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Training deck dell new 16th august new 2010 (2)
The training deck summarizes Dell's business, products, and customer segmentation. It outlines Dell's history and founding, current operations, value propositions around quality and innovation. It also describes Dell's direct and retail business models. The deck then profiles Dell's key product lines and how they meet the needs of different customer segments: families with kids prioritize security and accessories, students/Gen Y value entertainment and software, gamers focus on gaming performance, and affluent professionals need productivity and support.
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Training deck dell new 16th august new 2010 (2)
- 1. TRAINING DECK -DELL
- 2. The ContentPhase -3Phase - 2Phase - 1Beginning of DellCurrent StateValue PropQualityInnovationCommitted To greenCustomer Excellence Basic Dell BusinessBusiness ModelDirectRetailProducts In Detail
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- 4. Introduction/ Key Tenets/Key Selling Points/ Target Customer/ Who Buys Inspiron/ Qualifying Q&A/ Key Features
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- 6. Introduction/ Key Tenets/Key Selling Points/ Target Customer/ Who Buys Studio/ Qualifying Q&A/ Key Features
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- 8. Introduction/ Key Tenets/Key Selling Points/ Target Customer/ Who Buys Studio XPS/ Qualifying Q&A/ Key Features
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- 10. Introduction/ Key Tenets/Key Selling Points/ Target Customer/ Who Buys Adamo/ Qualifying Q&A/ Key Features
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- 12. Introduction/ Key Tenets/Key Selling Points/ Target Customer/ Who Buys Alienware/ Qualifying Q&A/ Key Features
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- 24. Phase -1 ATTHE END OF THIS PHASE YOU WILL BE ABLE TO:Recall how Dell was founded.Articulate the basics of Dell’s business.Understand Del’s Value PropsKnow about basic Dell Business& the Business Model
- 25. BeginningMichael Dell FoundedPC’s Limited in 1984 with $1,000Marketed computers built from stock components.Pioneered the direct model by selling systems directly to customers.Youngest CEO ever to earn a ranking on the Fortune 500 list.
- 26. DELL’s Current State100EveryFortune company does business with Dell.
- 27. Dell ships about systems per day, on average – that’s more than one every second.
- 28. Dell is ranked among Fortune 500 and we have one of the world’s leading brands.
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- 30. The largest U.S. companies run on Dell.
- 31. The top 6 companies run on Dell.
- 32. Dell was thefirst computer company offering free to customers worldwide.140,000# 331410internetcomputer recycling
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- 34. QualityDell listens tocustomers and delivers high quality products to them.Dell uses standards-based technology.
- 35. Dell ranked inthe top 200 of the world’s most reputable companies.
- 36. Dell Perot Systemshas established, documented, and implemented an ISO 90001:2000-certified quality management system (QMS)BrainstormWhat do you think are the benefits to using standards-based technology?
- 37. Recommended Award - PCPro, UkXPS M1530 – Feb ‘08 Most Important Products of 2007- Business Week, USXPS One – Dec ‘07Editor’s Choice Award- Hot Hardware, US XPS 730 H2C – May ‘08Editors Choice AwardNotebookReview.com, USStudio 17 – June ‘08Best Inventions of 2008- Time Magazine, USXPS M1330 – ‘08Top Mainstream Laptop - CNET, USStudio 15 – Aug ‘08Design Award China 2008- iF International Forum of DesignStudio Hybrid – Aug ‘08Best Notebooks of the Year - Laptop Magazine, USXPS M1330 – ‘07QUALITY
- 38. Innovation3 Key Innovationsby DellWhat Drives Dell’s Innovation?Customers Products and concepts derived from customer feedback. Business Relationships Collaborating with standards organizations to deliver industry-changing developments.Cost EffectivenessAdopting open standards that give customers increased choices with decreased cost and complexity.Pioneered internet & shaped e-commerce – 1990
- 39. Dell was thefirst company to introduce a longer-life battery option with Lithium-ion technology in laptops.
- 40. This innovation gaveusers the ability to use their laptops for the duration of a trans-continental flight, fundamentally changed our industry
- 41. Dell has drivenkey innovations in cloud computing and virtualisation
- 42. Data Center Solutionsteam is dedicated to helping the world’s most complex data centres and cloud providers to enable always-on access and IT automation through innovative hardware, software, virtualisation and services platforms.“Ienjoy roaming around outside the company to see what people think of us. On the Web, nobody knows I'm a CEO. I'll hang out in chatrooms where actual users commonly chat about Dell and our competitors. I listen to their conversations as they discuss their purchases and their likes and dislikes. It's a tremendous learning opportunity” – Michael Dell
- 43. COMMITTED TO GREENDellis committed to becoming the “greenest” technology company on the planet - we are accomplishing this by:Offering free recycling worldwide Planting over 100,000 trees that will remove 250 million pounds of CO2Becoming carbon neutralIncreasing recycling and reuse ratesEliminating environmentally sensitive substances from our productsDell recently extended its use of bamboo packaging to include a number of Dell Inspiron laptops, building on its commitment to make being green easyDidYou Know? Dell launched ReGeneration.org, a site where people can learn about going “green,” share ideas and help protect the environment.
- 44. CUSTOMER EXCELLENCEDell valuescustomer feedbackJoin the Dell community - http://en.community.dell.com/Solid Programs designed to improve the customer experienceDell Connect™Your Tech TeamSolution StationExplore & LearnDidYou Know? There are more than 55,000 customer ratings and reviews on Dell.com
- 45. BASICS OF DELL’SBUSINESSFiscal Year 2009 Revenue 61.1 Billion DollarsGlobal Headquarters Round Rock, Texas, United StatesEmployees 78,900Worldwide Presence Business/Design Centers and Manufacturing/Distribution locations throughout Americas, Europe, Middle East, Africa, Asia and JapanDidYou Know?Dell is ranked #33 among Fortune500 companies and has one of the world’s leading brands.
