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Sales Transformation

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The Sales Cycle is dead, welcome to the Buyer's Journey. Selling Cloud Services means aligning with the Buyer Journey and creating compelling value propositions that will move the buyer to action. …

The Sales Cycle is dead, welcome to the Buyer's Journey. Selling Cloud Services means aligning with the Buyer Journey and creating compelling value propositions that will move the buyer to action. Success in sales requires anticipating and eliminating multiple barriers to sales that exist along the Buyer’s Journey. Selling services means mastering the art of ‘communicating the invisible’ and describing the benefits of your services in terms of the problems that they solve for your customers.

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  • 1. Leverage Microsoft’s position www.flickr.com/photos/brandondoran/5427637688
  • 2. Office 365 is theBIG opportunity 3
  • 3. Lead the way forward www.flickr.com/photos/36182550@N08/3347465868
  • 4. It’s all about leading…. SalesChannel Europe ©2009 SalesChannel Europe. All rights reserved 5
  • 5. Rethink your business
  • 6. …and enable all sales channels
  • 7. …and get a handle on the key levers http://www.flickr.com/photos/linneberg/5371017956/
  • 8. Find 3 Take Aways www.flickr.com/photos/jamesjordan/3026672665
  • 9. 3 Drivers of SalesTransformation
  • 10. 1 Implications of Selling Cloud Services2 Implications of the Buyer’s Journey3 The Buyer’s Decision Making Process
  • 11. 1. Product vs solution selling www.flickr.com/photos/kanaka/2395419030
  • 12. Office 365 Airlift, London, UK. 12th - 14th April 2011
  • 13. Product or solution? Or usage scenario?14 www.flickr.com/photos/orinrobertjohn/114430223
  • 14. 2. Communicate the invisible
  • 15. 3. Use Partners to augment the customer experience
  • 16. SOHO/SMB Customer Syndication SOHO/SMB Partner Customer SOHO/SMB Customer Trusted Advisors Partner Channel Sales Training Support Consulting & AdviceSales Activation Eco-system Migration Business Process Service Migration 19
  • 17. 1 Implications of Selling Cloud Services2 Implications of the Buyer’s Journey3 The Buyer’s Decision Making Process
  • 18. 1. Selling vs Buying www.flickr.com/photos/superzelle/4608034587
  • 19. Remember the Buyer’s Journey Search Refer Find Support Qualify Up-sell Try Manage Buy Activate
  • 20. Tipping the funnelJosh Bernoff & Charlene Li Josh Bernoff & Ted Schadler
  • 21. Influence is spreadthrough social media
  • 22. Target tomorrow’s customers
  • 23. Capture their attention
  • 24. Eliminating barriers to success 27 Office 365 Airlift, London, UK. 12th - 14th April 2011
  • 25. AND thinking
  • 26. AND execution Office 365 Airlift, London, UK. 12th - 14th April 2011 www.flickr.com/photos/artwithrays/3919906312
  • 27. Avoid ‘Hole-in-one’ thinkingOffice 365 Airlift, London, UK. 12th - 14th April 2011 www.flickr.com/photos/turbotoddi/2932650574
  • 28. Co-creation thinking
  • 29. 2. Manage multiple touch points/multiple channels Direct & Partners Enterprise Online & Partners Midmarket Online Channel Telesales SOHO & SMB Partners
