Post on 18-Nov-2014
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Presenting by KVN Pavan Kumar9849385640
Smart Marketing Post Sale
Who is Pre-Sale Consultant1. The presales consultant assists the sales process by working with
clients to assure that they understand the software and/or consulting services that the vendor is attempting to sell.
2. Need for PreSale Consultant1. Every customer requires something different and if you are supporting
multiple sales people or one very busy sales person you never get bored. 2. The customer is usually very friendly to the presales consultant simply
because he or she is there to answer questions and does not apply pressure to close the sale, at least not overtly.
3. Behind the scenes the Presales Consultant often build demos and presentations while coaching the sales team in what the product can actually achieve.
Understand about Sale & Pre-SaleSales Process Pre-Sale Involvement
Product Knowledge ProspectingApproachNeeds AssessmentCustomer PresentationSales CloseFollow-up
Product Knowledge Prospecting Approach Needs Assessment Customer Presentation Sales Close Follow-up
Place of Pre-Sale
• RFP Issue• Pre-Bid Conference• Clarifications on RFP• Modifications to RFP• Identify resources to work on RFP
• Finalize reqmts• Shortlist vendors• Finalise Evaluation Criteria• Finalise Budget• Customer presentation by vendor
• Prepare Proposal according to RFP guidelines
Pre-RFP RFP Proposal Post-RFP
• Customer Visits• Demo of Capabilities• Presentation• Evaluation
Presales Stages
• Customer• Sales
• Customer• Sales• Presales
• Presales• Practice/Delivery/ Account/ Finanance• Sales
• Customer• Sales• Presales
Winning a Deal
Mark
et
Cli
en
tD
eal
In Practice1. Often the presales consultant conducts the software demos or
explains the project flows in sales presentations. 2. You may have encountered a few different names for a presales
consultant.3. Depends upon organizations Contexts we can call them presales
engineers, sales support consultants, and business solution professionals.
4. While presales consultants have both technical and business acumen, they also have to have a little bit of sales person in their soul.
5. They have to know their products almost as well as an implementation consultant but more importantly they have to understand the business of the potential client.
6. PreSale consultant should plan about his action plan just before going to live by considering the following factors after Product demo is over.1. Segment the Audience2. Target the Audience3. Present about Unique versions according to their needs and personas
Pre Sale - Information Flow
Customer
Sales
Pre sales
Delivery
•Business Reqmts• Technical Reqmts• Constraints• Evaluation Criteria
• RFP• Clarifications
• Provide infn on products, services• present success stories
• seek further infn on customer
• RFP• Infn on customer constraints, preferences, priorities
• Competitor infn• RFP Clarifications
• questions on RFP• questions on customer• status update
• Response to RFP
• questions on business and technical reqmts• questions on customer constraints, Evaluation Criteria
• assumptions, customer problems, etc
• seek to understand business and technical reqmts to form a solution• seek to
• understand solution provided
www.themegallery.com
• Finalise reqmts• Shortlist vendors• Finalise Evaluation Criteria• Finalise Budget
• Issue RFP• Arrange pre-bid conference• Provide clarifications
• Receive proposal • Request for site visit and/or demo• Evaluate and finalize vendor
• Make customer presentation showcasing services, products and strengths
• Receive RFP• Seek clarification on RFP• Get commitment from internal resources• Keep mgmt informed
• Assist presales with inputs from customer and about customer• Add commercials to the proposal
• Arrange for Customer visit• Arrange for demo and presentation
• Provide inputs as needed
• Receive RFP• Identify resources to work on RFP• Form cross-functional team• Seek clarifications
• prepare proposal by working with cross-functional teams or by taking inputs from them
• Assist sales in customer visit, demo and presentation
• Provide inputs as needed (case studies, testimonials)
• Provide inputs as needed (questions to customers on business needs, technical specs, etc)
• Provide inputs as needed (technical solutions, relevant case studies, etc)
• Provide inputs as needed (inputs for demo)
Del
iver
y
Sal
esP
resa
les
Cus
tom
er
Pre-RFP RFP Proposal Post-RFP
Presales Stages
Thanks for your attention!Feel free to reach out to me if you need any help to work with you as Pre Sale Consulting on Contract or full time basis.
My Expertise in the areas like
On Site / Offshore Resource
Consulting
PRESALES ENGAGEMENT
IN PRACTICE
Pre Sale Process - SuccessNeeds for Soft skills
A variety of SkillsThe right attitudeKnowledge of the system of which you are a part of – the
different players, their stake in the bids, etcKnow how to prioritizeContinuous follow-up is a virtueLearn to be a trusting partnerBe aware of getting setup for failures
Product Comparison
Presales Engagement: When Does It Start?
