Transcript Sales Workshop Presentation

WORKSHOP
Markets
Lead
Generation
Follow up
The Demo
The Colortrac
SALES WORKSHOP
The Order
Support
Sales Workshop Sept. 2003
1
WORKSHOP
Markets
Lead
Generation
Follow up
The Demo
The Order
Support
SALES WORKSHOP AIMS
• To fully recognize the market for scanners
• To find the customers out there
• To raise awareness and produce some useful
answers to the typical difficulties encountered
when trying to sell scanners
• To raise the confidence of the dealer/ distributor by
building a ‘hands-on’ level of knowledge of the product
• To give a successful demo - learn how
• How to follow up and get the sale
Sales Workshop Sept. 2003
2
3640e
4260e
3680e 4280e
5480e
42160C
24120
WORKSHOP
Colortrac Workshop - The Market
Markets
Business Profiles for Scanning:
Lead
Generation
Market
segments
CAD/AEC,
FM – FACILITIES
MANAGEMENT
COPY SHOPS,
CORPORATE IN-HOUSE
PRINTING
GIS (non-professional)
PROFESSIONAL REPRO
GRAPHIC ARTS
PROFESSIONAL GIS/
MAPPING,
PRE-PRESS &
PROOFING
Key Needs
Fast batch scanning.
Often work with other
applications.
Image clean up & editing.
High scan speeds.
Multiple file formats. e.g. PDF.
JPEG
Simple copying & archiving.
“ Mid-Range” Quality,
Productivity, Functionality.
Compatibility with existing
equipment.
Robust operability.
Good ROI
Emphasis on colour
management. High quality
colour reproduction.
Demanding originals.
Flexibility.
Capability.
Productivity.
Emphasis on geometric
accuracy.
High optical resolution.
Post scan image
processing.
Relatively low volume.
Functionality
View, Edit, Colour Reduction,
Feature Extraction, Index,
Archive, EDM, Convert, Measure,
Red Line, Copy, Print
View, Crop, Copy, Print,
Archive
View, Edit, Copy, Print,
Archive
View, Edit, Feature
Extraction, Archive,
Measure, Red Line, Print
User Skills
Functionality more important than
ease of use - skilled users.
Unskilled and general office
users. May have black &
white scanning skills
Technically proficient &
dedicated operators.
Fast service response.
Technically proficient,
professional operators &
occasional users.
Colour
Limited use of colour. Approx.
match is fine
Reliable colour reproduction.
Colour & Image Quality is
KEY.
Limited use of colour.
Documents
Engineering assembly drawings
and schematics.
Utility maps & architectural plans.
Often poor quality originals.
Wide range of original media
types and sizes including
legal, photographic, posters,
print, drawings, maps,
graphics design.
Very wide range of original
media types and sizes
including photographic, fine
art, print, drawings, maps,
graphics design, displays etc.
Information rich originals.
Maps / schematics, some
satellite photography.
Large oversize originals.
Price
sensitivity
Affordability is very important.
Affordability is important.
ROI & Cost of ownership more
important than price.
Specification & Quality
come before price.
Features
Follow up
The Demo
The Order
Support
Sales Workshop Sept. 2003
3
3640e
4260e
3680e 4280e
5480e
42160C
24120
WORKSHOP
Colortrac Workshop - The Market
Markets
Business Profiles for Scanning:
Lead
Generation
Market
segments
CAD/AEC,
FM – FACILITIES
MANAGEMENT
COPY SHOPS,
CORPORATE IN-HOUSE
PRINTING
GIS (non-professional)
PROFESSIONAL REPRO
GRAPHIC ARTS
PROFESSIONAL GIS/
MAPPING,
PRE-PRESS &
PROOFING
Key Needs
Fast batch scanning.
Often work with other
applications.
Image clean up & editing.
High scan speeds.
Multiple file formats. e.g. PDF.
JPEG
Simple copying & archiving.
“ Mid-Range” Quality,
Productivity, Functionality.
Compatibility with existing
equipment.
Robust operability.
Good ROI
Emphasis on colour
management. High quality
colour reproduction.
