Leverage Microsoft’s position                                www.flickr.com/photos/brandondoran/5427637688
Office 365 is theBIG opportunity                    3
Lead the way forward     www.flickr.com/photos/36182550@N08/3347465868
It’s all about leading….                                           SalesChannel                                           ...
Rethink your business
…and enable all sales channels
…and get a handle on the key levers  http://www.flickr.com/photos/linneberg/5371017956/
Find 3 Take Aways                    www.flickr.com/photos/jamesjordan/3026672665
3 Drivers       of SalesTransformation
1   Implications of Selling Cloud Services2 Implications of the Buyer’s Journey3 The Buyer’s Decision Making Process
1. Product vs solution selling                www.flickr.com/photos/kanaka/2395419030
Office 365 Airlift, London, UK. 12th - 14th April 2011
Product or solution?     Or usage scenario?14          www.flickr.com/photos/orinrobertjohn/114430223
2. Communicate the invisible
3. Use Partners to augment   the customer experience
SOHO/SMB                                                      Customer  Syndication                                     SO...
1   Implications of Selling Cloud Services2 Implications of the Buyer’s Journey3 The Buyer’s Decision Making Process
1. Selling vs Buying       www.flickr.com/photos/superzelle/4608034587
Remember the Buyer’s Journey                      Search              Refer              Find         Support             ...
Tipping the funnelJosh Bernoff & Charlene Li                             Josh Bernoff & Ted Schadler
Influence is spreadthrough social media
Target tomorrow’s customers
Capture their attention
Eliminating barriers to success           27                Office 365 Airlift, London, UK. 12th - 14th April 2011
AND thinking
AND execution                Office 365 Airlift, London, UK. 12th - 14th April 2011   www.flickr.com/photos/artwithrays/39...
Avoid ‘Hole-in-one’ thinkingOffice 365 Airlift, London, UK. 12th - 14th April 2011   www.flickr.com/photos/turbotoddi/2932...
Co-creation thinking
2. Manage multiple touch   points/multiple channels   Direct & Partners          Enterprise   Online & Partners          M...
Go-To-Market Mapping by Solution                   Partnership              Channel Structure                     Services...
Learning preferences by Channels of Choice   Never looks at             Visits web-site     Qualifies    Self-   web-site,...
Buyer’s Journey orChannel of Choice?                     www.flickr.com/photos/1suisse/4206046108
Create a compelling Value Proposition              Product     Service        Customer                                    ...
3. Keep it simple                    www.flickr.com/photos/xrrr/2321685873
1   Implications of Selling Cloud Services2 Implications of the Buyer’s Journey3 The Buyer’s Decision Making Process
1. B2B vs B2C. Who is   the Decision Maker?                         www.flickr.com/photos/orangeacid/1383051245
Understand how they decide
Buyer PersonasSalesChannel Europe ©2010 All rights reserved
Target different buyer personas
MIT GSM Experiment
2. Channels of Choice                        44
Let them choose            Office 365 Airlift, London, UK. 12th - 14th April 2011
3. Help them to self-qualify
SPAM: (R = 0)                                                   Persona-Based Website                Office 365 Airlift, L...
Persona-Based Website                                                         48Office 365 Airlift, London, UK. 12th - 14t...
1   Implications of Selling Cloud Services2 Implications of the Buyer’s Journey3 The Buyer’s Decision Making Process
Key Take Away:                 www.flickr.com/photos/jamesjordan/3026672665
SalesCentric thinking   The E2E CustomerExperience
Customer Experience Map Phases          Feelings                       Memory                 Impact on Loyalty  WOW      ...
Why is Customer Experience critical?Retention      50%       SalesHow do you create a great Customer Experience?
