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2. Audience Survey Individual programmers freelancers? Programmer at a company? Programmer at a software outsourcingcompany? Marketing for a software outsourcingcompany?Copyright, 2013 2 3. My Story 4. My Story 5. My Story 6. My Story 7. My Story 8. Agenda The problem The Window of What doesnt work Dissatisfaction Buyer Personas Sales 4, 5, 6, 7 Info Clients Want Content Buy Stages Accelerance Marketing 1, 2, 3 Book raffle!Copyright, 20128 9. Did You Build a Better Mousetrap?Build a better mousetrap andthe world will beat a path to your door!Maybe.Copyright, 20129 10. Build It & They Will ComeCopyright, 2012 10 11. How to Stand Out in a Crowded Market 11 12. How to Stand Out in a Crowded MarketDifficult to generate salesin a reliable, predictable, cost effective way 12 13. How to Stand Out in a Crowded MarketDifficult to generate salesin a reliable, predictable, cost effective way The Expensive Salesperson Merry-Go-Round Limited Rolodex & many dont perform 13 14. How to Stand Out in a Crowded MarketDifficult to generate salesin a reliable, predictable, cost effective way The Expensive Salesperson Merry-Go-Round Limited Rolodex & many dont perform Lead Gen companies Cannot predict results or close dealsCopyright, 201214 15. How to Stand Out in a Crowded MarketDifficult to generate salesin a reliable, predictable, cost effective way The Expensive Salesperson Merry-Go-Round Limited Rolodex & many dont perform Lead Gen companies Cannot predict results or close deals Website Leads You still have to close emCopyright, 201215 16. How to Stand Out in a Crowded MarketDifficult to generate salesin a reliable, predictable, cost effective way The Expensive Salesperson Merry-Go-Round Limited Rolodex & many dont perform Lead Gen companies Cannot predict results or close deals Website Leads You still have to close em Technical Excellence But no one knows or caresCopyright, 201216 17. How to Stand Out in a Crowded MarketDifficult to generate salesin a reliable, predictable, cost effective way The Expensive Salesperson Merry-Go-Round Limited Rolodex & many dont perform Lead Gen companies Cannot predict results or close deals Website Leads You still have to close em Technical Excellence But no one knows or cares Poor Marketing Materials That talk about you and not theCopyright, 2012 problems of the customer 17 18. Cold Calling Doesnt Work Will they answer? Leave a message? Gatekeeper? Time of need? Bad VOIP line?Copyright, 2012 18 19. Cold Calling Doesnt Work Im busy! Dont need it! Send me an email! Will they answer? (That means NO!) Leave a message? Gatekeeper? Time of need? Bad VOIP line?Copyright, 201219 20. Email Doesnt Work Show up & Throw Up I visited your website and Lets schedule a meeting!Copyright, 201220 21. What Do Prospects Listen To? WABCKABC 22. What Do Prospects Listen To? WABC WII-FMKABC 23. What Do Prospects Listen To? WABCWII-FM Whats In It - For Me ?KABC 24. Buyer PersonasCopyright, 201224 25. Buyer PersonasVP of EngineeringCopyright, 201225 26. Buyer PersonasVP of Engineering Products Quality Time to Market Very TechnicalCopyright, 201226 27. Buyer PersonasVP of Engineering CIO Products Quality Time to Market Very TechnicalCopyright, 201227 28. Buyer PersonasVP of Engineering CIO Products Applications Quality Quality Time to Market Business Value Very Technical Less TechnicalCopyright, 201228 29. The VP of Engineerings StoryPosition Head of development at an ISVCritical Issue Weve got a new development project starting up and Im responsible for bringing it in on time. If past experiences are anything to go by Im in for a rough ride! We need to outsource, theres no question about that. But last time we did this was Cause not a good experience. We had immense difficulties explaining to the outsourced partner what we needed. And shortly after the project started, we discovered that they were pretty poor at creatively looking for solutions and finding answers to problems. We selected the off shore company based on internet research and recommendations of others. We really under estimated the cultural and language problems involved this was exacerbated by multiple time zones and geographic Impact separation. If this project comes it late, it will impact not just me and my team of developers but the customer too. We have a contractual obligation to complete this by a certain date. If we miss the deadline then the whole company will be on the hook. 30. The CIOs StoryPosition CIO or IT Director For our company to stay competitive, we need to ensure that information systemsCritical Issue