how to sell mcs - managed content services
TRANSCRIPT
Atle SkjekkelandChief [email protected]
AIIM – The Global Community of Information Professionals
2-Day Training Course in How to SellManaged Content Services
“One of the best training sessions I have attended in a long time. Useful and powerful information, critical to what we are trying to accomplish”- ECM director, leading MFP provider
A Need for Digital Transformation
Corporations need a digital transformation to improve productivity We are seeing weak growth in both
jobs and productivity (both before and after the recession)
Annual productivity gains have declined from 3.3% to 1.8%
Many corporations have over the last 10 years failed to leverage IT to improve productivity.
Source: Federal Reserve Bank of San Francisco http://www.frbsf.org/economic-research/files/wp12-18bk.pdf
Replace Paper
68% believe business-at-the-speed-of-paper will be “unacceptable in just a few years’ time”
46% consider that the biggest single productivity improvement for most of their business processes is to remove the paper
Replace Legacy Systems
“Significant” or “very significant” business problem: High Cost of Ownership – 91% Difficult Upgrades – 87% Poor Cross-Functional Processes – 86% What the Apps Deliver Doesn’t Match Business
Requirements – 80% Inflexibility Limits Process Change – 75%
Source: Forrester survey among 111 businesses, 2010
Legacy Systems: New Systems:
Achieve Operational ExcellenceThe Role of Managed Content Services (MCS): Automation – Improve productivity of administrative staff by 33.5% (in average)
with using work-flowed scanned forms and documents Control – Reduce legal costs, fines and damages by 25% (in average) by applying
best practice procedures to records management, security and e-Discovery Engagement - Improve customer service levels and response times by 32.2% (in
average) by providing immediately access to all customer related and case-related information that you hold
Insights - Improve productivity of professional staff by 30.9% (in average) by ensuring they can find internal information and documents as quickly and as easily as they find information on the web
Source: AIIM.org
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Be Proactive to Grow Your Business
“A recent Corporate Executive Board study of more than 1,400 B2B customers found that those customers completed, on average, nearly 60% of a typical purchasing decision—researching solutions, ranking options, setting requirements, benchmarking pricing, and so on—before even having a conversation with a supplier”
Implications? You need to create
relationships with an organization before the customer requirements are set.
Source: http://hbr.org/2012/07/the-end-of-solution-sales/ar/1
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Target Business Leaders Provocation-Based Selling:
Challenges the prevailing point of view Addresses unacknowledged angst Targets strategic problems Begins with the business case and then
provides technical proof Starts an executive-level dialogue Uses an insightful hypothesis to provoke a
response Is proactive in leading, and forcing issues
out Compels often project investments
outside an existing budget
Source: http://hbr.org/2009/03/in-a-downturn-provoke-your-customers/ar/1
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What are the two biggest factors that would make you amenable to a discussion with a sales representative from a non-incumbent at any time in the cycle? (Max TWO)
Provide New & Unique Insights
Tailor Your Approach Identifying the actual decision makers.
Identify purchase initiator, gatekeepers, influencers, deciders, purchaser and the user.
Determining how buyers view their self-interest. All buyers act selfishly, but they sometimes
miscalculate. Identify financial, product or service, social or
political, and personal benefits Gathering and applying psychological intelligence.
Make sure that sales calls are highly productive and informative
Listen to the sales force Reward rigorous fact gathering, analysis, and
execution
Source: http://hbr.org/2006/07/major-sales-who-really-does-the-buying/ar/6
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Challenge Your Customers
According to a global study of sales rep productivity among 6,000 reps across nearly 100 companies by the Sales Executive Council:
1. Every sales professional falls into one of five distinct profiles. Relationship Builders Hard Workers Lone Wolves Reactive Problem Solvers Challengers
2. Challengers dramatically outperform the other profiles, particularly Relationship Builders.
Source: http://blogs.hbr.org/cs/2011/09/selling_is_not_about_relatio.html
Customers value the Challenger approach according to research; The biggest driver of B2B customer loyalty is a supplier’s ability to deliver new insights.
Source: Corporate Executive Board
Drive B2B Customer Loyalty
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Reduce Uncertainty / Increase Value
In the most general and fundamental sense, what the professional service organization really has to offer to corporate clients is the reduction or minimization of uncertainty.
