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SDNC13 -Day2- Do Women make Sale become a Service? by Rikke Knutzen

Oct 19, 2014

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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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Page 1: SDNC13 -Day2- Do Women make Sale become a Service? by Rikke Knutzen
Page 2: SDNC13 -Day2- Do Women make Sale become a Service? by Rikke Knutzen

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

Page 3: SDNC13 -Day2- Do Women make Sale become a Service? by Rikke Knutzen

2 < > MAN Diesel & Turbo Rikke Knutzen SDNC13 – Do Women make Sales become a Service 20.11.2013

drum roll please....

YES! How?

Page 4: SDNC13 -Day2- Do Women make Sale become a Service? by Rikke Knutzen

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

Page 5: SDNC13 -Day2- Do Women make Sale become a Service? by Rikke Knutzen

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

Page 6: SDNC13 -Day2- Do Women make Sale become a Service? by Rikke Knutzen

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

Page 7: SDNC13 -Day2- Do Women make Sale become a Service? by Rikke Knutzen

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.

Page 8: SDNC13 -Day2- Do Women make Sale become a Service? by Rikke Knutzen

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

Page 9: SDNC13 -Day2- Do Women make Sale become a Service? by Rikke Knutzen

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

Page 10: SDNC13 -Day2- Do Women make Sale become a Service? by Rikke Knutzen

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

Page 11: SDNC13 -Day2- Do Women make Sale become a Service? by Rikke Knutzen

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)

Page 12: SDNC13 -Day2- Do Women make Sale become a Service? by Rikke Knutzen

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

Page 13: SDNC13 -Day2- Do Women make Sale become a Service? by Rikke Knutzen

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

Page 14: SDNC13 -Day2- Do Women make Sale become a Service? by Rikke Knutzen

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”

Page 15: SDNC13 -Day2- Do Women make Sale become a Service? by Rikke Knutzen

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

Page 16: SDNC13 -Day2- Do Women make Sale become a Service? by Rikke Knutzen

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

Page 17: SDNC13 -Day2- Do Women make Sale become a Service? by Rikke Knutzen

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%

Page 18: SDNC13 -Day2- Do Women make Sale become a Service? by Rikke Knutzen

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

Page 19: SDNC13 -Day2- Do Women make Sale become a Service? by Rikke Knutzen

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

Page 20: SDNC13 -Day2- Do Women make Sale become a Service? by Rikke Knutzen

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

Page 21: SDNC13 -Day2- Do Women make Sale become a Service? by Rikke Knutzen

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

Page 22: SDNC13 -Day2- Do Women make Sale become a Service? by Rikke Knutzen

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.

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