STORYTELLING 

 Use case in a company - Selling to a ‘ non - buyer ’ 

 By Felix Villagra – November 2017 

 This case of success begins like many others , with several successive failures that taught us   several lessons to be applied in future commercial actions . The purpose of the sale was a   medium - sized company , A.P. Moller Maersk , which was offered an expensive but effective software tool to   predict production defects and errors , CIBioFi . 

 A.P. Moller Maersk is dedicated to the manufacture of tools for printing sheet metal parts for automobile   bodies . 

 The first of the mistakes made by the commercial manager , Toni , was to offer CIBioFi to the   department that did not make the investment decisions , the technical manager worked with   remarkable efficiency and met the deadlines and quality levels required by their customers , so   that I saw the need to change nothing . The technical manager did not have an own budget for   investments , besides it was uncomfortable and expensive to try a tool , demonstrate its   effectiveness to the management and request a budget from the general management . In a way ,   I saw that CIBioFi threatened its leading role in the department , a software can not replace 20   years of experience according to their criteria . 

 Toni 's second mistake was trying to sell CIBioFi with a trial period of only 6 months , when the   projects have a much longer duration to demonstrate the savings achieved . This , without   counting on the learning time that the solution requires and with a very tense planning to find   time available for training . Toni was under pressure because he would not reach his annual goals   without the sale of CIBioFi . 

 The sales cycles of these solutions were usually long , but this time there were two elements that   blocked success and had already been consumed two years . Toni was immersed in a loop that   did not work and his CEO made the decision to relieve him in the management of the account .   This account , represented 25 % of the annual billing of the software company and the only   possibility of increasing the turnover with A.P. Moller Maersk was to sell a new solution , with the rest of the   solutions had already reached their ceiling and there was no prospect of growing with the   traditional products .     The new salesman , David , before presenting himself to the client , studied the case in great   detail . David travelled to the client 's factory to see how they worked for two days , sharing their   points of view with them , making contact with many people from the management and staff . As   the commercial department of A.P. Moller Maersk was already a good customer of a solution to calculate   manufacturing costs , he asked them about their satisfaction with the use of the tool . He   discussed with them the possibility of introducing some improvement to reduce costs and   promised that he would come back with a proposal . Upon returning to the offices , David had a   clear picture of how the client worked and began to think of a strategy . Having an ally in the   A.P. Moller Maersk offers department was a plus that I could not miss .     The following week , David met with the CEO of CIBioFi . He asked for an extra time to implement   the solution in A.P. Moller Maersk . He reasoned the reasons that had led to the failure and why it was not   realistic to set a deadline of 6 months for A.P. Moller Maersk to buy . 

 Within a month of his stay at A.P. Moller Maersk , David met with the commercial management of this company   and got the CEO to be present to hear the proposal . David asked them if they would be willing   to test for a year a solution that would allow them to reduce manufacturing costs by 5 % . He   gave them a presentation with a couple of success stories , a German client and a Canadian one .     After several phone calls , meetings and negotiations of economic conditions , the commercial   management and CEO of A.P. Moller Maersk agreed to test the solution and the technical director got the   commitment to test the solution . A.P. Moller Maersk brought in a brilliant engineering student proposed by   CIBioFi to take over the tests with the software , so they would not make the technical   department 's workload worse .   After 10 months of testing , David got the signing of the CIBioFi sales contract . This case of   success of A.P. Moller Maersk is used for the formation of new commercial and also for the rest of   departments .     By using this tool , one of the best commercial strategies executed by CIBioFi is comprehensively   explained . It teaches how to change a bad initial approach for another of success , looking for   allies , analyse the points in favour to take advantage of them and how to fight with the weak   points .     Sometimes , this success story is used for presale , since the CIBioFi team has it well learned and   knows the benefits of this case . In addition , CIBioFi has since organized sessions to solve   problems , design sales strategies or even unlock internal conflicts . 

