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Strategies and Tools to Help you Cross-sell and Up-sell
Bill Vlandis
Wendy Smith
Clayton Moulynox
Feb ’08 Stevens Pass, WashingtonOct ’06 Panaitan Island, Indonesia
Oct ’08 North Shore, OAHU Aug ’09 Sydney
Why are we here
Why are we here
The Fisherman
Some Rules of Marketing
40 – 40 - 20 (Freeman F. Gosden)
It costs 5 times more to sell to a new customer than to an existing customer
“Rescuing defected customers costs 100 times more than keeping existing customers. ... because current customers are 10 times easier to sell than new customers.” (www.marketingprofs.com)
If you get the right message to the right person at the right time they will engage
Fishing where the fish are?
Office (32%)
Win Server & WESS (30%)
SQL Server (12%)
Exchange Server (9%)
Other – 19 categories (15%)Chart: Microsoft SMB Breadth Revenue FY09, % by products
Fishing where the fish are?
Office (32%)
Win Server & WESS (30%)
SQL Server (12%)
Exchange Server (9%)
Other – 19 categories (15%)Chart: Microsoft SMB Breadth Revenue FY09, % by products
Using analysis for contact strategy
PRIORITY 1All highlighted
PRIORITY 2All non highlighted
Taking the message to marketUpgrade The
Desktop
Virtualisation& Management
Business Insights
Business Servers
Comms & Collaboration
Office No Better Time
The Value of VL
LOB Apps
Web Platform
Business Ready Security
Helping you generate demand
partner.microsoft.com/australia
Messaging and Value Props
Customer Emails and Images
Banner Ads , HTML, Flyers
Sales Cards & Telesales Scripts
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Wendy SmithCustomer Opportunity Insights Tool
Customer Insights Tool (CIT)
Demonstration
Microsoft Customer Opportunity Insights Tool_ TOP VAR V2_Demo.accdb
How do I get access to the Customer Insights Tool?
?Please come and talk to me or your PAM if you are keen to be involved in the Top VAR initiative
Be part of the Top VAR initiativeTransact a minimum $10k Open
Contact your PAMContact me:
Clayton MoulynoxGeneral Manager, Evolve IT
Voice of the Partner
• Clayton Moulynox, General Manager, Evolve IT Australia
• Established 1993• 20 staff across VIC and WA• Moved from break-fix to “MSP”
• Focus on business engagement, not technical engagement.
• Leverage resources available to us through the MPN.• Active within the partner community.
Using Customer Insights Tool• Is NOT:
– A silver bullet– Going to sell for you
• Is:– A resource you can leverage– A tool to add to your sales toolkit
Evolve IT has adopted the CIT as:– A driver for account management planning.– A tool for identifying targeted marketing prospects.
CIT: Account Management Planning
• We all do Key Account Management Plans – Don’t we?• Gives us foresight & predictability in to the next logical
opportunity.• Proactively bringing the opps to the client gives them
confidence that you’re thinking about their business.• Allows you to uncover latent opps = better chance of
winning!
• Real Life Example: A Victorian sporting body...
CIT: (very) Targeted Marketing• We generally perform targeted marketing, not broad
reach.• CIT filters can identify clients to include in very targeted
marketing campaign.• E.g. “Breadth Commercial -> Lower Mid-Market ->Office
upgrade opp”.• Try and coincide these with Microsoft Customer
Campaigns.
• TOPVar Marketing Playbooks...
Summary• A tool to leverage, not an answer to selling• Integrate in to your sales/marketing processes• Customer Insights Tool adds value by:
– Saving you time– Helps drive positive customer conversations– Uncovers latent sales opportunities which help you win
NEXT STEPS
• Download your Customer Insights Opportunity Tool • email [email protected] or • go to the Partner Portal for more
information link
• Leverage the marketing materials on the Partner Marketing Centre Here
Up-selling and Cross-selling to Small and Mid-size customers Workshop
Thursday at 4:00pm-5:40pm
in marketing funds for your business
$5000
Attend the Marketing Workshop and you could win...
... or a new Lenovo S10e
SMB Specific Sessions
Session Title Time Room
Compete strategies for defeating emerging competition in the small and mid-size business space
11:00am-11:45am
Room 8
Software + Services Business Models in the Real World (panel discussion)
12:00pm – 12:45pm
Room 8
How to help small and mid-size customers streamline and secure their businesses.
1:45pm – 2:30pm
Room 8
Soft Skills: How to develop successful marketing strategies for the small to mid-size business space
2:45pm – 3:30pm
Room 8
How to drive smart business decisions using Business Intelligence
4:00pm – 4:45pm
Room 8
Soft Skills: How to sell to small to mid-size businesses in tough economic times
4:55pm – 5:40pm
Room 8
Workshop: Up-selling and cross-selling to your small and mid-size customer
4:00pm – 5:40pm
Arena 1A
Thursday 3rd September
SMB Specific Sessions
Session Title Time Room
Windows 7: The Sales Opportunity in SMB 11:00am-11:45am
Room 8
Workshop: Securing new small or mid-size business customers via enhanced sales skills and better pipeline management
11:00am – 12:45pm
Arena 1A
IW & UC. Prepare for tomorrow while driving success in your business today
12:00pm – 12:45pm
Room 8
Soft Skills (repeat): How to sell to small to mid-size businesses in tough economic times
12:55pm-1:40pm
Meeting Room 4
Friday 4th September