Demanding originals.
Flexibility.
Capability.
Productivity.
Emphasis on geometric
accuracy.
High optical resolution.
Post scan image
processing.
Relatively low volume.
Functionality
View, Edit, Colour Reduction,
Feature Extraction, Index,
Archive, EDM, Convert, Measure,
Red Line, Copy, Print
View, Crop, Copy, Print,
Archive
View, Edit, Copy, Print,
Archive
View, Edit, Feature
Extraction, Archive,
Measure, Red Line, Print
User Skills
Functionality more important than
ease of use - skilled users.
Unskilled and general office
users. May have black &
white scanning skills
Technically proficient &
dedicated operators.
Fast service response.
Technically proficient,
professional operators &
occasional users.
Colour
Limited use of colour. Approx.
match is fine
Reliable colour reproduction.
Colour & Image Quality is
KEY.
Limited use of colour.
Documents
Engineering assembly drawings
and schematics.
Utility maps & architectural plans.
Often poor quality originals.
Wide range of original media
types and sizes including
legal, photographic, posters,
print, drawings, maps,
graphics design.
Very wide range of original
media types and sizes
including photographic, fine
art, print, drawings, maps,
graphics design, displays etc.
Information rich originals.
Maps / schematics, some
satellite photography.
Large oversize originals.
Price
sensitivity
Affordability is very important.
Affordability is important.
ROI & Cost of ownership more
important than price.
Specification & Quality
come before price.
Features
Follow up
The Demo
The Order
Support
Sales Workshop Sept. 2003
4
3640e
4260e
3680e 4280e
5480e
42160C
24120
WORKSHOP
Colortrac Workshop - The Market
Markets
Business Profiles for Scanning:
Lead
Generation
Market
segments
CAD/AEC,
FM – FACILITIES
MANAGEMENT
COPY SHOPS,
CORPORATE IN-HOUSE
PRINTING
GIS (non-professional)
PROFESSIONAL REPRO
GRAPHIC ARTS
PROFESSIONAL GIS/
MAPPING,
PRE-PRESS &
PROOFING
Key Needs
Fast batch scanning.
Often work with other
applications.
Image clean up & editing.
High scan speeds.
Multiple file formats. e.g. PDF.
JPEG
Simple copying & archiving.
“ Mid-Range” Quality,
Productivity, Functionality.
Compatibility with existing
equipment.
Robust operability.
Good ROI
Emphasis on colour
management. High quality
colour reproduction.
Demanding originals.
Flexibility.
Capability.
Productivity.
Emphasis on geometric
accuracy.
High optical resolution.
Post scan image
processing.
Relatively low volume.
Functionality
View, Edit, Colour Reduction,
Feature Extraction, Index,
Archive, EDM, Convert, Measure,
Red Line, Copy, Print
View, Crop, Copy, Print,
Archive
View, Edit, Copy, Print,
Archive
View, Edit, Feature
Extraction, Archive,
Measure, Red Line, Print
User Skills
Functionality more important than
ease of use - skilled users.
Unskilled and general office
users. May have black &
white scanning skills
Technically proficient &
dedicated operators.
Fast service response.
Technically proficient,
professional operators &
occasional users.
Colour
Limited use of colour. Approx.
match is fine
Reliable colour reproduction.
Colour & Image Quality is
KEY.
Limited use of colour.
Documents
Engineering assembly drawings
and schematics.
Utility maps & architectural plans.
Often poor quality originals.
Wide range of original media
types and sizes including
legal, photographic, posters,
print, drawings, maps,
graphics design.
Very wide range of original
media types and sizes
including photographic, fine
art, print, drawings, maps,
graphics design, displays etc.
Information rich originals.
Maps / schematics, some
satellite photography.
Large oversize originals.
Price
sensitivity
Affordability is very important.
Affordability is important.
ROI & Cost of ownership more
important than price.
Specification & Quality
come before price.
