LAMP Launch - teambuilders-int.comteambuilders-int.com/wp-content/uploads/2015/01/... · © 2006...
Transcript of LAMP Launch - teambuilders-int.comteambuilders-int.com/wp-content/uploads/2015/01/... · © 2006...
LAMP Launch
Copyright 2013 TeamBuilders International, Inc. Licensed Miller Heiman Sales Consultants 1-519-455-4320
Hospital Name/Location Pumps/Device Injectables Proprietary BioSimilars
Saturated Sales Underway Can’t Sell White Space
Hospira White Space Analysis for IDN’s
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Process moves from “Big Picture” to details.
We will never have all the information we desire --we must move forward anyway!
We are focusing on long-term -- we will have uncertainty.
The quality of the output depends on the quality of the relationship with the client.
To Make This Process PRODUCTIVE and SUCCESSFUL
3
Ove
rvie
w
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
LAMP®
Key ideas:
A process for managing key account relationships
Identifies our current relationship position
Defines our mutually desired position
Develops strategy and action plans
Creates common language for account management
4
Ove
rvie
w
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
LAMP® Launch Meeting Objectives
5
Ove
rvie
w
Understand the Team LAMP® Account Analysis concepts in preparation for team development of a complete strategy document for a key account.
Determine which segment(s) of the account will be strategized.
Define the nature and scope of the up-front work that MUST be accomplished to successfully create an effective, working and on-going strategy.
Assign team member responsibilities and completion schedules for research, data gathering and customer interviews.
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
What’s the Value of Planning?
Planning
6
Ove
rvie
w
© 2005 Miller Heiman, Inc All Rights Reserved.v..Launch7
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch 8
Over
view
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Strong Account Strategy
Focuses on issues important to Strategic Players
Based on their Opportunities which may be driven by current Trends and where our Strengths can add value for the account
Concentrates our resources
Neutralizes impact of Anti-Sponsors and eliminates or reduces our most significant Vulnerability
9
Ove
rvie
w
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Red Flags
Critical information missing or unknown
Uncertainty about information
Reorganization
Uncovered base or weakrelationship
10
Ove
rvie
w
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Strengths
Areas of perceived differentiation
Opportunities used to improve our relationship
Must be relevant to the account
Lessen price sensitivity
Improve competitive advantage
11
Ove
rvie
w
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Traditional AccountPlanning
Sales-focused
Developed by sellingorganization
Discusses our revenuegoals and objectives
Developed to meetour quota
Focuses on sellingour product line
LAMP® Planning
Customer relationship focused
Developed by cross-functional team
Discusses how to help the account meet its business objectives
Developed to meetthe account’s business needs
Determines solutions that are important for the account
12
Ove
rvie
w
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
LAMP® Overview
DataGathering
StrategicFocus
SituationAppraisal
Field of PlayStrategy
ActionPlan
13
Stra
tegi
c Fo
cus
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Field of Play
Key ideas:
Setting an overall strategy for a very large account is difficult
Focus our strategy on more manageable segments
Segments are called a Field of Play
Strong strategies target the Fields of Play where we can create greatest value
Reflects how the customer wants to buy
14
Stra
tegi
c Fo
cus
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Field of Play Criteria
Does the Field of Play reflect how the account makes buying decisions?
Is this Field of Play one where we can create significant value?
Is this Field of Play autonomous and able to make independent decisions?
Is this Field of Play really a priority for us?
Is this Field of Play where we have the most/ best expertise?
