You Know Your Client! Does Your Client Know You?

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You Know Your Client! Does Your Client Know You?1You Know Your Client! Does Your Client Know You?Neil PhilipsonAPMP BID & PROPOSAL CON 2015 | PAGE #2Invincible

APMP BID & PROPOSAL CON 2015 | PAGE #Introduction- My Story - animated3Wouldnt it be great To understand our customer's business as well as they do?To add so much value, cost wasnt even discussed?To have greater intelligence of a customers future plans?To get a heads up on issues that impact our business?To be a consultant or supplier of choice; engaged without competition?To have customers that go the extra mile for us?APMP BID & PROPOSAL CON 2015 | PAGE #WE KNOW WHAT THEIR CHALLENGES ARE, WE CAN PROVIDE TRUSTED ADVICE TO SUPPORT THEM

CUSTOMER RECOGNISED OUR VALUE LONG AGO AND STOPPED TALKING COST

IN THE CUSTOMERS CIRCLE OF TRUST, INFORM BETTER PRE-POSITIONING GET THE GOOD STUFF

WE SEE THE POTHOLES IN OUR PATH BEFORE WE HIT THEM TIME TO AVOID THEM

CUSTOMER FINDS A WAY TO ENGAGE US

CUSTOMER SELLS US WITHIN THEIR BUSINESS THEY DO OUR BD

WITH ALL THE EXPERIENCE IN THE ROOM - YOU MAY EVEN HAVE ENJOYED SOME OR ALL OF THEMTHE AIM TO CREATE MORE OF VALUE ADDED RELATIONSHIPS DO IT MORE INSTINCTIVELY CREATE NEW BEHAVIOURS

4So what is stopping you?LeadershipOwnershipVisionNever ending journey Not a destinationTalk shop

APMP BID & PROPOSAL CON 2015 | PAGE #WHO OWNS THE PROCESSVISION COMMUNICATED CLEARLYNOT A ONCE OFF, CONTINUOUS PROCESS THAT EVOLVESACTION IS NEEDED OFTEN TOO MUCH STRATEGY WITH TOO LITTLE ACTIONFEET ON THE GROUND POUNDING THE HALLWAYS OF OUR CLIENTS

5Client management health checkClearly defined and agreed definition of a Key ClientAll of the people in our organization feel they own the process of managing our Key ClientsWe have met with our Key Clients and have asked them what they want from a firm such as oursFor all Key Clients we have a plan it has specific, measurable and achievable objectives

APMP BID & PROPOSAL CON 2015 | PAGE #HOW ATTUNED IS YOUR ORGANISATION TO KEY CLIENTS?ARE THEY NUMBER ONE PRIORITY?DEVELOP A SCORECARD AND GET A RANGE OF INDIVIDUALS TO ANSWER ITEXAMPLES AVAILABLEGOOD INDICATOR OF WHERE YOU STAND

6Change what we do todayKey Client management must be a strategy

Invest in our top customersInvest in emerging customersBuild profitable relationshipsTarget strategically

APMP BID & PROPOSAL CON 2015 | PAGE #FORMULATE THE STRATEGY AROUND EXISTING CLIENTS - STATS

INVESTS IN THE STARS OF TOMORROWGIVE THEM THE ATTENTION THAT INDIVIDUAL UNITS MAY FIND DIFFICULT IN VIEW OF THE RETURN AVAILABLE TODAYBUILD RELATIONSHIPS WITH CLIENTS AT A TIME WHEN THEY NEED OUR EXPERTISE MOST BUT MAY NOT BE ABLE TO AFFORD IT

80/20 STRATEGIC VALUE, REFERENCE VALUE, GROWTH POTENTIAL, PROFITIBALITY , PAYMENT HISTORYHOW MANY ARE BAD?