Features
Follow up
The Demo
The Order
Support
Sales Workshop Sept. 2003
5
3640e
4260e
3680e 4280e
5480e
42160C
24120
WORKSHOP
Colortrac Workshop - The Market
Markets
Business Profiles for Scanning:
Lead
Generation
Market
segments
CAD/AEC,
FM – FACILITIES
MANAGEMENT
COPY SHOPS,
CORPORATE IN-HOUSE
PRINTING
GIS (non-professional)
PROFESSIONAL REPRO
GRAPHIC ARTS
PROFESSIONAL GIS/
MAPPING,
PRE-PRESS &
PROOFING
Key Needs
Fast batch scanning.
Often work with other
applications.
Image clean up & editing.
High scan speeds.
Multiple file formats. e.g. PDF.
JPEG
Simple copying & archiving.
“ Mid-Range” Quality,
Productivity, Functionality.
Compatibility with existing
equipment.
Robust operability.
Good ROI
Emphasis on colour
management. High quality
colour reproduction.
Demanding originals.
Flexibility.
Capability.
Productivity.
Emphasis on geometric
accuracy.
High optical resolution.
Post scan image
processing.
Relatively low volume.
Functionality
View, Edit, Colour Reduction,
Feature Extraction, Index,
Archive, EDM, Convert, Measure,
Red Line, Copy, Print
View, Crop, Copy, Print,
Archive
View, Edit, Copy, Print,
Archive
View, Edit, Feature
Extraction, Archive,
Measure, Red Line, Print
User Skills
Functionality more important than
ease of use - skilled users.
Unskilled and general office
users. May have black &
white scanning skills
Technically proficient &
dedicated operators.
Fast service response.
Technically proficient,
professional operators &
occasional users.
Colour
Limited use of colour. Approx.
match is fine
Reliable colour reproduction.
Colour & Image Quality is
KEY.
Limited use of colour.
Documents
Engineering assembly drawings
and schematics.
Utility maps & architectural plans.
Often poor quality originals.
Wide range of original media
types and sizes including
legal, photographic, posters,
print, drawings, maps,
graphics design.
Very wide range of original
media types and sizes
including photographic, fine
art, print, drawings, maps,
graphics design, displays etc.
Information rich originals.
Maps / schematics, some
satellite photography.
Large oversize originals.
Price
sensitivity
Affordability is very important.
Affordability is important.
ROI & Cost of ownership more
important than price.
Specification & Quality
come before price.
Features
Follow up
The Demo
The Order
Support
Sales Workshop Sept. 2003
6
WORKSHOP
Markets
Lead
Generation
Colortrac Workshop - How many leads
Yellow pages
specialist databases
exhibitions
web site hits magazine ads.
MARKETING SIDE
Follow up
> 2000 as e-shots
> 4000 as mailshots
Qualification + database update
The Demo
call centre mktg
100 QUALIFIED GOOD LEADS
The Order
Support
call prospect to discuss needs
arrange demo / collect order
Send out quote and datasheet
prepare and carry out demo,
requote if necessary
SALES SIDE
DEAD
Call prospect to check if received
Purchase, install, train, invoice
DEAD
ACTIVE
Sales Workshop Sept. 2003
Referral, rpt
business
7
WORKSHOP
Markets
Lead
Generation
Follow up
Colortrac Workshop - Leads success rate
The numbers game:
From 900 indications of interest only 90
‘potential customers’ may result
10:1
Out of these 90 ‘potential customers’ only 9 10:1
customer demos may be arranged
The Demo
The Order
Support
Out of any 9 customer demos only 3 will result 3:1
in a further quote or verbal acceptance
Out of 3 final quotes only 1 will result in an
actual sale
3:1
This is a 900:1 Operations to Sale Ratio assuming the indications
of interest have been qualified properly at the start
Sales Workshop Sept. 2003
8
WORKSHOP
Markets
Lead
Generation
Colortrac Workshop - The follow up
CALL PROSPECT TO
CHECK QUOTE
RECEIVED OK
GOOD QUALIFICATION !
FEED BACK THE
ANALYSIS
OUT OF OFFICE
Follow up
EXCUSES TIME
IN OFFICE
The Demo
The Order
BUDGET ?
