TiE Bangalore: How to sell to enterprise by Jawahar Bekay Sep 4, 2013

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Many product and service companies are emerging in the Indian landscape with a focus and intent to sell into the Indian enterprise. The large enterprises however are difficult customers to get into as well as to service. What are some of the methods and ways in which you can do this for your product or service? Who do you sell to, how do you sell, when and where do you sell? some of these questions and other related challenges will be discussed and answered during this session.

Take away’s from the session:
A better understanding of the Sales cycle and how to handle the challenges therein.

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TiE Bangalore: How to sell to enterprise by Jawahar Bekay Sep 4, 2013

  1. 1. How  to  (get  to  the  CIO  and)  Sell  to  the   Enterprise   Key  Challenges,  Key  Considera;ons   and  a  few  Approaches  that  can  work   1  
  2. 2. THE  ENTERPRISE  LANDSCAPE   3  
  3. 3. The  Landscape  within  companies   Modern  and   Global  outlook   IT  not  just  for  cost   reduc;on  or  as  an   enabler   Business  Growth   and  IT  apps   intertwined  for   success   Tech  change  seen   as  a  key  externally   impac;ng  factor   Business  Heads   have  a  key  role  in   decisions   Need  the  best,   need  it   customized   4  
  4. 4. YOUR  CHALLENGES   5  
  5. 5. The  Challenges  -­‐  External   Local  and   interna;onal   compe;;on   Brand  and   Credibility   essen;al   Low  aRen;on   spans   Speedy  ;me   frame  of   execu;on   Low  Cost  and   High  Value   expecta;on   Differen;a;on   has  a  ;me   lapse   7  
  6. 6. The  Challenges  -­‐  Internal   Product/ Service   Readiness   Adap;ng  to   changing   needs   Sales  &  Mktg   bandwidth   and  reach   Speedy  ;me   frame   execu;on   Sales  people   capability  to   sell  to  CxOs   Resources  and   experience  to   handle    clients   8  
  7. 7. UNDERSTANDING  THE  CIO   9  
  8. 8. 10  
  9. 9. Today’s  CIO  in  the  Enterprise   BETTER   INFORMED  THAN   YOU  ARE   HIGHLY   NETWORKED   WITH  PEERS   VENDOR   RELATIONSHIPS   WELL  TRAVELED   AND  READ   DEALS  WITH   COMPLEX   VARIABLES     VERY  BUSY  OFTEN   HAS  OTHER  ROLES   DECISION   MAKER  ?   11  
  10. 10. Demands  on  the  CIO  -­‐1   TENDING   HUNTING   HARVESTING   FROM  -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐TO   12  
  11. 11. Demands  on  the  CIO  -­‐2   DIGITAL  FUTURE  IS  A  COMBINATION     MOBILE   BIG   DATA   SOCIAL   DIGITAL  FUTURE  IS  A  COMBINATION   13  
  12. 12. Demands  on  the  CIO  -­‐3   NO  1  PRIORITY   IN  2013   DELIVERING   BUSINESS   SOLUTIONS   14  
  13. 13. Demands  on  the  CIO  -­‐4   BI  Analy;cs   Mobile   Cloud   15  
  14. 14. SO  IS  THERE  A  SECRET  SAUCE  TO   SALES  SUCCESS   16  
  15. 15. Direct  Solu;on  Selling   SOLUTION   SELLING   Established   vision  and   demand     Look  for   NEEDS   Offer   SOLUTIONS   Ager   Problem   Ask   Ques;ons   and  Build   HOOKS   Understand   Purchasing   Process   Seek  a     Coach   18  
  16. 16. Direct  Solu;on  Selling   SOLUTION   SELLING   Established   vision  and   demand     Look  for   NEEDS   Offer   SOLUTIONS   Ager   Problem   Ask   Ques;ons   and  Build   HOOKS   Understand   Purchasing   Process   Seek  a     Coach   19  
  17. 17. Direct  Selling  2.0  –  Its  different   *  Phrase  and  concept  credit  -­‐  Harvard  Business  Review     INSIGHT   SELLING*   Fast  moving,   emerging   demands,   changing   Iden;fy   Unrecognized   Needs   Engage   before  the   Problem  is   known   Suggest  what   can  be  done   (Insight)   Guide  the   customer  on   the  buying   process   Align  with   Go-­‐geRers,   teachers,   skep;cs   20  
  18. 18. Selling  SAAS   Lead  genera;on  is  key  and  involves  all  aspects  including  e-­‐marke;ng,  viral,   segmenta;on  and  a  constant  watch  on  how  leads  are  developing;  don’t  rely     Don’t  ignore  Fundamental  principles  of  Marke;ng  and  strong  sales  efforts;  define  your   markets,  aggressively  push  into  them  using  all  available  means  and  media   Lead  genera;on  is  key;  involve  all  aspects  incl.  e-­‐marke;ng,  viral,  segmenta;on,  social  and  a   constant  watch  on  how  leads  are  developing;  don’t  rely  on  field  sales  alone  to  drive  sales   Just  building  a  compelling  product  offering  does  not  mean  it  will  SELL   21  
  19. 19. Selling  SAAS   Ensure  that  you  are  watching  Trial/Test  programs  for  performance  &  customer  feedback   constantly;  use  this  feedback  loop  to  improve  your  features  as  well  as  lead  marke;ng   Use  customer  references  for  everything  that  you  can;  leverage  user  communi;es  for   evangelizing  your  product  and  don’t  neglect  them  –  use  social  media  for  this   Make  sure  your  product  is  truly  SAAS,  has  APIs  for  integra;on  and  run  your  ops  like  a  SAAS   company  and  not  a  license  sogware  company  where  the  principles  used  are  different   22  
  20. 20. Get  Ready  to  Sell  -­‐  BASELINE   Product  Strategy  that  is  well  segmented  and  ready  to  roll   A  well  thought  out  Sales  and  Marke;ng  plan   ARrac;ve  adop;on  offers  to  Use/Test  and  Buy   Clearly  Ar;culated  Value  Proposi;on,  Benefits,  RoI  etc.   23  
  21. 21. Get  Ready  to  Sell  -­‐  BASELINE   Have  a  great  presenta;on  (or  two)   Have  your  elevator  pitch  handy   Lock-­‐in  strategies   Have  a  great  website   Entry  services   24  
  22. 22. Sell  Sell  Sell   Fully  research  the  companies  you  are  selling  into   Know  about  the  CIO  –  today  many  are  public  figures  and  they  can  be   studied   Connect  through  the  Business   Experienced  BD  team  that  can  ENGAGE  CxOs  in  ‘insight  selling’  -­‐  It  could   be  YOU   25  
  23. 23. Sell  Sell  Sell   Get  into  panels  where  they  are  sit,  write/get  featured  in  magazines  they   read,   Invest  in  building  rela;onships   If  you  write  them  a  unsolicited  email  make  sure  it  is  v  compelling   Connect  with  CIOs  and  Business  Heads  at  Conferences,  places  they  hang   out   Make  an  approach  through  a  trusted  party   26  
  24. 24. Funnel  Logic   Source:  firstsalefirst.wordpress.com   27  
  25. 25. Mul;-­‐mode  lead  genera;on   Source:  Openherd.com   28  
  26. 26. If  E-­‐Commerce   Source:  webmarke;ngandbeyond.com   29  
  27. 27. Sell  using  Social  Media  
  28. 28. Sell  using  Social  Media   31  
  29. 29. 32  
  30. 30. • GET  TO  KNOW  THEM   WELL   Indian  Enterprises  are   global/modern   • RECOGNIZE  AND  DEAL   WITH  THEM   Your  challenges  are   both  External  and   Internal   • BUILD  TRUSTED   RELATIONSHIPS   The  CxO  is   accomplished   • THIS  IS  YOUR  KEY  TO   SUCCESS   Invest  heavily  in  Sales   &  Marke;ng     In  Summary   33  
  31. 31. 34  
  32. 32. THANK  YOU….Jawahar  Bekay      June  3,  2013   35  

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