- 46. Dell Retail Brands:BASICSOF DELL’S BUSINESSDidYou Know?Dell ships about 140,000 systems per day, on average
- 47. Dell – BusinessModelDell Consumer group has 2 divisions:A- Direct ModelB- RetailDidYou Know? While commercial business units account for the majority of Dell’s revenue, the Consumer Group is the fastest growing business within Dell.
- 48. THE DIRECT MODELClassDiscussionHave you ever made a direct order?What was the process like?How would you rate it?Advantages/Disadvantages?DidYou Know?Dell has nearly 2 billion interactions with our customers every year.
- 49. THE DIRECT MODELTheDirect Model allows customers to order custom PCs from Dell and have them delivered to their front door.
- 50. Why the retailenvironment is important to DellExpanded customer baseImmediate purchasing powerAbility to touch/feel Dell systemsDELL RETAIL
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- 52. Phase -2 ATTHE END OF THIS PHASE YOU WILL BE ABLE TO:Understand the Dell’s customer segmentation parametersBehavior for each in context to purchaseThe best suited product for each segment
- 53. Customer Segmentation Familieswith KidsStudents / Gen YAffluent ProfessionalsGamersHouseholds:Ages 27+
- 54. Do not havechildren
- 55. Income in thetop 15%Students or heads of household: Ages ~18-26
- 56. Do not havechildrenHouseholds with children (under the age of 24) living at homePurchaser of gaming system / components
- 57. Opted-in to gamingcommunications
- 58. On a gamingrented list
- 59. Participated in agaming eventActivity: What Do I Buy?What do think each customer segment buys?Confidential22Productivity Software?Video Card Upgrade?Audio Editing Software?Carrying Case?Printer?Processor Upgrade?Warranty?HDTV?
- 60. Families with KidsConfidential23Outsidethe Box UpsellsExtendedWarrantySolutionStationSolutionStationSecuritySoftwareSecuritySoftwareLoJackNetworkingLoJackHard DriveMemoryDataSafeSoundCardProcessorAccessoriesAccessoriesPrinterVideo CardDeploy & Migr SWInside the Box SpecsDisplayInkBatteryOSOptical DriveWirelessCardChassis / DesignChassis / DesignInkCaseOffice SWAdobeSWMonitorsCaseMusic & Audio SWMusic & Audio SW
- 61. Families with KidsGeneralBuying Habits:Little interest in high end systems Willing to build around the system with wide range of accessories:Broad interests in E&A categoriesInternet and system security are high prioritiesConfidential24
- 62. Students / GenYConfidential25Outside the Box UpsellsSolutionStationExtendedWarrantySecuritySoftwareSecuritySoftwareLoJackNetworkingSoundCardHard DriveHard DriveMemoryMemoryDataSafeDataSafeAccessoriesAccessoriesProcessorProcessorPrinterVideo CardInside the Box SpecsDeploy & Migr SWDeploy & Migr SWDisplayDisplayChassis / DesignInkBatteryWirelessCardCaseOSOSOptical DriveOptical DriveMusic & Audio SWMonitorsOffice SWOffice SWAdobeSWAdobeSW
- 63. Students / GenYGeneral Buying Habits:Most interested in entertainment-related features:ITB: Processor, Display, Optical DriveOTB: Home Entertainment, GPSLess interest in performance components (Hard Drive and RAM)Willing to purchase a solution and software:ProductivityAdobeOSInterested in security and file protectionConfidential26
- 64. GamersConfidential27Outside the BoxUpsellsSolutionStationSecuritySoftwareExtendedWarrantyLoJackNetworkingNetworkingDataSafeSoundCardHard DriveHard DriveMemoryMemoryAccessoriesAccessoriesProcessorProcessorVideo CardInside the Box SpecsPrinterPrinterDeploy & Migr SWDeploy & Migr SWDisplayDisplayBatteryWirelessCardChassis / DesignChassis / DesignInkInkOffice SWOSOSOptical DriveOptical DriveAdobeSWCaseCaseMusic & Audio SWMusic & Audio SWMonitorsMonitors
- 65. GamersGeneral Buying Habits:Mostinterested in systems with gaming features:Memory, Processor, Display…BUT: Video and sound cards not often important for this segment – they tend to already be top-of-the-line and upgrade after purchaseWilling to consider almost all non-software or non-warranty optionsBroad interests in E&AConfidential28
- 66. Affluent ProfessionalsConfidential29Outside theBox UpsellsSolutionStationSolutionStationSecuritySoftwareSecuritySoftwareExtendedWarrantyExtendedWarrantyLoJackNetworkingNetworkingDataSafeSoundCardHard DriveHard DriveMemoryMemoryAccessoriesAccessoriesProcessorProcessorVideo CardInside the Box SpecsPrinterPrinterDeploy & Migr SWDeploy & Migr SWDisplayDisplayBatteryOptical DriveWirelessCardChassis / DesignChassis / DesignInkInkOSOSAdobeSWCaseCaseOffice SWOffice SWMusic & Audio SWMusic & Audio SWMonitorsMonitors
- 67. Affluent ProfessionalsGeneral BuyingHabits:System preferences focused on performance or displayWilling to consider almost all accessories for building around the system – especially Business ProductivityLittle to no interest in protecting files or loss of systemVery low interest in any non-system related E&A categoriesConfidential30
- 68. Meeting Your Customers’NeedsConfidential31
- 69. A family-friendly computerGreat valueWide variety of models in either a laptop or desktopWide variety of cool, vibrant colorsAn attractive and clean designTechnology relevant to your needsIdeal For…Families with KidsStudents / Gen YConfidential32
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- 71. Turns heads withits exquisite designRecognized for its craftsmanshipEquipped for PerformanceLuxuriousanduniqueWith an attention to detailsStylishIdeal For…Affluent Professionals34Confidential
- 72. Immersive computing experiencesStunninggraphicsLeading-edge performanceLatest and greatesttechnologyPremium materialsInnovative designsIdeal For…GamersConfidential35
- 73. Brand ArchitectureDell LuxuryThin,Beauty of Design & CraftsmanshipExtreme Gaming1st to Market, Speed & Performance,ImmersionStudioAlienwareAdamoInspironStudio XPSStudioMultimediaGraphics, Audio, “Create & Consume”ValueSimple, Reliable, Smart
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- 75. Phase -3 ATTHE END OF THIS PHASE YOU WILL BE ABLE TO:Understand products – Inspiron, Studio, Studio XPS, Adamo & AlienwareGet complete perspective of following:IntroductionKey TenetsKey Selling PointsTarget CustomerWho Buys InspironQualifying Q&AKey Features
- 76. Inspiron - IntroductionAvailableas laptops, desktops, and All-in-Ones.One of 5 Dell Consumer Brands (Adamo, Alienware, Studio, and XPS). A great value that includes outstanding technology.
