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Operational excellence= out, relational excellence= in?


If your sales goes down, it's because you're talking and not listening, it's because you don't get it...
Today's reality in sales is that our customers (read procurement) are transforming our processes. Sales people tend to think that they choose their customers. Reality is that procurement is choosing us.
We "sales people" need to change our strategy and develop a client oriented service organisation.
Focus on following key questions:
  • what are the customer's needs ?
  • how can I (our management) help?
  • what are my clients targets?
Focus on your ideal customer portfolio. Try to find a good balance between profitability and volume.
This will be your new strategy : relational excellence = the new perspective: 

relational excellence = the new perspective: 
  • be curious and be interested in your client. Involve your CEO and business managers in your contacts with strategic and development clients.
  • develop a professional client service organization for operational excellence and long tail customers
  • focus on the targets of your customer and make them your own (find the right balance)
  • let your customer be succesfull
Relational excellence versus operational excellence
  • Sell your products and services as they were  a unique experience
  • Understand downstream opportunities: what drives  the customers of your customer?
  • Sell solutions
  • Analyze the success formula of your customer. Try to find out what drives your customer and embrace these challenges. Try to find out what your client wants to optain
  • Offer workshops to your client: downstream (stakeholders talk about their challenges and developments) and upstream (our experts talk about new technological developments)
  • Develop a strong process connection with your client processes
  • Focus on continious cost reduction


bron: Gerco Rietveld, Wat bezielt mijn klant?

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