The 10 Commandments for Selling Marketing Internal Consulting

Presentation Goal: To help you and your organization sell and market more effective value-added

Concepts presented taken from our new book: © Copyright 2004 Alexander Consulting, LLP

Alexander Consulting, LLP “A management consultancy that creates and implements strategies for professional services

Background: Mark Hordes Education: • MBA and MS in Human Behavior • Graduate of

The Times They Are a Changing! • IBM has identified the “Elevation of Services”

To Sell and Market Internal Consulting Services You Need These Four Things… Internal Marketing

The Three Types of Buyers Customer Expectations (Source: Adapted from The Knowledge-Based Organization

What is Value? • Value = perceived benefits minus anticipated costs. • Value is

Know Your Offerings ü Understand the features and benefits of your consulting organization. ü

How Do You Create Value? Outweigh Costs By Adding Benefits • Lower Cost •

Services Marketing Assessment SUCCESS FACTORS RATING SD SA 1. Clients have a clear perception

Aligning the Marketing Message to the Appropriate Value Proposition Importance to the Customer High

Selling Consulting Services Selling Qualifying Process Committing Process © Copyright 2004 Alexander Consulting, LLP

Station Break What thoughts come to mind when you hear the word “selling? ”

The Persuasion Continuum Manipulation Professional Selling What’s in it for me? POINT OF VIEW

The 10 Commandments for Selling Consulting Services (Source: The Ten Commandments of Selling Professional

The Four I’s Probing Strategy Issues • • Importance Impact Investigate What are the

Selling Is a Relationship Experience Pretend you are going to meet an internal client

Six Elements in Building Strong Client Relationships Decorum Trust Commonality Value Empathy Credibility ©

Relating to Different Personalities in Business Development Situations • Understanding your personal style. •

The Four Traits Influencing Others Indirect Direct Responding to People Reserved Outgoing Dealing with

Practice Flexing Your Style to Different Personalities People like to buy from people who

The Internal Sales and Marketing Champion Ideal Attributes • • • Genius of Einstein

Thank You for Your Participation and Attention Contact Information: Alexander Consulting, LLP Mark Hordes,

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Alexander Consulting, LLP “A management consultancy that creates and implements strategies for professional services organizations” Services Strategy Creation Marketing Direction Sales Effectiveness Delivery Performance OPERATIONS EXCELLENCE TALENT PRODUCTIVITY © Copyright 2004 Alexander Consulting, LLP

Background: Mark Hordes Education: • MBA and MS in Human Behavior • Graduate of the American Graduate School of International Management Personal experience: • Partner, Alexander Consulting • Global experience in selling services to senior executives. • Success in designing and delivering professional services selling training and creating services markets • Hands-on experience designing and implementing services readiness assessments and best practices applications for services organizations • Previous Big Five consulting partner • Vice President, International Consulting, The American Productivity & Quality Center • Faculty, The University of Houston • Award-winning author (AFSMI Writers Award for ”Best-Day Every Day, Rules of the Road for ‘Getting to Yes’ in Professional Services Selling”) © Copyright 2004 Alexander Consulting, LLP

The Times They Are a Changing! • IBM has identified the “Elevation of Services” as one of the top four “Waves of Change” impacting businesses globally. • Services contribute 35% of the computer industry’s revenues and 60% of the profits. • “Service is so great an opportunity for the company that our vision for the next century is that GE is a global service company that sells high-quality products. ” --Jack Welch • Services possess the potential to expand revenue four to five times that of the product purchase. (“How to Make After-Sales Services Pay Off. ” Bundschuh & Dezvane. Mc. Kinsey Quarterly 2003, Number 4. ) • Services deliver 61% gross profit margin and 30% growth rate to top-performing organizations. (The State of S-Business. James A. Alexander. 2002. ) © Copyright 2004 Alexander Consulting, LLP

To Sell and Market Internal Consulting Services You Need These Four Things… Internal Marketing Best Practices Relationship Skills “Getting to Yes” Focus on Value Benefits & Offerings © Copyright 2004 Alexander Consulting, LLP The 10 “C”s

