Selling Web Content Management (WCM) in a downturn


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exploring how to sell web content management in an economic downturn and whether its more or less important as a tool to create revenues for an organisation.

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Selling Web Content Management (WCM) in a downturn

  1. 1. Selling WCM in the current market climate. Presentation by Steve Williams
  2. 2. What is the current UK climate? Fear? Uncertainty? No Money? D&G?
  3. 3. Why do customers buy anything ? 1) The ‘good feeling’ they get from the purchase. Customers will only exchange their money for two types of reward; 2) A ‘solution’ to a problem they had, have or will have. In an ideal sale both conditions will be met !
  4. 4. What ‘solutions’ does a WCMS provide? <ul><li>Enables online information to be fresh, consistent and high quality. </li></ul><ul><li>Increases customer satisfaction and perceived service quality. </li></ul><ul><li>Increases traffic, reduces bounce rates => more likely conversion. </li></ul><ul><li>Enables multi media markets to be reached easily. </li></ul><ul><li>Facilitates improvement of SE rankings – relevancy, authority etc. </li></ul><ul><li>Improves internal processes & provides skills focused productivity. </li></ul><ul><li>Reduces time to market of changes, new content. </li></ul><ul><li>Enables pricey offline services to be automated and 24/7 online. </li></ul><ul><li>Cuts fixed/variable costs associated with offsite design agencies. </li></ul><ul><li>Provides a competitive advantage. </li></ul><ul><li>Removes a competitive disadvantage. </li></ul><ul><li>Q: Are any of the above less or more important in a downturn ? </li></ul>
  5. 5. Developing the ‘good feeling’ in today’s climate <ul><li>Where have all the ‘good feelings’ gone? </li></ul><ul><li>Four basic emotions – Glad, Sad, Mad and Scared. </li></ul><ul><li>People are ruled by emotions which they back up with logic. </li></ul><ul><li>Customers spend money most easily when they are glad. </li></ul><ul><li>In the UK WCM current climate ‘scared’ rules. </li></ul><ul><li>Selling to Sad, Mad or Scared is like climbing Everest without oxygen. </li></ul><ul><li>Cognitive dissonance vs. cognitive consonance – pre and post sale. </li></ul><ul><li>‘ Good feeling’ only exists with a state of cognitive consonance. </li></ul><ul><li>Logic can be used to create ‘good feeling’. </li></ul><ul><li>Prospects will value providers who make them ‘feel good’. </li></ul><ul><li>Prospects will buy from providers who help them ‘feel good’. </li></ul><ul><li>Customers will buy from providers who help them to stay ‘feeling good’. </li></ul>
  6. 6. What is the market for WCM in this climate ? <ul><li>Companies are desperate not to loose market share . </li></ul><ul><li>Using the opportunity to overtake the competition by stealth. </li></ul><ul><li>Companies are keen to demonstrate growth not just status quo. </li></ul><ul><li>Increased competition leads to focus on web experience . </li></ul><ul><li>Improved SE rankings = increased traffic = value. </li></ul><ul><li>Desire to show ongoing costs reductions for one off expenses. </li></ul><ul><li>Exploitation of new markets such as Blackberry, iPhone </li></ul><ul><li>Use of Web 2.0 (and Web 3.0) to move Web 1.0 websites ahead. </li></ul><ul><li>Facade of success through fresh and consistent content. </li></ul><ul><li>Cuts 3 rd party costs associated with offsite services. </li></ul><ul><li>Provides a competitive advantage . </li></ul><ul><li>Removes any competitive disadvantage . </li></ul><ul><li>Q: Does any of this not apply to every company with a website ? </li></ul>
  7. 7. ‘ Feel good’ + Solutions => Measureable success <ul><li>In the current UK climate; </li></ul><ul><li>Any solution a WCMS provides that can be measured for success is likely to result in the feel good factor with prospects. </li></ul>
  8. 8. Challenges in the WCM space ? <ul><li>In the current UK climate; </li></ul><ul><li>Too many competitors = over supply => price pressure. </li></ul><ul><li>WCMS on its own becoming a commodity product. </li></ul><ul><li>Lack of established key differentiators = price decision. </li></ul><ul><li>Downturn elevates price beyond its previous importance. </li></ul><ul><li>The rise of Open Source solutions aided by climate. </li></ul><ul><li>‘ Wobbles’ caused by integrations and mergers. </li></ul><ul><li>Customers reduce annual S&M by replacing 1 st generation WCMS solutions. </li></ul><ul><li>Competitors targeting established customer base of others. </li></ul><ul><li>Maintaining and growing channel with fewer sales coming in. </li></ul><ul><li>Next generation solutions making established ones look faded and clunky. </li></ul>
  9. 9. The magic formula ? <ul><li>In the current UK climate; </li></ul><ul><li>A sale with no business case = very likely no sale. </li></ul><ul><li>Budget does not equal business case or a sale. </li></ul><ul><li>ROI is back bigger than ever. </li></ul><ul><li>Metrics can be used to create FUD. </li></ul><ul><li>Metrics can be used to create ‘good feelings’. </li></ul><ul><li>References should be great ambassadors for ROI. </li></ul><ul><li>Customer centric selling ! </li></ul>
  10. 10. Summary <ul><li>Some of the issues are generic to all WCMS vendors </li></ul><ul><li>Survival and success will depend upon proving the value of a solution via metrics and Customer Centric Selling. </li></ul><ul><li>There is a need to take control of sales process and existing accounts. </li></ul><ul><li>There is a need to become more active in using the web to generate interest – both leads and product – and be a web leader not follower. </li></ul><ul><li>With flexible sales strategies, business can still be done. </li></ul><ul><li>The competition has in the past and will in the future copy any perceived success – lets return the favour! </li></ul>
  11. 11. Any questions ?