Sell Faster & Sell More by Selling Value

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For providers of information management products and services, advice regarding how to sell based on the ability of your offerings to provide Maximum Total Value rather than on features/functions/price

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  • We’re here because information technology today is as commodity as it gets, and that stark fact undoubtedly is making it harder than ever for you to sell.
  • Sell Faster & Sell More by Selling Value

    1. 1. Sell Faster & Sell More by Selling Value Presented by: Steve Weissman Executive Director Holly Group 617-383-4655 © 2011 Holly GroupAll Rights Reserved. sweissman@hollygroup.com • steveweissman • steveweissman
    2. 2. About Your Instructor Steve Weissman » User Adviser, Strategy Consultant, and Industry Analyst for 20+ Years » Expert in Strategies and Best Practices for Successful Sales and Implementation » Certified Instructor for AIIM ECMm, BPMp Certificate Courses » President of the New England Chapter of AIIM » Director of Education / National Board Member, BFMA » Executive Director, Holly Group • Strategy consulting, change management, and software industry analysis to help people work better and work better together © 2011 Holly GroupAll Rights Reserved.
    3. 3. Why Are We Here? Because Information Technology Today is as Commodity as it Gets » Some products work better than others, but they all do pretty much the same thing, and they all work pretty well. Because Concerns Over Cost Obscure the Business Improvements Customers Seek » Fixation on ROI and TCO overshadow the governance, compliance, and process enhancements on which their success – and your reputation – will be judged. © 2011 Holly GroupAll Rights Reserved.
    4. 4. Why Are We Here? Because You Lose, Twice » It takes so long for customers to haggle over internal budgets that your sales cycle stretches out or flatlines altogether. » Customers never seem to get around to asking about your expertise and the other capabilities you can provide to solve their particular problem(s). © 2011 Holly GroupAll Rights Reserved.
    5. 5. Congratulations! You Have Been Commoditized, Too © 2011 Holly GroupAll Rights Reserved.
    6. 6. What Can You Do About It? Sell Value » Not software » Not hardware (please!) » Not even services © 2011 Holly GroupAll Rights Reserved.
    7. 7. What Can You Do About It? Sell Value » Not software » Not hardware (please!) » Not even services Solve Problems » Make your customer a hero … and become one yourself © 2011 Holly GroupAll Rights Reserved.
    8. 8. What Can You Do About It? Sell Value » Not software » Not hardware (please!) » Not even services Solve Problems » Make your customer a hero … and become one yourself Make Money! » Forget cost-based pricing … charge for the value provided » Ask: “What’s it worth to you to get rid of that pain?” © 2011 Holly GroupAll Rights Reserved.
    9. 9. What is “Value”? “Relative Worth, Utility, or Importance”¹ » This doesn’t say anything about cost! » Further measurable in terms of time, effort, and strategy » Often lost in the day-to-day © 2011 Holly Group ¹ Merriam-WebsterAll Rights Reserved.
    10. 10. Value: It’s What’s for Dinner You May Be Implementing for Reasons of Cost or Compliance » To accommodate new budgets or to satisfy the legal department But Your Success Will Be Measured in Terms of Value » To justify the time, money, and human resources spent © 2011 Holly GroupAll Rights Reserved.
    11. 11. Value: It’s What’s for Dinner You May Be Implementing for Reasons of Cost or Compliance » To accommodate new budgets or to satisfy the legal department But Your Success Will Be Measured in Terms of Value » To justify the time, money, and human resources spent » In terms of: • Achieving rapid return on investment / low cost of ownership • Ongoing ability to improve business processes • Ongoing ability to improve collaboration © 2011 Holly GroupAll Rights Reserved.
    12. 12. Value: It’s What’s for Dinner You May Be Implementing for Reasons of Cost or Compliance » To accommodate new budgets or to satisfy the legal department But Your Success Will Be Measured in Terms of Value » To justify the time, money, and human resources spent » In terms of: • Achieving rapid return on investment / low cost of ownership • Ongoing ability to improve business processes • Ongoing ability to improve collaboration So people can work better and work better together™ © 2011 Holly GroupAll Rights Reserved.
    13. 13. Introducing MaxTV® Methodology for Deriving Maximum Total Value » More than just raw dollars and cents » Optimizes value on an ongoing basis » Business-based / organizationally strategic » Redefines your customer conversations © 2011 Holly GroupAll Rights Reserved.
    14. 14. Introducing MaxTV® Origins » Devised in 1998 » Developed from original research into acquiring, deploying, and utilizing enterprise information systems » Extracts and combines elements of preexisting proven best- practices © 2011 Holly GroupAll Rights Reserved.
    15. 15. Introducing MaxTV® Philosophy in Two Parts » The Triad … supporting the business case » The Quadruple Helix … supporting the technology decision Data Context Format Medium © Holly Group All Rights Reserved. © Holly Group All Rights Reserved. © 2011 Holly GroupAll Rights Reserved.
    16. 16. The MaxTV® Triad Economics » Return on Investment • Tends to focus on a single point in time (payback) despite solution lifespans measured in years » Total Cost of Ownership • Suggests spending is finite when expenses are incurred each and every year of service © 2011 Holly GroupAll Rights Reserved.
    17. 17. The MaxTV® Triad Economics Process Change » Greater efficiency, effectiveness • e.g., boosts employee morale and customer satisfaction » Opportunities to realize non-obvious savings • e.g., improved employee retention, early payment discounts © 2011 Holly GroupAll Rights Reserved.
