AYCON Edition 4

The Customer Just Wants a Hole in the Wall. Customers buy for their reasons. Never for yours. Some sales presentations feel like an engineering department has taken the customer hostage. Forty slides. Technical specifications. Product architecture. Certifications. Company history. More specifications. More features. More explanations. And somewhere across the table sits a customer thinking: “Fine. But how does any of this solve my problem?” We keep trying to impress customers with everything we know. Everything we have developed. Everything our product can do. We want to convince. Convince. Convince. But we forget to understand. The customer does not necessarily want an exceptionally sophisticated, incredibly reliable, technically superior drill. The customer just wants a hole in the wall. And even that hole serves a purpose. Perhaps they want to hang a picture. Install a shelf. Finish a job before the next customer arrives. Your drill is part of their solution. It is probably not the center of their world. Get used to it. Two Companies. One Stranded Customer. Imagine your car breaks down on the highway. Traffic is flying past. It is getting dark. You have somewhere to be. Your phone battery is running low. You search for roadside assistance and find two companies. The first tells you: “Our fleet consists of the latest recovery vehicles. Every vehicle is maintained to the highest standards. Our technicians hold multiple certifications, have decades of combined experience, and speak several languages. We operate an extensive service network.” Wonderful. You are still standing beside the highway. The second tells you: “Wherever you break down, we’ll get you back on the road within 30 minutes. Guaranteed.” Which one has your attention? The first company describes its capabilities. The second understands your situation. You are not standing there hoping to meet a highly certified technician. You want to get moving. You want to feel safe. You want someone to take responsibility and tell you when this miserable interruption will end. That is your reason to buy. Of course, a promise like that must be deliverable. A bold headline without operational substance is a broken promise waiting to happen. But the sales lesson is clear: start with the outcome the customer needs. Then explain why you can deliver it. Your Technical Excellence Needs a Customer Purpose. Technical competence matters. Reliability matters. Certifications can matter enormously. But their relevance depends on the customer’s problem. A technically sophisticated product may reduce downtime. A well-maintained service fleet may make response times more dependable. An experienced technician may solve the problem on the first visit. Make that connection. Do not leave the customer to translate your features into value while you advance to slide 37. “Our motor has these technical characteristics” is information. “This reduces the risk of an unplanned shutdown in your production line” connects that information to a business concern. And then comes the question that makes the conversation useful: “What does an hour of downtime cost you?” Now you are discussing the customer’s business. Now the specifications have a purpose. Ask Until You Understand the Buying Reason. Before you build your pitch, find out what the customer needs to achieve. What is going wrong today? What must improve? Why now? What happens if nothing changes? Who will have to defend the decision internally? What evidence will they need? Listen carefully to the answers. One customer needs speed. Another needs predictability. Another needs lower operating costs. Another needs a supplier who will answer the phone when something goes wrong at two in the morning. The same product can serve very different buying reasons. If your pitch stays identical regardless of who is sitting across the table, you are probably talking too much about yourself. Use the customer’s language. Address the customer’s priorities. Build your argument from the customer’s position. Your internal enthusiasm for a feature does not automatically make it a purchasing criterion. Recognize When You Have Said Enough. There is another expensive sales habit: continuing to present after the customer has heard what they need. They ask about delivery. You explain another feature. They ask about implementation. You open another technical slide. They ask how quickly you can start. You return to your company’s global footprint. Pay attention. Those questions may signal that the customer is already considering how to move forward. Find out what remains unresolved. Confirm the decision criteria. Agree on the next step. Do not bury a buying signal under another ten slides. A strong salesperson knows the product. An excellent salesperson knows which parts of that knowledge matter to this customer—and when to stop talking. Before your next pitch, look at every slide and ask: “Which customer concern does this answer?” If you cannot answer, question why the slide is there. The customer has a problem to solve, a result to deliver, and reasons for choosing whom to trust. Find those reasons. Build your case around them. Prove you can deliver. The customer buys for their reasons. Never for yours. And sometimes, all they need to hear is: “We understand. We’ll get you back on the road.”