GOOD
DEMO
NO /
NOT YET
YES
DEMO NEEDED
BUY / DEMO ?
Support
ON -SITE /
DEALERSHIP?
BAD DEMO
BUY
GOOD DEMO
ASK FOR ORDER
call prospect to discuss needs
DEAD
BAD QUALIFICATION
Sales Workshop Sept. 2003
9
WORKSHOP
Markets
Colortrac Workshop - Lock-outs
Lockout:
Lead
Generation
Advantages:
Follow up
No streaks, reduced maintenance,
reduced running costs
The Demo
The Order
Support
Sales Workshop Sept. 2003
10
WORKSHOP
Markets
Colortrac Workshop - Lock-outs
Lockout:
Lead
Generation
Advantages:
Follow up
Stable fully electronic
compensation system (no motors)
The Demo
The Order
Support
Sales Workshop Sept. 2003
11
WORKSHOP
Markets
Colortrac Workshop - Lock-outs
Lockout:
Lead
Generation
Advantages:
Follow up
Less temperature and
surroundings induced optical
problems
The Demo
The Order
Support
Sales Workshop Sept. 2003
12
WORKSHOP
Markets
Colortrac Workshop - Lock-outs
Lockout:
Lead
Generation
Advantages:
Follow up
Low frequency of firmware upgrade
(no fixing problems in the field)
The Demo
The Order
Support
Sales Workshop Sept. 2003
13
WORKSHOP
Markets
Colortrac Workshop - Lock-outs
Lockout:
Lead
Generation
Advantages:
Follow up
Sheet-feed, high accuracy console
and flatbed models
The Demo
The Order
Support
Sales Workshop Sept. 2003
14
WORKSHOP
Markets
Colortrac Workshop - Lock-outs
Lockout:
Lead
Generation
Advantages:
Follow up
ScanWorks is unique because scan
settings can be tested / adjusted /
stored in the computer without
rescanning for increased productivity
The Demo
The Order
Support
Sales Workshop Sept. 2003
15
WORKSHOP
Colortrac Workshop - Demonstrations
Markets
Preparation:
Whether it’s a scan2file or scan2copy demo
Lead
Generation
ALWAYS BE READY FOR BOTH AND . . . .
Follow up
The Demo
The Order
Support
P. 1
• Make sure the scanner, software and printer
connection have been tested completely
BEFORE the demo appointment
• Check the scanner stitch and redo the
calibration of the scanner. Remake the CopyWorks
profiles if necessary/ check them
• Know what your prospect wants before arrival and
have sample scan materials, printer paper ready.
Make coffee tea/ refreshments available
• KNOW THE PRODUCT + KNOW THE USPs
Sales Workshop Sept. 2003
16
WORKSHOP
Colortrac Workshop - Onsite or offsite?
Markets
Is the demonstration to be in the demo suite or
at the Customer premises?
Lead
Generation
At customer site
Follow up
The Demo
The Order
Support
Can a demo unit be
spared for 1 week?
P. 2
Do they have a printer?
Can it be set up without
disruption?
Will it increase my
chance of a sale?
Will it be abused with no
chance of a sale?
In the Demo Suite
Can they come to you?
I can do more demos
this way !
…but not always best for the
shy potential customer
Is the simplest way to show a new
model to an existing customer
Some buyers like to visit
to see the range - a trip
The correct choice depends on the customer!