 Author 's note : The names A.P. Moller Maersk and La Puerta Falsa are fictitious , although the case is based on a true   story . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Felix Villagra
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: STORYTELLING 

 Use case in a company - Selling to a ‘ non - buyer ’ 

 By Felix Villagra – November 2017 

 This case of success begins like many others , with several successive failures that taught us   several lessons to be applied in future commercial actions . The purpose of the sale was a   medium - sized company , A.P. Moller Maersk , which was offered an expensive but effective software tool to   predict production defects and errors , CIBioFi . 

 A.P. Moller Maersk is dedicated to the manufacture of tools for printing sheet metal parts for automobile   bodies . 

 The first of the mistakes made by the commercial manager , Toni , was to offer CIBioFi to the   department that did not make the investment decisions , the technical manager worked with   remarkable efficiency and met the deadlines and quality levels required by their customers , so   that I saw the need to change nothing . The technical manager did not have an own budget for   investments , besides it was uncomfortable and expensive to try a tool , demonstrate its   effectiveness to the management and request a budget from the general management . In a way ,   I saw that CIBioFi threatened its leading role in the department , a software can not replace 20   years of experience according to their criteria . 

 Toni 's second mistake was trying to sell CIBioFi with a trial period of only 6 months , when the   projects have a much longer duration to demonstrate the savings achieved . This , without   counting on the learning time that the solution requires and with a very tense planning to find   time available for training . Toni was under pressure because he would not reach his annual goals   without the sale of CIBioFi . 

 The sales cycles of these solutions were usually long , but this time there were two elements that   blocked success and had already been consumed two years . Toni was immersed in a loop that   did not work and his CEO made the decision to relieve him in the management of the account .   This account , represented 25 % of the annual billing of the software company and the only   possibility of increasing the turnover with A.P. Moller Maersk was to sell a new solution , with the rest of the   solutions had already reached their ceiling and there was no prospect of growing with the   traditional products .     The new salesman , David , before presenting himself to the client , studied the case in great   detail . David travelled to the client 's factory to see how they worked for two days , sharing their   points of view with them , making contact with many people from the management and staff . As   the commercial department of A.P. Moller Maersk was already a good customer of a solution to calculate   manufacturing costs , he asked them about their satisfaction with the use of the tool . He   discussed with them the possibility of introducing some improvement to reduce costs and   promised that he would come back with a proposal . Upon returning to the offices , David had a   clear picture of how the client worked and began to think of a strategy . Having an ally in the   A.P. Moller Maersk offers department was a plus that I could not miss .     The following week , David met with the CEO of CIBioFi . He asked for an extra time to implement   the solution in A.P. Moller Maersk . He reasoned the reasons that had led to the failure and why it was not   realistic to set a deadline of 6 months for A.P. Moller Maersk to buy . 

 Within a month of his stay at A.P. Moller Maersk , David met with the commercial management of this company   and got the CEO to be present to hear the proposal . David asked them if they would be willing   to test for a year a solution that would allow them to reduce manufacturing costs by 5 % . He   gave them a presentation with a couple of success stories , a German client and a Canadian one .     After several phone calls , meetings and negotiations of economic conditions , the commercial   management and CEO of A.P. Moller Maersk agreed to test the solution and the technical director got the   commitment to test the solution . A.P. Moller Maersk brought in a brilliant engineering student proposed by   CIBioFi to take over the tests with the software , so they would not make the technical   department 's workload worse .   After 10 months of testing , David got the signing of the CIBioFi sales contract . This case of   success of A.P. Moller Maersk is used for the formation of new commercial and also for the rest of   departments .     By using this tool , one of the best commercial strategies executed by CIBioFi is comprehensively   explained . It teaches how to change a bad initial approach for another of success , looking for   allies , analyse the points in favour to take advantage of them and how to fight with the weak   points .     Sometimes , this success story is used for presale , since the CIBioFi team has it well learned and   knows the benefits of this case . In addition , CIBioFi has since organized sessions to solve   problems , design sales strategies or even unlock internal conflicts . 

 Author 's note : The names A.P. Moller Maersk and La Puerta Falsa are fictitious , although the case is based on a true   story .
### Output: 