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Sales to US ClientsSteps. Expectations. Recommendations.
Zhenya RozinskiyTechnology Leader
24+ years in IT16+ years in Outsourcing
I am your CUSTOMER
Introduce Yourself• Name• Company• Your role• Company primary business• What is the main question you hope to
get an answer to today
“Give a man a fish and you feed him for a day; teach a man to fish and you feed him for a
lifetime.”
Rough Agenda
• Understanding Corporate Culture in the US• Where do you look for clients• Presenting yourself and your company• From lead to a client• Diversification• Pixel Perfect
What not to expect
Я не знаю где зарыто золото
Stories You Are About to Hear Are TRUE!
Names Have Been Changed to Protect the Innocent!
Corporate World
• Technology vs. Non Technology• Internal IT vs. External IT• Startup, Mid-Size, “Corporate”• Company Location
Market Segments
• Healthcare• Financials• Government• Technology• E-Commerce• Social• ….
Healthcare Example
HealthCare
Payer
Self
Pay
Insu
ranc
e
Self
Insu
red
Man
aged
Sel
f In
sure
d
3rd P
arty
HMO
Provider
Hosp
ital
HMO
Doct
or
Med
ical
Gro
up
Equi
pmen
t
Faci
lity
In-h
ome
Supp
ort
Lab
Ther
apy
Phar
mac
y
Hosp
ice
Insu
red
Presenting Your Company
• Presenting yourself• Marketing Material– Web Site– Business Cards– Brochures– Other
• Communication Styles
Presenting Yourself
• Be professional• Know your client• Be on time• Personal space
Marketing Material
• It’s not an art competition• Understand your client’s goals• Answer potential questions• Native American English
Communications
• Be local and blend in• Speak with the client his language• Accents are not important; local mentality is• Predict questions• Be upfront, direct, honest, but sell
Location of your company
• Should you have an office elsewhere• What does it cost• What does it give you• The difference between product and service
Getting Leads
• Direct Contacts• LinkedIn• Cold Contacts• Marketplaces (Elance, Upwork, etc.)• Conferences/Meetups/Events• Conference exhibition • Using brokers• Sales Teams
Direct Contacts
• Simply the best way to get leads• The highest response rate
• It’s a research tool• It’s not free• It’s not a panacea• Expect a very low response rate
Cold Contacts
• Email– There is the right and wrong day of the week– There is the right and wrong time of the day
• Calls– Don’t waste your time
Marketplaces
• Price Competition• Short term projects• Lots of small projects• Hard to communicate with clients
Conferences/Meetups/Events
• Get ready to talk• Get ready to be in everyone’s face• Get ready to chit chat• You need to leave a positive impression
Conference Exhibition
• High Cost• What’s important• How to look professional• Giveaways• Follow ups
Sales Brokers
• Advantages• Risks• Can it work?
Internal Sales Team
• Commissioned or Salaried• Internal or External• Getting motivation right• Selection process• Why it can turn into a costly mistake
Basic rules of email• Do not write generic emails• Make your appeal special• Know your audience• Appeal to emotions
The four seconds rule
Let’s get reading
Let’s get writing
Please write an into email
• I am a Director of Technology at a large company.
• You found my contact on LinkedIn
• I am a CTO of a Startup• You found my name
from a friend• You were told that I am
considering outsourcing
Lets get calling
Practice a phone call
• I am someone you found online and you hope I might need outsourcing services
• I work for a mid size company
• Today is July 7th
• I am someone you got a number of from an acquaintance.
• I work for a startup that received a round of funding a month ago
• We develop social mobile apps
Sales Process
• Contract Negotiations– Multiple round– Multiple people and departments– Time consuming– Legal compliance
• Expectations– “NO” is not “THE END”– “YES” is just the beginning
Engagement Types
• Engagement Types• Cost Model• Proper Pricing
Diversification
• How to choose right clients• Don’t be afraid to say “No”• Drop your bottom clients
“Pixel Perfect”
• Invest in your team• Retain your best people, lose your ballast• Agile is not a workflow it’s a mindset• Interaction between local and remote teams is
what sells or breaks your services• Person’s role is the difference between a high
performer and a mediocre one
Zhenya Rozinskiyhttp://[email protected]