Product Comparison
Goals: Help prospects make an educated buying decision, develop their confidence in your organizationTraditional activities:1.Solution preparation2.RFI/RFP response3.Product demonstrations4.POCs (Proof of concepts)5.Product collateral
Our Sales Expert
Presales Engagement: Traditional Approach
Part Sales PersonPart Analyst
Presales Engagement: How important is it?
Presales Engagement: How Is It Changing?
Traditional Enterprise Sales
Emerging Subscription Sales
Product ConfirmationProduct ConfirmationProduct ComparisonProduct Comparison
Product ConfirmationProduct ConfirmationProduct ComparisonProduct Comparison
In-person Meeting
In-person Meeting
Product Bake-offProduct Bake-off
Custom RFP
Response
Custom RFP
Response
Solution Definitio
n
Solution Definitio
n
Onsite DemoOnsite Demo
Proof-of-conceptProof-of-concept
Customer
References
Customer
References
Technical Review
Technical Review
Download White Paper
Download White Paper
Product Videos
Product Videos
Detailed FAQs
Detailed FAQs
Solution Definitio
n
Solution Definitio
n
Online DemoOnline Demo
Trial Software
Trial Software
Video Testimon
ials
Video Testimon
ials
White Papers
and Videos
White Papers
and Videos
Presales Engagement: Resource CenterEasy to
use faceted search
Easy to use
faceted search
Sign-up for
ongoing engagem
ent
Sign-up for
ongoing engagem
ent
Extend engagement to social channels
Extend engagement to social channels
CTAs to move them
through the journey
CTAs to move them
through the journey
More than a ‘wall of text’—make it visually
engaging
More than a ‘wall of text’—make it visually
engaging
One-stop shopping to get answers
Self-service interaction, no need to call or wait
Opportunity to personalize the experience
What it Does
Search can make or break the experience
Present content with images—make it appealing for people
Surround the page with CTAs that leads the person to the next steps of the journey
Have them follow you on their social networks to get new updates
Things to Remember
Presales Engagement: Customer Communities
Start with search
Start with searchThe
community will confirm
your products
The community will confirm
your products
Registration has its
privileges
Registration has its
privileges
Provide a gateway to
other resources
Provide a gateway to
other resources
Enables your customers to ‘sell’ for you
Builds confidence in your products
Follow the discussions—understand what is important to prospects
What it Does
If you have customers, you have a community
Communities need a strategy and leadership
A community can drive registration and deeper engagement with your brand
Incent and cultivate champions—it is a lower cost of sale for you
Things to Remember
Show real people as
part of your
community
Show real people as
part of your
community
Presales Engagement: Customer Communities
Forrester Research, 2012
Presales Engagement: Support Center
Start with search
Start with search
A real person is
a click away
A real person is
a click away
Show off your
support capabilities
Show off your
support capabilities
Show your offerings, let
them see what
customers get
Show your offerings, let
them see what
customers get
Make it obvious for people to find what they need
Make it obvious for people to find what they need
This provides insight into the after sales experience
Self-service interaction, no need to call or wait
Opportunity to personalize the experience
What it Does
Search can make or break the experience
Most people will be searching for support around a product
Make it easy for them reach out to a person
Things to Remember
Presales Engagement: Support Center
Presales Engagement: Self Service Demos
Demo your
software with their
data
Demo your
software with their
data
Sign-up for
ongoing engagem
ent
Sign-up for
ongoing engagem
ent
Make it easy to get started—no credit
card
Make it easy to get started—no credit
card
A demo that moves
into production
A demo that moves
into production
Let them demo the actual software—let them experience your support and community
It is an easy step for them to take it into production once started
What it Does
Make this a key sales tool—no credit card, no commitment is EASY
Show them the options from moving up—where this initial demo can go
Again, get them to sign-up if they have not yet
Things to Remember
Presales Engagement: Videos
Use videos on your home
page to quickly engage people
Use videos on your home
page to quickly engage people
Targeted 3-5 minute videos
address specific
questions quickly
Targeted 3-5 minute videos
address specific
questions quickly
Customer testimonial
s build confidence
Customer testimonial
s build confidence
Builds confidence in your product and brand
Communicates product capabilities quickly
Validate the customer experience with your company
What it Does
Keep videos ‘bite size’—3-5 minutes at the most
Enable viewing across devices—adaptive streaming
Provide a high-performance experience—consider using a content delivery network (CDN)
Look at Brightcove, Ooyala for delivery
Things to Remember
Presales Engagement: Key Takeaways1. You cannot avoid presales efforts for complex B2B sales2. Presales efforts affect the ‘60%’ prior to engaging sales
directly3. Digital presales engagement shortens the buying lifecycle
and reduces costs3. Digital presales engagement are cross-channel activities4. Content marketing and segmentation analysis are
foundational for successful presales engagement