Sales Workshop Sept. 2003
17
WORKSHOP
Colortrac Workshop - CopyWorks
Markets
SCANNER + COPYWORKS
Lead
Generation
set the expectation first
Follow up
copy a big detail A1 at high res. normal
quality colour onto matt paper - 8 mins
The Demo
The Order
P. 3
A4
or
copy an engineering drawing - talk
about PPC breakdowns 1-2 mins
(HP1050C)
Support
Finish demo with A1 glossy infoposter onto glossy paper
Sales Workshop Sept. 2003
Good quality, accurate colour
and fast. Not designed for very
fine map detail reproduction
Avoid use of Map2 as this tends
to black the copy
Avoid copying dark photographs
as these can scan badly
Show enlargement, avoid
reduction (bad on small detail)
Leave thresholding settings at
middle/default levels for perfect
BW copies
Where possible work with A1
landscape in scanner to plot
across width of 36” plotter
18
WORKSHOP
Colortrac Workshop - CopyWorks
Markets
Always remember to:
Lead
Generation
A. Use gloss paper when copying a poster,
photograph or fine detail and copy an A4 to get
the demo started
Follow up
The Demo
The Order
Support
P. 4
B. Use matte paper / low cost paper when copying
engineering drawings
C. Have examples of photographic, map, poster and
engineering available and know how to get the
best copy from each
D. Consider starting with a small A4/A3 poster to
get a fast start. Stress importance of ability to
scan new documents while still printing.
Sales Workshop Sept. 2003
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WORKSHOP
Colortrac Workshop - CopyWorks
Markets
AVOID . . .
Lead
Generation
A. Reduction - especially of line drawings
Follow up
The Demo
The Order
Support
P. 5
B. Copying extremely fine maps where certain
optimized filtering techniques may perform
slightly better than CopyWorks (at a cost)
Suggest Scandy as an option where necessary
C. Taking unnecessary time adjusting the controls
for mono copying - it’s not needed!
D. Lengthy discussion over small colour deviations.
It’s not perfect but it’s INCREDIBLY CLOSE,
easy to use and low cost
Sales Workshop Sept. 2003
20
WORKSHOP
Colortrac Workshop - ScanWorks
Markets
SCANNER + SCANWORKS
Lead
Generation
Unique GUI + real time
editing, fast and easy to use
Follow up
The Demo
The Order
Support
P. 6
Presets to save file formats, file
naming and directory placements and
all scan settings
Start by scanning A1 medium detail,
colourful info poster at 200 dpi, speed
maximum. Progress to 400 dpi
For black and white use 200 dpi,
black and white mono at max
speed, adaptive, TIFG4
Sales Workshop Sept. 2003
Contex need to re-scan to sharpen,
change threshold, select an area,
change bw points. Explain Rescan
on the Scan button (developed using
customer feedback)
Multiple users are not a problem
with ScanWorks
Set the viewer for 1:1 then press
F9 to see colour data fly past.
Use horiz. view slider
Check that system will keep up
with scanner, if problems reduce
speed to 7 or turn off TIFG4 or
Threshold in the computer
21
WORKSHOP
Colortrac Workshop - ScanWorks
Markets
Know how to:
Lead
Generation
Follow up
The Demo
The Order
Support
P. 7
A. use ScanWorks to demonstrate the parameters
required depending on the original - i.e. for a
schematic in colour 150 dpi RGB, JPEG or 16
colours PNG may be all you need
B. scan a fine detail map in colour 300 dpi but using
colour reduction reduce file size without affecting
the definition
C. demonstrate the action of Adaptive Threshold
and explain how ScanWorks is radically different
in the way it uses real-time virtual thresholding
for black and white scans
D. demonstrate the power of the editor built-in to
ScanWorks to clean-up colour scans as well as black
and white scans - without an attached scanner
Sales Workshop Sept. 2003
22
WORKSHOP
Colortrac Workshop - General tips
Markets
PAPER LOADING TIPS
Lead
Generation
If lightweight paper multi-folds
in the aperture or skews
Follow up
The Demo
P. 8
PROFILING
Refer to Apps Bulletin #26 & #27.
Note: Using sliders adjustment
IS NOT ALWAYS THE ANSWER
Keep a clear head. This can
require some practice to name and
browse the files correctly
The Order
Support
KNOW ABOUT RASTER
EDITING, PREDITOR,
COMPRESSION, 256
COLOURS, ICC/ sRGB AND
FILE FORMATS
Sales Workshop Sept. 2003
Know the basics of colour profiling
theory
23
WORKSHOP
Colortrac Workshop - General tips
Markets
For help with:
Lead
Generation
• scanning thin papers
• demonstrating Evolution effectively
Follow up
• convincing the customer about Open Aperture
The Demo
The Order
Support
P. 9
• Downloading sRGB to a scanner
• Learning about Adaptive Stitch
• Finding out more about the competition
go to www.action-imaging.com
Sales Workshop Sept. 2003
24
WORKSHOP
Markets
Lead
Generation
Follow up
Colortrac Workshop - Getting the order
Does the Colortrac meet the
required specification ?
