leading a seller- doer culture · profit is a by-product” – herb kelleher, former ceo,...
TRANSCRIPT
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L E A D I N G A S E L L E R -
D O E R C U LT U R E
J E N N E W M A N , C P S M , C E O I G N I T E C O A C H I N G & C O N S U LT I N G
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NEW LENS
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THE RIGHT PEOPLE
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SET GOALS EXPECTATIONS
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G I V E T H E T O O L S N E E D E D T O S U C C E E D
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ALLOCATE TIME
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CELEBRATE
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BE A SERVANT LEADER
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“A servant-leader is a person who begins with the natural feeling of wanting to serve first – to help, support, encourage and lift up others. And because of their noble role model, others begin to lead by serving.” – Robert K. Greenleaf
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SERVANT LEADERSHIP
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SOUTHWEST AIRLINES “I have always believed that the best leader is the best server. And if you’re a servant, by definition, you’re not controlling. We try to value each person individually and to be cognizant of them as human beings – not just People who work for our Company. Your employees come first. There’s no question about that. If your Employees are satisfied and happy and dedicated and inspired by what they are doing, then they make your Customers happy and they come back. And that makes your shareholders happy. Think about Customer service. Profit is a by-product” – Herb Kelleher, Former CEO, Southwest Airlines
Top 10 100 best companies to work for in America and operate approximately 50% higher return to shareholders.
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BALFOUR BEATTY
“I am a true believer in attitude. It’s contagious. I can get excited about a concrete pour and then the next thing you know, those guys pouring the concrete get excited. In addition to the big goal at the end of finishing the project, you celebrate those many little goals in between and it gets everybody pumped up. I want that excitement and attitude not only for me, those that work around me, but also for those all the way out to the subs, labor, and gate guards.”
- Sam Moses, General Superintendent, BARA
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The Set-up
Getting your business development process off on the right foot
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Organization Structure
how will you eat this animal?
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Organization
geographic state, region
market focus healthcare, water, corrections, etc.
service line architecture, civil, environmental, etc.
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Organizing the team
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Organizing the team
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Organizing the team
� key finding:
Potential clients have developed a preference for meeting with the individuals who will be working on their projects. This dynamic has created a need for business developers and seller-doers to work together to advance new business goals and sustain lasting business.
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Organizing the team
Arrange meetings with potential clients (90%)
Participate in client meetings (78%
Participate in client organizations (74%)
Attend trade shows (73%)
Conduct market research (68%)
Participate in client meetings (89%)
Participate in client short-list presentations (75%)
Write proposals (70%
Set up appointments with potential clients (65%)
Participate in client organizations (64%)
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Leaders, Champions, Teams
client’s organization your organization
CEO, President
VP Facilities
Building Engineer
Staff Engineer
President, Principal
Project Manager
Senior Engineer
Staff Engineer
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Establish Expectations
� Roles
� Action items
� Progress dates
� Information sharing
client manager• primary contact with
client from your firm
• manage client team
• focus on initiatives and activities
client team• other seller/doers
• principal
• technical staff
• business development
• marketing
• accounting
• human resources
• legal
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Engage Millenials
By 2025, Millennials will
comprise 75% of the
global workforce!
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Engage Millenials
� Foster innovative thinking
� Develop their skills
� Make a positive contribution to society
Millennials want firms that:
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Marketing and BD Support
what does that look like for your firm?
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how does work come in the door?
� who “owns” each element in the process of marketing and business development
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Supporting Docs
market researchwhat’s going on with your clients
what does the market think about your firm, competitors
client assessmentwho “fits” your firm
pursuit assessmentopportunities on your radar, short-term and
long-term
proposals, interviewsfire drill or planned?
conferences, eventswhere are your clients?
speaking, publishingestablish your people as the “expert”
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Tracking and Information Sharing
� Regular BD meetings
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Tracking and Information Sharing
� CRM Updates
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Tracking and Information Sharing
� Client Assessment Tools
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Tracking and Information Sharing
� Pursuit/Capture Planning Tools
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Strategic Planning
It’s changing
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Today’s workforce
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Times are a-changing
� Old model: one or two principals who “handle” it all
� New model: Engage seller/doers in the strategic planning process
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Insights from various perspectives
current leadership
marketing / BD
seller/doers rising stars
human resources
legal
finance technical
IT
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Today
� Generational shift in the marketplace resulting in new ways of planning
GenX, Millenials rejecting SWOT-based models
New, simple direct models are working better
Technology improving CRM systems constantly
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Define your process
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Establish a process that works for your team
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Client engagement plan
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implementing a BD process
yes, it is a process
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Customize to fit YOUR team
� The cookie cutter approach just doesn’t cut it
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Train your team
HINT: much more this afternoon!
