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Sales Transformation

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SalesChannel International
SalesChannel International

The Sales Cycle is dead, welcome to the Buyer's Journey. Selling Cloud Services means aligning with the Buyer Journey and creating compelling value propositions that will move the buyer to action. Success in sales requires anticipating and eliminating multiple barriers to sales that exist along the Buyer’s Journey. Selling services means mastering the art of ‘communicating the invisible’ and describing the benefits of your services in terms of the problems that they solve for your customers.

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Leverage Microsoft’s position www.flickr.com/photos/brandondoran/5427637688
Office 365 is the BIG opportunity 3
Lead the way forward www.flickr.com/photos/36182550@N08/3347465868
It’s all about leading…. SalesChannel Europe ©2009 SalesChannel Europe. All rights reserved 5
Rethink your business
…and enable all sales channels
…and get a handle on the key levers http://www.flickr.com/photos/linneberg/5371017956/
Find 3 Take Aways www.flickr.com/photos/jamesjordan/3026672665
3 Drivers of Sales Transformation
1 Implications of Selling Cloud Services 2 Implications of the Buyer’s Journey 3 The Buyer’s Decision Making Process
1. Product vs solution selling www.flickr.com/photos/kanaka/2395419030
Office 365 Airlift, London, UK. 12th - 14th April 2011
Product or solution? Or usage scenario? 14 www.flickr.com/photos/orinrobertjohn/114430223
2. Communicate the invisible
3. Use Partners to augment the customer experience
SOHO/SMB Customer Syndication SOHO/SMB Partner Customer SOHO/SMB Customer Trusted Advisors Partner Channel Sales Training Support Consulting & Advice Sales Activation Eco-system Migration Business Process Service Migration 19
1 Implications of Selling Cloud Services 2 Implications of the Buyer’s Journey 3 The Buyer’s Decision Making Process
1. Selling vs Buying www.flickr.com/photos/superzelle/4608034587
Remember the Buyer’s Journey Search Refer Find Support Qualify Up-sell Try Manage Buy Activate
Tipping the funnel Josh Bernoff & Charlene Li Josh Bernoff & Ted Schadler
Influence is spread through social media
Target tomorrow’s customers
Capture their attention
Eliminating barriers to success 27 Office 365 Airlift, London, UK. 12th - 14th April 2011
AND thinking
AND execution Office 365 Airlift, London, UK. 12th - 14th April 2011 www.flickr.com/photos/artwithrays/3919906312
Avoid ‘Hole-in-one’ thinking Office 365 Airlift, London, UK. 12th - 14th April 2011 www.flickr.com/photos/turbotoddi/2932650574
Co-creation thinking
2. Manage multiple touch points/multiple channels Direct & Partners Enterprise Online & Partners Midmarket Online Channel Telesales SOHO & SMB Partners
Go-To-Market Mapping by Solution Partnership Channel Structure Services Providers Residential & Enterprise Profiles Customers OEMs TEMs T1 MNC Strategic Alliances System Integrators & ENT T2 Network Integrators SI&NI /Geographic T3 SME T1 Partners Partnerships VSP SOHO/SMB Direct Sales / BCS Residential Smaller SPs & ASPs MyCall® Telephony & Video TEMs: NIs: Service Providers Types: Customer Segmentation:  Nokia  Telindus  Incumbents  MNC: multiple Int’l sites  Alcatel  Getronics  Tier 1 Operators  ENT: 500+ ext MyCall® Media  Sonus  PABX Installers  Alternate Operators:  SME: 20-500 ext  Siemens  Local NIs Tier 2/3  Retail: 10-20 ext MyCall® Triple Play  Nortel T1 Partners:  ISPs  SOHO/SMB: 2 -10 ext  Huawei  HP  VSPs, VNOs  Residential  Ericsson  IBM  Mobile Operators Secured IP Trunking & VPN IPCentrex™ Telephony & Video SIs:  BEA  MVNO. MVNE  Logica/CMG ASP (W/S):  ASP IPCentrex™ Telephony & Video  T-Systems  Private Label  Atos/Origin Influencers: Contact Center & IVR  Capgemini  BEA  Accenture  Microsoft  HP / IBM  Oracle  Local /Global SIs  Intel  Local SIs  Industry A’lysts Office 365 Airlift, London, UK. 12th & 14th April 2011
Learning preferences by Channels of Choice Never looks at Visits web-site Qualifies Self- web-site, wants briefly, then Online but Guided face-2-face calls to Qualify Calls to Online meeting Close Sales Web- Web- Agnostic Centric Uses Web Site Qualifies Chats to find Online but Online Contact takes to Close Information Face2Face Deal to Close
Buyer’s Journey or Channel of Choice? www.flickr.com/photos/1suisse/4206046108
Create a compelling Value Proposition Product Service Customer Experience
3. Keep it simple www.flickr.com/photos/xrrr/2321685873
1 Implications of Selling Cloud Services 2 Implications of the Buyer’s Journey 3 The Buyer’s Decision Making Process
1. B2B vs B2C. Who is the Decision Maker? www.flickr.com/photos/orangeacid/1383051245
Understand how they decide
Buyer Personas SalesChannel Europe ©2010 All rights reserved
Target different buyer personas
MIT GSM Experiment
2. Channels of Choice 44
Let them choose Office 365 Airlift, London, UK. 12th - 14th April 2011
3. Help them to self-qualify
SPAM: (R = 0) Persona-Based Website Office 365 Airlift, London, UK. 12th - 14th April 2011
Persona-Based Website 48 Office 365 Airlift, London, UK. 12th - 14th April 2011
1 Implications of Selling Cloud Services 2 Implications of the Buyer’s Journey 3 The Buyer’s Decision Making Process
Key Take Away: www.flickr.com/photos/jamesjordan/3026672665
Sales Centric thinking The E2E Customer Experience
Customer Experience Map Phases Feelings Memory Impact on Loyalty WOW “I Love it” High Share with Many Enjoyable “I like it” Mid Share with few Functional “Works for me” Low Neutral Uneventful “OK” None Decrease Missed it “I Don’t Like it” Mid 66% decrease Never Again “I hate it” High 100% Loss Office 365 Airlift, London, UK. 12th - 14th April 2011
Why is Customer Experience critical? Retention 50% Sales How do you create a great Customer Experience?
Innovation, new ideas and trial and error www.flickr.com/photos/nationaalarchief/4193508328
Be available for the customer 55
Surpass their expectations www.flickr.com/photos/hadaway/237339127
Failure comes early success Takes time
Get it right Office 365 Airlift, London, UK. 12th - 14th April 2011 www.flickr.com/photos/winemegup/3641912321
Office 365 Airlift, London, UK. 12th - 14th April 2011 www.flickr.com/photos/horacio/3781750
Office 365 Airlift, London, UK. 12th - 14th April 2011 www.flickr.com/photos/horacio/3781750