Can you afford not to buy into
Colortrac reliability and technology ?
Open Aperture, Adaptive Stitch,
Electronic Stitch, Innovative sw . . .
The Demo
The Order
Support
It is crucial that it meets the spec.
Have you checked out and
rejected the competition ?
Is the quoted price
acceptable ?
Colortrac have some unique
technologies despite what the
competition may say.
Have you actually tried to use a Contex
and listened to users’ experiences reliability, warm-up time
Colortrac include the scanner software and
free standard copy software with the basic
scanner
WHEN DO THEY WANT IT ?
THE COLORTRAC WILL WIN ON MERIT.
CLOSING TACTICS ARE RARELY NEEDED
Sales Workshop Sept. 2003
25
WORKSHOP
Markets
Lead
Generation
Colortrac Workshop - FAQs
Should I leave the scanner ON
overnight and at weekends?
Follow up
The Demo
My scanner keep scanning but
stops sending the picture to the
monitor!
The Order
Support
Is the open aperture a dust
problem?
Sales Workshop Sept. 2003
Colortrac recommend keeping the
scanner on at all times if you
expect to be scanning regularly. If
turned on from cold near optimum
quality results are available in less
than 10 seconds with best results
available by 30 minutes
This is a FireWire communication
problem. Try using a 2m cable
and/or increasing the memory in
the computer
No. Any dust build up needs to be
large to cause a problem. If it is blow
it away with compressed air.
Maintenance is less frequent and cost
free compared to aperture glass
26
WORKSHOP
Markets
Lead
Generation
Colortrac Workshop - FAQs
How long will the lamps last?
From between 1 to 5 years
depending on usage
What is the MTTF of a Series 4?
2 years
What can break on a Series 4?
Very little. Perhaps the paper sensors
are the most likely to be broken but
only from rough treatment
What is the Series 4 warranty?
Normally 2 years return to factory
What is the 24120 warranty?
1 year return to factory
What is the lead time for an order
3 to 5 days (5480e may be longer)
24120s are special builds (ask)
Follow up
The Demo
The Order
Support
Sales Workshop Sept. 2003
27
WORKSHOP
Markets
Colortrac Workshop - FAQs
For the latest - see www.action-imaging.com
Lead
Generation
Follow up
The Demo
The Order
Support
Sales Workshop Sept. 2003
28
WORKSHOP
Markets
Lead
Generation
Colortrac Workshop - Finding Support
Documents
For customer information: FAQs
Follow up
The Demo
The Order
Support
Sales Workshop Sept. 2003
29
WORKSHOP
Markets
Lead
Generation
Colortrac Workshop - Finding Support
Documents
For customer information: Apps. Bulletins
Follow up
The Demo
The Order
Support
Sales Workshop Sept. 2003
30
WORKSHOP
Markets
Lead
Generation
Colortrac Workshop - Finding Support
Documents
For distributor information: detailed/ confidential
Follow up
STEP 1
The Demo
The Order
Support
Sales Workshop Sept. 2003
31
WORKSHOP
Markets
Lead
Generation
Colortrac Workshop - Finding Support
Documents
For distributor information: detailed/ confidential
Follow up
STEP 2
The Demo
The Order
Support
REMEMBER TO SAVE THE PDF FROM YOUR BROWSER
USE RIGHT-MOUSE CLICK THEN ‘SAVE TARGET AS’
Sales Workshop Sept. 2003
32
WORKSHOP
Markets
Lead
Generation
The Colortrac
SALES WORKSHOP
Follow up
QUESTIONS
The Demo
The Order
Support
MARKETS
LEADS
DEMO
ORDER
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Sales Workshop Sept. 2003
33