    18. 18. The MaxTV® Triad Economics Process Change Collaboration » Less duplication of effort • Saves time, frustration » Better quality • Facilitates review, validation, correction • Reduces risk © 2011 Holly GroupAll Rights Reserved.
    19. 19. The MaxTV® Triad Economics Process Change Collaboration All three elements must be minded and measured over time in order to maximize value! © 2011 Holly GroupAll Rights Reserved.
    20. 20. The MaxTV® Triad Economics Process Change Collaboration All three elements must be minded and measured over time in order to maximize value! … as must the supporting technology © 2011 Holly GroupAll Rights Reserved.
    21. 21. The MaxTV® Quadruple Helix Four interconnected Data strands to be managed Context and optimized Format Medium © Holly Group © 2011 All Rights Reserved. Holly GroupAll Rights Reserved.
    22. 22. The MaxTV® Quadruple Helix Missing or poor data? Data No utility. © 2011 Holly GroupAll Rights Reserved.
    23. 23. The MaxTV® Quadruple Helix Missing or poor data? Data No utility. Context Missing or wrong context? Not meaningful. © 2011 Holly GroupAll Rights Reserved.
    24. 24. The MaxTV® Quadruple Helix Missing or poor data? Data No utility. Context Missing or wrong context? Format Not meaningful. Mismatched formats? Not shareable. © 2011 Holly GroupAll Rights Reserved.
    25. 25. The MaxTV® Quadruple Helix Missing or poor data? Data No utility. Context Missing or wrong context? Format Not meaningful. Medium Mismatched formats? Not shareable. Improper medium? Not receivable. © Holly Group © 2011 All Rights Reserved. Holly GroupAll Rights Reserved.
    26. 26. The MaxTV® Quadruple Helix Decisions regarding one strand Data affect all the others. Context Format Medium © Holly Group © 2011 All Rights Reserved. Holly GroupAll Rights Reserved.
    27. 27. The MaxTV® Quadruple Helix Decisions regarding one strand Data affect all the others. Context Format Medium All four strands thus must be continually well orchestrated in order to maximize value! © Holly Group © 2011 All Rights Reserved. Holly GroupAll Rights Reserved.
    28. 28. Why Value Isn’t Maximized Economics Process Change Collaboration © 2011 Holly GroupAll Rights Reserved.
    29. 29. Why Value Isn’t Maximized Economics Process Change Collaboration Central to justification discussions but irrelevant to implementation success © 2011 Holly GroupAll Rights Reserved.
    30. 30. Why Value Isn’t Maximized Economics Process Change Collaboration Central to justification discussions but irrelevant to implementation success Irrelevant to justification discussions but © 2011 Holly Group central to implementation successAll Rights Reserved.
    31. 31. Why Value Isn’t Maximized Data Context Format Medium © Holly Group © 2011 All Rights Reserved. Holly GroupAll Rights Reserved.
    32. 32. Why Value Isn’t Maximized Incomplete or absent tagging Data means data cannot be found Context Format Medium © Holly Group © 2011 All Rights Reserved. Holly GroupAll Rights Reserved.
    33. 33. Why Value Isn’t Maximized Incomplete or absent tagging means data cannot be found Context Poor rules/roles integration Format means context cannot be determined and supported Medium © 2011 Holly GroupAll Rights Reserved.
    34. 34. Why Value Isn’t Maximized Incomplete or absent tagging means data cannot be found Poor rules/roles integration Format means context cannot be determined and supported Medium Incomplete or absent thinking about content delivery means mismatched format and medium © 2011 Holly GroupAll Rights Reserved.
    35. 35. Why Value Isn’t Maximized Incomplete or absent tagging means data cannot be found Poor rules/roles integration means context cannot be determined and supported These issues – and more – are largely avoidable with proper planning up front! Incomplete or absent thinking about content delivery means mismatched format and medium © 2011 Holly GroupAll Rights Reserved.
    36. 36. Why Value Isn’t Maximized Incomplete or absent tagging means data cannot be found Poor rules/roles integration means context cannot be determined and supported These issues – and more – are largely avoidable with proper planning up front! But the work is hard, and often unappreciated, Incomplete or absent thinking so it too often is left undone. delivery means about content mismatched format and medium © 2011 Holly GroupAll Rights Reserved.
    37. 37. Why Value Isn’t Maximized Incomplete or absent tagging means data cannot be found Poor rules/roles integration means context cannot be determined and supported These issues – and more – are largely avoidable with proper planning up front! But the work is hard, and often unappreciated, Incomplete or absent thinking so it too often is left undone. delivery means about content mismatched format and medium This is your golden opportunity! © 2011 Holly GroupAll Rights Reserved.
    38. 38. Under the MaxTV® Umbrella Maximum Total Value Economics ($) Process Change (p) Collaboration (D) Investment Return Improvement Learning & Knowledge capital productivity people education labor profit culture sharing support productivity process collaboration Costs Innovation Engagement procurement maintenance process reengineering customer satisfaction implementation utilization system rearchitecting employee empowerment deployment training partner inclusion © 2011 Holly GroupAll Rights Reserved.
    39. 39. Options to Make it Happen Sales Support » ‘Sounding board’ resources Customer ‘Prep’ » Prospect education Services Extension » Customer consulting MaxTV® Licensing and Training » So you can ‘fish’ on your own © 2011 Holly GroupAll Rights Reserved.
    40. 40. Thank You! Please contact me for any questions, comments, or additional information Steve Weissman, Executive Director sweissman@hollygroup.com 617-383-4655 Twitter: steveweissman LinkedIn: in/steveweissman Fresh observations and opinions only on Weissman’s World! Visit blog.hollygroup.com © 2011 Holly GroupAll Rights Reserved.

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