provide all the capabilities needed by the rest of the enterprise. To succeed in the current environment, we need to develop new (or enhance existing) systems in order to give our employees the best possible tools. Currently, were tied up supporting end-users and maintaining existing systems we Cause dont have a lot of spare capacity. Moving team members from their current tasks to development work will lower the support we provide and thats just not acceptable. Were in a difficult situation, even when new demands are placed on the IT group our head count is fixed. Its not possible to simply hire new people when new projects are scheduled. And even if it were possible how can you ensure the quality of the people that you bring into the organization? Were stuck! The situation impacts the whole company. Our users have been asking for these new Impact features for a while. They tell us that without the capabilities needed they are forced into work-around solutions which are time consuming and error prone. Senior management is also on my case questioning the value that IT brings to the organization. And I understand that customers are getting pretty irate since, with the current system, orders are often shipped late or contain incorrect items. Its now a company-wide problem! 31. The Customers Problems Critical software needs Cannot hire enough great good programmers Bad development process & quality Budgets are cut Tried global outsourcing & failed 32. The Customers Problems Critical software needs Cannot hire enough great good programmers Bad development process & quality Budgets are cut Tried global outsourcing & failed 33. The Customers Problems Critical software needs Cannot hire enough great good programmers Bad development process & quality Budgets are cut Tried global outsourcing & failed 34. The Customers Problems Critical software needs Cannot hire enough great good programmers Bad development process & quality Budgets are cut Tried global outsourcing & failed 35. 7 Buyer Stages Sales1 Status QuoStages2 Priority Shift4 Identify Options3 Research5 Step BacksMarketing6 Validation Stages7 Choice 36. Buyer Stage #1Experiencing a limitation or problem with his current situation1 Status Quobut has NOT yet chosen to buy a solution.Actively interested in educating himself about what solutions2 Priority Shift 1. Status Quoare possible.3 ResearchExperiencingcase, limitation experts on the subject aCommitted to resolving the problem, focused on buildingbusiness a looking for leading or problemwith hisHas a business case, feels confidentbut has NOT current situation narrowing focus topossible options for a short list. The transition point to a sales4 Identify Options chosen to buy a solution.yet opportunity.Identified your company as a viable option, but new5 Step Backsinformation or concerns cause hesitation and reevaluationyour company on the short list and needs to make sure that6 Validation of Beliefs his assumptions are true before making the final decision.Buyer is ready to make a purchase decision. final negotiations,7 Choice & Commitment Use a great customer-focused proposal template. 37. Buyer Stage #2Experiencing a limitation or problem with his current situation1 Status Quobut has NOT yet chosen to buy a solution.Actively interested in educating himself about what solutions2 Priority Shiftare possible.Committed to resolving the problem, focused on building a3 Researchbusiness case, looking for leading experts on the subject2. Priority ShiftHas a business case, feels confident narrowing focus to4Actively interested in educating him-Identify Optionspossible options for a short list. The transition point to a salesopportunity. self about what solutions are possible.Identified your company as a viable option, but new5 Step Backsinformation or concerns cause hesitation and reevaluationyour company on the short list and needs to make sure that6 Validation of Beliefs his assumptions are true before making the final decision.Buyer is ready to make a purchase decision. final negotiations,7 Choice & Commitment Use a great customer-focused proposal template. 