- 77. Key TenetsInspiron offers:Anattractive and Clean DesignTechnology Relevant to Your NeedsMobile ConnectivityWhat it means:A computer that you won’t want to hide.Features you need to do the tasks you wantConnecting to the Internet from more locations with multiple technologies.WHAT ARE THE KEY SELLING POINTS FOR INSPIRON?KEY SELLING POINTSA family friendly computer and a great valueHighly customizableA wide variety of choices in either a laptop or desktopA wide variety of cool, vibrant colors
- 78. CUSTOMERS WHO WOULDBE INTERESTED IN BUYING INSPIRON INCLUDE:Value Conscious ConsumersThese customers are looking for the best value-to-performance ratio they can find.Generation YThese teens are looking for a first computer to access the Internet and social media websites.Regular TravelersAdults and professionals who want to stay connected when they are away from home.TARGET CUSTOMERS
- 79. HERE ARE SOMEQUESTIONS YOU MIGHT ASK A CUSTOMER TO SEE IF INSPIRON IS RIGHT FOR THEM?QUALIFYING QUESTIONS“I just need a basic all-around computer.” For the customer who is looking for a solid computer at a good price, Inspiron is a great choice.
- 80. “Somewhat, but notas important as price.” With the Inspiron brand, customers don’t need to sacrifice looks for price.
- 81. An Inspiron desktopor an All-in-One make a great primary computer. A netbook or a laptop are perfect companion computers.
- 82. If they needpower, they probably want an Inspiron desktop or All-in-One. If they want mobility, then perhaps an Inspiron Mini. Both would indicate they need an Inspiron laptop.What do you plan to do with the computer?Is the look of a computer important to you?Will this be your primary computer?Are you looking for power, mobility, or both?What activities do you typically perform on a computer?
Editor's Notes
- #5 A interactive round of questionaire to begin with.
- #7 A mix of giving info and asking the delaers to make it more interesting.Click mouse to reveal each answer
- #8 There is a reason why Dell has been successful over the past 25 years and that is due to the company’s core values. The PC market is very competitive so Dell provides value to customers by committing to:QualityProduct InnovationCommitted to GreenCustomer Excellence
- #9 We ask the dealers about any such info on regards to Dell customer service which they might be suggesting…
- #10 When it comes to quality, sometimes it’s best to let the awards and reviews speak for themselves…Dell listens to customers and delivers quality products and services they value and trust. These are a few of the awards Dell has received for systems from product categories such as: NotebooksNetbooksLaptopsDesktops All-in-Ones
- #12 To be shared as info..
- #13 -Dell is committed to continuously improving customer relations through solid programs designed to improve the customer experience like:DellConnect™ - an online access tool that allows a Dell service and support associate to remotely access a customer’s computer through an internal connection. The work is done under the customer’s supervision.Your Tech Team - Upgraded service available for customers who desire quick response times, a dedicated technician, North-American based technical support and/or the ability to schedule a telephone appointment.Solution Station- offerspremium help for home users – 24x7 fee-based help for spyware, virus, wireless setup, how to questions and more.Explore & Learn - is a free, online resource where you can find out how to get the most out of the technologies you most want in your life. Click the mouse to reveal an interesting fact about Dell. Customers are able to view real feedback about products and services written by other customers.Dell values customer feedback – that is how the website Ideastorm.com came about. Through Ideastorm.com, Dell has incorporated many of the thousands of ideas that have been submitted by customers. Feel free to check out the Dell community where you can let your voice be heard, join forums/groups, receive support or just see what people are saying about Dell and its products/services.
- #14 Here is some basic information about Dell as a companyInvolve the class by asking for a guess on how much revenue Dell had for FY ’09, where the global headquarters is and how many employees Dell has.Dell’s revenue for FY 09 was $61.1 billion, to put that in perspective, here are some annual revenues from other companies:Apple (FY’08) - $32.4 BillionGoogle, Inc (FY ‘08) - $21.7 billionNike, Inc (FY ‘08) - $18.6 BillionDell truly is a global company with business/design centers and manufacturing/distribution locations throughout Americas, Europe, Middle East, Africa, Asia and Japan.Click mouse to reveal an interesting fact about Dell
- #15 These are some of Dell’s brands that you may see in your store: AdamoAlienwareXPSStudioXPSStudioInspironWe’ll have a more in depth discussion about the brands later in the training.Click mouse to reveal an interesting fact about Dell.Dell ships about 140,000 systems per day, on average - that’s more than one every second!
- #16 Dell Retail is a part of the Global Consumer Group, which is only a portion of Dell’s overall business,as you can see by the slide below…..Large Enterprise, Enterprise, Small and Medium business and Public accounts make up the commercial business.Click mouse to reveal an interesting fact about Dell.The Global Consumer Group can attribute its rapid growth to an increase in consumer brands and its expansion into retail stores.
- #17 Facilitate a discussion among the class…poll a few audience members and ask them:Have you ever made a direct order? How would you describe/rate the experience?What do you think the advantages are? What about the disadvantages?Click mouse to reveal an interesting fact about Dell.Dell makes it easy for customers to let their voice be heard. Later in the training, you will learn about the different sites that are available for customer feedback.
