VBCS_basic training_training documents_v1_3_Ausschnitt

Trainingskizze: Grundlagen kundenorientierter Beraterpersönlichkeiten 

ADVISORS ACADEMY 

FROM GOOD TO GREAT

© Detecon 

Content 

1 

2 

3 

Introduction 

Superior customer experience by customer ./. supplier relation building experience 

Superior customer experience by solution and effect experience 

– 2 –

WHY? 

– 3 –

Frame Template 

Introducing the WHY 

You are living in a buyers market environment. 

Sellers 

Market 

Buyers 

Market 

1990 2016 

– 4 –



Whether you are in or out the market depends on the shire will of the customer. If the customer define 

you in the market the value to the customer and its uniqueness determines your price (project view) 

plus your market share (account view). 

Benefit for the customer 

Costs of consulting services 

– 5 –



The definition of value has changed. 

Definitions of 

value … 

…..… has shifted 

in the past years. 

from Product Centric 

to Customer Centric 

Value is created by 

producing products 

Value is created by using 

products 

Customers are targets 

Customers are partners 

The role of sales is to 

distribute products & 

services into the market 

The role of sales is to help 

customers in getting their 

jobs done in order to have a 

positive experience 

– 6 –



The customer’s value perception has significantly developed and is on its way to the next stage. 

198x 

199x 

200x 

201x 

Perceived 

Customer 

Value = 

Customer 

Experience 

+ 

+ 

Quality of 

Execution 

Quality of 

Co-Creation 

+ 

Quality of 

Solution 

Quality of 

Service 

Costs = f (fee; exposure) 

– 7 –



The value-perception-mechanism follows a clear market logic! 

Doing nothing = sliding down the curve into commodity and price wars. 

Perceived 

Customer 

Value = 

Customer 

Experience 

Critical situation 

solver 

Topic and brand 

guru 

Price agnostic 

natural right to win 

zone 

Trust 

Trusted solution and 

experienced provider 

Clearly positioned 

service provider 

Indifference 

zone 

+ 

Commodity 

trap 

avg. # of suppliers (e.g. competitors to Convista) 

Price 

sensitivity 

zone 

Competence 

– 8 –



The value you create by consulting is always measured by the customer as the degree of customer 

experience and the value added you have provided. 

Upright 

Valuable 

SUPPLIER 

RELATION 

Experience 

SOLUTION 

Experience 

EFFECT 

Experience 

Customer 

Experience 

= 

VALUE 

Claimed 

Proved 

interacting with the 

supplier 


solution generation 

the effect the 

solution has on 

their business 

Defining the customer 

experience and understanding 

how the offering impacts the 

customer experience informs… 

• Competence 

• Service quality 

• Sympathy 

• Brand 

• Quality 

• Add-on`s 

• Revenue gains 

• Cost reduction 

• Speed 

• Customer centricity 

• Reputation 

• The value you are delivering to 

the customer 

• The customer’s willingness to 

pay 

• The price you can charge 

– 9 –

© Detecon 

Content 

1 

2 

3 

Introduction 



– 10 –

HOW? 

– 11 –



Let`s talk about supplier relation. Who is your customer (as a person and as legal partner)? Who are 

you and who is your firm? 

The 

Customer 

As a 

person 

legal 

entity 

SUPPLIER 

RELATION 

Experience 

You 

Consistency 

Substitution 

Your 

Firm 

– 12 –



Difficult things first: Who is your customer as a person? 

Arche typology: 

Yep 

- 

Not easy! 

Proxies 

Behavior description 

Customer 

Motive / trait analysis 

– 13 –



Let`s try arche typology: It is already a good proxy, very intuitive and makes fun. 

– 14 –



Position yourself – this means you have to put one single person as the “Key Client Person” all the 

other you come across are “Key Client Stakeholders”. 

Determine the 

Key Client Person 

Put other persons 

on the radar 

to Key Client 

Stakeholder 

– 15 –



Quest yourself: 

1. Who are the most important client persons no. 1, 2, 3 in your case? Name them! 

1 _______________________ 

2 _______________________ 

3 _______________________ 

2. Select the most fitting archetype out of the 12 described above for each person? 

Preferred choice 

________________________ 

Second best choice 

________________________ 

3. What hypothesis could you draw in terms of relation and co-operation in the 

future project based on the chosen archetype? 

– 16 –




4. Close your eyes – you are sitting at a bonfire and telling a fairy tail with your 

chosen clients as the main character. Which atmospheric picture do you chose 

to put your main characters in the best emotional setting? 