Clients look at the following 3 uncertainties when buying professional services:
1. Identifying uncertainty
2. Confronting concrete problems
3. Identifying true professionals
Source: http://hbr.org/1966/03/how-to-buysell-professional-services/ar/1
Your New Role
Source: Sirius Decisions / AIIM
The Need for Education
Source: Sirius Decisions
AIIM training in information management technologies and best practices
Close to 30,000 course attendees
Self-paced or live courses
1 in 4 students are from IT solution or service providers
AIIM Training Courses
Job posting by Oracle Germany;
• 89% of course attendees say AIIM training made them more effective at identifying and engaging prospects
• 78% became more effective at demonstrating how their solution matches the customer requirements
• 97% found the course content to be excellent, good, or satisfactory.
MCS Sales Enablement Course
Learn best practices and technologies for Managed Content Services to earn the AIIM ECMp designation
Identify vertical and horizontal opportunities for selling MCS Horizontals: Finance (AR, Financial Close Process, AP, Procurement &
Purchasing, Contract Management); HR, etc. Verticals: Banking (Lending, Audit/Compliance, Fraud Investigations,
Card Services, Check Processing), Insurance, etc. Learn how to engage decision makers and influencers
Provide new and unique business insights Demonstrate importance with research and case studies Educate the customer about their requirements
Grow your MCS business
Feedback From Course Attendees
“One of the best training sessions I have attended in a long time. Useful and powerful information, critical to what we are trying to accomplish”
“A very direct approach to understanding ECM opportunities”
“Excellent course for elevating the conversations with our customers”
“This was a very content rich course that would benefit an organization that provides ECM solutions”
“Giant step in knowledge” “Great training and trainer, able to walk away feeling
confident to speak with customers” “Integral factor of the success of your future as it relates to
your current and prospective customers”
Almost all attendees rate the course 5 out of 5 points
Day 1 - Course Agenda
Selling Enterprise IT in the Age of Consumer IT
Exercise: Identify Possible Customers
Exercise: Anticipate Concerns
Discussion
Capture/ECM/BPM Technologies and Instruments
Introduction to Managed Content Services
Day 2 - Course Agenda
Provide New or Unique Insights
Case Studies from Different Industries
Role-play #2: How to Engage Stakeholders
Role-play #3: How to Handle Objections
Role-play #1: Identify Opportunities
Set Targets
The Sales Process
Course Instructor
"Working with Atle is like working with a MENSA Navy Seal - failure is not an option. He adds sparkle and hope to every initiative he undertakes." Thornton May, Futurist, Author, Educator.
"He's one the most forward looking people in the business and deeply understands the trends in our industry like few others. Perhaps most importantly though, he's a go-getter and is excellent at activating successfully on a strategic agenda.” Dion Hinchcliffe, Dachis Group, InformationWeek, ZDNet.
"I have known Atle for about 5 years. During that time, he revived the fortunes of AIIM in EMEA, sponsored many worthwhile events there. We had him as a speaker at several Gartner conferences and his presentations were very well received, and highly rated. Atle is knowledgeable, likable and motivated, especially skilled at getting people to work together.” Debra Logan, Gartner.
Atle Skjekkeland, AIIM Chief Evangelist www.linkedin.com/in/skjekkeland/
6 Months Access to ECMp Resources
Get:• Unlimited 24/7 access for
6 months• Downloadable resources,
checklists, and templates• Online exam leading to the
ECM Practitioner (ECMp) designation
Online ECMp Course Resources1. How to Get Started with Enterprise Content Management (ECM)
2. How to Capture Enterprise Content
3. How to Improve Collaboration on Enterprise Content
4. How to Create and Manage Metadata
5. How to Organize Enterprise Content
6. How to Improve Access to Enterprise Content
7. How to Improve Content-Centric Processes Using Workflow and BPM
8. How to Secure Enterprise Content
9. How to Manage Enterprise Content throughout the Content Lifecycle
10. How to Ensure Digital Preservation
AIIM.org – Your Industry Partner AIIM Executive Leadership Council – a think-tank for information management with
CxOs from leading solution providers like Fujitsu, Oracle, IBM and Microsoft. This is an exclusive community to identify and discuss emerging trends and opportunities. Futurist and IT Leadership Academy dean and CEO Thornton May hosts the bi-annual meetings, and previous speakers include CIOs from T-Mobile, Royal Caribbean Cruise line, Boeing, BP, Yale, and MIT.
AIIM Professional development - custom and standard training courses with more then 25,000+ students. We also develop custom courses for large companies like Chevron and HP. Another good example of this is Oracle Europe - we developed all sales and professional services training for their first ECM solution. This helped them meet their sales target by more than 50%.
AIIM B2B Marketing services - content marketing and lead generation for leading solution providers like EMC, IBM, OpenText, and HP. This includes weekly webinars with 450+ registrations, monthly research identifying market trends and opportunities, and annual in–person seminars across the US and UK.
