Webinar: Winning customer confidence

Sanjeev Loomba

Winning Customer ConfidenceThe webinar will begin shortly

Agenda

• Welcome• Housekeeping notes• Session starts• Q&A• End of webinar

House Keeping

• Slides will be available on our SlideShare page, link will be emailed to you

• Recording of the webinar will be available to download, link will be emailed

• Take the time to complete post‐webinar survey that will pop up at the end

• You can type your questions throughout the session

• Time will be allocated in the end for the speaker to address your questions

About Your Speaker

Sanjeev LoombaManagement Speaker / Strategy Facilitator / Trainer / Executive Coach Transforming the mind‐set, shaping businesses and people to success

Winner of the UK National Training Awards 2009 for achieving high return on investment from training. Founder and Principal at The Real Potential, Sanjeev’s knowledge and inspirational approach has helped thousands of managers and professionals to capitalise on their talents and achieve best of self and business performance, from blue chips to SMEs.

The powerful combination of an insight into people’s EQ, as well as business management helps him to achieve transformational shifts in mind‐sets, performance, personal and business success.

Agenda

Topics

What stops us connecting with our clients: The 3 Red Lights

Client’s will tell you what they want, but not always what they value

Case: Geizer Pharma

Copyright of Sanjeev Loomba 2015

JustificationOppositionPrejudice

The 3 Red Lights


Which Red Light?

1. It went wrong last time, why would it be any different this time?2. I wasn’t aware of that, I had just joined the team3. They just don’t understand4. No, Excel is not the right application for this task 5. No, please listen, what we are proposing is better6. I think my client doesn’t like to work with offshore7. But that was not what you had originally asked for

Prejudice, Justification or Opposition?


Points of Value

Values come in levels

Essential level – product/service11 Hour flight: LHR ‐ LAX

High gain level – gains & outcomes Convenient flight times

Comfort e.g. legroom etc…Deals – hotel discounts etc.

Choice of meals

Wow factor level – personal & emotionalHappy children – video games

Happy wife – baggage allowance


Points of Value

Build responses matched to each value in each layerValues must come first…

VALUESEssential level – product/service

11 Hour flight: LHR ‐ LAX

High gain level – gains & outcomes ConvenienceComfort Economy

Wow factor level – personal & emotionalHappy childrenHappy partner

RESPONSES

11 Hour flight: LHR ‐ LAX

Flight timesLegroom, meals choice

Deals ‐ hotel discounts etc.

FIFA 2015Baggage allowance


Pop quiz…

As a client, on which would you negotiate pricesmore and on which one’s would you be prepared to pay a premium?

• Technical accuracy of coding required for migration• No errors on end‐users’ bank statements• Speed of migration• Smoothness without complications• Excellent planning and reporting at every step• The client feels, ‘I want to ‘sleep easy’, my neck is on the line’• No cost surprises• Process plan• Prevent loss of data & provide adequate back‐ups at every stage• Maximize profitability • Keep my team productive• Don’t take shortcuts

Level, 1, 2 or 3?Essential, Gain, Wow?


Points of Value

Whose Value?

Perceived and Unperceived values?

But surely price is important?


Case 1: Geizer Pharma

Geizer Pharma is an existing pharma client.

Cognizant’s current portfolio of work with Geizer is relatively small but theteam has been working hard at mining the account.

One morning, Milan, the on‐site programme manager receives an e‐mail from hisSanjeev, his client counterpart informing him of a requirement re: the R&D projectmanagement system.

A call is arranged for late that day to for an initial discussion, prior to the RFP beingsent out…


Make a note.…

1. Do you see any Prejudices, Opposition or Justifications?

2. Which values – essential, gain and wow are being discovered?

http://youtu.be/VmXD4mwPEcM


Debrief

Prejudices, Opposition or Justifications?Prejudice ‐ I’ll get everything off the RFP, he won’t go beyond the RFPJustification – English (became a little opposition – EQ –‘not just a simple request’) + Reporting (‘are you going to pay for that extra time?’)

Which values – essential, gain and wow are being discovered?

Database double size – legacy migrationRobust, written reportingHigh standard of English


How do we discover what our client’s value?

To go beyond essential values (which will be in the RFP) you have to…

I. Listen1.R&D strategy –what did this mean? Let me understand2.Reporting: other stakeholders, other things on –what are they?3.English: not an ordinary requirement – something specific –what?

II. Ask questions1.Open questions ‐ explore the issue with him

What prevents this?Our own Prejudices, Justification and Opposition


Make a note.…

Are we getting beyond the Essential Values?How?

http://youtu.be/pHpywafKY24


Debrief

Level 1: Essential/technicalExpanded database, migration from legacy

Written reportingHigh standard of English

Level 2: Business gains & outcomesReduced lead‐time of drug to market (2 years to 15 months),

Competition in Cholesterol‐reducing drugs

Level 3: Wow, personal/emotionalWritten reporting system & High level of English…because a

key stakeholder has had fingers burned with offshore‘My promotion is riding on this project’

Every vendor will respond to Level 1Partners are those who get to Level 3


The Pyramid of Differentiation
