Strategies and Tools to Help you Cross-sell and Up-sell

Bill VlandisWendy SmithClayton Moulynox

Feb ’08 Stevens Pass, WashingtonOct ’06 Panaitan Island, Indonesia

Oct ’08 North Shore, OAHU Aug ’09 Sydney

Why are we here

Why are we here

The Fisherman

Some Rules of Marketing

40 – 40 - 20 (Freeman F. Gosden)

It costs 5 times more to sell to a new customer than to an existing customer

“Rescuing defected customers costs 100 times more than keeping existing customers. ... because current customers are 10 times easier to sell than new customers.” (www.marketingprofs.com)

If you get the right message to the right person at the right time they will engage

Fishing where the fish are?

Office (32%)

Win Server & WESS (30%)

SQL Server (12%)

Exchange Server (9%)

Other – 19 categories (15%)Chart: Microsoft SMB Breadth Revenue FY09, % by products

Fishing where the fish are?

Office (32%)

Win Server & WESS (30%)

SQL Server (12%)

Exchange Server (9%)

Other – 19 categories (15%)Chart: Microsoft SMB Breadth Revenue FY09, % by products

Using analysis for contact strategy

PRIORITY 1All highlighted

PRIORITY 2All non highlighted

Taking the message to marketUpgrade The

Desktop

Virtualisation& Management

Business Insights

Business Servers

Comms & Collaboration

Office No Better Time

The Value of VL

LOB Apps

Web Platform

Business Ready Security

Helping you generate demand

partner.microsoft.com/australia

Messaging and Value Props

Customer Emails and Images

Banner Ads , HTML, Flyers

Sales Cards & Telesales Scripts

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Wendy SmithCustomer Opportunity Insights Tool

Customer Insights Tool (CIT)

Demonstration

Microsoft Customer Opportunity Insights Tool_ TOP VAR V2_Demo.accdb

How do I get access to the Customer Insights Tool?

?Please come and talk to me or your PAM if you are keen to be involved in the Top VAR initiative

Be part of the Top VAR initiativeTransact a minimum $10k Open

Contact your PAMContact me:

wesmith@microsoft.com

Clayton MoulynoxGeneral Manager, Evolve IT

Voice of the Partner

• Clayton Moulynox, General Manager, Evolve IT Australia

• Established 1993• 20 staff across VIC and WA• Moved from break-fix to “MSP”

• Focus on business engagement, not technical engagement.

• Leverage resources available to us through the MPN.• Active within the partner community.

Using Customer Insights Tool• Is NOT:

– A silver bullet– Going to sell for you

• Is:– A resource you can leverage– A tool to add to your sales toolkit

Evolve IT has adopted the CIT as:– A driver for account management planning.– A tool for identifying targeted marketing prospects.

CIT: Account Management Planning

• We all do Key Account Management Plans – Don’t we?• Gives us foresight & predictability in to the next logical

opportunity.• Proactively bringing the opps to the client gives them

confidence that you’re thinking about their business.• Allows you to uncover latent opps = better chance of

winning!

• Real Life Example: A Victorian sporting body...

CIT: (very) Targeted Marketing• We generally perform targeted marketing, not broad

reach.• CIT filters can identify clients to include in very targeted

marketing campaign.• E.g. “Breadth Commercial -> Lower Mid-Market ->Office

upgrade opp”.• Try and coincide these with Microsoft Customer

Campaigns.

• TOPVar Marketing Playbooks...

Summary• A tool to leverage, not an answer to selling• Integrate in to your sales/marketing processes• Customer Insights Tool adds value by:

– Saving you time– Helps drive positive customer conversations– Uncovers latent sales opportunities which help you win

NEXT STEPS

• Download your Customer Insights Opportunity Tool • email wesmith@microsoft.com or • go to the Partner Portal for more

information link• Leverage the marketing materials on the

Partner Marketing Centre Here

Up-selling and Cross-selling to Small and Mid-size customers Workshop Thursday at 4:00pm-5:40pm

in marketing funds for your business

$5000

Attend the Marketing Workshop and you could win...

... or a new Lenovo S10e

SMB Specific SessionsSession Title Time Room

Compete strategies for defeating emerging competition in the small and mid-size business space

11:00am-11:45am

Room 8

Software + Services Business Models in the Real World (panel discussion)

12:00pm – 12:45pm

Room 8

How to help small and mid-size customers streamline and secure their businesses.

1:45pm – 2:30pm

Room 8

Soft Skills: How to develop successful marketing strategies for the small to mid-size business space

2:45pm – 3:30pm

Room 8

How to drive smart business decisions using Business Intelligence

4:00pm – 4:45pm

Room 8

Soft Skills: How to sell to small to mid-size businesses in tough economic times

4:55pm – 5:40pm

Room 8

Workshop: Up-selling and cross-selling to your small and mid-size customer

4:00pm – 5:40pm

Arena 1A

Thursday 3rd September

SMB Specific SessionsSession Title Time Room

Windows 7: The Sales Opportunity in SMB 11:00am-11:45am

Room 8

Workshop: Securing new small or mid-size business customers via enhanced sales skills and better pipeline management

11:00am – 12:45pm

Arena 1A

IW & UC. Prepare for tomorrow while driving success in your business today

12:00pm – 12:45pm

Room 8

Soft Skills (repeat): How to sell to small to mid-size businesses in tough economic times

12:55pm-1:40pm

Meeting Room 4

Friday 4th September