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Execute the process
� Client team
� Individual
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Table exercise
Step One: 5 minutes � Choose one template from your
workbook
� Edit for use either by your firm or you
Step Two: 10 minutes � Populate your edited template
Step Three: 15 minutes � Share with the group
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4/9/2018
1
Formalizing the Seller-Doer Process in Your Firm
Wally Hise, PE | VP, Business Development
11 April 2018
Demographics
Business Developer
Seller-Doer
Marketer
Firm Principal
Other
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4/9/2018
2
My early Seller-Doer years
[ a n o t h e r ]Proposal Deadline
Why we stay late on Friday afternoon“
“
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4/9/2018
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3 reasons we write proposals
Get work for yourSTAFF
Get work for YOURSELF
Get work for theFIRM
Seller-Doer BusinessDevelopment
Robert’s Words of Wisdom
PEOPLE
Specific to YOUR firm
PROCESSPROGRAM
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4/9/2018
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So you want to develop your Seller-Doer program…
Begin with the end in mind.“ “
Steven CoveyThe 7 Habits of Highly Effective People
So you want to develop your Seller-Doer program…
Begin the project / task with a clear vision of your desired
direction and destination.
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Seller-Doer ProgramGOALS
Seller-Doer ProgramGOALS
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4/9/2018
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What makes the great onesGREAT?
Seller-Doer ProgramATTRIBUTES
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4/9/2018
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What makes the bad onesDIFFICULT?
Seller-Doer ProgramATTRIBUTES
Seller-Doer AttributesIDEAL
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How do you know a Seller-Doer?
Reduced Utilization Goal
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4/9/2018
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How do you know a GOOD Seller-Doer?
They talk more about the work they’re PURSUING
PERFORMINGthan the work they’re
How do you know a GREAT Seller-Doer?
Technical know howCOMPETENT
Ask questionsINTERESTED
Know their limits and how to get helpRESOURCEFUL
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4/9/2018
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Perspective on business developer and seller-doer roles
SMPS Foundation research (March 2016)www.smps.org/foundation
BUSINESS DEVELOPERS
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SELLER-DOERS
� BUSINESS DEVELOPERS are dedicated employees who secure contracts or projects for their respective firms, either through repeat clients or fostering relationships with new clients.
DEFINITIONS� SELLER DOERS are technical staff who are also
responsible for billable hours and, to some degree, for securing contracts or projects for their respective firms, either through repeat clients or fostering relationships with new clients.
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BUSINESS DEVELOPERS
FOCUSOPPORTUNITIESRELATIONSHIPS
POSTURE
An HDR Conversation
SELLER-DOERS
Long-term (strategic)Growth (new)Cultivating newFace to industry
Near-term (tactical)Follow-onMaintaining existingFace to client
So, what doSeller-Doers do?
Video credit: Chevron
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Seller-DoerACTIVITIES
Seller-DoerACTIVITIES
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How many people have a sales process?
Does your process work?1
Is your process well understood?2
Every opportunity goes through “the process”
Identify Close
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Organize activities into your process steps so
Seller-Doers can see how they fit in
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This is your homeworkIt might look like:
� Attend meetings� Give presentations� Thought leadership� Close sales
� Identify prospects� Schedule meetings� Network� Assist seller-doers� Open doors
� Create awareness� Build brand� Conduct research� Develop presentations� Assist with proposals
THEDREAM
TEAM
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Selling is aTEAM SPORT
Instead of asking them to
SELL
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Ask them to do specific activities to help
YOUR ENTIRE TEAM SELL
Who’s on board?
You’re going to needSUPPORTto make this work
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OWNERThat’s probably YOU
APPROVERSomeone will have to:
Fund training and development
Approve reducedutilization
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ENFORCERWho can “direct” people to get stuff done?
COACH(ES)You’ll need hands-onmentoring
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Seller-Doer ProgramMETRICS
How will you know it’s working?
Look at yourProgram GoalsHINT
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If a GOAL is to“build confidence of our staff”
A metric might be:“attend client meetings
without a manager”
If a GOAL is to“generate more leads”
A metric might be:“grow our leads by 25%”
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It all comes down to
PEOPLE
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Develop INDIVIDUAL plans based on:Skills
StrengthsInterests
How well do they match the “ideal” profile?
(Pick ONE area to develop)
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How well do they do the activities required?