Unce upon a time …. ___________________________________________________ 

– 17 –



In theory it sounds easy. In the daily business the question: “who is legally your customer” is often 

complex. 

1 

Is the individual 

customer allowed to 

issue an RFP? 

2 

Is the company who is 

willing to order acting in 

its own name? 

+ 

You have a potential 

customer 

3 

Are you permitted to offer 

given the laws, regulations, 

governances, Col, etc.? 

+ 

– 18 –



Who am I as a person and in my profession as consultant, my role as partner / project leader / etc. 

YOU described in a 

Personality Layer Model 

Joint goal 

YOUR targeted key 

customer 

Behavior 

Personality 

Competencies 

Attitude 

– 19 –



Traits are the long term fix (DNA coded) attributes of your personality. It is your „inner rescue“ mode 

once you are coming under pressure. You can not deny them – so better know them. 

– 20 –




4. Appraise yourself: 

Motive 

Macht 

Führend 

Einfluss ausüben, Führung und 

Verantwortung übernehmen, Leistung 

bringen, Kontrolle über Andere und Anderes 

haben wollen, Richtung bestimmen 

Geführt 

Keine Macht ausüben, übernimmt ungern 

Verantwortung für Andere, Führung 

akzeptieren, kann sich gut ein‐ und 

unterordnen, dienstleistungsorientiert 

Status 

Elitär 

Erfolg anstreben, "sich abheben" bspw. durch 

Reichtum oder Titel, öffentliche 

Aufmerksamkeit und Ansehen suchen, 

Orientierung an Marken und Trends, fühlt 

sich der Elite zugehörig 

Bodenständig 

auf Gleichheit bedacht, wenig Interesse an 

öffentlicher Wahrnehmung, legt wenig Wert 

auf Titel und den Besitz von Statussymbolen 

Anerkennung 

Sensibel 

Sucht soziale Akzeptanz und Bestätigung 

durch Andere, Lob als Treibstoff, reagiert 

eher sensibel auf Kritik und empfindlich auf 

Widerspruch 

Selbstsicher 

Kann Kritik aushalten, ist selbstbewusst, 

motiviert sich selbst, d.h. unabhängig vom 

Feedback Anderer 

Wettkampf 

Kämpferisch 

Konkurrenz suchen, wettkampforientiert, will 

kämpfen und gewinnen, sucht Vergeltung, 

will sich messen 

Ausgleichend 

Konflikte vermeiden, Harmonie anstreben, 

Streit schlichten, sucht den Konsens 

Risiko / Stress 

stress‐robust 

Belastbar, schätzt Herausforderungen, Mut 

zur Veränderung, Freude an Neuem, 

Risikobereitschaft 

stress‐empfindlich 

Will Fehler und Veränderungen vermeiden; 

sucht Stabilität und Verlässlichkeit, liebt und 

pflegt die eigene Komfortzone 

– 21 –



Although your company has a personality – the brand. Customer recognizes brands too. Buying a 

certain consulting brand is an important decision factor. 

Brands are described in the 

same way as persons 

Here is a sample of another professional 

service firm: 

Do all of you have the same understanding of 

the brand components of Convista? 

– 22 –



Strategic competences are those long term learned approaches to cope with new situations. You can 

change them but if not they are close to your traits. Train yourself to be more flexible. 

– 23 –



Conclusion: You can not change your personality and you better do not try. 

But you can adopt it to alternate your attitude and behaviors. 

Being YOU makes you strong 

= 

Being authentic 

Having positive intentions and clear service values 

= 

Being upright (integer) -> trusted 

– 24 –



Could you adopt your behavior and attitude without breaching your authenticy and trust worthiness? 

Than do it. But tell it, show it, prove it - otherwise your customer will not recognize it. 

Your customer is a fighter 

etc.? 

Craft your situative life story according to the customers archetype: 

Have you got a fighter 

personality too? 

If yes – tell him your 

situative life story in a way 

that let him 

feel the fighter in your 

heart and best – prove it. 

He will find it alluring and 

it provides confidence. 

– 25 –



Why is confidence important for a relation. Let`s approach the basics of relation psychology: 

You only can create a relation by catering the following three axis. 

– 26 –




Along which axis 

do you plan to 

develop your 

relation? 

– 27 –



A relation is never static – it is dynamic. For your purpose you have to focus on two types of 

dynamics. 

Relations are dynamic 

General, long term dynamics 

without continuous 

synchronization and care taking 

they will fail? 

