This blog is part of a series on Service Chains. To read the first blog in the series, click here . After the Proof Project, the next step in a Service ChainSM is the Implement Phase, Project, or Projects. The Implement Phase is the portion of a Service ChainSM in which the complete value of the … Continue reading “Service Chains – The Implement Phase”
This blog is part of a series on Service Chains. To read the first blog in the series, click here . Moving through the steps of a Service ChainSM, after the Entry Project comes the Proof Project. The Proof Project is the step in a Service ChainSM designed to provide proof of concept and/or clarity of … Continue reading “Service Chains – Proof Projects”
This blog is part of a series on Service Chains. To read the first blog in the series, click here . Entry Projects are the first step in a Service ChainSM. They start the client on their journey to realizing a solution by allowing them to understand the applicability of an Idea to their business. It … Continue reading “Service Chains – Entry Projects”
This blog is part of a series on Service Chains. To read the first blog in the series, click here . Our last post introduced the concept of the Service ChainSM. Remember the goal is to establish an executable and repeatable offering as the means to deliver on the full promise of the True SolutionSM or … Continue reading “Service Chains – The Components”
This is the first blog in a series on the topic of Service Chains. As product-based companies embark on the True IntimacySM Journey, their success largely depends on how attractive the value propositions for their services are and how well they are presented to clients to convince them to buy. Unfortunately, far too many companies … Continue reading “Service Chains – Introduction”
In the previous entry, we discussed solution development as a process and shed some light on the intricacies needed to create a winning portfolio. Now let’s look at the design of the portfolio itself: Think about the portfolio from a holistic point of view. What are we offering that is truly important to the executives … Continue reading “Developing a Portfolio of Offers – Part II”
Here, we will discuss the importance of establishing a beachhead – a successful safe-place to expand into a market. This is important for an early solution business and for any new market/customer segment you go after. You must focus early offers on the market exclusively – it is so easy to ignore the needs of … Continue reading “Establishing a Beachhead: Introducing Customer Intimacy to the Organization”
Since it’s so important to success, let’s talk about messaging and the sales force. You must differentiate your business with clear messaging attributes which include:
- An Idea Selling™ storyboard
- Answers to key questions like:
– “Why” they should do this
– “How” they can do this
– “With whom” should they do this
The Idea Selling™ storyboard must be complete but concise. Glean out a 2-3 minute explanation of why examining the Idea is so important for the customer group – The Idea Statement. If the story takes 15 minutes to explain, it is by definition not messaged well, too complex, or too focused on your firm’s capabilities, for this stage of your journey.
Linkages are pre-planned connections from one offering that pulls through the next offering. The connections are made by carefully pre-planned and executed sales activities. Of course in reality, linkages do not begin at the end of one project and end at the beginning of the next. Linkages are positioning activities that take place during the initial sales process and during projects. The positioning may not only be related to the next project in the Service Chain, but also can be made with regard to the entire Service Chain.
When developing Service Chains™ it is important to evaluate their business value and your ability to implement them in the market. At McMann & Ransford, we recommend tracking the following criteria to help foster customer intimacy: