Selling Web Content Management (WCM) in a downturn
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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.

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 Selling Web Content Management (WCM) in a downturn Presentation Transcript

  • 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 ?
  • 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’.
  • 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 ?
  • ‘ 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.
  • 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.
  • 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 !
  • 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!
  • Any questions ?