IDENTIFY CREAM OF THE CROP, WHAT LEVELS OF ATTENTION & SERVICE DO YOU OFFER THEM7Strategic FrameworkGather

AnalyseSummariseUse

APMP BID & PROPOSAL CON 2015 | PAGE #SIMPLE APPROACH BASED AROUND A TEMPLATE

WALKS YOU THROUGH A SERIES OF STEPS THAT

GATHERS DATA

ANALYSES IT

SUMMARISES IT

AND MOST IMPORTANTLY SET THE PLAN TO USE IT

8GatherClient visionClient purseClient marketSWOT

APMP BID & PROPOSAL CON 2015 | PAGE #SCOUR THEIR COMPANY WEBSITE, LITERATURE ETC.

WHAT DO THEY WANT

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HOW MUCH HAVE THEY GOT $ TO GET IT

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WHAT IS THEIR MARKET AND WHAT IS IT LIKE TO OPERATE IN IT?WHERE DO THEY RANK IN THE MARKET

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STRENGTHS & WEAKNESSESWHAT DO YOU KNOW?I TALKED TO MY CLIENT AT ALL LEVELS CAPTURED THEIR VIEWS GOOD EARLY RELATIONSHIP BUILD

CONSIDER HOW THE EXTERNAL ENVIRONMENT IMPACTS THEIR BUSINESSMARKET FORCESEXTERNAL FACTORS

9AnalyseStrategyClient relationshipsOur valueOur added value

APMP BID & PROPOSAL CON 2015 | PAGE #DRAW TOGETHER THE STRENGTHS, WEAKNESSES, OPPORTUNITIES AND THREATSWALK A MILE IN YOUR CLIENTS SHOESHOW COULD STRENGTHS BE USED TO OPTIMISE OPPORTUNITY/MITIGATE THREATS?HOW CAN WEAKNESSES BE ADDRESSED TO OPTIMISE OPPORTUNITY/MITIGATE THREATS?GREAT EXERCISE AS YOU BEGIN TO SEE WHERE WE CAN SUPORT THEIR STRATEGIES SEE THEIR WHOLE BUSINESS THINK ABOUT YOUR COMPANY

WHO ARE THE KEY STAKEHOLDERS?HOW WELL CONNECTED TO THEM ARE WE?HOW WELL CONNECTED DO WE NEED TO BE?

WHAT DO WE HAVE THAT THEY DONT?WHERE ARE THEIR GAPS AND HOW DO WE FILL THEM?

WHAT MORE COULD WE DO FOR THEM GIVEN A MORE MATURE RELATIONSHIP

10SummariseWhat we learntThe opportunityOur value propositionPlan of action

APMP BID & PROPOSAL CON 2015 | PAGE #ANSWER THE SO WHAT

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SUMMARISE WHAT WE HAVE LEARNED AND DEFINE THE OPPORTUNITYCONSIDER WHAT WE NEED TO DELIVER ITFULL company CAPABILITYINVESTMENTS

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TIE OUR Client NEEDS TO OUR CAPABILITY TO CO-CREATE VALUECREATE INTERDEPENDENCE A RELATIONSHIP THAT WE BOTH WANT AND BENEFIT FROM (WIN:WIN)

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TAKE ACTION AND GO AND MAKE IT HAPPEN

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11Be ProactiveTake responsibilityKeep working at itDont waste energy

APMP BID & PROPOSAL CON 2015 | PAGE #SUCCESS ISNT GOING TO COME TO US - WE HAVE TO GO AND GET ITPICK UP WORK THAT THE CUSTOMER DIDNT EVEN KNOW WE COULD DO!

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WHETHER WE MAY GROW A KEY CLIENT OR WIN A KEY CLIENT IT DOESN'T MEAN THE FEES WILL ROLL IN; WE HAVE TO CONTINUALLY WORK TO DELIVER THEM

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NOT ALL CLIENTS WILL ENGAGE WITH US TO THE SAME LEVEL DONT FORCE ITJUST WORK TO ADD VALUE IN THE AREAS YOU CAN INFLUENCE, DONT WASTE ENERGY PUSHING CLOSED DOORS YOU REALISE THROUGH SWOT HOW COMPLICATED CUSTOMERS CAN BE - WE CANT OFTEN CHANGE THAT [POLITICAL]DO WHAT IS WITHIN OUR CONTROL TO MINIMISE THE NEGATIVE IMPACT AND OPTIMISE THE POSITIVE

