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com
33rd International Conference of the
TOC Practitioners Alliance - TOCPA
www.tocpractice.com 18 - 19 October 2017, Cape Town, South Africa

Sales Process: Building a TOC

Sales Solution

Eugene Smit, Stellenbosch Nanofiber Company, South Africa

Konrad Bartel, OpsLogik Solutions, South Africa
19 October, 2017

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Eugene Smit

Eugene Smit is an inventor, scientist, and

entrepreneur. He received his PhD in polymer
science from Stellenbosch University (2008) with
a focus on electrospinning and high-throughput
production of nanofibers. He is the lead inventor
on 32 granted nanofiber and electrospinning
related patents and has several additional patents
pending.

He founded the Stellenbosch Nanofiber Company

(SNC) in 2011 with the goal of commercializing
the SNC BESTTM high-throughput electrospinning
technology. The SNC team’s mission is to turn
Mobile: +27 82 5723434
great nanofiber concepts into commercial Office: +27 21 035 0446
realities. eugene@sncfibers.com

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Konrad Bartel

Konrad Bartel studied Industrial

Engineering & MBA, has 20 years
experience as Production Manager /
Director in the manufacturing
environment and 16 years TOC
Consulting experience in Marketing &
Sales, Supply Chain, Manufacturing
and CCPM Implementation. He
worked with Goldratt Consulting on
Viable Vision Projects. Konrad is also
an Ontological Business Coach and
implements TOC at organizations
throughout South Africa and Mobile: +27 83 262 0062
internationally Office: +27 21 843 3103
konrad.bartel@opslogik.com

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Stellenbosch Nanofiber Company – Brief Introduction

Nanofibers

Human Hair

Early stage materials science company focused

on development and commercial manufacture
of electrospun fibers on patented SNC BEST™
Ball Electrospinning Technology Platform

Copyright © 2017 - Stellenbosch Nanofiber Company. All rights reserved.

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Cosmetics
Nanofiber Applications • Masks / wipes
• Controlled release of
active agents
• 3D Cell culture for in
Filtration vitro skin models
• Microfiltration
• Liquids
• Gases
Aerospace /
Automotive
• Carbon/ceramic
nanofiber composites
• EMI shielding
Energy • Energy dissipation
• Generation & (LSP)
storage
• Electrodes
• Separators
• Catalyst supports Biomedical Electronics
• Wound dressings • Transparent
• Drug release materials conductive films
• Tissue Engineering Scaffolds • Ceramic capacitors
• Cell culture scaffolds • Smart electronic
packaging

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Traditional Electrospinning of Nanofibers

Copyright © 2017 - Stellenbosch Nanofiber Company. All rights reserved.

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Our Technology SNC BESTTM

• High-speed electrospinning
technology
• Highly scalable
• Spins many different materials
• Enables kilograms per hour
production rates

16 patents granted/allowed
1 more patent pending

SNC BEST™
Productive, Versatile,
Sophisticated
Key benefit: High productivity enables cost-effective commercial scale manufacture of nanofiber materials.

Copyright © 2017 - Stellenbosch Nanofiber Company. All rights reserved.

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Pilot scale production at up to 1 kg/hour

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SNC sales

New product development projects Outside Sales

Multiple clients
Challenges selling these projects:
1. Highly technical sale (often need a PhD)
2. Long sales cycle with multiple steps
3. Need flexibility in what we offer (need experience & authority)
4. Nearly impossible to scale

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OpsLogik Sales Solution

The Opslogik Sales Solution consists of 5 building blocks and
assume that the S&T Build component has sufficiently progressed
so that the Decisive Competitive Edge has been established.

A Successful Flow
Focused Sales Function
Exists

The Company adopted The Marketing

the TOC Marketing & Solution Exists
Sales Solution

The Sales Process The Company’s The Un-Refusable

has been Un-Refusable Offer Presentation
Redesigned Offer Exists Exists

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Marketing and Sales

In TOC Marketing and Sales are defined as:
•Marketing – Creating Demand.
– Constructing a Valuable Offer – identifying markets,
constructing the offer features.
– Enhance the awareness of the offer – marketing channels,
advertising.
•Sales – Converting the demand into money.
– Directly dealing with specific customers.
– Closing deals.

