I2b.1 [practice] scenario
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Transcript of I2b.1 [practice] scenario
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i2b/3. Practice
ScenariosSelling innovation “real time”
Josep Mª Monguet
The devil wear Prada. 2004
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“The story of the human race is the story of men and women selling themselves short.”
Abraham Maslow
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Embedding selling strategies in the process of innovation.
This practice is about:
“The story of the human race is the story of men and women selling themselves short.”
Abraham Maslow
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Constant differentiation scenario
The devil wear Prada. 2004
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Define and manage “selling intention” along with product/service innovation.
+ Apply the selling techniques to product /service innovation.
+ Conscious development of innovation product/service with a selling focus.
Objectives of the practice
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Connection Concept
41 2 3
Needs Trust Negotiation Contract
Identification of needs & motivations of potential customers.
Building trust through innovation proposal diffusion.
Recognise the weak and strong points of the innovation proposal.
Build an scenario with the sequence of objections and hesitates of buyer.
To do’s
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Connection Concept
41 2 3
Needs Trust Negotiation Contract
Case: Device and system that guarantees patient adherence to pharmacological treatment.
UserCustomer Prescription…
Prototypes of device designClinical trialswith users ...
Diversity of treatments Diversity of users...
Payment connected to results
To do
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Identification of needs & motivations of potential custm.
Customers & users User 1 User 2 … User “n”
Need 1
Need 2
...
Motivations 1
Motivations 2
…
To do 1. Needs
Establish
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Building trust through innovation proposal diffusion.
What is …? Customer engagement Presentation focus
Necessary
Important
Interesting
Essential
Other
To do 2. Trust
This is a strategy to refelect about how to approach efficiently to the costumer.
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Consider the weak & strong points of innovation offer.
Component Weak Strong
Functional relation with user
Functional relation with environment
Price
Moment opportunity
Other
To do 3. Objections
This is a list of elements to think systematically on the innovation to be sold.
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Build an scenario with objections & solutions.
Objection Defense Negotiation
To do “Concept”. Solutions
As a synthesis of the previous steps objections have been identified and negotiation prepared.