Transcript Ingram Micro 2007 Marketing Strategy Key Tactics

May Solution Prospecting
Close the Sale Tactics
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Agenda
 Closing out the Competition – Ray Cleary
 Pipeline Progression using the IBM Signature Selling
Methodology – Ray Cleary
– Identifying the Compelling Reason to Act
– Proving Unique Value
– Gaining support from decision makers
– Leaning on Ingram Micro Resources
– Where to go for more…
 Cash to Close Program – Doug Fiesel
 WebSphere Portal Pillar 2007 U-Pick Program – Kathryn Hoffman
– Lotus Portal Business Value Assessments
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Closing Tactics
Closing out the Competition:
Proving Unique Value
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Proving Unique Value
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 3 Resources to assist in the process
– FIRST Competitive Win Keys
 Assure your client has a compelling reason to act
 Assure your client has funding
 Sell Value
 Move focus from bit twiddles to larger integration story
 Exploit IBM relationship
– Partner World
 Specific product plays vs competition
– IBM Competitive Office
 Available through IBM / Ingram team or your coverage rep
– IBM Competitive Specialist
 Field deployable resources
 Opportunity must be FULLY QUALIFIED
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Proving Unique Value
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 Partner World - Competitive plays designed to displace or block a
specific vendor
– Identifies Target Audience
– Introductory Scripts & Key Probing Questions
– IBM Product Solution Fit
– Customer Pains / IBM Benefits
– IBM Solution vs Competitor comparison
http://www-306.ibm.com/software/tivoli/partners/secure.jsp?tab=salestools&content=telesales-telekits-a
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Proving Unique Value
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IBM Competitive Office
– Large group of IBM resources dedicated to Market and
Competitive Intelligence
 Drive competitive white papers in the industry
 Develop cheat sheets on most competitor products
 Distribution funneled thru XL Portal & Product Managers
 About 50/50 split Public Domain vs Internal
Example: SameTime:
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Proving Unique Value
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 IBM Competitive Specialist
–
–
–
–
IBM Sales and Technical Resources focused Competitive Plays
Typical Engage process
BP has competitive opportunity that is QUALIFIED
Engage local IBM Software Rep if not already involved
 Discuss op with Specialist who will need to know details of environment
and client
– Determine if we can win and at what cost
– Define engagement strategy
 What the Competitive Specialist brings to the table
– Deep knowledge of Competitor Offering & Strategy
– Direct linkage to Development Labs
– Ability to discuss future IBM product direction
 Dynamic Market Reaction Plays
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Closing Tactics
IBM Signature Selling Methodology
(SSM)
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Signature Selling Methodology
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QUALIFYING THE SALE
All business initiatives have two things in common;
they either save costs or produce revenue
 2 ways to move an opportunity through the stages
1.
Push the Opportunity
a) Takes a lot of energy!
b) Often stalls
2. Pull the Opportunity
a) creating pull engages the client in the
process
b) You are working together to create the
solution
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Signature Selling Methodology75
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 Confirm the client's compelling reason to act (CRA)
– Very early in the sales cycle
– Define urgency & value the client attaches to the project or
activity
– Position yourself as the Trusted Advisor
– Understand the clients business drivers & show empathy
– What you want to ask:
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 Confirm the client's compelling reason to act (CRA)
– What to ask:
 Why is this a problem?
 How important is it to your organization to solve this problem?
 How is this problem being addressed by planned business initiatives or
strategies?
 What actions must the organization take, or plan to take, about this
problem?
 When must you make a decision about what action to take?
 What will happen if the action is delayed?
 What will happen if you act now?
 What measurable effect does this action need to have on the
organization?
 How does this affect you?
 When does the organization need to see results?
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Signature Selling Methodology75
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 Create Complete Solutions with Unique Value
– Convince the client that IBM Software can meet their needs better than
anyone else
– Verifying the business capabilities the client needs & differentiating our
approach validates the opportunity
– Create a complete solution based on IBM’s unique value
 Define the business requirements for the planned action
 Compare IBM Software’s ability to satisfy these needs to the
competitions
 Assess what IBM Software can deliver that the competition can not
– What you want to ask:
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 Create Complete Solutions with Unique Value
– What you want to ask:
 What business capabilities does this project need to give you?
 What current business capabilities must be enhanced?