[ADVANCE]12Begin with the end in mindDefine success Do the right thingsProvide leadership

APMP BID & PROPOSAL CON 2015 | PAGE #SET A CLEAR DESTINATIONBE OPTIMISTIC BUT BE REALISTIC - COST OF WINNING THE PRIZE

WHAT DO WE NEED TO DO TO GET THERE?GOES BEYOND JUST FEES HOW DO WE WANT TO DO IT IN FLIGHT EXPERIENCE THAT WE WANT OUR CUSTOMERS TO HAVE?

MOTIVATE ALL INVOLVED TOWARDS SUCCESSYOU HAVE TO BE A STRONG LEADER TO OPTIMISE OPPORTUNITY MANAGE CONFLICTS13Put first things firstIf you dont put your big rocks in first, the fillers of life will occupy your day and there wont be room - Unknown

Prioritize the tasksStrong managementDo things rightAPMP BID & PROPOSAL CON 2015 | PAGE #SET THE ACTION PLANSORT OUT THE IMPORTANT THINGS FIRSTLOT OF FACETS INVOLVED PLAN TO GET THE BEST RETURN

14Understand and then be understoodSeek to understandExplore capabilityFind solutions

APMP BID & PROPOSAL CON 2015 | PAGE #UNDERSTAND DONT SIMPLY LISTEN BECAUSE YOU ARE NOT TALKING DONT JUST READ INFORMATION UNDERSTAND IT!NOT JUST LISTENING BUT ALSO ACKNOWLEDGING OTHER INFORMATION DATA ETC.EMPATHETIC LISTENING REDUCES MISUNDERSTANDINGS AND BUILDS TRUST AND LOYALTY

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UNDERSTAND WHAT THE GROUP HAS TO OFFERONLY THEN WILL YOU SEE THE OPPORTUNITIES TO OFFER IT YOU DONT HAVE TO KNOW IT ALL JUST WHO TO HOOK THE CUSTOMER UP WITH

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MOVE AWAY FROM MERE SERVICE PROVISION TO SOLUTION PROVISIONSOMETIMES THE SIMPLEST THINGS TO US SOLVE THE BIGGEST PROBLEM TO THE CLIENTNOT ALWAYS HUGE INNOVATION

15Make it happenGet amongst itBuild relationshipsKeep it energised

APMP BID & PROPOSAL CON 2015 | PAGE #BRINGS ALL THE PREVIOUS STEPS TOGETHERUSE ALL THE KNOWLEDGE YOU GATHERED WHEN UNDERSTANDING THE CUSTOMER HOW CAN YOU ADD IT TO OUR KNOWLEDGE AND CREATE A SOLUTION NOBODY ELSE COULD?START TO CO-CREATE VALUESTART TO PROBLEM SOLVE AND BUILD TRUST

16Wrap upOffers a common structureLeaves space for flairRuns on your energyNow you control it

APMP BID & PROPOSAL CON 2015 | PAGE #IN SUMMATION AND ON THE BASIS THAT IF YOU CANT EXPLAIN IT SIMPLY YOU DONT UNDERSTAND IT WELL ENOUGH

17A client is someone who engages the services of a professionalA customer buys goods or services from a business

Client vs. CustomerAPMP BID & PROPOSAL CON 2015 | PAGE #SOME OF US HAVE CLIENTS AND SOME OF US HAVE CUSTOMERS

WHATEVER WE REFER TO THEM AS WE NEED TO KNOW AND UNDERSTAND THEM BETTER

18QuestionsYour time to Roar!

APMP BID & PROPOSAL CON 2015 | PAGE #19Presenter NameTitleOrganizationPhone Email URL Contact UsNeil PhilipsonTechnical DirectorMott MacDonald PDNA+27832708532Neil.philipson@mottmac.comwww.mottmac.com

APMP BID & PROPOSAL CON 2015 | PAGE #20