- #18 With the direct model, customers have the ability to customer-build their PC directly with a Dell associate. This is a great way for many people because:They can get exactly what they want in a PC and not have to pay for anything they don’t need or wantThe orders are delivered directly to the customerThe customer can facilitate the buying process without having to leave their residenceConversely, the disadvantages to the direct model are:Customers have to wait to receive their orderCustomers can not touch and feel the system or try it out before they make a purchaseThe direct model is the foundation that Dell built its reputation on but the company will adapt and evolve its business to meet the changing needs of customers.
- #19 Why is the retail environment important to Dell as a company?Expanded customer base- Even in today’s connected era, there are still people who are do not feel comfortable shopping online or ordering products over the phone. Dell’s presence in retail will benefit those customers who like to make transactions in person.Immediate purchasing power- Another advantage to retail stores is that customers have the ability to purchase a product immediately. The benefit of our direct business is that customers can personalize their but systems but then they have to wait for it to be built and shipped. For customers who want a quality, reliable system but don’t like to wait will be pleased to see Dell computers on the shelves of major retailers.Ability to touch/feel the system- This is perhaps one of the biggest advantages to having a presence in the retail environment- A computer system can be a significant purchase for many people and some people don’t feel comfortable with making such a significant purchase without touching and seeing the actual system that they will be getting.
- #22 Timing: ~4 minutes (~1 minute per segment)TRAINER NOTES: Before clicking to reveal slide contents, ASK: Who do you think Dell customers are? What are some examples of the types of customers we market to? (Allow learners to guess before giving the correct answer.) A: Example: Alienware systems are targeted to gamers.SAY: At Dell it is important to be able to identify – even generalize, based on available data – about our customers and what they want. Dell has identified 4 key customer segments. About 55% of our customers fall into one of these 4 categories. (The other ~45% are not defined, because their purchasing patterns are not as easy to define.)High-Level Descriptions of Each Customer Segment:Families with Kids: Families with Kids are (generally speaking) career-oriented, determined and organized. They need a computer that helps them perform their daily tasks (such as staying connected), so they can live their life to the fullest, relax, and be entertained. They prefer dependable, trustworthy technology backed up by the best service and support.Students / Gen Y: Actively embrace what life has to offer and enjoy reporting those episodes back to others.This segment is somewhere between 18-24 years old and either in school or recently out of school. Technology is their pipeline to consuming music, videos, blogs, and articles related to their expanding interests. They stay connected through email, social sites, IM and video chat. They are interested in being entertained - both through the content they consume and the social world they connect in. They're on the go, and they want to take their digital life with them.Gamers:Hard-core gamers span age groups, but have a common passion for dominating their opponents. Gamers want to stand out by buying cutting-edge brands with reputable performance. They need the highest performance processor, graphics card, and large displays to optimize their playing experience. When they aren’t gaming, they are experimental with their hobbies and look for ways to express their creativity. Their PC should allow them to dominate – and fulfill their creative side.Affluent Professionals: This segment is tech savvy, success-driven, and hard-working. They lean on technology to work at all times so they can stay productive – and balance their work and personal lives. They see technology as a practical tool and expect maximum efficiency and high performance backed up with dependability no matter where they are. They want the best to ensure their success.
- #23 Timing: ~10 minutesTRAINER NOTES: Lead a discussion on the learners thoughts on what they think customers buy from the four Customer Segments:Families with KidsStudents/Gen YGamers Affluent ProfessionalsFirst, let’s look at the buying habits of Families with Kids….
- #24 Timing: ~3 minutesTRAINER NOTES: Before clicking to reveal slide contents, ASK: “Which items do you think Families with Kids would frequently buy?” (After you have some examples, click the mouse to reveal the answers. They will appear in green.)ASK: What is the significance of knowing that? (Allow learners to guess before giving the correct answer.) A: The 4-6 minutes that the average agent spends trying to upsell components is not the most effective use of time with most customers in this segment.* You would be better off building rapport and questioning for needs to build a full usage solution. ASK: What is a typical full solution for this segment? (Allow learners to guess before giving the correct answer.) A: Based on this data, you should position entertainment and security accessory items.*Examples of accessories you should consider positioning are on the next slide.*NOTE: These recommendations are based on aggregate customer data. Individual situations may vary. Always question thoroughly for needs and build a solution with the customer’s needs in mind.
- #25 Timing: ~3 minutesTRAINER NOTES: The box on the right of the slide lists common accessories:Green bars indicate a higher likelihood ofpurchase (by this customer segment)Red bars indicate a lower likelihood of purchase White bars indicate there is either limited data or limited likelihood of purchaseASK: Why do you think that this customer segment is likely to purchase the items in green? (Allow learners to guess before giving the answers below.) Gaming consoles, console games, HDTVS and DVD/Blu-ray players:family entertainmentCameras and camcorders:to capture images from family vacations/events, etc.MP3 players and GPS: used for travel, and also commonly purchased as giftsASK: Why do you think that this customer group is unlikely to purchase the items in red? (Allow learners to guess before giving the answers below.) Phones:many families may prefer to purchase phones with their provider, in order to get family plans and discounts.Laser printers: these have larger print cycles and are probably are more expensive – or offer more features and higher print yields – than most families would want or need.Next, let’s look at the buying habits of Students and Gen Y customers….
- #26 Timing: ~3 minutesTRAINER NOTES: Before clicking to reveal slide contents, ASK: “Which items do you think Students or Gen Y customers would frequently buy?” (After you have some examples, click the mouse to reveal the answers. They will appear in green.)ASK: What is the significance of knowing that? (Allow learners to guess before giving the correct answer.) A: Your most efficient use of time will often be positioning Most Popular Configs that offer upgraded displays, processors and optical drives.* ASK: What is a typical full solution for this segment? (Allow learners to guess before giving the correct answer.) A: Based on this data, you should productivity software and security solutions.*Examples of accessories you should consider positioning are on the next slide.*NOTE: These recommendations are based on aggregate customer data. Individual situations may vary. Always question thoroughly for needs and build a solution with the customer’s needs in mind.