 What functionality do you need? When and where?
 How does that functionality need to be delivered?
 How will you manage these new capabilities?
 What specific business results will these capabilities give you? How
will you know if you have achieved them?
 How do you define success for this project? What must go right? How
will you know how it is going?
 What are the critical dependencies for this project?
 What do you see as the biggest risk factors?
 What organizational skills or experience can you leverage? Where
are the gaps that could affect the success of this action?
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 Gain support of the key decision leader for the solution
– Remember the clients view – there is risk involved in any change
that a buying decision creates
– Remain closely attuned to changes in your clients level of comfort
– Remain positive to help convince the client your solution carries
minimal risk
– A positive selling envinroment is your competitive advantage!
– Reconfirm the solution meets the business needs
– Get in front of the decision maker
 Reconfirm the Compelling Reason to Act
 Highlight IBM’s unique value
 Highlight your unique difference
– Confirm the quantified business benefit
– What you want to ask:
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Signature Selling Methodology75
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 Create Complete Solutions with Unique Value
– What you want to ask:
 Someone in the client’s organization said that “Solving this problem
by this time frame would have a measurable effect on your
organization”
 What would be the consequence if you did not implement any
solution now?
 What would be the consequence if you did not implement the IBM
solution now?
 You said that the capabilities of this solution will give you the following
measurable results
 Is this still your expected payoff?
 If your expectations are met, would you be an advocate or reference
to others with a similar business issue?
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 Congratulations! You now have a fully qualified opportunity
– You are now moving beyond quoting to closing
– By pulling the client along with you through the process you
should have LOCKED OUT THE COMPETITION…
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Abbey Abuka
714-566-1000
x22343
SSM Sales Methodology
Ingram Micro Team
IBM
Opportunity Identification
Marketing
Technical
Support
Licensing
800-445-5066
x76426
Identified:
10%
Customer
demonstrated
interest in working
with IBM /BP
Validated:
25%
Customer-stated
business need &
buying vision
800-456-8000 x66043
Qualified:
50%
End User /BP/IBM
agree to go forward
with the preliminary
solution
Conditional
Agreement:
75%
End user provides
conditional approval
of the proposed
solution
Order is on
it's way:
90%
Closed : 100%
Order sent to IBM
Kate Gunther
714-566-1000
x22304
Market
Development
West
Central
East
Cindy Ferron
Kimberly Alexander Jim Coleman
800-456-6783 x67111 800-456-6783 x67379 800-456-6783 x67373
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SSM – Web Based Module
Synchronicity University
 http://knowledge.elementk.com/
 Training made up of a series of
compulsory and recommended
modules,
 Upon Completion: Ingram Micro will
create and execute a fully funded
demand generation campaign
customized to suit your business
 The first assessment covers the
Software Training
 The second covers the Hardware
Training
 The final assessment covers the
Sales Training Modules
 E-mail Kate Gunther at
[email protected] to
get started today!
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Cash to Close Program
Doug Fiesel
AG SW Channels Marketing Manager
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Cash to Close Program
 What is the purpose of the program?
– Leverage an event to help progress or close a current Business Partner
identified SMB opportunity
 Event guidelines: Event must be attended by IBM channel rep, a Business Partner rep, and
the customer.
 Event Examples: lunch, dinner, demo, sporting event, seminar event
 Not covered Examples:
 Service engagements
 T&L for customer and partner
– IBM rep must attend and expense the event
 How to use the program
– Business Partner
 Contact your local IBM sales representative and ask him/her to contact Doug Fiesel at
[email protected]
– IBM Sales Representative will,
 complete the nomination form (IBM Rep name, BP firm name, Customer firm name, Siebel
number, Brand[s], Estimated cost, Oppty revenue, Event [+date], How will it help you close
the oppty)
 send nomination form to Doug Fiesel ([email protected]) for approval
 expense the event
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WebSphere Portal Pillar 2007
U-Pick Program
Kathryn Hoffman
IBM Business Value Assessment
West Region Leader
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What is the WebSphere Portal UPick Program
 The U-Pick Program assists partners in enabling, generating demand and selling
with/alongside our WebSphere Portal Pillar products through Business Value
Selling
– Products included
 WebSphere Portal express, enable, and extend
 Workplace Web Content manager
 WebSphere Portlet Factory
 Workplace Dashboard
 Adding soon: Lotus ActiveInsight
– What you get
 Access to a powerful website with consolidated access to all of the information
and tools you will need to work with the Portal Pillar Products
 Introduction to our highly successful Business Value Assessment Methodology
 Special training classes
 Special offers on programs using Co-marketing dollars
 News and information around WebSphere Portal Pillar
 Special offer to advanced PW members for Free email and Tele campaign
 How to Join:
– Register at www.ibm.com/partnerworld/upick
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Why Join the WebSphere Portal UPick Program?