15
Stra
tegi
c Fo
cus
© 2005 Miller Heiman, Inc All Rights Reserved.v.Launch.16
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Buy-Sell Relationship
Key ideas:
We must: Understand how the Field of Play sees our contribution
Have a clear and shared vision of the relationship we want to have in the future
Then we can:
Leverage relevant Strengths to enhance the relationship
Because people and perceptions change, we must constantly reassessSt
rate
gic
Focu
s/Bu
y-Se
ll Hi
erar
chy
17
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Buy-Sell Hierarchy
18
Stra
tegi
c Fo
cus/
Buy-
Sell
Hier
arch
y
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Stra
tegi
c Foc
us
19
Similarities in Business and Organizational Issues
Invited to participate - they call us for our expertise
Businesses must produce profit to survive (non-profit organizations must obtain funding or power)
Show up directly on financial reports—Increased sales—Improved productivity—Reduced costs
Important to Levels 4/ 5 (senior management) of organization
Focus is often strategic and may be either short or long-term
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch 20
Stra
tegi
c Foc
usDifferences in Business and Organizational Issues
Organizational Issues (Level 5) tend to be about:
Corporate direction
Future strategy and direction of the company
Plans and issues impacting the organization
Business Issues (Level 4) tend to be about:
“How” the account or Field of Play operates day-to-day
Business issues the Field of Play is facing today
© 2005 Miller Heiman, Inc All Rights Reserved.v..Launch21
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Corporate Structure and Results
The relationship between authority levels in the Field of Play and your position on the Buy-Sell Hierarchy
Stra
tegi
c Foc
us/B
uy-S
ell H
iera
rchy
22
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Gathering Information
ABOUT your account (Field of Play)
FROM your account (Field of Play)
FROM our organization
23
Gath
erin
g In
form
atio
n
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Pre-course document
Annual Reports and any other relevant data
Organization Chart
Interview tool—Our people—Their people
Gathering Information
24
Gath
erin
g In
form
atio
n
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Situation AppraisalSi
tuat
ion
Appr
aisa
l
Key ideas:
Helps to determine our current position with the Field of Play
Serves as the foundation for developing our strategy
Components of the Situation Appraisal:—Strategic Players—Our Team—Trends affecting the Field of Play—Field of Play’s Opportunities—Our Strategic Strengths—Our Critical Vulnerability
25
© 2005 Miller Heiman, Inc All Rights Reserved.v.Launch26
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Additional Key Player(s)
Strategic Player Roles
Sponsor(s)
Strategic Coach(es)
Anti-Sponsor(s)
Additional Key Player(s)
Situ
atio
n Ap
prai
sal
Sponsor(s)
Anti-Sponsor(s)
Strategic Coach(es)
27
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Sponsor(s)
Role: Promotes our tenure in Field of Play
Champions us
Counters competition’s efforts to develop relationship
Criteria for developing or qualifying: Has authority over all or much of this Field of Play
Has influence with key players
Is strong supporter of our tenancy
All three criteria must be met or we have a .Situ
atio
n Ap
prai
sal
28
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Strategic Coach(es)
Role: Provides guidance on strategic direction of Field of Play
Provides information on other Strategic Players
Provides information/ guidance on other elements of Situation Appraisal and Strategy
Criteria for developing or qualifying: Has a high degree of credibility in this Field of Play
Actively and effectively supports our efforts
Suggests ways to improve our position
All three criteria must be met or we have a .
Situ
atio
n Ap
prai
sal
29
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Anti-Sponsor(s)
Role: Works against our position in Field Of Play
May sponsor our competition
Criteria for describing or identifying: Has authority
Has influence with key players
Seeks to negate our efforts or Sponsor’s efforts
Note: Often is covert in playing this role; there will always be Anti-Sponsors
30
Situ
atio
n Ap
prai
sal
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Additional Key Player(s)
Role: Play a significant part in our relationship with the
Field of Play
Criteria for developing or qualifying: May be found in the Field of Play and/ or our organization
May be found outside both
High degree of authority, credibility, or influence within the Field of Play
Critical “touch points” in the Field of Play
May have two out of three characteristics of Sponsoror Strategic Coach
31
Situ
atio
n Ap
prai
sal
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
May be Virtual
Should be cross-functional
Should map onto the Field of Play’s team
Senior Sponsor to act as “Corporate Unblocker”
Our Team
32
Situ
atio
n Ap
prai
sal
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Linking Strategic Players & Our Team Members
Establish cross-functional links in our organization
Criteria—Right level of authority—Inclination—Availability and resources
Link team members in our organization to the Field of Play’s Strategic Players
Note: If any team member isuncomfortable dealing with Strategic Players, this should be treated as a Red Flag.
