Page 66

52

The Machine

single point of contact. In practice, customers can be quite aggressive in seeking out relationships with other individuals if they sense that this is in their best interest. My experience is that the following statements are closer to the truth (particularly in major-sales environments): What customers really want is a single conversation. In other words, they will willingly speak with multiple people within your firm, as long as they do not have to repeat themselves. If customers have a choice between dealing with a single generalist and multiple specialists, they would rather speak with specialists. Although we talk about the customer as if this were a single entity, in most cases, there are multiple people on the customer side involved in the purchase and consumption of your products. You will discover that this new model provides a vastly better quality of service, provided you ensure that there is a clear delineation of the responsibilities of the various parties with whom customers interact and that BDCs (who plan all opportunity-management activities) and CSRs (who tend to become customers’ primary points of contact between projects) remain in close communication with one another

Principle 4: Management Should Be Formalized As we discussed, the downside of the division of labor is that it causes environments to become fragile. Although it’s the responsibility of the BDC to synchronize the various team members, management oversight is critical for a number of reasons. BDCs tend to be younger and less experienced than both BDMs and project leaders. Accordingly, the BDC’s mandate is very limited. If the sales environment is operating exactly as it should be, they have total control over the schedule. However, a relatively small disturbance in the operation of the environment can render them impotent. The sales function must integrate effectively with other functions (production and marketing, to name two). Because the BDC tends to be relatively inward looking, it’s necessary for a more senior person to interface with those other departments. In most sales environments, there are multiple BDCs (one

The Machine (First Four Chapters)  

The Machine (First Four Chapters)

The Machine (First Four Chapters)  

The Machine (First Four Chapters)

Advertisement