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Paint a picture and get the sale: using a service delivery model

Donna had a problem, and she had come to me for help.

Her firm offers a complex service to organisations. They help employees deal with workplace changes.

Donna and her partner teach employees (in client organisations) new communication skills, coach them on how to handle change, and mentor managers to help them cope with the demands of staff during the period of change.

Her clients are CEO’s, senior executives, and Board members of large companies and public sector organisations. The problem was that her clients saw her (her firm) simply as a “trainer” providing one-off training programs.

You see, in the past Donna had trouble getting clients to think past the “training” component of what she offered. They didn’t seem to grasp what she wanted them to see.

What they perceived was a relatively low-value short-term service

To them, Donna was just like all the other “trainers” that they had seen.

What Donna actually offered was a longer-term solution to help the organisation avoid the pitfalls of change that include low productivity, low morale, and high staff turnover.

Creating a service delivery model

As part my work with Donna to improve her sales process, I recommended she prepare a “picture” of how she helps her clients. Sort of like a time-line. In effect this was a service delivery model, showing how the various services she offered fitted together as a complete package.

Donna’s picture (you could call it a diagram, schematic, or flow chart) clearly shows where her “training” events fit into the bigger picture of the process she implements with clients.

What happened next?

Now Donna didn’t really know what to expect. She had never used this approach before. And she had her doubts about how helpful her “picture” would be.

Her very next meeting was with a senior executive from a large potential client. Donna had met this fellow before but had never been able to make progress. This time she used her picture.

Donna carefully explained the process her firm uses, highlighted the training events and the other services offered, and discussed why each step in the process was necessary.

She was delighted to hear her client say:

“Ahh … now I see why you are different to the rest.”

Finally, she was able to differentiate her services. At last Donna could get her client focused on the overall picture of what they can do. As a result she was asked to present her solution to the Board. A fantastic outcome.

All this from a picture – and a pretty simple one at that!

 

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Overview of client feedback

Sales figures have increased by 20% on last year to date!! The team also continue to pick up new customers.
Sharyn Moran, General Manager

Our sales results have increased since incorporating Stuart’s sessions into our sales conference and this has been during a downturn in the market.
Justin Zakaras, National Sales and Marketing Manager

The content of the sessions was customised to suit our customer interactions, with a lot of preparation on the part of Stuart.
Dr. Sunil Kadri, Head of Sales and Business Development


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Thank you so much for a brilliant session on Thursday. I think the format and content was ideal.
Rennie Colston, Sales Director

We had a very positive result from involving Stuart in our Managers Conference last year.
Russell Varley, Human Resources

The training got us thinking more strategically about how the business is structured. It has really built our capabilities as a management team.
Mia Graham, General Manager


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Stuart was patient, flexible and knowledgeable. He took the time to truly understand our business.
Helen Zwicker, Executive Officer

The best thing is that I now have a road map of specific marketing activities that can be implemented with confidence.
Donna Cazzolato, General Manager Sales and Marketing

The participants immediately felt engaged as Stuart demonstrated his understanding of our needs and challenges.
Frederic Vanhove, Principal Engineer, Pacific Delivery


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With only one day we had a lot of material to cover and Stuart created a positive learning environment for all involved.
Kylie Kinsella, Sales Manager Australia & NZ

Bad ideas are expensive in business however with Stuart Ayling, it was money very well spent.
John B. Lonergan, Sales Manager


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By the next week, sales of this product had doubled from 10% of all new sales to 20%. The extremely cost effective session with Stuart paid for itself within the first week.
Maria Triggs, General Manager

We have already seen a new client on board as a result of the two-day workshop.
Mark Mahoney, Managing Director


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Stuart put the sales training across in a way they could accept as a part of our service offering with out them feeling like “salesmen”.
Gary McDonald, Managing Director

We were impressed by the approach of Stuart and the simplicity of the program without the hype generally associated with these courses.
Dirk Kuiper, General Manager


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Read the latest on the blog

  • How to say ‘No’ to clients and still have them buy May 18, 2020
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  • Understanding the emotional experience of clients Aug 1, 2019
  • What does your sales team really need to learn? Apr 29, 2019
  • Resilience for sales people: How to help your sales team be more resilient Nov 21, 2018

About Marketing Nous

Marketing Nous was established in 2000 by Stuart Ayling, Director and Chief Sales Strategist. Stuart works  with expertise-based businesses to develop customised sales training and … Read More >>

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