You should join the U-Pick Program if:
 You are a Systems Integrator, Value Added Distributor, Value
Added Reseller or ISV that:
– Would like to grow your WebSphere Portal business through Solution
Selling
– Would like to build a WebSphere Portal Practice
– You already sell and/or support WebSphere Portal but could use some
extra help generating demand, getting enabled or selling, especially
Solution Selling
 Those who join the U-Pick program will get:
– Access to an exclusive website which includes information found no
where else on Partner World!
– Information on the latest offers available to Portal partners, first choice
on invitations to participate in IBM Sponsored events involving
WebSphere Portal and much more.
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2007 IBM WebSphere Portal U-Pick Program
Register, get enabled, and run a no-charge marketing event!
 U-Pick is our end-to-end program to help
you jumpstart your Portal business – or take
it to the next level
This presentation includes only
summary program information. For
complete terms and conditions, please
visit our PartnerWorld Lotus web site.
Leverage the email/tele
benefit from PWIN to
run your tactics by
11/30/07
5
 It includes enablement, marketing and sales
tools and resources
 We've added even more WebSphere Portal
solution messaging from which you can
choose… including marketing templates for:
– Workplace Web Content Management
– Workplace Forms
– WebSphere Portal V6
– WebSphere Portal Express V6
1
Register for U-Pick here:
https://www304.ibm.com/jct09002c/
partnerworld/mem/sell/s
el_sip_upick.html
2
3
4
Attend a face-to-face
sales or technical
enablement event
Attain Advanced or
Optimized level
membership within
PartnerWorld Industry
Networks
Complete a
current
certification in the
WebSphere Portal
family
Please see the BD Day newsletter for complete eligibility requirements.
And come by the WebSphere Portal table in the Business Partner Sales
and Marketing Cafe to find out more.
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The WebSphere Portal U-Pick WebPages
(1 of 2)
Information of value to you in one easy to find location!
The Web pages are broken into 3 main tabs:
1) Enable
Sales and technical enablement available:
 The sales content includes presentations on Business Value Selling techniques and links to
events including
 The technical content contains easy to find links to certification, You Pass We Pay information,
the Virtual Innovation Center (VIC) and other technical classes being held.
Solution Selling/Value Kits: Never before provided to partners on such a wide basis these are the "best practice" kits our Business Value Assessment team has developed for
their own use in addressing key client opportunities with the direct sales team. Currently
available kits address:
Industry
Horizontal
 Insurance
Contact Centers
 Banking
eHR
 Retail
Sales Force
 Manufacturing
Dashboards
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The WebSphere Portal U-Pick WebPages
(2 of 2)
Generate Demand
–
–
–
–
Event in a box: eHR, Contact Center, Sales Force
Portal Prospecting kit
Contact Center Telekit
Partner World Industry Networks (PWIN) for industry targeted
Demand Generation tools.
– Use this materials with your Co-Marketing funds to drive
Sell
– Support information
– Tools: Proven sales tools
 IBM Portal Experience Modeler (PEM) never before made available via
Partner World is now on the U-Pick WebPages.
 The BVA team's ROI tool will be coming soon!!
– Sales materials: Here you can find all the newest WebSphere
Portal and WCM V6 information.
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IBM offers Business Value Assessment tools on Partner
World to enable business partners to sell consultatively
Getting Started
 Executive Assessment –
EA
– Cross-SWG partner
program for
understanding and
selling into the portal
space using a
consultative sales
approach
– Rich Portal-specific
content available
Tools to build on
 Business Value
Assessment Tools BVA
– DITL Demo tool
– ROI modeling tool
– 18 Value Kits
– BVA Workshop
Training (available to
selected partners)
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Questions?
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Thank you
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