  • 30. Go-To-Market Mapping by Solution Partnership Channel Structure Services Providers Residential & Enterprise Profiles Customers OEMs TEMs T1 MNC Strategic Alliances System Integrators & ENT T2 Network Integrators SI&NI /Geographic T3 SME T1 Partners Partnerships VSP SOHO/SMB Direct Sales / BCS Residential Smaller SPs & ASPs MyCall® Telephony & Video TEMs: NIs: Service Providers Types: Customer Segmentation:  Nokia  Telindus  Incumbents  MNC: multiple Int’l sites  Alcatel  Getronics  Tier 1 Operators  ENT: 500+ ext MyCall® Media  Sonus  PABX Installers  Alternate Operators:  SME: 20-500 ext  Siemens  Local NIs Tier 2/3  Retail: 10-20 ext MyCall® Triple Play  Nortel T1 Partners:  ISPs  SOHO/SMB: 2 -10 ext  Huawei  HP  VSPs, VNOs  Residential  Ericsson  IBM  Mobile Operators Secured IP Trunking & VPN IPCentrex™ Telephony & Video SIs:  BEA  MVNO. MVNE  Logica/CMG ASP (W/S):  ASP IPCentrex™ Telephony & Video  T-Systems  Private Label  Atos/Origin Influencers: Contact Center & IVR  Capgemini  BEA  Accenture  Microsoft  HP / IBM  Oracle  Local /Global SIs  Intel  Local SIs  Industry A’lysts Office 365 Airlift, London, UK. 12th & 14th April 2011
  • 31. Learning preferences by Channels of Choice Never looks at Visits web-site Qualifies Self- web-site, wants briefly, then Online but Guided face-2-face calls to Qualify Calls to Online meeting Close SalesWeb- Web-Agnostic Centric Uses Web Site Qualifies Chats to find Online but Online Contact takes to Close Information Face2Face Deal to Close
  • 32. Buyer’s Journey orChannel of Choice? www.flickr.com/photos/1suisse/4206046108
  • 33. Create a compelling Value Proposition Product Service Customer Experience
  • 34. 3. Keep it simple www.flickr.com/photos/xrrr/2321685873
  • 35. 1 Implications of Selling Cloud Services2 Implications of the Buyer’s Journey3 The Buyer’s Decision Making Process
  • 36. 1. B2B vs B2C. Who is the Decision Maker? www.flickr.com/photos/orangeacid/1383051245
  • 37. Understand how they decide
  • 38. Buyer PersonasSalesChannel Europe ©2010 All rights reserved
  • 39. Target different buyer personas
  • 40. MIT GSM Experiment
  • 41. 2. Channels of Choice 44
  • 42. Let them choose Office 365 Airlift, London, UK. 12th - 14th April 2011
  • 43. 3. Help them to self-qualify
  • 44. SPAM: (R = 0) Persona-Based Website Office 365 Airlift, London, UK. 12th - 14th April 2011
  • 45. Persona-Based Website 48Office 365 Airlift, London, UK. 12th - 14th April 2011
  • 46. 1 Implications of Selling Cloud Services2 Implications of the Buyer’s Journey3 The Buyer’s Decision Making Process
  • 47. Key Take Away: www.flickr.com/photos/jamesjordan/3026672665
  • 48. SalesCentric thinking The E2E CustomerExperience
  • 49. Customer Experience Map Phases Feelings Memory Impact on Loyalty WOW “I Love it” High Share with Many Enjoyable “I like it” Mid Share with fewFunctional “Works for me” Low NeutralUneventful “OK” None Decrease Missed it “I Don’t Like it” Mid 66% decreaseNever Again “I hate it” High 100% Loss Office 365 Airlift, London, UK. 12th - 14th April 2011
  • 50. Why is Customer Experience critical?Retention 50% SalesHow do you create a great Customer Experience?
  • 51. Innovation, new ideas and trial and error www.flickr.com/photos/nationaalarchief/4193508328
  • 52. Be available for the customer55
  • 53. Surpass their expectations www.flickr.com/photos/hadaway/237339127
  • 54. Failure comes early successTakes time
  • 55. Get it rightOffice 365 Airlift, London, UK. 12th - 14th April 2011 www.flickr.com/photos/winemegup/3641912321
  • 56. Office 365 Airlift, London, UK. 12th - 14th April 2011 www.flickr.com/photos/horacio/3781750
  • 57. Office 365 Airlift, London, UK. 12th - 14th April 2011 www.flickr.com/photos/horacio/3781750