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Many product and service companies are emerging in the Indian landscape with a focus and intent to sell into the Indian enterprise. The large enterprises however are difficult customers to get into as well as to service. What are some of the methods and ways in which you can do this for your product or service? Who do you sell to, how do you sell, when and where do you sell? some of these questions and other related challenges will be discussed and answered during this session. Take away’s from the session: A better understanding of the Sales cycle and how to handle the challenges therein.
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How to (get to the CIO and) Sell to the Enterprise
Key Challenges, Key Considera;ons and a few Approaches that can work
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THE ENTERPRISE LANDSCAPE
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The Landscape within companies
Modern and Global outlook
IT not just for cost reduc;on or as an
enabler
Business Growth and IT apps
intertwined for success
Tech change seen as a key externally impac;ng factor
Business Heads have a key role in
decisions
Need the best, need it
customized
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YOUR CHALLENGES
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The Challenges -‐ External
Local and interna;onal compe;;on
Brand and Credibility essen;al
Low aRen;on spans
Speedy ;me frame of execu;on
Low Cost and High Value expecta;on
Differen;a;on has a ;me
lapse
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The Challenges -‐ Internal
Product/Service
Readiness
Adap;ng to changing needs
Sales & Mktg bandwidth and reach
Speedy ;me frame
execu;on
Sales people capability to sell to CxOs
Resources and experience to handle clients
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UNDERSTANDING THE CIO
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Today’s CIO in the Enterprise BETTER
INFORMED THAN YOU ARE
HIGHLY NETWORKED WITH PEERS
VENDOR RELATIONSHIPS
WELL TRAVELED AND READ
DEALS WITH COMPLEX VARIABLES
VERY BUSY OFTEN HAS OTHER ROLES
DECISION MAKER ?
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Demands on the CIO -‐1
TENDING HUNTING HARVESTING
FROM -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐TO
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Demands on the CIO -‐2
DIGITAL FUTURE IS A COMBINATION
MOBILE BIG DATA SOCIAL
DIGITAL FUTURE IS A COMBINATION
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Demands on the CIO -‐3
NO 1 PRIORITY IN 2013
DELIVERING BUSINESS SOLUTIONS
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Demands on the CIO -‐4
BI Analy;cs
Mobile
Cloud
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SO IS THERE A SECRET SAUCE TO SALES SUCCESS
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Direct Solu;on Selling
SOLUTION SELLING
Established vision and demand
Look for NEEDS
Offer SOLUTIONS
Ager Problem
Ask Ques;ons and Build HOOKS
Understand Purchasing Process
Seek a Coach
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Direct Solu;on Selling
SOLUTION SELLING
Established vision and demand
Look for NEEDS
Offer SOLUTIONS
Ager Problem
Ask Ques;ons and Build HOOKS
Understand Purchasing Process
Seek a Coach
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Direct Selling 2.0 – Its different
* Phrase and concept credit -‐ Harvard Business Review
INSIGHT SELLING*
Fast moving, emerging demands, changing
Iden;fy Unrecognized
Needs
Engage before the Problem is known
Suggest what can be done (Insight)
Guide the customer on the buying process
Align with Go-‐geRers, teachers, skep;cs
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Selling SAAS
Lead genera;on is key and involves all aspects including e-‐marke;ng, viral, segmenta;on and a constant watch on how leads are developing; don’t rely
Don’t ignore Fundamental principles of Marke;ng and strong sales efforts; define your markets, aggressively push into them using all available means and media
Lead genera;on is key; involve all aspects incl. e-‐marke;ng, viral, segmenta;on, social and a constant watch on how leads are developing; don’t rely on field sales alone to drive sales
Just building a compelling product offering does not mean it will SELL
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Selling SAAS
Ensure that you are watching Trial/Test programs for performance & customer feedback constantly; use this feedback loop to improve your features as well as lead marke;ng
Use customer references for everything that you can; leverage user communi;es for evangelizing your product and don’t neglect them – use social media for this
Make sure your product is truly SAAS, has APIs for integra;on and run your ops like a SAAS company and not a license sogware company where the principles used are different
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Get Ready to Sell -‐ BASELINE
Product Strategy that is well segmented and ready to roll
A well thought out Sales and Marke;ng plan
ARrac;ve adop;on offers to Use/Test and Buy
Clearly Ar;culated Value Proposi;on, Benefits, RoI etc.
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Get Ready to Sell -‐ BASELINE
Have a great presenta;on (or two)
Have your elevator pitch handy
Lock-‐in strategies
Have a great website
Entry services
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Sell Sell Sell
Fully research the companies you are selling into
Know about the CIO – today many are public figures and they can be studied
Connect through the Business
Experienced BD team that can ENGAGE CxOs in ‘insight selling’ -‐ It could be YOU
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Sell Sell Sell
Get into panels where they are sit, write/get featured in magazines they read,
Invest in building rela;onships
If you write them a unsolicited email make sure it is v compelling
Connect with CIOs and Business Heads at Conferences, places they hang out
Make an approach through a trusted party
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Funnel Logic
Source: firstsalefirst.wordpress.com
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Mul;-‐mode lead genera;on
Source: Openherd.com 28
If E-‐Commerce
Source: webmarke;ngandbeyond.com 29
Sell using Social Media
Sell using Social Media
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• GET TO KNOW THEM WELL
Indian Enterprises are global/modern
• RECOGNIZE AND DEAL WITH THEM
Your challenges are both External and
Internal
• BUILD TRUSTED RELATIONSHIPS
The CxO is accomplished
• THIS IS YOUR KEY TO SUCCESS
Invest heavily in Sales & Marke;ng
In Summary
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THANK YOU….Jawahar Bekay June 3, 2013
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