38. Buyer Stage #3 Experiencing a limitation, problem, or obstacle with his current1 Status Quo situation but has NOT yet chosen to buy a solution. Actively interested in educating himself about what solutions2 Priority Shift are possible. Committed to resolving the problem, focused on building a3 Research business case & looking for leading experts. Has a business case, feels confident narrowing focus to4 Identify Options 3. Research possible options for a short list. The transition point to a sales opportunity. Committed to resolving the problem,Identified your company as a viable option, but new5 Step Backs focused on building cause hesitation and reevaluationinformation or concerns a business case & lookingyour company is on theexperts. to make sure thatfor leading short list and needs6 Validation his assumptions are true before making the final decision. Buyer is ready to make a purchase decision. final negotiations,7 Choice Use a great customer-focused proposal template. 39. Buyer Stage #4Experiencing a limitation, problem, or obstacle with his current1 Status Quosituation but has NOT yet chosen to buy a solution.Actively interested in educating himself about what solutions2 Priority Shiftare possible.Committed to resolving the problem, focused on building a3 Researchbusiness case & looking for leading experts.Has a business case, feels confident narrowing focus topossible options for a short list. The transition point to a sales4 Identify Optionsopportunity.4. Identify OptionsIdentified your company as a viable option, but new5 Step Backsinformation or concerns cause hesitation and reevaluation Has a business case, feels confident6 Validation narrowing focusonto possible the final decision.that your company isoptions the short list and needs to make sure his assumptions are true before making for a shortislist.to make atransition point to Buyer ready The purchase decision. final negotiations,7 Choice a sales Use a great customer-focused proposal template.opportunity. 40. Buyer Stage #5 Experiencing a limitation, problem, or obstacle with his current1 Status Quo situation but has NOT yet chosen to buy a solution. 5. Step Backs Actively interested in educating himself about what solutions2 Priority Shift Identified your company as a viable are possible. option, but new information or building a Committed to resolving the problem, focused on3 Research business case, looking for leading experts on the subject concerns business case, feels confident narrowing focus to Has a cause hesitation and4 Identify Options reevaluation. for a short list. The transition point to a sales possible options opportunity. Identified your company as a viable option, but new5 Step Backs information or concerns cause hesitation and reevaluation your company is on the short list and needs to make sure that6 Validation of Beliefshis assumptions are true before making the final decision. Buyer is ready to make a purchase decision. final negotiations,7 Choice & CommitmentUse a great customer-focused proposal template. 41. Buyer Stage #6 Experiencing a limitation, problem, or obstacle with his current1 Status Quo situation but has NOT yet chosen to buy a solution. Actively interested in educating himself about what solutions2 Priority Shift are possible. 6. Validation of Beliefs Committed to resolving the problem, focused on building a3 Research Your company is on the short list and business case, looking for leading experts on the subject Has a business case, feels confident narrowing focus to the buyer needs to make sure that his possible options for a short list. The transition point to a sales4 Identify Options opportunity. assumptions are true before makingIdentified your company as a viable option, but new5 Step Backs the final decision. cause hesitation and reevaluationinformation or concerns your company is on the short list and needs to make sure that6 Validation his assumptions are true before making the final decision. Buyer is ready to make a purchase decision. final negotiations,7 Choice Use a great customer-focused proposal template. 42. Buyer Stage #7Experiencing a limitation, problem, or obstacle with his current1 Status Quosituation but has NOT yet chosen to buy a solution.Actively interested in educating himself about what solutions2 Priority Shiftare possible.Committed to resolving the problem, focused on building a3 Researchbusiness case, looking for leading experts on the subjectHas a business case, feels confident narrowing focus to 7. Choice & Commitmentpossible options for a short list. The transition point to a sales4 Identify OptionsBuyer is ready to make a purchaseopportunity.decision! Finalcompany as a viable option, but newIdentified your negotiations.5 Step Backsinformation or concerns cause hesitation and reevaluationyour company is on the short list and needs to make sure that6 Validationhis assumptions are true before making the final decision.Buyer is ready to make a purchase decision. final negotiations,7 ChoiceUse a great customer-focused proposal template. 43. 