Opportunity, short term dynamics 

– 28 –




Let us clarify the 

status quo of the 

relation 

– 29 –




What is your 

customer relation 

management 

strategy / goal 

– 30 –



But you need to be honest. A relation could or should not be developed at any cost. Each type of 

customer relationship is governed by its own rules, which are based on the customer’s expectations. 

– 31 –




Evaluate your 

position today 

and how you 

tend to develop 

it 

Does your 

strategy lead 

your relation 

into a useful 

direction? 

– 32 –



Coming to the specific relation dynamic. Again it starts with the customer perspective: the buyers 

journey. 

– 33 –



As a consultant you need to synchronize the buyers journey with your own consultants journey. 

– 34 –



It is your turn: 

Synchronize your 

consultants journey 

to your customers 

journey: 

Determine the journey 

status of your customer: 

Understand the lead 

history from a client 

perspective: 

Anticipate next steps, 

plan actions to provide 

positive customer 

experiences: 

Delight the customer 

and lead him: 

1. 2. 3. 4. 

– 35 –



Synchronize the Buyers und Consultants Journey. 

Prepare the 

buyers & 

consultant 

journey on 

the CANVAS 

– 36 –



Please draw a conclusion 

Findings so far: 

Useful for future work: 

– 37 –



Step 1 „supplier relation“ on our way to a superior customer experience is done. 

Step 2 “solution & effect experience are ahead of us. Let´s go: 

Upright 

Valuable 

SUPPLIER 

RELATION 

 

Experience 

SOLUTION 

Experience 

EFFECT 

Experience 

Customer 

Experience 

= 

VALUE 

Claimed 

Proved 


supplier 


solution generation 

the effect the 

solution has on 

their business 

Defining the customer 

experience and understanding 

how the offering impacts the 

customer experience informs… 

• Competence 

• Service quality 

• Sympathy 

• Brand 

• Quality 

• Add-on`s 

• Revenue gains 

• Cost reduction 

• Speed 

• Customer centricity 

• Reputation 

• The value you are delivering to 

the customer 

• The customer’s willingness to 

pay 

• The price you can charge 

– 38 –

© Detecon 

Content 

1 

2 

3 

Introduction 



Value Assessment 

Value Design 

Value Pack 

– 39 –


Superior customer experience by solution and effect experience: BASICS 

Customer needs – a first approximation: 

Customer needs 

Customer problem 

= 

usually a deficit 

Offered Solution 

= 

an individual benefit 

– 40 –



Assessing customer needs and deficits is often an educated guessing and not an 100% knowledge. 

It is hypothesis driven. 

Hypothesis driven approach 

Hypothesis aggregation 

Hypothesis 

If you are not building 

hypothesis you can 

never be sure 

unknown 

Customer 

problem 

Decomposing issues 

Testing 

Tip: you need to ask 5x 

why before you are 

finding the need. 

known 

known 

unknown 

Customer 

needs 

Making use of 

existing material, 

is not client needs 

orientated. 

Copy / transform / combine driven approach 

– 41 –



Customer needs are always a mixture of rational and emotional visions. They causes pains and / or 

are a source of joy. Without emotional needs and an emotional solution the customer won`t buy. 

– 42 –

© Detecon 

Content 

1 

2 

3 

Introduction 



Value Assessment 

Value Design 

Value Pack 

– 43 –


Superior customer experience by solution and effect experience: VALUE ASSESSMENT 

Why is sympathy import for a relation. Let`s approach the basics of relation psychology. 

Clients project context 

Assess & understand 

your customer needs: 

Value 

Assessment 

Client Vision 

Project Goal 

Jobs-to-be-done 

– 44 –



Please reflect the client situation and the context of the demanded project : 

Verbalize the 

project context. 

You can not 

plan the future 

without knowing 

the past 

– 45 –



Buying into your customers vision is essential to get the deal and achieve a premium price. 

Buy in-(to) his vision 

EFFECT 

Experience 

Show the 

history of 

the project 

 

Your project 

Describe 

the remaining 

way to go after 

your project 

Phrase the 

emotional 

vision of 

the client 

2 3 

1 

– 46 –



Describe your customers vision. 

Discuss the 

expected 

effect 

experience 

of your 

customer 

Rational 

Emotional 

Individuell 

1 

EFFECT 

Experience 

Unternehmen 

(kollektiv) 

Distinguish 

the different 

categories 

– 47 –

VBCS_basic training_training documents_v1_3_Ausschnitt

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