1. .R| GHTFlRST TIME0 celmkllt uuirld l-toad I lonstlteacec Ltd 20157 el lhts renewed.For Pnnlke for udnaaa not. -i mamban natty. - what I call the Wiariequln SCElI3I'l0'- Flip side,the | .iIe of Brian scenario whom?why?How? who? Ask the e before we get to the WHAT,whereend when. .. - Money,not good enough And ND CUSTOMER has the same situation; no case study will suince;no one has the same story,needs,aspirations or operations. voud remember me ii I wore a harlequin costume;Id be oitterent,mernoraole,but you wouldnt buy from me. 'l>eoples front oi ludea' confusion.it we are confused,how can we expect our customers and prospects to be otherwise? lfwe think we have some advantage amtulated,ask yourselt these questionsits about a whole lot moreits not sales,but the ooordination of activities and interdependece that matters. ..stop competing on pnce - it should never beabout price- using wrong metricscost (either yours or theirs) is not suitable asSavings alone,operational cost reduction alone,IS not enough - it is periormancel operahonal improvements that need to be developed and your iotus. - a metric;it has no tangible value associatedwith it to the customer in reality. All our. .. needs are not otten expressed by the market ithis is ditrerent irorn -they dont know they have them until we told them so erroneous thinking)- Move rrorn transachonal sums to value exertion (iCustomers elweys went MORE - end you cert only de ver LESS,II we ell went to Inedverlently dellver as Illtle as possible (ref coat tocna above again)The customer cares not a ioi about our Saleswe have got to star selling personel.your vllu dd,margin bend,cost-plus lnbernel efforts I of no Import),non Itulldlng 'IredI! IoneI' product:end services - we have to change.Better,and more evolved targeting.means we need to move from being a commodity and interrupting,to becoming a necessityand welcomed. Q:can we move downstream too?From an to Ell!again,or BZC M BZP/ G?nlrlerem targeting language:theirs,not ours;prolileins not industry jargon (unless this is expected and cmnrnnnl);and [sum example re marketing spend v stationery spend) we are In the business or business,not satlslying some accountancy term or internal martiel segment or budgetlineitem. What CONSTRAINTS and hurdles are we helping the customer with or overcome? aig hurdles_ Haw we do things dllrerentiy that male a differenceEllmlnale eaticesshle variations In your oer;- lhlnk ash geoevatlon machlne rather thanlntental constraintrielplng overcome eirtinal iinarlieti oonnralrrts ill Ilmltattons ' Vb 'eItecetltroI,9_f_ conelrnint and the . .... . nl: i:ortnnity we need to change,not them. change the terms or what we sell;agree engagement rather than iust proiect milestones smash limitationshow big and how oiten, segment based on need and what you cando;not on what we sell.changed needs rrom iao doing samples to client shitting stuti- individual Customer Currency - E. g. lab services changed currency by changing ctiargirgpo 0/.gave the ounotner greater operational capability,not just providing a stresepuroh. -see servloe. What Is their hurdle,and what could beyour Customer:Currency?Mlndmap challenges Cause and effectConict clouds