What Pediatric Heart Surgeons Learned from Ferrari – Benchmarking at Its Best Anyone who looks for the best only within their own industry has fundamentally misunderstood benchmarking. A remarkable story from pediatric cardiac surgery demonstrates what can happen when people are willing to look beyond their own industry and learn from the best in the world. What do pediatric heart surgeons and Formula 1 pit crews have in common? At first glance: absolutely nothing. One group fights to save the lives of critically ill children. The other fights to shave fractions of a second off lap times. And yet, they share something crucial: Both must master highly complex procedures under enormous time pressure. Every movement must be precise. Every team member must know exactly what to do. Every mistake can have serious consequences. It was precisely this common ground that led to one of the most fascinating benchmarking projects I have ever come across. When Pediatric Heart Surgeons Went to School at Ferrari At London's renowned Great Ormond Street Hospital, pediatric cardiac surgeons were facing a serious challenge. Open-heart surgery on children was an extremely complex procedure. But one of the most critical phases actually began after surgery: transferring young patients from the operating room to the intensive care unit. Ventilators had to be switched. Monitoring equipment had to be connected. Medications had to be checked. Vital information had to be communicated. Multiple specialists. Multiple tasks. Very little time. And an enormous potential for error. The doctors could have visited other hospitals. They could have organized medical conferences or established additional working groups. Instead, they asked a completely different question: Who in the world has mastered the art of coordinating multiple specialists with absolute precision under extreme time pressure? The answer was surprising. Ferrari. Formula 1. The pit stop. A Formula 1 Pit Stop Becomes a Model for Intensive Care The medical team visited Ferrari in Maranello, Italy, and studied how its pit crew operated. What they witnessed was not frantic activity. It was an almost perfectly choreographed performance. Every mechanic knew exactly what to do. Every movement had been practiced. The sequence of actions was clearly defined. Communication was reduced to what was absolutely necessary. Responsibilities were unmistakable, and safety routines were deeply ingrained. Above all, nobody improvised when a proven procedure already existed. The doctors transferred these principles to their patient handover procedures, also incorporating lessons from the aviation industry. Clear leadership. Clearly assigned responsibilities. Standardized procedures. Checklists. Focused communication. Repeated training. What had previously been a complex and potentially chaotic handover became a structured, coordinated, and far more controlled process. The Results? Impressive! In a scientific study involving 50 patient handovers, researchers compared performance before and after the new procedures were introduced. The improvements were remarkable: Approximately 42% fewer technical errors. Approximately 49% fewer information omissions. Approximately 13% shorter handover times. Fewer errors. Better communication. Greater efficiency. And all of this in an environment where mistakes can have devastating consequences. These findings came from a relatively small study, but the improvements were measurable and highly relevant. This is not some abstract management theory from a business school textbook. This is benchmarking in action. With measurable results. Benchmarking Is Not a Corporate Field Trip! And this is where, in my view, the real lesson begins. Many companies believe benchmarking means comparing themselves with their direct competitors. They analyze competitors' KPIs, organizational structures, processes, market shares, and operating models. They organize workshops, prepare presentations, and identify so-called best practices. There is nothing fundamentally wrong with that. But it is far too narrow-minded! If all you ever do is copy your competitors, the best you can hope for is to become as good as your competitors. Truly outstanding benchmarking begins with a completely different question: Who in the world performs the specific capability we need to improve better than anyone else? If you want to learn world-class logistics, you don't necessarily need to visit a competitor. If you want to master exceptional customer service, perhaps you should study a five-star luxury hotel. If you want to understand operational precision, take a closer look at aviation. And if you want to learn how to execute flawlessly under extreme time pressure, you might want to visit a Formula 1 racing team. The industry is irrelevant. The capability is everything. The Biggest Obstacle Isn't Competence. It's Ego. Just imagine the situation. Highly qualified pediatric heart surgeons, who have spent years studying medicine and who save children's lives every single day, visit a group of racing mechanics to learn how to improve their own performance. Think about the mindset required to do that. Curiosity. Openness. Humility. And the willingness to acknowledge that someone from an entirely different world might be better at a particular skill than you are. That takes confidence. And it takes courage. Unfortunately, this is exactly where many executives fail. They are so convinced of their own expertise, their own industry experience, and their own organization's capabilities that they never even consider looking elsewhere for solutions. They confuse experience with superiority. They confuse seniority with competence. And they confuse knowing their own business with knowing everything worth knowing. The critical question is not who possesses the knowledge. It is who is willing to learn from it and put it into practice. That is the difference between managers who protect the status quo and leaders who drive genuine improvement. Benchmarking Must Deliver Results. Not PowerPoint Presentations. For me, world-class benchmarking follows five straightforward steps: 1. Identify the problem. What exactly are we trying to improve? Speed? Quality? Precision? Customer satisfaction? Productivity? Safety? Be specific. Define the problem. Establish the baseline. 2. Find the world's best. Who performs this particular capability exceptionally well? Forget industry boundaries. Forget conventional thinking. Look for genuine excellence wherever it exists. 3. Understand the underlying principles. What makes these people or organizations so successful? Is it their processes? Their leadership? Their training? Their discipline? Their communication? Their performance culture? Don't simply copy what they do. Understand why it works. 4. Adapt, implement, and train. Translate the principles into your own organization. Establish clear responsibilities. Redesign processes. Train your people. Eliminate unnecessary complexity. And most importantly: execute! 5. Measure the results. What has actually improved? How much faster have we become? How many errors have we eliminated? How much productivity have we gained? What measurable value have we created? If you cannot demonstrate an improvement, you haven't completed the benchmarking exercise. Everything else is what I call benchmarking tourism. The pediatric heart surgeons in London didn't simply visit Ferrari and return with an interesting travel report. They observed. They learned. They adapted. They implemented. They measured. And that is precisely why this story is so extraordinary. My Conclusion: The Best Learn from the Best. Period. Ferrari's mechanics didn't need medical degrees to teach the surgeons something valuable. And the surgeons didn't need to become racing drivers to learn from Ferrari. Both sides simply had to recognize that world-class performance is built on principles that extend far beyond the boundaries of individual industries. Precision. Discipline. Preparation. Teamwork. Clear accountability. Relentless execution. These principles are universal. And so is the pursuit of excellence. Excellence knows no industry boundaries. If you genuinely want to improve, you must be willing to learn wherever the best can be found. Not where it is most convenient. Not where everyone else is looking. Not where conventional wisdom tells you to go. But where genuine excellence exists. And then you have to do something with what you have learned. Because knowledge without execution is worthless. Benchmark the best. Learn from the best. Execute better than the rest.

