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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.
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1 < > MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service 20.11.2013
Do Women make Sales become a Service?
MAN Diesel & Turbo
Rikke Knutzen, Denmark
2 < > MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service 20.11.2013
drum roll please....
YES! How?
3 < > MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service 20.11.2013
9 women from 6 countries Hardworking, motivated and talented
4 < > MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service 20.11.2013
A technical oriented culture MAN Diesel & Turbo
A person
A car
5 < > MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service 20.11.2013
After Sales = service A word with many meanings
6 < > MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service 20.11.2013
The existing competitive situation Financial pressure and low price competition
Customer
Bigger and centralized procurement
departments.
Economically pressured.
Market
Competition from OEM and non-OEM.
Competitors with low price products.
7 < > MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service 20.11.2013
Today’s sales dialogue
Product and technical issues
8 < > MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service 20.11.2013
Tomorrow’s sales dialogue
Customer requirements and sales
9 < > MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service 20.11.2013
Research centred insights
Rune Nørager, PhD
Design psychologist
www.Design-psychology.com
Several “female” projects
10 < > MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service 20.11.2013
There IS a difference But it is not either or!
68% 68% Empathic
world view
(female)
Systemic
world view
(male)
11 < > MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service 20.11.2013
Girls are empathic The world view
Holistic
Rule changers
Collaboration
Integrating information
into the context
Social needs
People
12 < > MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service 20.11.2013
Boys are systemic The world view
Rules rule
Analytical
Focused
Abstracted from
the context
“If A, then B” logic
Things
13 < > MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service 20.11.2013
Defining “strong sales” Using stories and in-house expertise
Male sales personnel
-> “strong product knowledge”
Female sales personnel
-> “listen to”
->“understand customers needs”
14 < > MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service 20.11.2013
“female” transform sales Tomorrows sales dialogue
Customer requirements and sales
15 < > MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service 20.11.2013
Just a profile doesn’t quite cut it!
Personal
profile
Sales techniques
Organi-zational network
16 < > MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service 20.11.2013
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
Customer and market understanding
Result oriented
Leadership skills
MDT product and service knowledge
40%
30% 15%
25%
15%
17 < > MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service 20.11.2013
10 Sales Techniques Prioritized and with women as role models
18 < > MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service 20.11.2013
A Key Account Network for a sharing and collaborative perspective
Customer
MAN
MAN PrimeServ
Customer
19 < > MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service 20.11.2013
For implementation recommendations are universal applicable
Personal
profile
Sales techniques
Organi-zational network
For sales
training For
recruiting
For
organizing
For
developing
20 < > MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service 20.11.2013
Wanna connect?
Linked-in Twitter
www.rikkeknutzen.com
21 < > MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service 20.11.2013
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.
Disclaimer
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