1. Optimizing Customer
acquisition with OpenERP
PRESENTER
MARNIX COENAERTS
CHANNEL ACCOUNT MANAGER

2. Agenda
— Publisher Partner Relationship
— Top Mistakes and missed opportunities
— Some definitions
— Bridging Gaps under Constraints
— Prepare, Be prepared and Be confident
— Winning Strategies
— Winning Tools
— Summary
— Questions and Answers

3. Publisher Partner Relationship
Roles Services
OpenERP Publisher
Marketing
Develop new versions Upgrade to new versions
Maintain stable versions Unlimited bug fix on stable versions
OpenERP Partner
Sales Cycle Management
Customer implementation Custom development
After-sale service Customer support

4. TOP Mistakes
— Wasting too much time on non-valuable
prospects due to a bad qualification (no budget).
— Selling OpenERP Enterprise separately from the
main project quote.
— Too much focus on new customers rather than
leveraging existing customer base
— Developing first, selling after
— Low pricing:
a better product should have a higher price.
— Non-diversified team

5. TOP Missed Opportunities
— Post content to your website:
¡ Content attracts visitors and generates leads
¡ Copy/paste our content
¡ Publish all your documents
— Integrate our content automatically:
¡ Customer feedback on Twitter: http://bit.ly/nd4st1
¡ Integrate our planet in your website through RSS
— Lead generation:
¡ Contact form to download content
¡ Slideshare Pro accounts allows lead generation on
content
¡ http://paywithatweet.com

6. TOP Missed Opportunities
— Communicate your achievements on your blog
Example: 1 blog post/month and 2 twitter
posts/day brings you 2,400 visits/month
¡ All your twitter messages should link to one of your blog posts
¡ Your blog pages should contain banners to your leads
acquisition page in the side column
— So create accounts for your company on:
¡ Facebook page (not group), Twitter, LinkedIn, Slideshare,
Youtube
¡ Connect all these accounts together using their plugins
¡ When you post on twitter, it is posted on all others

7. Definition of Acquisition
Acquisition
1. the act of acquiring or gaining possession
2. something acquired
3. a person or thing of special merit added to a group
4. Astronautics: the process of locating a spacecraft,
satellite, etc., esp by radar, in order to gather
tracking and telemetric information

8. Definition of Customer Optimization
Op·ti·mize
To make as perfect or effective as possible.
Customer Optimization
Definition 1
The optimal consumption bundle is the point
representing a consumption bundle that is on
the highest possible indifference curve
that is on or inside the consumer's budget constraint

9. Definition of Customer Optimization
Definition 2
To position an economic entity such that it functions,
as well as possible, given constraints that it might be
subject to
In economic theory, it is generally assumed that all
economic agents are rational and show optimizing
behavior, although
this is rarely the case in reality !
Why ?

10. Bridging Gaps under Constraints
— Functionality GAP between Standard OpenERP
V6 and customer needs
— Subjective Gap between perception and reality
¡ Solutionsonly exist in the mind of the buyer
¡ Buying remains an emotional decision
¡ People buy from people

11. Bridging Gaps under Constraints
— Bridge by finding most optimal
communication mode allowing
¡ Interactivity between all parties involved
¡ To understand and make visible/tangible customers needs
the expressed ones, as well as, less formally expressed ones
¡ Sharing mutual experience
¡ Showing and present potential value add
— Goal - partner being perceived as:
¡ in control and able to deliver proposed Value for Money
¡ trustworthy business partner

12. Bridging Gaps under Constraints
— Internal and external constraints:
¡ External : budget, IT maturity of a prospect, different opinions
¡ Internal: customer industry references
— Lack or limited info about
¡ Customer and past experiences
¡ Industry dynamics
¡ Competition
— Relational constraints :
¡ Trusted advisor or just another supplier
¡ Push and pull communication mode

13. Prepare,
Be Prepared and Be Confident
How to price?
Is this feasible?
How long is it going to take?
How much is it going to cost ?
After demo: What do we do from here?
I m not sure OpenERP is the right solution yet

14. Winning Strategies : Sales Cycle
To do during your first customer meetings:
¡ Customer and project qualification
¡ OpenERP demonstration
¡ Project Planning to be drafted
¡ Next steps and methodology

15. Winning Strategies
Consumption bundle
Implementation project Out-of-the-box
Service offer (man*days) Packaged offer
Analysis Installation/Online pack
1 1
Custom Development Configuration
2 2
Configuration User training
3 3
User training Support/Maintenance
4 4
Support/Maintenance
5

16. Winning Tools: Mindmap

17. Winning Tools: Demo
— A good DEMO gets your prospect excited
— A good DEMO insures you to be shortlisted
— A good DEMO sets the expectations right
— A good DEMO is worth a thousand words
— Competitors have better presentations, but no DEMO.
PRACTICE,
AND TRAIN YOUR SALES STAFF!

18. Winning Tools: Demo
— Always give the same demo
¡ The more you practice, the more comfortable you will be
¡ Always use the same environment to reduce the risk of error
— Use a generic scenario
¡ Avoid getting into details that will break the flow of presentation
¡ The goal is to impress rather than to meet requirements
à Show valuable features, not details the customer wants
to see
— Structure of a good demo
¡ Web interface: dashboards, list of features through menus, views
¡ Business flow: Keep It Simple
¡ Customization: View designer, workflow designer

19. Winning Tools: GAP Analysis Sheet
— The gap is a part of the full OpenERP implementation
methodology
— It is easy and fast to sell
— It is a very low risk - Deliverable is a document
specifying an estimation
— This is exactly what the end users are looking for; most
of the time they just don t know it yet
— The partner gets a non-negligible part of the revenues:
very complimentary, no frustration
— It trains the audience very efficiently
— It is part of a very sane approach to implementation
projects that reassures both partners and end users
(risk reduction)

20. Winning Tools: GAP Analysis Sheet
The sample Gap makes your customers fall
off their chair/light bulb turns on
You should show it (or at least mention it if
the timing is not good) at the end of every
demo
It is a logical next step

21. Winning Tools: GAP Analysis Sheet

22. Winning Tools: GAP Analysis Sheet

23. Winning Tools: GAP Analysis Sheet

24. Winning Tools: GAP Analysis Sheet

25. Winning Tools: GAP Analysis Sheet

26. Winning Tools: GAP Analysis Sheet
— This works for EVERYBODY involved in
sales cycles
— The more you know about the methodology,
the better you will be at selling:
¡ be confident => brings and shows confidence
¡ show flexibility, you don't sell packs so show
your customer you can tailor the
implementation according to his situation

27. Winning Tools: GAP Analysis Sheet
— A gap analysis is an optional but highly recommended
— Match OpenERP with the client s needs
— Convince the client on the feasibility of the project
— Allow the customer to exit the project with limited
investment if the results do not reach expectations
— Save time on the technical phase
— Give an estimation of project time & costs at a 70%
certainty in a limited time (2-6 days)
— ........GAP_analysis-openerp.xls

28. Summary
— Go for the most optimal face-to-face communication
mode
— Qualify and decide GO / NO GO depending on ability to
handle current constraints as community member
— Create opportunities to share and present
partner value add and OpenERP strenghts
— Building up in a structured and interactive way the
solution in the mind of the buyers(s)
— Supported by a proven methodology and tools
perceived as professional, sound and flexible
— Enabling rational decision taking in favour of
trustworthy perceived business partners

29. Questions & Answers
Happy Selling
Thank YOU