No Data Discipline. No Sales Excellence. Your CRM is only as good as the information your salespeople put into it. And your sales organization is only as strong as the discipline behind that information. Let’s stop treating CRM data quality as an administrative issue. It is a sales issue. A leadership issue. A performance issue. CRM stands for Customer Relationship Management. Read those three words again. We are managing the entire relationship with the customer: the people, the conversations, the opportunities, the commitments, the decisions, and the next steps. That relationship deserves professional attention. Every day. If your CRM is incomplete, outdated, or unreliable, your follow-up will suffer. Your customer knowledge will suffer. Your ability to win will suffer. Bad data costs business. Know the People. Know the Business. Who is your contact? Is the name correct? The title? The salutation? The function? Does that person still work there? Who influences the specification? Who controls the budget? Who makes the decision? Who can open a door—and who can close it? These are basic questions. A professional sales organization must be able to answer them. The same applies to customer visits. A meeting without a useful visit report leaves the organization guessing. What did the customer say? What matters to them? What problem are they trying to solve? What did you promise? Who needs to act? By when? “I had a good meeting” tells us almost nothing. What changed because you were there? What happens next? That belongs in the CRM. Every Quote Needs an Outcome. Every Outcome Needs a Reason. How many quotes have we submitted? How many have we won? How many remain open? How many have we lost? And why? A project canceled by the customer is different from a project awarded to a competitor. Record the difference. If we lost, who won? What drove the decision? Price? Delivery time? Technical performance? An established relationship? Did we arrive too late? Did we fail to reach the decision-maker? Did our follow-up fall asleep? “Too expensive” is often where the questioning stops. It should be where the questioning starts. Too expensive compared with whom? By how much? For what scope? Did we explain our value convincingly? Did we understand the buying criteria? We cannot systematically improve what we fail to understand. Every properly documented outcome gives us a chance to sharpen our next move. Every missing explanation forces us to repeat yesterday’s mistakes. The Sales Rep Owns the Information. The salesperson who meets the customer owns the responsibility for capturing what matters. You were in the room. You heard the concerns. You made the commitment. You agreed on the next step. Put it into the system. Accurately. Promptly. Completely. Sales operations can support you. Management can set standards. Technology can make the work easier. The responsibility remains yours. A professional salesperson follows through on commitments. Recording them, assigning actions, and setting deadlines are part of that follow-through. Shut Down the Islands. Private Excel files. Personal notebooks. Contact lists on individual laptops. Opportunities managed from memory. We should have moved beyond this years ago. When customer knowledge sits in isolated files, the team cannot use it reliably. Colleagues cannot coordinate. A replacement cannot step in. Management cannot see what needs attention. The moment somebody is absent, changes roles, or leaves the company, the gaps become painfully visible. Use your notebook during the meeting if it helps. Then transfer the relevant information into the CRM. One shared system. Clear ownership. Reliable information. That is how individual salespeople become a coordinated sales force. Discipline Creates Time for Customers. “I don’t have time to update the CRM.” Then make time to chase forgotten commitments, reconstruct old conversations, and explain why nobody followed up. Enter the information while it is fresh. Assign the task. Set the deadline. Schedule the follow-up. Give every active opportunity a clear next step. These are essential acts of self-discipline. Done consistently, they reduce confusion and unnecessary internal discussions. They help you prepare faster and act with purpose. The goal is more productive time with customers. Data discipline helps create it. Use AI. Keep Ownership. Artificial intelligence can make this work much easier. After a customer visit, dictate a short voice note: the essential discussion points, the customer’s concerns, the commitments made, the tasks, the responsible colleagues, and the deadlines. With the right tools and integration, AI can turn that note into a structured visit report, draft tasks, and prepare follow-up reminders. Review it. Correct it. Confirm it. AI can capture your words. You remain accountable for their accuracy. Keep the Sales Machine Running. “Data is the new oil.” Then treat it accordingly. Accurate, current, useful information keeps the sales machine lubricated. It connects customer conversations with action. It helps the organization respond faster, coordinate better, and learn from wins and losses. Outdated contacts, missing reports, unexplained losses, and forgotten follow-ups put friction into every moving part. Buying a CRM license achieves very little on its own. The value comes from people maintaining the information and acting on it. No reliable data. No reliable follow-up. No disciplined follow-up. No consistent sales performance. Maintain the contacts. Document the conversations. Explain the outcomes. Assign the actions. Set the dates. Every customer. Every opportunity. Every time. Data quality is sales work. Own it.