- #27 Timing: ~3 minutesTRAINER NOTES: The box on the right of the slide lists common OTB accessories:Green bars indicate a higher likelihood ofpurchase (by this customer segment)Red bars indicate a lower likelihood of purchase White bars indicate there is either limited data or limited likelihood of purchaseASK: Why do you think that this customer segment is likely to purchase the items in green? (Allow learners to guess before giving the answers below.) TVs and Home Theatre in a Box players: provide the entertainment of viewing and listening to high definition contentGPS: useful for travelASK: Why do you think that this customer group is unlikely to purchase the items in red? (Allow learners to guess before giving the answer below.) Laser printers: these have larger print cycles and are probably are more expensive – or offer more features and higher print yields – than most students or Gen Y customers would want or need.Now let’s look at the buying habits of Gamers….
- #28 Timing: ~3 minutesTRAINER NOTES: Before clicking to reveal slide contents, ASK: “Which items do you think Gamers would frequently buy?” (After you have some examples, click the mouse to reveal the answers. They will appear in green.)ASK: What is the significance of knowing that? (Allow learners to guess before giving the correct answer.) A: It would also be worthwhile to position acesspories items that assist the overall performance of the system – both with entertainment and productivity solutions.* Examples of accessories you should consider positioning are on the next slide.*NOTE: These recommendations are based on aggregate customer data. Individual situations may vary. Always question thoroughly for needs and build a solution with the customer’s needs in mind.
- #29 Timing: ~3 minutesTRAINER NOTES: The box on the right of the slide lists common OTB accessories:Green bars indicate a higher likelihood ofpurchase (by this customer segment)Red bars indicate a lower likelihood of purchase White bars indicate there is either limited data or limited likelihood of purchaseASK: Why do you think that this customer segment is likely to purchase the items in green? (Allow learners to guess before giving the answer below.) This customer segment will frequently spend money on a top-of-the-line system – and it makes sense that they would want to maximize the overall experience of that system with games, movies, hi-def content, music, etc.Finally, let’s look at the buying habits of Affluent Professionals….
- #30 Timing: ~3 minutesTRAINER NOTES: Before clicking to reveal slide contents, ASK: “Which items do you think Affluent Professionals would frequently buy?” (After you have some examples, click the mouse to reveal the answers. They will appear in green.)Key Point: There are several components and OTB listed as likely upgrades. ASK: What is the significance of knowing that? (Allow learners to guess before giving the correct answer.) A: It would also be worthwhile to position accessories that assist the overall performance of the system – both with entertainment and productivity solutions.* Examples of accessories you should consider positioning are on the next slide.*NOTE: These recommendations are based on aggregate customer data. Individual situations may vary. Always question thoroughly for needs and build a solution with the customer’s needs in mind.
- #31 Timing: ~3 minutesTRAINER NOTES: The box on the right of the slide lists common OTB accessories:Green bars indicate a higher likelihood ofpurchase (by this customer segment)Red bars indicate a lower likelihood of purchase White bars indicate there is either limited data or limited likelihood of purchaseASK: Why do you think that this customer segment is likely to purchase the items in green? (Allow learners to guess before giving the answer below.) This customer segment tends to spend money on a higher-end systems (like StudioXPS or Adamo); and it makes sense that they would want to enhance their experience with accessories that maximize productivity and performance.ASK: Why do you think that this customer group is unlikely to purchase the items in red? (Allow learners to guess before giving the answer below.) Home entertainment and handheld electronics: These customers are heavily focused on productivity enhancement rather than entertainment. It is also possible that some purchase high-end entertainment and electronic devices from specialty retailers (for example, a custom home theater system).
- #32 Transition: Let’s now see how our brands can meet the needs of these customer segments….
- #33 Timing: ~2 minutesTRAINER NOTES: Inspiron is Dell’s mainstream consumer computer brandThe key brand attributes that sales agents should come up with are listed on the slideThe customer segments that would best fit this brand are Families with KidsReason: They need a computer that helps them perform their daily tasks such as staying connected, so they can live their life to the fullest, relax, and be entertained. They prefer dependable, trustworthy technology backed up by the best service and support. Students / Gen Y Technology is their pipeline to consuming music, videos, blogs, and articles related to their expanding interests, and is how they stay connected through email, social sites, IM and video chat. They are interested in being entertained - both through the content they consume and the social world they connect in. They're on the go, and want their digital life to come with them.
- #34 Timing: ~2 minutesTRAINER NOTES: Studio is Dell’s consumer computer brand devoted to personalization and hi-def contentThe key brand attributes that sales agents should come up with are listed on the slideThe customer segments that would best fit this brand are:Students / Gen YTechnology is their pipeline to consuming music, videos, blogs, and articles related to their expanding interests, and is how they stay connected through email, social sites, IM and video chat. They are interested in being entertained - both through the content they consume and the social world they connect in. They're on the go, and want their digital life to come with them.Affluent ProfessionalsAffluent Professionals lean on their technology to work at all times so they can stay productive and get things done. Therefore, they see technology as a practical tool and expect maximum efficiency and high performance backed up with dependability no matter where they are. They want the best to ensure their success.
- #35 Timing: ~2 minutesTRAINER NOTES: Adamo is Dell’s premier consumer computer brand devoted luxury and performance.The key brand attributes that sales agents should come up with are listed on the slideThe customer segments that would best fit this brand are:Affluent ProfessionalsAffluent Professionals lean on their technology to work at all times so they can stay productive and get things done. Therefore, they see technology as a practical tool and expect maximum efficiency and high performance backed up with dependability no matter where they are. They want the best to ensure their success.
- #36 Timing: ~2 minutesTRAINER NOTES: Alienware is Dell’s premier gaming brand devoted to the gaming enthusiast who wants the latest and greatest technology in a cool, innovative system design.The key brand attributes that sales agents should come up with are listed on the slideThe customer segments that would best fit this brand are:GamersHard core gamers span age groups, but have a common passion for dominating their opponents. These gamers want to stand out by buying cutting edge brands with reputable performance. They need the highest performance processor, graphics card and large screens to optimize their “game”. When they aren’t gaming, they are experimental with their hobbies and look for ways to express their creativity. Their PC should allow them to dominate while fulfilling their creative side.
