.O.C.A.S.: Execution Discipline

Fact Questions
Objective Questions
Concern Questions
Anchor Questions
Solution Questions


                           See “A Seat at the Table” book
Wednesday, September 23,                   52
2009
Your Customers
A Seat At The Table
Hidden, Bloated Costs
Productivity
Crowded Competitive Field
Differentiate
Your Value: Vision & Perspective
Businesspeople Who Sell
Remember


All the customer cares about is value!
Marc Miller      mmiller@sogistics.com    www.sogistics.com

              Focus on the promise, not the prize

                 Double Down on the Analytics

                  Read “A Seat at the Table”
                        (amazon.com)

              Get Smarter Faster: Get a Smartpen!
                    (www.smartpenz.com)




                                  r

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A Seat At The Table