Wer im Markt überzeugen will, muss wissen, wofür er steht. Zwei Tage Gardasee. Klare Worte. Starke Impulse. Und der Anspruch, die eigene Positionierung entscheidend voranzubringen. Erfahrung ist vorhanden. Kompetenz auch. Aber wie wird daraus eine Botschaft, die beim Kunden ankommt? Wie machen wir deutlich, welchen konkreten Nutzen wir bieten? Und warum sollte sich ein Auftraggeber ausgerechnet für uns entscheiden? Genau daran haben wir beim Private Positioning Retreat mit Andreas Renner und mir gearbeitet. Intensiv. Persönlich. Mit offenem Visier und der Bereitschaft, auch die eigenen Überzeugungen kritisch zu hinterfragen. Denn wer sein Profil schärfen will, muss sich Fragen stellen, denen er im Tagesgeschäft gerne ausweicht: Was kann ich besonders gut? Für welche Aufgaben bin ich die erste Wahl? Welche meiner Aussagen sind wirklich überzeugend? Und wo verstecke ich mich noch hinter austauschbaren Formulierungen? Wir haben uns gegenseitig gechallengt. Und genau das hat uns weitergebracht. Wir haben zugehört, nachgehakt, widersprochen und neu formuliert. Aussagen kamen auf den Prüfstand. Geschäftsmodelle wurden hinterfragt. Persönliche Stärken wurden herausgearbeitet und mit den Bedürfnissen potenzieller Kunden verbunden. Aus langen Erklärungen wurden präzisere Botschaften. Aus neuen Gedanken wurden konkrete Ansätze für den eigenen Marktauftritt. Das Besondere war die Haltung in der Gruppe: Jeder brachte seine Erfahrung ein. Jeder stellte sich dem ehrlichen Feedback der anderen. Und jeder wollte dazu beitragen, dass die anderen besser werden. Diese Offenheit hat den Austausch so wertvoll gemacht. Die Rückmeldungen der Teilnehmenden sprechen für sich. Das Seminar wurde als ausgesprochen hilfreich erlebt. Die Teilnehmenden berichteten von wertvollen Denkanstößen, starken Impulsen und neuen Perspektiven auf die eigene Positionierung. Gerade die kritischen Rückfragen und die gemeinsame Arbeit an den persönlichen Aussagen haben viel bewegt. Wer erklären muss, welchen Nutzen er tatsächlich liefert, merkt schnell, wo seine Botschaft schon sitzt – und wo sie noch geschärft werden muss. Der Gardasee bot dafür einen besonderen Rahmen. Abstand zum Alltag schafft Raum für Gedanken, die zwischen Terminen, Telefonaten und laufenden Projekten oft untergehen. Auch beim gemeinsamen Essen und in den Gesprächen abseits des Seminars wurde weitergedacht, diskutiert und an Ideen gefeilt. Andreas Renner und ich verfolgen dabei einen klaren Anspruch: Die Arbeit an der Positionierung muss im beruflichen Alltag Wirkung entfalten. Im Kundengespräch. In der persönlichen Vorstellung. Auf der eigenen Webseite. Und überall dort, wo Menschen entscheiden, wem sie eine anspruchsvolle Aufgabe anvertrauen. Kompetenz verdient einen überzeugenden Auftritt. Dafür braucht es Klarheit, Mut und die Bereitschaft, an sich zu arbeiten. Diese zwei Tage haben gezeigt, wie viel in Bewegung kommt, wenn erfahrene Menschen sich darauf einlassen. Profil schärfen. Nutzen auf den Punkt bringen. Selbstbewusst in den Markt gehen.