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 supportingHealth 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 theme

Lets 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

Information

TransactionRelationship

Partnersh

ip

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&

Politicians

Creativity

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...