33
Situ
atio
n Ap
prai
sal
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Field of Play’s Trends - Definition
Significant long-term changes in the dynamics of the Field of Play’s market or environment
Have significant impact in the Field of Play Trends cause a trigger event (Opportunities) when
Strategic Players react to them Trends may be perceived as positive or negative by the
Field of Play
Example: Trend toward global consolidationTrend for outsourcing corporate functions
You need to understand the Trend ANDthe Field of Play’s reaction to it
34
Situ
atio
n Ap
prai
sal
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Field of Play Opportunities - Definition
Opportunities are issues, situations, needs or challenges driving their business in the Field of Play.
Opportunities are often created by a Strategic Player’s reaction to a Trend.
Opportunities should:— Have impact for more than one year— Be so strong they must be pursued or there will be
negative consequences
Remember, Opportunities may be negative situations for the Field of Play and may drive urgency.
We should have the Strengths to address them and improve our position on the Buy/ Sell Hierarchy.
35
Situ
atio
n Ap
prai
sal
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Our Strategic Strengths - Definition
Seen from the Field of Play’s point of view
Support an Opportunity
The value or benefit to the Field of Play, not the solution itself
Note: Brand is never in itself a Strength
Will help us withstand substantial change or stress in the Field of Play without diminishing our position
When leveraged, can help the Field of Play execute against an Opportunity or used to eliminate or minimize a Vulnerability
36
Situ
atio
n Ap
prai
sal
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Our Critical Vulnerability - Definition
Situation or Issue which
If left unchanged, would damage the relationship
Often manifest as lack of knowledge, capability, resources, or anything else of value
May not be evident to the other party
Can be found in either us or the Field of Play
37
Situ
atio
n Ap
prai
sal
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Gathering Information
ABOUT your account (Field of Play)
FROM your account (Field of Play)
FROM our organization
38
Gathering Information
Gath
erin
g In
form
atio
n
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Interviews
Set up the interview appointment– Valid Business Reason
Plan the Interview– Call plan -- objectives and expectations– Interviewee’s view of the other organization– Confirmation of Preliminary Situation Appraisal– Understand their issues and concerns
39
Gath
erin
g In
form
atio
n
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Questioning the Account - KEY POINTS!
Arrange a time to talk. Set expectations that the interview will take between 30 and 45 minutes.
Question to stimulate discussion -- do not interrogate!
Ask for honesty -- even at the risk of discomfort with the information.
Do not ask for critique and then become defensive! Avoid remarks like “yes, but…” and “I do not agree with you.”
40
Gath
erin
g In
form
atio
n
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
During Interviews:
Take copious notes.
Document exact words and phrases.
Capture thoughts, feelings and attitudes. Ask for and record examples.
41
Gath
erin
g In
form
atio
n
© 2005 Miller Heiman, Inc. All Rights Reserved v.Launch 42
© 2005 Miller Heiman, Inc. All Rights Reserved v.Launch 43
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Next Steps• Gathering Information
– From your account– From your team– From external sources
• MAE Tool Kit• National Meeting-Table Exercise
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Workshop:What are the best practices of high performing Key Account Managers in terms of:1. How they engage the client2. How they engage their team members
© 2006 Miller Heiman, Inc. All Rights Reserved v.Launch
Be prepared! Bring completed research.
Be prepared for exciting, productive working sessions.
Determine whether and/ or to what extent your customer will be involved in the development and review of your strategic account analysis.
2-Day LAMP® Conference
47
Conf
irm O
bjec
tives