Date post: | 12-Jan-2016 |
Category: |
Documents |
Upload: | tracey-reeves |
View: | 216 times |
Download: | 0 times |
1
IP Communications Solution Selling
Matt Barnes
222
Solution Selling Defined
To present a packaged suite of services & products that solve the customer’s business
issues so comprehensively that the initial acquisition cost is no longer a primary focus
during the decision making process.
333
Why a Solution Sales Approach?
• Often that’s what you’re competing against
• That’s what an Executive understands
• Compared to the Visio + Bill of Materials approach it increases:
Close Ratio Competitive Differentiation Margins Total Available Revenue
444
Where is Solution Selling most effective?
• You are involved from the beginning
• Medium to High Complexity Deals
• Competing against a hybrid PBX or upgrade
• You know the Cisco Solution will cost more
• The decision will be made by Executives
555
Methodology & Tools of a Solution Sale
Educate
SolutionDemonstrations
Presentations
DevelopProposalPackage
ConductCompetitive
Analysis
PrepareExecutive
Presentation
DeliverProposalPackage
DeliverExecutive
Presentation
DeliverWritten
Proposal
TechnicalSolution
Development
Develop InitialApplication
DesignRequirments
Perform InitialAudits
Perform InitialTraffic Analysis
Perform InitialHardware Gap
Analysis
Perform InitialLegacy
IntegrationAnalysis
Develop InitialSolution Design
Develop InitialOperations/
SupportFramework
Develop InitialService
Requirements
Develop InitialStatement of
Work
BusinessSolution
Development
Conduct DetailedInterviews
DevelopApplication/
Solution Story
DevelopFinancial
Justification
ConsolidateProposalContent
BusinessSolution
DevelopmentTools
InterviewQuestions
PresentationTemplate
CNIC
TechnicalSolution
DevelopmentTool
ProposalPackage
Tools
PresentationTemplate
SampleProposal
RFI/RFPSamples
KnowledgeTransfer
Tools
Online Demos
Demo Scripts
SamplePresentations
Vertical ToolKits
Case Studies
Cisco/go/apps
CustomerRequirements
Document
SampleStatement of
Work
Sample Bills ofMaterials
ReferenceArchitectures
Qualification
Initial Discovery
Identify KeyStakeholders
QualificationTools
InitialQualificationDocument
ExecutiveSponsorInterview
Document
StrategyMeeting
Partner &Cisco
Competitive Info
666
Concept of Mise en place
• Meaning: Everything is in place to get it done fast.
- First solution sale may take 7-10 customer visits.
- Need to get the entire process down to 3-5 customer visits.
- Should result in a more focused use of presales engineering.
- As you get better/faster the more solution selling will apply to smaller/less complex deals.
• Keys to Mise en place:
- Tools for interviewing & demos must reflect reality and be readily available.
- Need to know what steps can be skipped based on the customer’s buying criteria & deal complexity.
- Have to be able get to the right people/groups quickly. Usually via Executive Sponsor.
777
Tactical Objectives of IPT Solution Sale
Achieve Executive sponsorship to facilitate/mandate interviewing outside of IT
Achieve Technical Management support while selling above them. Discover & quantify the customer’s FY04 business objectives Quantify the solution with the customer’s numbers Provide vertical relevance Minimize free planning & design work (Decrease Cost of Sales) Maximize total available revenue & margins Achieve competitive superiority Develop a reason to sell future services Overcome any ESO relationship hurdles. (If it exists)
888
Qualification
Educate
SolutionDemonstrations
Presentations
DevelopProposalPackage
ConductCompetitive
Analysis
PrepareExecutive
Presentation
DeliverProposalPackage
DeliverExecutive
Presentation
DeliverWritten
Proposal
TechnicalSolution
Development
Develop InitialApplication
DesignRequirments
Perform InitialAudits
Perform InitialTraffic Analysis
Perform InitialHardware Gap
Analysis
Perform InitialLegacy
IntegrationAnalysis
Develop InitialSolution Design
Develop InitialOperations/
SupportFramework
Develop InitialService
Requirements
Develop InitialStatement of
Work
BusinessSolution
Development
Conduct DetailedInterviews
DevelopApplication/
Solution Story
DevelopFinancial
Justification
ConsolidateProposalContent
Qualification
Initial Discovery
Identify KeyStakeholders
StrategyMeeting
Partner &Cisco
999
Initial Discovery
• Project Success Criteria
• Critical Timelines
• Budgeting
• Competition
• Key Influencers
• Decision Makers
• Consequences of not moving to a new voice solution
• Obstacles to moving forward in a reasonable timeline
101010
Executive Sponsor Interview
• Do they have the power to get you critical demos and interviews?
• Are they capable of effectively representing your story to the Executive Team?
• The types of questions:
Strategic
Financial
Tactical Insight
111111
Before you invest more time ask yourself:
• Can we offer the right services?
• To the Cisco Team are we a benefit or negative to the Sales cycle?
• What parts of the solution sales methodology must we use?
• Which solution sales tools will we need?