- #40 ASK: Who has heard of the Inspiron brand before? What comes to mind when you think about Inspiron?The Inspiron brand identity should evoke a feeling of solid performance for a value price.Terms that could be used to describe this brand could include:Solid, Performance, Value, Cool, and Vibrant
- #41 Facilitator Notes: The purpose of this discussion is to engage your students and get the them to think about the Inspiron brand and how to present it to customers.PowerPoint: Ask the class to give their ideas on what the Inspiron brand tenets mean to them. After they give their examples, click mouse to reveal sample answers and then click mouse again to advance to next tenet.Adobe .pdf: Ask the class to give their ideas on what the Inspiron brand tenets mean to them. After they give their examples, go to the next slide to reveal sample answers.
- #42 When customers choose the Inspiron brand, they are choosing:A family friendly computer that is also a great value - Inspiron is a good choice for the whole family. Whether it’s for the teen blogger or the adult scrap-booker, Inspiron offers something for everyone.A computer that is highly customizable – Inspiron comes with lots of features and is upgradable, whether it’s a Mini companion computer or a powerful desktop.A wide variety of choices – Inspiron offers customers choices of personalization; everything for chassis style to color to configuration.A wide variety of cool, vibrant color – Inspiron comes in a variety of colors to match our customers’ preferences.
- #43 ASK: What type of customers do you think would be interested in the Inspiron brand?Answers may varyValue Conscious Consumers – This customer is looking for the best value-to-performance ratio they can find. They want a solid PC for a good value.Generation Y – Young people who primarily use a computer to access social media websites.Regular Travelers – Adults and young professionals who need to stay connected with Facebook or email when they are away from home.
- #44 Lets go over some sample questions that you might ask a customer to see if an Inspiron system would suit their needs.• What do you plan to do on your computer? – Whether you like to email friends, spendtime on social‐networking websites, or you need to prepare a presentation for work, you’ll find that the Inspiron line of computers fits your needs.• Is the look of a computer important to you? – With it’s variety of cool, vibrant colors, you won’t want to hide your Inspiron computer under your desk.• Will this be your primary computer? – If it’s not going to be the primary computer, the Inspiron Mini (netbook) might be an ideal solution. It’s a great companion to take to the coffee shop to catch up on email or surf the Internet.• Are you looking for power, mobility, or both? – Inspiron desktops are ideal for individuals interested in power. Mobility might indicate that an Inspiron Mini (netbook) is the right option. If the customer needs both, then an Inspiron laptop can provide the power in a mobile package.• What activities do you typically perform on a computer? – Inspiron is ideal for all kinds of activities, from scrap booking to listening to music, watching movies, or managing a digital photo album.For this activity, the class will put themselves in the mindset of potential Inspiron customers. Instruct them to think about the qualifying questions that they just went over on the previous slide and to think about how an Inspiron customer might respond to them.Note: The responses are samples only; other answers may be acceptable.What do you plan to do with your computer?Possible response: I just need a basic all-around computer. For the customer who is looking for a good solid computer at the right price, Inspiron is a logical choice to fit their needs.Is the look of a computer important to you?Possible Response: Somewhat, but not as important as price. With the Inspiron brand, you don’t need to sacrifice looks for price. It’s a value-priced brand that comes in cool, vibrant colors and styles.Will this be your primary computer?If the customer is looking for a primary computer, they may be looking for an Inspiron desktop computer or All-in-One. If they need mobility, an Inspiron laptop might be perfect for them. An Inspiron Mini could be the right choice as a companion computer or a teen’s first computer.Are you looking for power, mobility, or both?Power would probably indicate an Inspiron desktop or All-in-One. Mobility would point to an Inspiron Mini or laptop. Both would be an indication the customer needs an Inspiron laptop.
- #46 ASK: Who has heard of the Studio brand before? What comes to mind when you think about Studio?The Studio brand identity should evoke a feeling of personalization and performance.Terms that could be used to describe this brand could include:Performance, Personalization, Cool, and Connected
- #47 With Studio:You can Express Yourself Inside and out, Dell Studio is an inspired extension of you. Complement your personal style with a choice of colors, distinctive patterns or unique designs with customized accents. Experience intuitive interaction with capacitive multimedia keys, which illuminate when touched.You can Easily Connect Use the Dell Wi-Fi catcher, built-in mobile broadband and Bluetooth® to connect.You can Personalize Your High-Definition Life Start enjoying your favorite music, movies and multimedia as soon as you get your new Dell. DVD-RW or Blu-ray™ Disc drives, HDMI ports, surround sound audio, and Hi-Def widescreen displays combine to offer an amazing sensory experience.Facilitator Notes: The purpose of this discussion is to engage your students and get the them to think about the Studio brand and how to present it to customers.PowerPoint: Ask the class to give their ideas on what the Studio brand tenets mean to them. After they give their examples, click mouse to reveal sample answers and then click mouse again to advance to next tenet.Adobe .pdf: Ask the class to give their ideas on what the Studio brand tenets mean to them. After they give their examples, go to the next slide to reveal sample answers.
- #48 When customers choose the Studio brand, they are choosing:Easy connectivity – Studio is a brand that offers technology that allows users to be easily connected.A computer designed to accommodate future updates and additions – Studio desktops have plenty of room to upgrade, making them a lasting investment. To watch their favorite shows – Studio customers can enjoy a rich entertainment experience when they choose to watch their favorite shows or movies on DVD or Blu-ray Disc®.Technology paired with new designs – Studio provides users with innovative features like capacitive touch buttons, slot load drives and design options like colors, All-in-Ones, and even energy efficient components in a desktop (Studio Hybrid).
