Do Women make Sale become a Service? by Rikke Knutzen - MAN Diesel & Turbo At our company we need to transform the way we relate to our customers in sales from “technical sales” to “commercial service”. This laid the foundation for the Female Sales Approach project. Here “women” have been used as the guiding design principle for the concept development. If service design is about creating strong services that differentiate the company, are effective in the delivery and adds value to the users, then this case story is a genuine service design project. Traditional service design methods have however not been used, so look forward to see new approaches that can transform business.

2. Do Women make Sales become a Service?
MAN Diesel & Turbo
Rikke Knutzen, Denmark
MAN Diesel & Turbo
Rikke Knutzen
SDNC13 – Do Women make Sales become a Service
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20.11.2013
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3. drum roll please....
YES!
How?
MAN Diesel & Turbo
Rikke Knutzen
SDNC13 – Do Women make Sales become a Service
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20.11.2013
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4. 9 women from 6 countries
Hardworking, motivated and talented
MAN Diesel & Turbo
Rikke Knutzen
SDNC13 – Do Women make Sales become a Service
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20.11.2013
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5. A technical oriented culture
MAN Diesel & Turbo
A person
A car
MAN Diesel & Turbo
Rikke Knutzen
SDNC13 – Do Women make Sales become a Service
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20.11.2013
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6. After Sales = service
A word with many meanings
MAN Diesel & Turbo
Rikke Knutzen
SDNC13 – Do Women make Sales become a Service
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20.11.2013
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7. The existing competitive situation
Financial pressure and low price competition
Customer
Bigger and centralized procurement
departments.
Economically pressured.
MAN Diesel & Turbo
Rikke Knutzen
Market
Competition from OEM and non-OEM.
Competitors with low price products.
SDNC13 – Do Women make Sales become a Service
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20.11.2013
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8. Today’s sales dialogue
Product and technical issues
MAN Diesel & Turbo
Rikke Knutzen
SDNC13 – Do Women make Sales become a Service
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20.11.2013
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9. Tomorrow’s sales dialogue
Customer requirements and sales
MAN Diesel & Turbo
Rikke Knutzen
SDNC13 – Do Women make Sales become a Service
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20.11.2013
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10. Research centred insights
 Rune Nørager, PhD
 Design psychologist
 www.Design-psychology.com
 Several “female” projects
MAN Diesel & Turbo
Rikke Knutzen
SDNC13 – Do Women make Sales become a Service

20.11.2013
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11. There IS a difference
But it is not either or!
Empathic
world view
(female)
MAN Diesel & Turbo
68%
68%
Rikke Knutzen
Systemic
world view
(male)
SDNC13 – Do Women make Sales become a Service
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20.11.2013
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12. Girls are empathic
The world view
Holistic
Rule changers
Social needs
Collaboration
Integrating information
into the context
People
MAN Diesel & Turbo
Rikke Knutzen
SDNC13 – Do Women make Sales become a Service
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20.11.2013
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13. Boys are systemic
The world view
Rules rule
Analytical
“If A, then B” logic
Focused
Abstracted from
the context
Things
MAN Diesel & Turbo
Rikke Knutzen
SDNC13 – Do Women make Sales become a Service
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20.11.2013
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14. Defining “strong sales”
Using stories and in-house expertise
Male sales personnel
-> “strong product knowledge”
Female sales personnel
-> “listen to”
->“understand customers needs”
MAN Diesel & Turbo
Rikke Knutzen
SDNC13 – Do Women make Sales become a Service

20.11.2013
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15. “female” transform sales
Tomorrows sales dialogue
Customer requirements and sales
MAN Diesel & Turbo
Rikke Knutzen
SDNC13 – Do Women make Sales become a Service
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20.11.2013
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16. Just a profile doesn’t quite cut it!
Personal
profile
Organizational
network
MAN Diesel & Turbo
Rikke Knutzen
Sales
techniques
SDNC13 – Do Women make Sales become a Service
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20.11.2013
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17. Louise Anderson, 42
Commercially responsible at MAN PrimeServ
“I invest my self in what ever I do – at
home and at work. My job is to balance
my company’s interests and my
customer’s needs through a long-term
engagement.”
Commercial flair
25%
40%
Result oriented
15%
15%
Customer and market
understanding
Leadership skills
30%
MDT product and service
knowledge
MAN Diesel & Turbo
Rikke Knutzen
SDNC13 – Do Women make Sales become a Service
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20.11.2013
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18. 10 Sales Techniques
Prioritized and with women as role models
MAN Diesel & Turbo
Rikke Knutzen
SDNC13 – Do Women make Sales become a Service
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20.11.2013
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19. A Key Account Network
for a sharing and collaborative perspective
Customer
MAN
Customer
MAN PrimeServ
MAN Diesel & Turbo
Rikke Knutzen
SDNC13 – Do Women make Sales become a Service
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20.11.2013
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20. For implementation
recommendations are universal applicable
For sales
training
For
recruiting
For
developing
Personal
profile
Organizational
network
Sales
techniques
For
organizing
MAN Diesel & Turbo
Rikke Knutzen
SDNC13 – Do Women make Sales become a Service
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20.11.2013
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21. Wanna connect?
Linked-in
Twitter
www.rikkeknutzen.com
MAN Diesel & Turbo
Rikke Knutzen
SDNC13 – Do Women make Sales become a Service
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20.11.2013
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22. Disclaimer
All data provided in this document is non-binding.
This data serves informational purposes only and is especially
not guaranteed in any way. Depending on the subsequent
specific individual projects, the relevant data may be subject
to changes and will be assessed and determined individually
for each project. This will depend on the particular
characteristics of each individual project, especially specific
site and operational conditions.
MAN Diesel & Turbo
Rikke Knutzen
SDNC13 – Do Women make Sales become a Service

20.11.2013
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