The Three Types of Buyers Customer Expectations (Source: Adapted from The Knowledge-Based Organization , Alexander & Lyons. 1994. Irwin Professional Publishing) “Business Impactors” Partnership Innovation “Wants” Relationship Accountability Problem Solving te a nti “Givens” Response Time Pro Price Delivery Quality Complexity © Copyright 2004 Alexander Consulting, LLP Po fit l

Know Your Offerings ü Understand the features and benefits of your consulting organization. ü Understand how these offerings can help solve business problems. ü Be prepared to communicate the value-adding potential of these offerings in terms the client cares about. © Copyright 2004 Alexander Consulting, LLP

Services Marketing Assessment SUCCESS FACTORS RATING SD SA 1. Clients have a clear perception about you. 2. Prospective clients have a favorable perception. 3. You have a reputation as a consulting leader. 4. Executives see your brand as a vital asset. 5. All consulting packaging convey the same message. 6. Branding campaigns are aggressively funded. 7. Brand awareness is tracked. 8. Brand quality is tracked. TOTAL SCORE = © Copyright 2004 Alexander Consulting, LLP 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5

Aligning the Marketing Message to the Appropriate Value Proposition Importance to the Customer High Big Bang Breakthrough Total package from a reliable supplier. Game changing solutions that no one else can provide. One-Stop Shopping. Thought Leadership. Lean and Mean Niche Adequate performance, low cost, no hassle. World-class capabilities in selected area. Low © Copyright 2004 Alexander Consulting, LLP Just As Good But Cheaper. The Experts on X. Uniqueness of Offerings High

The Persuasion Continuum Manipulation Professional Selling What’s in it for me? POINT OF VIEW Personal reward. Slick presentation. Persuasion skills. Short-term transaction. Biggest money-maker. FOCUS TECHNIQUES SUCCESS ANCHOR TIME HORIZON DESIRED ROLE © Copyright 2004 Alexander Consulting, LLP What’s good for the client and the organization and me? Creating value. Honest dialogue. Personal integrity. Long-term relationship. Trusted advisor.

The 10 Commandments for Selling Consulting Services (Source: The Ten Commandments of Selling Professional Services. Alexander & Hordes. Professional Services Leadership Report, 2002. ) 1. Clarify complex customer issues. 2. Communicate the invisible. 3. Customize each solution. 4. Commit high-level executives to action. 5. Coordinate the selling team. 6. Compress the cycle time of selling. 7. Concentrate on the stars. 8. Control the cost of sale. 9. Commercialize the sales promise. 10. Continually learn and grow. © Copyright 2004 Alexander Consulting, LLP

The Four I’s Probing Strategy Issues • • Importance Impact Investigate What are the main issues you and your department are facing? Let’s take a look at ___ for a moment. Is this a nice-to-do, or something important to your organization? Sounds critical. Tell me, what is the impact of not addressing this problem? I see. Together, can we investigate how my organization might be able to help? © Copyright 2004 Alexander Consulting, LLP

Relating to Different Personalities in Business Development Situations • Understanding your personal style. • Working successfully with different personality styles in internal consulting sales situations. • Instrument: Selling with Insight Style Inventory. © Copyright 2004 Alexander Consulting, LLP

The Four Traits Influencing Others Indirect Direct Responding to People Reserved Outgoing Dealing with Details Unstructured Structured Pacing Activity Urgent Steady © Copyright 2004 Alexander Consulting, LLP

The Internal Sales and Marketing Champion Ideal Attributes • • • Genius of Einstein Vision of Jefferson Strength of Superman Patience of Gandhi Communications skills of Roosevelt Creativity of da Vinci Magnanimity of Sister Teresa Ambition of the Clintons The conviction of Churchill--never, never give up! © Copyright 2004 Alexander Consulting, LLP

Thank You for Your Participation and Attention Contact Information: Alexander Consulting, LLP Mark Hordes, Partner (713) 781 -0251 office (713) 416 -1781 mobile mark@alexanderconsultingsbiz. com www. alexanderconsultingsbiz. com © Copyright 2004 Alexander Consulting, LLP