- #49 ASK: What type of customers do you think would be interested in the Studio brand?Answers may varyCustomers who want to watch movies – Studio computers are attractive while offering a great multimedia experience.College students who need the Internet on-the-go – Young adults who need an all-around, attractive computer for campus life.Technology enthusiasts who enjoy Internet chatting – Multi-taskers who may have several applications or chat sessions going at the same time.How to Sell to this Customer-The Studio line is designed for customers who may need a little more computing power and want an attractive computer that fits into the digital living room.
- #50 Lets go over some sample questions that you might ask a customer to see if a Studio system would suit their needs.Ask the class for sample qualifying questions and then click mouse to reveal answers.Is the look of a computer important to you? – Studio is designed to not only perform, but to look good doing it.Where will you be using this computer? – With the innovative, stylish designs of Studio, you don’t need to keep your computer in the back bedroom any longer; it’s suitable to bring out into the family room.Will you be using this computer to play games? – Studio computers are powerful enough to play all but the most graphic-intensive games.If the answer is yes, you might follow up with a question like “What kind of games do you enjoy playing?”What are your performance expectations? – Studio offers enough performance that it is suitable for kids and parents alike.What do you plan on doing with this system? – Whether you like to email friends, spend time on social-networking websites, or you need to prepare a presentation for work, you’ll find that the Studio line of computers fits your needs.For this activity, the class will put themselves in the mindset of potential Studio customers. Instruct them to think about the qualifying questions that they just went over on the previous slide and to think about how an Studio customer might respond to them.Note: The responses are samples only; other answers may be acceptable.Is the look of a computer important to you?Possible response: The look of a computer is nearly as important as the performance. Studio customers want both; a computer that looks good without sacrificing performance, even on demanding tasks such as running multimedia.Where will you be using this computer?Possible Response: The living room. Studio computers look good and customers won’t want to hide them away.Will you be using this computer to play games?Possible Response: Sometimes I like to play games. – The Studio is ideal for the “sometimes” gamer. The power and performance of the Studio brand make it a perfect match for many gamers, provided they are not using games that are graphically intensive.What are your performance expectations?Possible response: I need power and performance. – This is the customer the Studio brand was designed for.
- #51 ASK: Who has heard of the StudioXPS line before? What comes to mind when you think about StudioXPS?The StudioXPS line identity should evoke a feeling of the best that Studio has to offer.Terms that could be used to describe this brand could include:Quality, Performance, Sophisticated, and Innovation
- #52 ASK: Who has heard of the StudioXPS line before? What comes to mind when you think about StudioXPS?The StudioXPS line identity should evoke a feeling of the best that Studio has to offer.Terms that could be used to describe this brand could include:Quality, Performance, Sophisticated, and Innovation
- #53 StudioXPS:Offers Premium Power and Performance. Typically, StudioXPS offers more memory, faster processors and more room for expandability than other Dell products. It makes StudioXPS an ideal choice for resource intensive programs.Represents the Best of the Studio Line. Whether you’re talking about materials, design, performance or expandability, StudioXPS represents the best of the Dell Studio brand.Is Designed with an Uncompromising Attention to Detail and Subtle Sophistication. Innovative design features, like the media tray pictured above, typically debut on StudioXPS before they become available in other brands and models.
- #54 When customers choose the StudioXPS brand, they are choosing:A rich multimedia experience – For customers who work with large audio and video files, StudioXPS is the right choice. It has the power and expandability to take computing to the next level.High performance paired with innovative designs – While StudioXPS is all about high performance, that’s only half of the story. The innovative designs mean that you don’t have to hide all of that performance under the desk. You will want to bring it out where everyone can see it.A quality computing experience for even the most demanding users – StudioXPS customers are some of the most demanding customers out there. They are the power users of the computing world. They need a computer that can multitask as quickly as they can, and StudioXPS rises to the challenge.
- #55 ASK: What type of customers do you think would be interested in StudioXPS?Answers may varyPower users who want a very high level of performance – Customers who want a computer that will multitask as fast as they do.Technical Enthusiasts who want room to expand and upgrade – Upgradability and expandability make the StudioXPS a great investment.Digital creators who need power for their multimedia applications – Multimedia applications can be demanding. StudioXPSoffers power and performance that will satisfy the most demanding multimedia applications, and the digital creators who use them.How to Sell to this Customer-The StudioXPS line is designed for sophisticated customers who demand computing power and performance. This customer understands how important it is to purchase the right computer.
- #56 For this activity, the class will put themselves in the mindset of potential StudioXPS customers. Instruct them to think about the qualifying questions that they just went over on the previous slide and to think about how an StudioXPS customer might respond to them.Note: The responses are samples only; other answers may be acceptable.Will this be your primary computer? Possible response: Yes. I need power and performance. – This is the ideal customer for a StudioXPS.Will you be using this computer to play games?Possible Response: Sometimes I like to play games. – The StudioXPS is ideal for the “sometimes” gamer. The power and performance by the StudioXPS line make it a perfect match for many gamers, provided they are not using games that are graphically intensive.What are your performance expectations? Possible response: I need power and performance. – This is the customer the StudioXPS line was designed for.What do you plan on doing with the computer?Listen for keywords that indicate multimedia applications. The StudioXPS line will handle everything from social networking to digital video editing, and everything in between.
- #58 ASK: Has anyone here heard of Adamo before? If so, what comes to mind when you think about Adamo?Adamo is a Latin word meaning “to fall in love” and that is exactly what the designers want customers to do when they see Adamo. Adamo is a luxury brand much like a world-class automobile or fine, hand-crafted watch; it is the union of advanced technology and exquisite design. Like the luxury car or watch, Adamo was inspired by an irrepressible love for engineering.Terms that could be used to describe this brand would include:Precision, sophistication, luxurious-craftsmanship, beauty of design.
- #59 From the moment a customer looks at Adamo systems, certain characteristics will come to mind. They will notice the exquisite design and attention to detail. Whether it’s silver aluminum with unique etching and pearl finish or the onyx aluminum with brushed finished, the style of Adamo can’t be ignored. It is a symbol of craftsmanship and has features that compliment its style; features like machined, torsion-tested aluminum chassis, backlit, scalloped, full-size keyboard and cool, quiet solid state drives. When you pick up an Adamo, you can feel the quality of the product.With the design and craftsmanship being first-rate, its performance has to measure up. When customers choose Adamo, they are choosing advanced technology and cutting-edge performance.