• Can we win?
• Do we really understand the workload required to win?
• Will our business justification clearly outweigh the price tag?
121212
Educate
Educate
SolutionDemonstrations
Presentations
DevelopProposalPackage
ConductCompetitive
Analysis
PrepareExecutive
Presentation
DeliverProposalPackage
DeliverExecutive
Presentation
DeliverWritten
Proposal
TechnicalSolution
Development
Develop InitialApplication
DesignRequirments
Perform InitialAudits
Perform InitialTraffic Analysis
Perform InitialHardware Gap
Analysis
Perform InitialLegacy
IntegrationAnalysis
Develop InitialSolution Design
Develop InitialOperations/
SupportFramework
Develop InitialService
Requirements
Develop InitialStatement of
Work
BusinessSolution
Development
Conduct DetailedInterviews
DevelopApplication/
Solution Story
DevelopFinancial
Justification
ConsolidateProposalContent
Qualification
Initial Discovery
Identify KeyStakeholders
StrategyMeeting
Partner &Cisco
131313
Educate
• Doing demos/presentations before the interviews helps the customer understand the possibilities.
• Must lay the foundation of ‘Why IP’
• Need two education approaches: Shotgun & Rifle
• Show Vertical Value
141414
Vertical Tool Kit Components
• White paper data on industry trends & ‘care abouts’
• IPT Case Studies (including key Applications/XML)
• Industry-specific Qualification & Interview Questions
• Industry-specific demos
• Relevant 3rd Party Ecosystem Applications
• PPT Solution Template
• Modified Project Management
• Sample Architectures
• Sample Bill of Materials
151515
What Makes An Optimal Demo?
• Mobility is critical
• Relevant IP Phone Services tied back to the customer’s business needs & industry vertical
• Business Demo for a Business Audience
• Technical Demo for Technical Audience
• Cover all the Cisco solutions & show 3rd party solutions
161616
Business Solution Development
Educate
SolutionDemonstrations
Presentations
DevelopProposalPackage
ConductCompetitive
Analysis
PrepareExecutive
Presentation
DeliverProposalPackage
DeliverExecutive
Presentation
DeliverWritten
Proposal
TechnicalSolution
Development
Develop InitialApplication
DesignRequirments
Perform InitialAudits
Perform InitialTraffic Analysis
Perform InitialHardware Gap
Analysis
Perform InitialLegacy
IntegrationAnalysis
Develop InitialSolution Design
Develop InitialOperations/
SupportFramework
Develop InitialService
Requirements
Develop InitialStatement of
Work
BusinessSolution
Development
Conduct DetailedInterviews
DevelopApplication/
Solution Story
DevelopFinancial
Justification
ConsolidateProposalContent
Qualification
Initial Discovery
Identify KeyStakeholders
StrategyMeeting
Partner &Cisco
171717
Must have a story at all layers: Keep this in mind as you do interviews
1. More Efficient Asset Utilization1. More Efficient Asset Utilization1. More Efficient Asset Utilization1. More Efficient Asset Utilization“Help me save money”“Help me save money”
2. Integration with Existing Systems2. Integration with Existing Systems2. Integration with Existing Systems2. Integration with Existing Systems“Work smoothlywith what I have”“Work smoothlywith what I have”
3. Manage Risk3. Manage Risk3. Manage Risk3. Manage Risk“Give me flexibility to adapt to changing business conditions”“Give me flexibility to adapt to changing business conditions”
4. Business 4. Business VirtualizationVirtualization4. Business 4. Business VirtualizationVirtualization
“Help me work across boundariesinside and outside my business”“Help me work across boundariesinside and outside my business”
“Give me an advantage over my competition”“Give me an advantage over my competition”
5. Competitive 5. Competitive AdvantageAdvantage
5. Competitive 5. Competitive AdvantageAdvantage
181818
Interview Groups – touch whoever has influence
• Sales/Marketing
• Financial Executive (CEO/CFO/COO)
• Technical Executive (CIO/CTO)
Applications & Infrastructure
• Telecom/Facilities
Call Center Group
• Department Heads w/ key initiatives
• End Users
• Admin Assistants/Attendants
191919
Interviews – what are you looking for?
• Business Initiatives & Budgets Required contribution to corporate initiatives How are measured for success? Challenges / wish list
• Business/Operational Process Applications in use Application likes/dislikes Challenges / wish list
• Voice likes / dislikes
• How do they communicate internally & externally?
• Gathering & validation of ROI numbers.
• Disadvantages for remote sites & workers?
202020
Interviews —Telecom/IT
• Get their opinion of the user’s perspective
• Future needs/expectations
• Support requirements
• Staff Activities – must be able to counter balance protectionism
• ‘Care Abouts’
• Financial Data Phone Bills, maintenance, MAC, cabling costs
Budgets, planned expansions/upgrades
212121
Application Workshop as a sales tool
• Objective: Identify applications that cost-effectively solve business problems.
• Keys to Success1. Who are the right and wrong people to attend?