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Sales Transformation

  • 1.
  • 2. Leverage Microsoft’s position www.flickr.com/photos/brandondoran/5427637688
  • 3. Office 365 is the BIG opportunity 3
  • 4. Lead the way forward www.flickr.com/photos/36182550@N08/3347465868
  • 5. It’s all about leading…. SalesChannel Europe ©2009 SalesChannel Europe. All rights reserved 5
  • 7. …and enable all sales channels
  • 8. …and get a handle on the key levers http://www.flickr.com/photos/linneberg/5371017956/
  • 9. Find 3 Take Aways www.flickr.com/photos/jamesjordan/3026672665
  • 10. 3 Drivers of Sales Transformation
  • 11. 1 Implications of Selling Cloud Services 2 Implications of the Buyer’s Journey 3 The Buyer’s Decision Making Process
  • 12. 1. Product vs solution selling www.flickr.com/photos/kanaka/2395419030
  • 13. Office 365 Airlift, London, UK. 12th - 14th April 2011
  • 14. Product or solution? Or usage scenario? 14 www.flickr.com/photos/orinrobertjohn/114430223
  • 15.
  • 16. 2. Communicate the invisible
  • 17.
  • 18. 3. Use Partners to augment the customer experience
  • 19. SOHO/SMB Customer Syndication SOHO/SMB Partner Customer SOHO/SMB Customer Trusted Advisors Partner Channel Sales Training Support Consulting & Advice Sales Activation Eco-system Migration Business Process Service Migration 19
  • 20. 1 Implications of Selling Cloud Services 2 Implications of the Buyer’s Journey 3 The Buyer’s Decision Making Process
  • 21. 1. Selling vs Buying www.flickr.com/photos/superzelle/4608034587
  • 22. Remember the Buyer’s Journey Search Refer Find Support Qualify Up-sell Try Manage Buy Activate
  • 23. Tipping the funnel Josh Bernoff & Charlene Li Josh Bernoff & Ted Schadler
  • 27. Eliminating barriers to success 27 Office 365 Airlift, London, UK. 12th - 14th April 2011
  • 29. AND execution Office 365 Airlift, London, UK. 12th - 14th April 2011 www.flickr.com/photos/artwithrays/3919906312
  • 30. Avoid ‘Hole-in-one’ thinking Office 365 Airlift, London, UK. 12th - 14th April 2011 www.flickr.com/photos/turbotoddi/2932650574
  • 32. 2. Manage multiple touch points/multiple channels Direct & Partners Enterprise Online & Partners Midmarket Online Channel Telesales SOHO & SMB Partners
  • 33. Go-To-Market Mapping by Solution Partnership Channel Structure Services Providers Residential & Enterprise Profiles Customers OEMs TEMs T1 MNC Strategic Alliances System Integrators & ENT T2 Network Integrators SI&NI /Geographic T3 SME T1 Partners Partnerships VSP SOHO/SMB Direct Sales / BCS Residential Smaller SPs & ASPs MyCall® Telephony & Video TEMs: NIs: Service Providers Types: Customer Segmentation:  Nokia  Telindus  Incumbents  MNC: multiple Int’l sites  Alcatel  Getronics  Tier 1 Operators  ENT: 500+ ext MyCall® Media  Sonus  PABX Installers  Alternate Operators:  SME: 20-500 ext  Siemens  Local NIs Tier 2/3  Retail: 10-20 ext MyCall® Triple Play  Nortel T1 Partners:  ISPs  SOHO/SMB: 2 -10 ext  Huawei  HP  VSPs, VNOs  Residential  Ericsson  IBM  Mobile Operators Secured IP Trunking & VPN IPCentrex™ Telephony & Video SIs:  BEA  MVNO. MVNE  Logica/CMG ASP (W/S):  ASP IPCentrex™ Telephony & Video  T-Systems  Private Label  Atos/Origin Influencers: Contact Center & IVR  Capgemini  BEA  Accenture  Microsoft  HP / IBM  Oracle  Local /Global SIs  Intel  Local SIs  Industry A’lysts Office 365 Airlift, London, UK. 12th & 14th April 2011
