Jeff Dienhart
Hearst Corporation/Map of Medicine
Why was I invited....?
Selling consulting services, installing
selling and training processes
Account Management selling Tooling
Equipment to Jaguar/Rolls Royce
Sales Executive and Sales Management
of Consumable Medical Devices
European Sales Leadership of High-Tech
Medical Implants
Commercial Leadership Pharmaceutical
Foods and Industry Lobbying
Healthcare Infomatics supporting
Health Service Re-design/Care Pathways
2
But is that a reason to listen to me...
The difference between education and
experience? Education is when you read
the fine print; experience is what you get
when you don't.”
3
Initial orientation around ‘creativity’
The use of imagination or original ideas to
create something; inventiveness
--- Oxford Dictionary
4
Why Organisations tend to encourage
creativity...
“We need all the help we
can get”
The ‘Apple Gene’
5
Why Organisations may discourage
creativity...
“We took a long time getting here
do not mess it up”
“You would not know
what to do with it”
6
Connecting the dots with tonight’s theme
Lets assume the organisational benefits of creativity to be:
adapt standard products and processes in
order to optimise profit for the organisation
while maximising extra value to the client -- Portsmouth University
7
Is the sales person therefore a good agent
for organisational creativity?
Not all Sales People Are the Same
Client
Director
Account
Mgr
Sales Exec
The Rep
8
Lets explore the possible benefits of
‘creativity’ in differing contexts
1
Maximise Coverage of Target Customer
9
Lets explore the possible benefits of
‘creativity’ in differing contexts
1
Maximise Coverage of Target Customer
Lo
Hi
Creativity
10
Lets explore the possible benefits of
‘creativity’ in differing contexts
2
Winning Tenders for Specialist Works
11
Lets explore the possible benefits of
‘creativity’ in differing contexts
2
Winning Tenders for Specialist Works
Lo
Hi
Creativity
12
Lets explore the possible benefits of
‘creativity’ in differing contexts
3
Launching specialist High-Tech
innovation
13
Lets explore the possible benefits of
‘creativity’ in differing contexts
3
Launching Specialist High-Tech
innovation
Lo
Hi
Creativity
14
Lets explore the possible benefits of
‘creativity’ in differing contexts
4
Selling Information to help
Restructure the Health Service
15
Lets explore the possible benefits of
‘creativity’ in differing contexts
4
Selling Information to help
Restructure the Health Service
Lo
Hi
Creativity
16
The value of ‘Creativity’ needs to be
consider in the selling context
High Volume Product Selling
High Impact Information
Specialist High Value Selling
New Market Development
(Evolving Product/Buyers)
Individual Vs Multiple
Stakeholders
17
Hence can we come with an interesting
hypothesis ...or at least catchy model?
Lo
Flexibility of Offering
Hi
 Creativity vs Process Focus
Clear
Access to Decision Making
Complex
18
However ‘creativity’ must land on solid
foundations...
 Effective Selling Processes
19
And the right behaviours are also
necessary for the customer environment
 Effective Selling Behaviours (Source: Wilmerdon)
20
So is that it for the ‘creativity’ message...?
21
The credibility dilemma...who will our
customers trust to make their buying decisions
22
The times are shifting fast. Enterpreneurial
and innovative thinking is needed ... to
From
distinguish tomorrow’s successful firms
Awareness &
Interest
Supporting
(Repeat)
Decision Making Transaction
High
Value
The times are shifting fast. Entrepreneurial
and innovative thinking is needed ... to
To
distinguish tomorrow’s successful firms
Awareness &
Interest
Supporting
(Repeat)
Decision Making Transaction
24
High
Value