(Pick ONE area to develop)
Agree on individualSeller-Doer goals
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Everyone can do something to contribute to sales.“ “
Sean
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Seller-Doer ProgramACTIONS
Bring a seller-doer to your next client meeting
1
Analyze a recent win or loss as a group
2
Share the numbers / be transparent on sales
3
Invite a seller-doer to observe an interview rehearsal
4
Help a seller-doer plan his / her time for a week
5
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Conduct a strategy session for a future opportunity
6
Schedule a lunch-and-learn to plan for a client meeting
7
Create a repository for client meeting notes
8
Talk about sales in your staff meetings
9
Celebrate progress (publicly)10
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What does“right” look like?
When I focus on marketing, I never have to worry about
utilization goals.“ “
Rob
“Red Bucket Strategy”
What does“right” look like?
Feedback
Send me an email, and I’ll send you an electronic form
What did you like?
What can be improved?
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Let’s talk
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Expectations and
compensation
Jen Newman, CPSM, CEO
Ignite coaching & consulting
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Just Do it
Empowering Your Seller-Doers
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resource
� Compilation of interviews with 30 rockstar business developers across the US
� Research focused on 3 questions:
� What is the most creative, successful and positive technique you’ve implemented to get your seller/doers to do more BD?
� How has business development been measured in your experience? Is there a better way?
� How has your firm elevated, promoted, or showcased rising BD rockstars?
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Education & Training
teach a man to fish ….
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Building a curriculum
� Mixture of lecture and hands-on activities
� Multiple sessions
� Encourage participants to put new skills into practice between sessions
� Share successes, setbacks
� “Buildable” topics and skills
sample modules• Basics of Business Development, maximizing Client
Relationships from Behind the Desk
• Developing Your Personal Business Development Plan
• Client Capture Plan Workshop
• Relationship Development 101
• Productivity 101
• Market Research
• Networking 101
• reference full list in workbook for additional ideas!
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the case for developing in-house
Creating from the ground up:
o Foundation is everything, but start at the top
o Don’t go it alone
o Know your people, know how they learn
o Start from the basic formula and fit it to your team
o Benefit: in-house expertise established
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the case for developing in-house
Basic steps
1 – Marketing
2 – Discovering
3 – Studying
4 – Winning
5 - Doing
Marketing Discovering Studying
Winning Doing
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the case for developing in-house
Working with systems in place
• Understand the history
• Collaborative approach to
changes
• Simplifying is always better
• Changes in the marketplace
• Changes in generational
approach
• Benefit: in-house expertise
established
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the case for hiring outside help
� Objective, no perceived bias
� Able to question status quo
� Introduce new ideas, broaden thought process when developing curriculum
� Easier to get participants outside their “comfort zone”
things to look for• Work in tandem with firm leadership and
marketing/BD to create firm-specific program
• Understand AEC, how work is won and delivered
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Gaining Buy-in & Engagement
convincing firm leadership
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Determine metrics
� Work with accounting / finance
� Identify KPIs key to your firm’s financial success
� Add other categories to measure client outreach, engagement
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Start with the numbers
� Build the case for better efficiency
� CFO is marketing’s BFF
� Everything is measurable
� Get beyond hit rate
� Follow up and FOLLOW-THROUGH
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Start with the numbers
� Craft a plan with realistic, implementable strategy
Timeline for Implementation
Duration
Participants
Budget
Roll-out
Location(s)
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Engage firm leadership
� Start with your advocate
� Consider different roles needed for buy-in for success, pitch based on benefits to them (owner, approver, enforcer, coaches, etc.)
� Get to the top quickly
� Look at the long run (motivation/recognition parameters)
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Build excitement at the roll-out
� Match your company culture with the roll-out
� Kick it off in a big way
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Motivation & Recognition
anyone up for a friendly competition?
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Establish program early
� Test run it
� Use focus groups
� Use your network, get an outside perspective
� DO NOT RUSH IT, if it’s not baked on schedule, keep cooking it until it’s ready
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Match the program to culture
Monetary• When, how much?
• Who gets credit?
A WORD OF CAUTION:
Rarely is business development done by a single person’s effort
Recognition• Personal
• Team level
• Corporate
Promotion• Is there an expectation of
promotion?
• Is it an important path to principal / ownership?
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Stick to the program
Consistency
Level playing field
Reward or not for “close enoughs?”
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Table exercise
timeframe: 30 minutes
then share with group
What are the benefits to your firm to create a seller-doer training program?
What are the challenges to creating a seller-doer training program for your firm?
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CLOSING THOUGHTS