Innovation, new ideas  and trial and error                        www.flickr.com/photos/nationaalarchief/4193508328
Be available for the customer55
Surpass their expectations             www.flickr.com/photos/hadaway/237339127
Failure comes early successTakes time
Get it rightOffice 365 Airlift, London, UK. 12th - 14th April 2011   www.flickr.com/photos/winemegup/3641912321
Office 365 Airlift, London, UK. 12th - 14th April 2011   www.flickr.com/photos/horacio/3781750
Office 365 Airlift, London, UK. 12th - 14th April 2011   www.flickr.com/photos/horacio/3781750
Sales Transformation
Sales Transformation
Sales Transformation
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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. 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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Sales Transformation

  1. 1. Leverage Microsoft’s position www.flickr.com/photos/brandondoran/5427637688
  2. 2. Office 365 is theBIG opportunity 3
  3. 3. Lead the way forward www.flickr.com/photos/36182550@N08/3347465868
  4. 4. It’s all about leading…. SalesChannel Europe ©2009 SalesChannel Europe. All rights reserved 5
  5. 5. Rethink your business
  6. 6. …and enable all sales channels
  7. 7. …and get a handle on the key levers http://www.flickr.com/photos/linneberg/5371017956/
  8. 8. Find 3 Take Aways www.flickr.com/photos/jamesjordan/3026672665
  9. 9. 3 Drivers of SalesTransformation
  10. 10. 1 Implications of Selling Cloud Services2 Implications of the Buyer’s Journey3 The Buyer’s Decision Making Process
  11. 11. 1. Product vs solution selling www.flickr.com/photos/kanaka/2395419030
  12. 12. Office 365 Airlift, London, UK. 12th - 14th April 2011
  13. 13. Product or solution? Or usage scenario?14 www.flickr.com/photos/orinrobertjohn/114430223
  14. 14. 2. Communicate the invisible
  15. 15. 3. Use Partners to augment the customer experience
  16. 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. 17. 1 Implications of Selling Cloud Services2 Implications of the Buyer’s Journey3 The Buyer’s Decision Making Process
  18. 18. 1. Selling vs Buying www.flickr.com/photos/superzelle/4608034587
  19. 19. Remember the Buyer’s Journey Search Refer Find Support Qualify Up-sell Try Manage Buy Activate
  20. 20. Tipping the funnelJosh Bernoff & Charlene Li Josh Bernoff & Ted Schadler
  21. 21. Influence is spreadthrough social media
  22. 22. Target tomorrow’s customers
  23. 23. Capture their attention
  24. 24. Eliminating barriers to success 27 Office 365 Airlift, London, UK. 12th - 14th April 2011
  25. 25. AND thinking
  26. 26. AND execution Office 365 Airlift, London, UK. 12th - 14th April 2011 www.flickr.com/photos/artwithrays/3919906312
  27. 27. Avoid ‘Hole-in-one’ thinkingOffice 365 Airlift, London, UK. 12th - 14th April 2011 www.flickr.com/photos/turbotoddi/2932650574
  28. 28. Co-creation thinking
  29. 29. 2. Manage multiple touch points/multiple channels Direct & Partners Enterprise Online & Partners Midmarket Online Channel Telesales SOHO & SMB Partners
  30. 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. 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. 32. Buyer’s Journey orChannel of Choice? www.flickr.com/photos/1suisse/4206046108
  33. 33. Create a compelling Value Proposition Product Service Customer Experience
  34. 34. 3. Keep it simple www.flickr.com/photos/xrrr/2321685873
  35. 35. 1 Implications of Selling Cloud Services2 Implications of the Buyer’s Journey3 The Buyer’s Decision Making Process
  36. 36. 1. B2B vs B2C. Who is the Decision Maker? www.flickr.com/photos/orangeacid/1383051245
  37. 37. Understand how they decide
  38. 38. Buyer PersonasSalesChannel Europe ©2010 All rights reserved
  39. 39. Target different buyer personas
  40. 40. MIT GSM Experiment
  41. 41. 2. Channels of Choice 44
  42. 42. Let them choose Office 365 Airlift, London, UK. 12th - 14th April 2011
  43. 43. 3. Help them to self-qualify
  44. 44. SPAM: (R = 0) Persona-Based Website Office 365 Airlift, London, UK. 12th - 14th April 2011
  45. 45. Persona-Based Website 48Office 365 Airlift, London, UK. 12th - 14th April 2011
  46. 46. 1 Implications of Selling Cloud Services2 Implications of the Buyer’s Journey3 The Buyer’s Decision Making Process
  47. 47. Key Take Away: www.flickr.com/photos/jamesjordan/3026672665
  48. 48. SalesCentric thinking The E2E CustomerExperience
  49. 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. 50. Why is Customer Experience critical?Retention 50% SalesHow do you create a great Customer Experience?
  51. 51. Innovation, new ideas and trial and error www.flickr.com/photos/nationaalarchief/4193508328
  52. 52. Be available for the customer55
  53. 53. Surpass their expectations www.flickr.com/photos/hadaway/237339127
  54. 54. Failure comes early successTakes time
  55. 55. Get it rightOffice 365 Airlift, London, UK. 12th - 14th April 2011 www.flickr.com/photos/winemegup/3641912321
  56. 56. Office 365 Airlift, London, UK. 12th - 14th April 2011 www.flickr.com/photos/horacio/3781750
  57. 57. Office 365 Airlift, London, UK. 12th - 14th April 2011 www.flickr.com/photos/horacio/3781750
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