In 1986, computer maker ICL contracted John to launch the ICL Personal Computer to Central
Government Departments. This entailed liaison with key users and product and
company positioning. His duties included preparation of sales aids,
identification of ICL's strengths and weaknesses and customer requirements,
working on sales campaigns and demonstrations up to Cabinet Minister and
Permanent Secretary level. He worked with development teams to control futures
of products and put much effort into guiding the sales force through a very
difficult cultural change.
Selling the PC was the first exposure most of the sales force had to the very
different market of Open Systems. Inevitably, many salesmen saw more threats
than opportunities. John set out to prepare demonstration and training aids.
Users were interviewed and sales messages and ICL strengths identified. He
guided the salesmen, travelling with them when they visited clients. He
organised and presented at many seminars and exhibitions.
ICL then asked John to set up a team to market Office Automation to Central
Government. He headed this until a permanent team was recruited. This involved
discussing customer requirements with Civil Servants and hence segmenting the
market, positioning the product range and establishing strategies. He
investigated distribution methods and designed the product launch and designed
and produced customer brochures, seminars and presentations. Sales strategies
were developed for the accounts, and he held product training workshops and
produced sales aids.