7 Buyer Stages Sales1 Status QuoStages2 Priority Shift4 Identify Options3 Research5 Step BacksMarketing6 Validation Stages7 Choice 44. Marketing 1, 2, 3 The buyer is not ready tobe sold! But you still want to gainattention 45. Attracting Buyers in Stage 1, 2, 3 Build Credibility & Trust with prospects Understand their wants & needs Speak their language Create magnetic client content Share content on respected channelsCopyright, 201245 46. Create & Publish Contentto help the right customers find you ContentWeb Searches Your AreasOpportunity & Discussion of ExpertiseZoneTopics 47. What Do Stage 1 Buyers Want to Know?1. Status QuoExperiencing a limitation or problemwith his current situation but has NOTyet chosen to buy a solution. Articles & Webinars about Industry trends Problems and pain points (& how they can stop suffering) What are companies like theirs doing? 48. Stage 1 - Why bother?1. Status QuoExperiencing a limitation or problemwith his current situation but has NOTyet chosen to buy a solution. Hes NOT ready to buy! 49. Stage 1 - Why bother?What happens to move the buyer to Stage 2? 1. Status Quo Experiencing a limitation or problem with his current situation but has NOT yet chosen to buy a solution.2. Priority Shift Actively interested in educating him- self about what solutions are possible. 50. The Window of Dissatisfaction Its when the buyer moves to Stage 2 51. The Window of Dissatisfaction Its when the buyer moves to Stage 2 52. The Window of Dissatisfaction Its when the buyer moves to Stage 2 Will yoube ready? 53. What Do Stage 1 Buyers Want to Know?1. Status QuoExperiencing a limitation or problemwith his current situation but has NOTyet chosen to buy a solution. Articles & Webinars about Industry trends Problems and pain points (& how they can stop suffering) What are companies like theirs doing? 54. What Do Stage 2 Buyers Want to Know?2. Priority Shift Actively interested in educating him- self about what solutions are possible. Educational content Status quo pain-to-solution scenarios Expand on industry trends Hard facts & statistics, but in a story format Business value of solving problems 55. What Do Stage 3 Buyers Want to Know? 3. ResearchCommitted to resolving the problem,focused on building a business case &looking for leading experts. Discuss risks How does your expertise mitigate the risks? Enlarge their thinking in strategic ways Consider needs of influencers, stakeholders,and colleagues 56. Sales = 4, 5, 6, 7Sales Stages4 Identify Options5 Step Backs6 Validation7 Choice 57. What Do Stage 4 Buyers Want to Know?4. Identify OptionsHas a business case, feels confidentnarrowing focus to possible options fora short list. The transition point to asales opportunity. Yay! Customer success stories Industry developments that confirm buyers resolve Added value & expertise from your company 58. What Do Stage 5 Buyers Want to Know? 5. Step BacksIdentified your company as a viableoption, but new information orconcerns cause hesitation andreevaluation. Turn the buyer around What are the common objections? Transparent & up front about the buyers concerns 59. What Do Stage 6 Buyers Want to Know?6. Validation of Beliefs Your company is on the short list and the buyer needs to make sure that his assumptions are true before making the final decision. The About Us company web page Testimonials from customers Third-party endorsements 60. What Do Stage 7 Buyers Want to Know? 7. Choice & CommitmentBuyer is ready to make a purchasedecision! Final negotiations. A great buyer-focused proposal template Third-party assessment or certifications Buyer-focused contract elements 61. Partner Marketing Content Webinars White Papers Blog Posts Video Blogs Social MediaPromotion using Email, LinkedIn, Facebook, YouTube & Twitter Copyright, 201261 62. On-Site Evaluation(Gold only) Improves your credibilitywith clients Enables us to sell yourservices assertively 100-point comprehensive assessment suitable for prospect review Business Marketing Technical Infrastructure Security LocationBased on industry standards & guidelines Recruiting Trainingwith a goal of improving your salesCopyright, 201262 63. Why Clients Love Accelerance! Free objective advice Rapid ReferralSM Free partner referrals The free software outsourcing vendor referral service Choice of technologies & global locations We speak American and English too! y un poco de espaol tambin We wrote the book (literally)Copyright, 2012 63 64. Next Steps Download the Secrets to Selling eBook Apply to join the network on the Accelerance website Raffle for free copy ofSoftware without Borders [email protected]+1-650-472-3785 x101Copyright, 201264