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Dimensions of M&S
Strategies: In a market downturn, the
1. Move the graph to the right; customer PoV does not change,
the number of buyers change.
2. Reaching the A customers that In a market downturn – Appoint
are not reached and Base Growth more Sales Staff …
expanding range; C
C-POV P-POV
3. Unique price for each group.
Segment the market according
to needs (market PoV); B
Volume of Sales

Enhanced Growth
4. Flex Market to buffer (20% of
sales) against price changes.
B = buys
grudgingly,
5. Visibility in change in PoV. E.g C = does not buy but they still
if PoV is going down then its A
buy.
time to introduce a new A = buys happily - always
product, but not when it does
not change. Perception of Value ( R )

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Marketing
Act upon client Act upon supplier
perception of value perception of value

The way to have a decisive competitive edge is to

satisfy a client’s significant need to an extent that
no significant competitor can.

Develop and Develop and Develop and

Implement Implement Reliability Implement Risk
Availability Offers Offers Offers

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Develop the Unrefusable Offer

Current Reality Future Reality
Customer’s 1
Implications Customer’s 3
Desirable Effect
Customer’s Problem
Customer’s Policy 2 14 Understanding
Customer DE’s
Seller’s External Validation 12
Solution Questions POV Drivers
9
Current Reality Future Reality
Sellers’s Seller’s 11
Implications 4
Desirable Effect
Seller’s Problem Cause and 13
Seller’s Policy 5 Effect Analysis
System Cloud 6 Mafia Offer / Seller’s 9
Unrefusable 10 External
Offer Solution
Seller’s Internal
Across 15
Solution Paradigm
8 System
Win/Win 7 Sale

OpsLogik Solutions Copyright 2017 14

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Sales
Show (present) Don’t show (present )
product early product early

Business
Obtaining
Introduction Environment Present Offer
Commitment
Analysis

Achieve Credibility Expose Problems Present Offer Criteria Check

Set Expectations Define their Elements Prospect Concerns
magnitude Describe benefits Action Steps
Direction = Criteria

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Sales Process Design

The sales process is detailed to the right steps:
A powerful, tailored sales process is developed to sell MTO/MTA’s Decisive
Competitive Edge.
Acquaintance with the clients’ decision process
Experience of selling a decisive competitive edge offer will be developed

The sales process is clearly defined: what MTO/MTA should do, at which stage,
how (using standard tools), with whom and by whom in order to bring an
identified prospect from “ignorance” to closing a deal.
The Sales Process Consist of:
 Promotion and Lead Generation
 Sales Coordination
 Offer Selling / Business Development
 Internal Sales Activities
The generic “Principles of Flow” is used to set-up a sales environment that
matches the required Throughput flow of the organization.
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Re-Designed Sales Organization

Sales Manager
Planning

New Business Development

Market Selling the DCE
Exploitation (Opportunity Management)
Framework Business Business
Development
Coordination & Development
Sales Support Manager
Marketing

Lead

Customers
Promotion Generation
Relationship
Acquisition Relationship Sales
Management Opportunities
Internal Sales
Creating the Relationship
with the Market Internal Sales
Account Management
(Pre -production)

Support delivering on the DCE

Customer Service
(During & After production)

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Marketing Solution

• Complete the marketing Background analysis

• Audit existing marketing activity

• Complete the situational analysis / URO context /

market segmentation overview (needs based)

• Determine brand positioning and offering

• Develop marketing opportunities and methods

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Turning great nanofiber concepts into commercial realities.

Implementing a Flow Focused Sales Process

at SNC
Our journey so far…

Copyright © 2017 - Stellenbosch Nanofiber Company. All rights reserved.

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Old Sales Process

1. Identify target companies Problems
2. Initiate contact 1. Does not scale
3. Schedule introductory meeting 2. I do everything
4. Obtain wish list 3. R&D Team
5. Engage with R&D team to assess feasibility dependent on me for
6. Present proposal and quote to lead execution
7. Sale  I am the bottleneck
8. Transfer technical detail of proposal to R&D Team
9. Liaise with R&D team to ensure correct execution of
project

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Sales process design

Kanban with DBR principles and colour coded card prioritisation

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Key Insight

When we started with development of the URO:

“Segment your market according to customer needs”

Our “focus” on biomedical applications of nanofibers was a very

broad definition with multiple sub-segments

Very different needs i.t.o.

- Time to market (18 mo to 12 years)
- Volume of materials
- Cost of materials

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1-Page Marketing Plan (Allan Dibb)

Before
(Prospect)
Know SNC
Content Marketing Plan: Website, Social Media, Events, etc.
During
(Lead)
Like SNC
Sales Process Engineering + Kanban URO
After
(Customer)
Trust SNC
CCPM, DBR, ISO
Copyright © 2017 - Stellenbosch Nanofiber Company. All rights reserved.

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Thank You

Questions ?

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