- #60 Adamo key selling points:Striking features– Adamo is made with aluminum features and real glass.Slender Frame – Adamo has an ultra-slim profile.Stunning Display – an HD display with edge-to-edge glass and an integrated webcam. Inner Strength – Adamo products are made from a single piece of machined aluminum with attention to details and engraved with a one-of-a-kind pattern.Perfect Chemistry – Advanced lithium polymer technology invites you to enjoy hours of battery life on a full charge.
- #61 Adamo customers include:Luxury Buyers - They want the best and they are willing to pay for it. Luxury buyers expect to be treated well and are concerned about quality. Luxury products should have a different look and feel than other products.Style Conscious Buyers - Appearance is very important to style conscious buyers and how a product looks and feels is equally as important as how it functions.Trend Seekers - They like to be the first to have something new. The desire to always have the latest and greatest is their motivation for buying new systems. They want to stay ahead of the trend.
- #62 For this activity, the class will put themselves in the mindset of potential Adamo customers. Instruct them to think about the qualifying questions that they just went over on the previous slide and to think about how an Adamo customer might respond to them.Note: The responses are samples only; other answers may be acceptable.What are your performance expectations?Possible response: Because Adamo is a luxury product, a certain level of performance is expected of it, after all, the system’s functionality has to keep up with the design. It may not be the system you would sell to a hard-core gamer but it does utilize some of the latest components available.What do you plan to do with your system? Possible response: Carry the system around in various public locations and use it on the go to check email, stocks, bank accounts, etc.How would you define luxury when describing a computer? Possible Response: A luxury computer should have an elegant design with unique feel to it. It should be lightweight so that it is mobile but should have also have weight to it that resembles strength and structural integrity.Is the design of a computer the most important feature you look for? Possible Response: Most likely yes. Adamo customers are going to be attracted to the machined aluminum chassis and the elegant design features incorporated into the system. If they are looking for a system that makes a statement and the union of design and technology, then Adamo is for them.
- #64 ASK: Has anyone here heard of Alienware before? If so, what comes to mind when you think about Alienware?The Alienware brand identity evokes an air of mystery and intrigue. It is associated with the science fiction world for several reasons, namely it strikes a chord with the target audience, keeps the brand meaningful to the target demographic, has a timeless association and identifies with high level technology.Terms that could be used to describe this brand would include:Bold, Confident, Credible, Knowledgeable, Irreverent, Inspirational, and Youthful
- #65 Right from the moment a customer opens the box and starts using their system, Alienware aims to create an immersive experience that inspires and empowers customers to play and work without limits.Stunning, life-like graphics work to enhance that experience. Whether playing action, adventure or role-playing games or editing movies and photos, everything needs to be flawless. Alienware stacks its systems full of technology to handle just about anything you can throw at it.Finally, Alienware strives to be the ultimate union of form and function. When you buy Alienware, you buy industry-leading performance that utilizes a high level of technology within a superbly designed system.
- #66 When customers choose the Alienware brand, they are choosing:Performance - Alienware likes to make technology statements and to be the first to market with meaningful technology. Alienware is the brand that pushes the limits of processor over-clocking while maintaining the highest quality standards.Design – Alienware uses premium materials like magnesium, brushed aluminum & titanium to create systems that inspire you to use them. Alienware provides users with innovative features like capacitive touch buttons, slot load drives and design options like colors, panel options and even desktop/notebook lighting.Experience – Alienware customers receive an unmatched “out of the box” user experience.
- #67 ASK: What type of customers do you think would be interested in the Alienware brand?Answers may varyHard Core Gamers – What is a hardcore gamer? While descriptions may vary, generally a hardcore gamer is a consumer that plays games any chance they can and demands the highest standard of performance. Many gamers spend hours every day gaming. They may build cyber relationships with other gamers, whom they may never physically meet. They may feel like the games are challenging as well as intellectually and graphically stimulating. People can lose themselves in the fantasy-like stories in games and can feel empowered by becoming other characters that strategize to take over the world. Some gamers even create their own languages! Does anyone here want to admit to being a “hardcore gamer?” note: if anyone mentions that they are a gamer ask them if they can describe themselves (what games they play, how much time do they spend gaming).Technology Enthusiasts – The typical customer is very technically savvy. They “take pride in having technical skills” and want to be on the cutting edge of all things related to gadgetry and performance. They don’t mind spending large amounts of money on electronics and will spend to have the latest and greatest gadgets.Serious Multimedia Consumers – Even though Alienware was started by gamers and is very popular with that crowd, there is a large percentage of non-gamers who would be interested in this brand. Multimedia customers could use their system for watching or editing hi-def movies and listening to or editing music. Also, anyone who works in graphic design or computer automated design would benefit from a powerful Alienware system.
- #68 For this activity, the class will put themselves in the mindset of potential Alienware customers.Instruct them to think about the qualifying questions that they just went over on the previous slide and to think about how an Alienware customer might respond to them.Note: The responses are samples only; other answers may be acceptable.What games do you play on your system?Possible response: Current action/adventure/rpg games, graphic intensive games, massive multi-player online games, flight simulators, etc.How important is the look of the system to you?Possible Response: Most likely very important. Alienware customers usually have a passion for gadgets and electronics and they want the form of their system to be just as exciting and cutting edge as the components inside.What type of travelling will you be doing with your system?Possible answer: Not very much; possibly to a gaming party/LAN (local area network) party or to a friend’s house. Because Alienware systems are built with high-performance parts, they are generally heavier than other laptops and require more energy.What is more of a determining factor for you: price or performance?Possible answer: Most likely performance; Alienware is a premium brand and therefore will have a premium price. Alienware customers place high value on performance and are willing to pay for it.