Selling WCM in the current market climate. Presentation by Steve Williams

What is the current UK climate? Fear? Uncertainty? No Money? D&G?

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 !

What ‘solutions’ does a WCMS provide? Enables online information to be fresh, consistent and high quality. Increases customer satisfaction and perceived service quality. Increases traffic, reduces bounce rates => more likely conversion. Enables multi media markets to be reached easily. Facilitates improvement of SE rankings – relevancy, authority etc. Improves internal processes & provides skills focused productivity. Reduces time to market of changes, new content. Enables pricey offline services to be automated and 24/7 online. Cuts fixed/variable costs associated with offsite design agencies. Provides a competitive advantage. Removes a competitive disadvantage. Q: Are any of the above less or more important in a downturn ?

Enables online information to be fresh, consistent and high quality.

Increases customer satisfaction and perceived service quality.

Increases traffic, reduces bounce rates => more likely conversion.

Enables multi media markets to be reached easily.

Facilitates improvement of SE rankings – relevancy, authority etc.

Improves internal processes & provides skills focused productivity.

Reduces time to market of changes, new content.

Enables pricey offline services to be automated and 24/7 online.

Cuts fixed/variable costs associated with offsite design agencies.

Provides a competitive advantage.

Removes a competitive disadvantage.

Q: Are any of the above less or more important in a downturn ?

Developing the ‘good feeling’ in today’s climate Where have all the ‘good feelings’ gone? Four basic emotions – Glad, Sad, Mad and Scared. People are ruled by emotions which they back up with logic. Customers spend money most easily when they are glad. In the UK WCM current climate ‘scared’ rules. Selling to Sad, Mad or Scared is like climbing Everest without oxygen. Cognitive dissonance vs. cognitive consonance – pre and post sale. ‘ Good feeling’ only exists with a state of cognitive consonance. Logic can be used to create ‘good feeling’. Prospects will value providers who make them ‘feel good’. Prospects will buy from providers who help them ‘feel good’. Customers will buy from providers who help them to stay ‘feeling good’.

Where have all the ‘good feelings’ gone?

Four basic emotions – Glad, Sad, Mad and Scared.

People are ruled by emotions which they back up with logic.

Customers spend money most easily when they are glad.

In the UK WCM current climate ‘scared’ rules.

Selling to Sad, Mad or Scared is like climbing Everest without oxygen.

Cognitive dissonance vs. cognitive consonance – pre and post sale.

‘ Good feeling’ only exists with a state of cognitive consonance.

Logic can be used to create ‘good feeling’.

Prospects will value providers who make them ‘feel good’.

Prospects will buy from providers who help them ‘feel good’.

Customers will buy from providers who help them to stay ‘feeling good’.

What is the market for WCM in this climate ? Companies are desperate not to loose market share . Using the opportunity to overtake the competition by stealth. Companies are keen to demonstrate growth not just status quo. Increased competition leads to focus on web experience . Improved SE rankings = increased traffic = value. Desire to show ongoing costs reductions for one off expenses. Exploitation of new markets such as Blackberry, iPhone Use of Web 2.0 (and Web 3.0) to move Web 1.0 websites ahead. Facade of success through fresh and consistent content. Cuts 3 rd party costs associated with offsite services. Provides a competitive advantage . Removes any competitive disadvantage . Q: Does any of this not apply to every company with a website ?

Companies are desperate not to loose market share .

Using the opportunity to overtake the competition by stealth.

Companies are keen to demonstrate growth not just status quo.

Increased competition leads to focus on web experience .

Improved SE rankings = increased traffic = value.

Desire to show ongoing costs reductions for one off expenses.

Exploitation of new markets such as Blackberry, iPhone

Use of Web 2.0 (and Web 3.0) to move Web 1.0 websites ahead.

Facade of success through fresh and consistent content.

Cuts 3 rd party costs associated with offsite services.

Provides a competitive advantage .

Removes any competitive disadvantage .

Q: Does any of this not apply to every company with a website ?

‘ Feel good’ + Solutions => Measureable success In the current UK climate; Any solution a WCMS provides that can be measured for success is likely to result in the feel good factor with prospects.

In the current UK climate;

Any solution a WCMS provides that can be measured for success is likely to result in the feel good factor with prospects.

Challenges in the WCM space ? In the current UK climate; Too many competitors = over supply => price pressure. WCMS on its own becoming a commodity product. Lack of established key differentiators = price decision. Downturn elevates price beyond its previous importance. The rise of Open Source solutions aided by climate. ‘ Wobbles’ caused by integrations and mergers. Customers reduce annual S&M by replacing 1 st generation WCMS solutions. Competitors targeting established customer base of others. Maintaining and growing channel with fewer sales coming in. Next generation solutions making established ones look faded and clunky.

In the current UK climate;

Too many competitors = over supply => price pressure.

WCMS on its own becoming a commodity product.

Lack of established key differentiators = price decision.

Downturn elevates price beyond its previous importance.

The rise of Open Source solutions aided by climate.

‘ Wobbles’ caused by integrations and mergers.

Customers reduce annual S&M by replacing 1 st generation WCMS solutions.

Competitors targeting established customer base of others.

Maintaining and growing channel with fewer sales coming in.

Next generation solutions making established ones look faded and clunky.

The magic formula ? In the current UK climate; A sale with no business case = very likely no sale. Budget does not equal business case or a sale. ROI is back bigger than ever. Metrics can be used to create FUD. Metrics can be used to create ‘good feelings’. References should be great ambassadors for ROI. Customer centric selling !

In the current UK climate;

A sale with no business case = very likely no sale.

Budget does not equal business case or a sale.

ROI is back bigger than ever.

Metrics can be used to create FUD.

Metrics can be used to create ‘good feelings’.

References should be great ambassadors for ROI.

Customer centric selling !

Summary Some of the issues are generic to all WCMS vendors Survival and success will depend upon proving the value of a solution via metrics and Customer Centric Selling. There is a need to take control of sales process and existing accounts. 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. With flexible sales strategies, business can still be done. The competition has in the past and will in the future copy any perceived success – lets return the favour!

Some of the issues are generic to all WCMS vendors

Survival and success will depend upon proving the value of a solution via metrics and Customer Centric Selling.

There is a need to take control of sales process and existing accounts.

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.

With flexible sales strategies, business can still be done.

The competition has in the past and will in the future copy any perceived success – lets return the favour!

Any questions ?