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Professional Services Sales Techniques & Methodology

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A prescribed and simple sales process is key to the timely and accurate positioning of Professional Services. The attached presentation describes a simple process and techniques that have worked well for Enterprise Software companies of medium to large sizes.

Publicada em: Serviços
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Professional Services Sales Techniques & Methodology

  1. 1. Ambareesh Kulkarni
  2. 2. Customer Engagement Life Cycle 1.0 Identify 2.0 Qualify 3.0 Propose 4.0 Negotiate 5.0 Deliver 6.0 Support
  3. 3. Customer Engagement Life Cycle 1.0 Identify 2.0 Qualify 3.0 Propose 4.0 Negotiate 5.0 Deliver 6.0 Support Lead Opportunity Project Sales Process Delivery process Funnel Backlog
  4. 4. Responsibilities of Sales/Services team 1.0 Identify 2.0 Qualify 3.0 Propose 4.0 Negotiate 5.0 Deliver 6.0 Support Lead Opportunity Project Sales Process Delivery process Pipeline Backlog Sales Services Delivery team
  5. 5. Services Sales Charter • Identify new service opportunities in existing install base • Identify new service opportunities with new customers • Manage pricing and positioning of Statements of Work made to the customer • Close business (signed and approved paperwork) • Forecast & Maintain accurate pipeline
  6. 6. Identify Service Opportunities 1.0 Identify 2.0 Qualify 3.0 Propose 4.0 Negotiate 5.0 Deliver 6.0 Support • Identify new service opportunities • Greatest revenue will come from existing install base • 80% of revenue will come form 20% of current customer accounts • Leads come from: Marketing activities, Strategic account managers, Personal contacts & Consultants
  7. 7. Qualify Service Opportunities 1.0 Identify 2.0 Qualify 3.0 Propose 4.0 Negotiate 5.0 Deliver 6.0 Support • Funding: Does the customer have the budget available for the proposed project? • Timing: When does the customer need to start? • Competition: How are we well positioned? How many competitors are we bidding against? • Services Expertise: Have we delivered this type of project before? Does the services group have the required resources to deliver the project?
  8. 8. Qualify Service Opportunities 1.0 Identify 2.0 Qualify 3.0 Propose 4.0 Negotiate 5.0 Deliver 6.0 Support Sirens’ Song: The more bids that we submit, the more business will be won and the more profit there will be Boulder ahead: Bidding on services opportunities that have a low probability of being won can be the most expensive mistake we can make
  9. 9. Qualify Service Opportunities 1.0 Identify 2.0 Qualify 3.0 Propose 4.0 Negotiate 5.0 Deliver 6.0 Support • If there is less that 50% chance of winning, best thing to do is walk away • Apply rigorous Bid/No Bid evaluations: – # of competitive bidders – Estimated effort to complete the proposal – Estimated total revenue & gross margin – Estimated probability of winning the project – Estimated start date
  10. 10. Propose Service Solution 1.0 Identify 2.0 Qualify 3.0 Propose 4.0 Negotiate 5.0 Deliver 6.0 Support • This is the step where a Statement of Work is created • Know the different types of services offerings that are available (see next slide) • Ensure that the opportunity is qualified and the customer is familiar with the products being proposed
  11. 11. Propose Service Solution 1.0 Identify 2.0 Qualify 3.0 Propose 4.0 Negotiate 5.0 Deliver 6.0 Support Offering Description Time & Materials Pay by the drink. High Value and aligns priorities. Fixed Price Highest risk. Customer’s perceived value is high. Shows confidence on our part. Packaged offering Easy to sell, High value and creates potential upsell opportunities. Bundled with software Easy to sell & easy to buy. Gets our foot in through the door. High risk of expectation mismatch.
  12. 12. Negotiate 1.0 Identify 2.0 Qualify 3.0 Propose 4.0 Negotiate 5.0 Deliver 6.0 Support • This is the step where the customer is seeking clarifications on the SOW • The customer may also want to negotiate on price, timelines etc. – Typical tactic: Request a T&M proposal and then ask that we fix price it! Can be done, with appropriate markups (about 20-20%). – Get agreement on ‘walk away’ price.
  13. 13. Negotiate – New Rate Card 1.0 Identify 2.0 Qualify 3.0 Propose 4.0 Negotiate 5.0 Deliver 6.0 Support
  14. 14. Delivery - Preparation 1.0 Identify 2.0 Qualify 3.0 Propose 4.0 Negotiate 5.0 Deliver 6.0 Support • Once signed SOW and PO is received, resourcing process begins • Typical lead time 4-6 weeks • Consultants are assigned based on skills set and availability • Consultants can be sourced Globally
  15. 15. Delivery – Project Start 1.0 Identify 2.0 Qualify 3.0 Propose 4.0 Negotiate 5.0 Deliver 6.0 Support • Consultants follow delivery methodology outlined in the SOW • Kick off call to be scheduled with customer – AD or SE to help schedule – Consultant will query customer on readiness (pre-reqs.) – Start-date and time to be agreed upon • Project admin. makes travel arrangements • Implementation begins
  16. 16. Opportunity forecasting • Critical for us to manage treacherous supply-demand curves • Inaccurate forecasting can lead to a deep and expensive hole or, at the minimum, a lost revenue opportunity
  17. 17. Payment Schedule Most favorable • Time & Materials • Gives us the most flexibility and contractual protection. Less Favorable • Fixed Price or Milestone based • Commercially viable only if appropriate markup is added. Even Less Favorable • Not to Exceed • Risk Exposure is very high with no upside. Least Favorable • Carve out from Software • Equivalent to giving services away for free and includes all of the risks mentioned above.

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