2. Must create competitive differentiation
3. Don’t just focus on XML.
4. Need a repeatable process that covers: Vertical Demo of possibilities Application Discovery Sample Application development (Aptigen) Quantification of the value of the Applications
• Often the killer app is just the extension of an existing application.
222222
Financial Justification
• Must be able to use the customer numbers gathered in interviews
• If your ROI does not significantly outweigh the costs you have not dug deep enough.
• Areas to touch:‘Hard Dollar’ ROI Modeling/CNIC
Calculations of ‘Soft Costs’/Productivity
Calculation of Business Initiatives
Inclusion of Leasing Options
232323
Financial Justification:Can you categorize the ROI in these terms?
• Reduction in Total Cost of Ownership
• Value of Future Options
• Increase in End-User Productivity
• Incremental Top-Line Revenue
242424
Technical Solution Development
Educate
SolutionDemonstrations
Presentations
DevelopProposalPackage
ConductCompetitive
Analysis
PrepareExecutive
Presentation
DeliverProposalPackage
DeliverExecutive
Presentation
DeliverWritten
Proposal
TechnicalSolution
Development
Develop InitialApplication
DesignRequirments
Perform InitialAudits
Perform InitialTraffic Analysis
Perform InitialHardware Gap
Analysis
Perform InitialLegacy
IntegrationAnalysis
Develop InitialSolution Design
Develop InitialOperations/
SupportFramework
Develop InitialService
Requirements
Develop InitialStatement of
Work
BusinessSolution
Development
Conduct DetailedInterviews
DevelopApplication/
Solution Story
DevelopFinancial
Justification
ConsolidateProposalContent
Qualification
Initial Discovery
Identify KeyStakeholders
StrategyMeeting
Partner &Cisco
252525
Before you build the technical solution: Are you touching it all?
• IPCC Attach Rate - 60%+
• XML Attach Rate - 80%+
• End Use Training Attach Rate - 100%
• SmartNet Attach Rate – 90%
• Onsite Support Attach Rate – 90%+
• Wireless IPC Attach Rate - 75%+
• Unity UM Attach Rate – 80%+
• Security Attach Rate– 80-100%+
262626
Technical Solution Development
• Identify Initial Application Design Requirements
• Perform Initial Audit of Existing Infrastructure Architecture
• Perform Initial Traffic Analysis
• Perform an Initial Hardware Gap Analysis
• Perform Initial Legacy Integration Analysis
• Develop Initial Solution Design
• Develop Initial Operations/Support Framework
• Identify Initial Service Requirements
• Develop Initial Statement of Work
272727
Develop Proposal Package
Educate
SolutionDemonstrations
Presentations
DevelopProposalPackage
ConductCompetitive
Analysis
PrepareExecutive
Presentation
DeliverProposalPackage
DeliverExecutive
Presentation
DeliverWritten
Proposal
TechnicalSolution
Development
Develop InitialApplication
DesignRequirments
Perform InitialAudits
Perform InitialTraffic Analysis
Perform InitialHardware Gap
Analysis
Perform InitialLegacy
IntegrationAnalysis
Develop InitialSolution Design
Develop InitialOperations/
SupportFramework
Develop InitialService
Requirements
Develop InitialStatement of
Work
BusinessSolution
Development
Conduct DetailedInterviews
DevelopApplication/
Solution Story
DevelopFinancial
Justification
ConsolidateProposalContent
Qualification
Initial Discovery
Identify KeyStakeholders
StrategyMeeting
Partner &Cisco
282828
Putting together the Solution Framework: Presentation Content
• Review of FY04 business objectives & project objectivesLinkage of how the solution addresses the objectives
Financial quantification of objectives, productivity & hard costs
• The Solution –
Emphasis on application benefits, hierarchy of needs & network leverage Solution Technical options with pros & cons of each
Lifecycle Services & Operational Framework provided
• Why You/Why Cisco
• Questions to ask the competition aka “landmines” & differentiators
292929
Putting together the Solution Framework: The Proposal
• Why Us?
• Business Case Analysis
• Financial Packaging Options
• Case Studies
• AVVID Marketing Collateral
• Service Descriptions/Methodology
• Statement of Work
• End User Training Framework
• Remote and Onsite Support Framework
• Sample User Design Templates
• Bill of Materials
• Engineering Resumes
303030
Competitive Differentiation Considerations
• Competitors’ financial positions?
• What business issues can the Cisco solution address that the others cannot?
• What are the architectural differences? Where are the functionality overlaps with other solutions?
• Where are the Cisco weaknesses?
• What is the strategy to position around those weaknesses?
• What landmines can be set for the competition?
• Is the same component-level redundancy, capacity, and functionality proposed?
313131
Partner Differentiation Considerations
• What customer lifecycle services do they offer?
• Has the customer identified the specific differences in the services proposal?
• What are the differences in the PDIOO processes to reduce project risk?
323232
Thoughts on Packaging
• Too much pricing detail is a bad thing
• Don’t split out planning & design
• A monthly cost via leasing is a good way to present information to Executives