  • 34. Learning preferences by Channels of Choice Never looks at Visits web-site Qualifies Self- web-site, wants briefly, then Online but Guided face-2-face calls to Qualify Calls to Online meeting Close Sales Web- Web- Agnostic Centric Uses Web Site Qualifies Chats to find Online but Online Contact takes to Close Information Face2Face Deal to Close
  • 35. Buyer’s Journey or Channel of Choice? www.flickr.com/photos/1suisse/4206046108
  • 36. Create a compelling Value Proposition Product Service Customer Experience
  • 37. 3. Keep it simple www.flickr.com/photos/xrrr/2321685873
  • 38. 1 Implications of Selling Cloud Services 2 Implications of the Buyer’s Journey 3 The Buyer’s Decision Making Process
  • 39. 1. B2B vs B2C. Who is the Decision Maker? www.flickr.com/photos/orangeacid/1383051245
  • 41. Buyer Personas SalesChannel Europe ©2010 All rights reserved
  • 44. 2. Channels of Choice 44
  • 45. Let them choose Office 365 Airlift, London, UK. 12th - 14th April 2011
  • 46. 3. Help them to self-qualify
  • 47. SPAM: (R = 0) Persona-Based Website Office 365 Airlift, London, UK. 12th - 14th April 2011
  • 48. Persona-Based Website 48 Office 365 Airlift, London, UK. 12th - 14th April 2011
  • 49. 1 Implications of Selling Cloud Services 2 Implications of the Buyer’s Journey 3 The Buyer’s Decision Making Process
  • 50. Key Take Away: www.flickr.com/photos/jamesjordan/3026672665
  • 51. Sales Centric thinking The E2E Customer Experience
  • 52. Customer Experience Map Phases Feelings Memory Impact on Loyalty WOW “I Love it” High Share with Many Enjoyable “I like it” Mid Share with few Functional “Works for me” Low Neutral Uneventful “OK” None Decrease Missed it “I Don’t Like it” Mid 66% decrease Never Again “I hate it” High 100% Loss Office 365 Airlift, London, UK. 12th - 14th April 2011
  • 53. Why is Customer Experience critical? Retention 50% Sales How do you create a great Customer Experience?
  • 54. Innovation, new ideas and trial and error www.flickr.com/photos/nationaalarchief/4193508328
  • 55. Be available for the customer 55
  • 56. Surpass their expectations www.flickr.com/photos/hadaway/237339127
  • 57. Failure comes early success Takes time
  • 58. Get it right Office 365 Airlift, London, UK. 12th - 14th April 2011 www.flickr.com/photos/winemegup/3641912321
  • 59. Office 365 Airlift, London, UK. 12th - 14th April 2011 www.flickr.com/photos/horacio/3781750
  • 60. Office 365 Airlift, London, UK. 12th - 14th April 2011 www.flickr.com/photos/horacio/3781750