tools for selling outcomes – not products bruce rasmussen [email protected]
TRANSCRIPT
• IT in current climate• What are IT
Managers looking for?
• Tools to sell outcomes
• Bringing people into the outcomes
• An outcomes model to drive sales performance
IT IN THE CURRENT ECONOMIC CLIMATE
Key questions
“What are you doing to support the business – apart from keeping the lights on?”
“And by the way – can you keep the lights on for a lot less money?”
Scrutiny
Genuine business support
CIO PRESSURES
WHAT IT MANAGERS ARE LOOKING FOR
IDC
1.Know more about product (10%)
2.Better deal (10%)
3.Put aside generic pitch (40%)
Salespeople Doing Better
Audio – dial 1800 202 713 passcode 1325503
Article
• What do IT buyers want from sellers – partner, not product
TOOLS TO ASSIST
www.microsoft.com/virtualization
Calculate Your Savings: Microsoft Virtualisation ROI Tool
Discover Candidates for Consolidation: Microsoft Virtualisation Solution Accelerator
Microsoft.com/MAP
Report GenerationFor Different Migration
Scenarios
MAP Customer Network
Assess customer’s environment andrecommend the right technologies
MAP Tool User(IT Pro/Partner)
Server Consolidation?Application Virtualization?
Windows migration?
“Before physical-to-virtual (P2V) conversions began, Costco IT staff used the Microsoft
Assessment and Planning (MAP) Toolkit to evaluate server loads. Using the toolkit, staff
members discovered that, in many cases, servers were running at only 5 percent
utilization, making them good candidates for consolidation.”
Costco Wholesale Corp Case Study
Green IT Savings
Server setup Average Watts kWh/year Cost KG of CO2
Standalone IIS x10 5,001 43,839 $4,007 34,084
One Hyper-V server with 10 IIS7 virtual machines
512 4,490 $410 3,491
Savings 4,489 39,349 $3,597 30,593
Projected Savings
Number of Servers Rack Space Power
Physical 477 systems ~$5k each 30 racks 525 amps
Virtual 20 systems ~$20k each 2 racks 8 amps
Savings ~ $2,000,000 28 racks 517 amps
MS Actual Dev/Test Savings
Hyper-Green Tool
http://www.partnersalesresources.com
PEOPLE – AND THE VALUE OF THE MICROSOFT PLATFORM
Use Flip Chart or WhiteboardElements of a platform
People
People’s Experience(PCs —> SmartPhones)
Core Infrastructure
· Integrated Comm
· Collaboration
· Enterprise Content Mgt
· Enterprise Search
Ap
p D
ev
Mgt Service
s
ProcessServices
People Servic
es
Oth
er
syste
ms
Oth
er s
yste
ms
Inte
gra
tion
& in
tero
pera
bility
· SOA
· Business Process
· Enterprise Project Mgt
· Business Intelligence
· Data Management· Data Protection and Recovery· Identity and Access Management· Desktop, Device, and Server Management· Security and Networking
Fabrikam Demo: Explore and Expand (3) Final As Is
NEEDS / ISSUES
● Inaccurate production status to customers — poor customer sat.
● Produce to custom specs
● Infrequent, outdated reporting
● Uneven, time-consuming patching, desktop mgt.
● Poor Win Server reliability
Cisco Networking
Cisco Firewalls and VPN Security
Messaging & Collaboration
Windows 2000
ManufacturingSystem
Mgt
Process
IBM MainframeBase Services
CICS
ERP (JD Edwards)
Mgt
Process
People
DB/2
Intranet
Mgt Process
People
Linux
MySQL
Infrastructure
App
Dev
People
Windows 2000
File & Print
Lotus Notes
Data Warehouse
Sun SparcSun Solaris
Mgt ProcessPeople
Oracle DW
Oracle
Mgt
People
Shared Base Services
Process
AD
App
Dev
App
Dev
PHP
App
Dev
App
Dev
App
Dev
App
Dev
App
Dev
App
Dev
App
Dev
App
Dev
Sun Solaris CADWorkstations
DesktopsWindows 98
Notebooks Windows 2000 Desktops NT4
Technology Services
AS/400 (to IBM iSeries ?)
Plant Floor
Sales and Marketing
Admin SuppliersCustomers Accounting / Finance
People’s Experience
IT
Fabrikam Demo: Explore and Expand (3) Final "As Is" (Expanded)
NEEDS / ISSUES
● Inaccurate production status to customers — poor customer sat.
● Produce to custom specs
● Infrequent, outdated reporting
● Uneven, time-consuming patching, desktop mgt.
● Poor Win Server reliability
Cisco Networking
Cisco Firewalls and VPN Security
Messaging & Collaboration
Windows 2000
ManufacturingSystem
Mgt
Process
IBM MainframeBase Services
CICS
ERP (JD Edwards)
Mgt
Process
People
DB/2
Intranet
Mgt Process
People
Linux
MySQL
Infrastructure
App
Dev
People
Windows 2000
File & Print
Lotus Notes
Data Warehouse
Sun SparcSun Solaris
Mgt ProcessPeople
Oracle DW
Oracle
Mgt
People
Shared Base Services
Process
AD
App
Dev
App
Dev
PHP
App
Dev
App
Dev
App
Dev
App
Dev
App
Dev
App
Dev
App
Dev
App
Dev
Sun Solaris CADWorkstations
DesktopsWindows 98
Notebooks Windows 2000 Desktops NT4
People’s Experience
Technology Services
AS/400 (to IBM iSeries ?)
Plant Floor
Sales and Marketing
Admin SuppliersCustomers Accounting / Finance
IT
GOALS/BENEFITS
● Better, more accurate info to customers (incr. customer sat.)
● Collaboration w/ customers, engineering, planning, and plant floors — across geographies
● Real-time dashboards and BI to all levels
● Facilitated comm. among geographies
● Managed design production from custom specs through delivery — minimize paper processes
● Streamlined patching, desktop mgt.
Storage EMC
Storage Local Disk
Cisco Networking
Cisco Firewalls and ISA Server
Shared Core Services
Integrated Platform
Ap
p D
ev
Windows Server System (with Active Directory)
• BI & DW• Business
process mgt
• Comm. and collaboration
Process
Mgt
People
Sun Solaris
Oracle
Ap
p D
ev
Ap
p D
ev
i2 Logistics
Integration and interoperability• File & Print
• Operations mgt.
• Systems mgt.
Office, CADWindows Vista Workstations
Office Windows Vista
Desktops
OfficeWindows Vista
Notebooks
OfficeWindows Mobile
• MS Dynamics — Axapta Business Solutions
• SQL BI/DW
• SMS
• MOM
• BizTalk Server
• Exchange Server
• SharePoint Portal Server
• Office LICS
• Windows Server
• Visual Studio
Mgt
PeopleProcess
People’s Experience
Plant Floor
Sales and Marketing
Admin SuppliersCustomers Accounting / Finance
IT
Towards an Integrated Platform
Point Solutions
Microsoft Integrated Platform:A Foundation for Seamless Computing
Guidance
Developer Tools
SystemsManagementActive Directory
Federation Services (ADFS)
Identity
Management
Services
Information
Protection
Encrypting File System (EFS)
BitLocker™
Client and Server OS
Server Applicatio
ns
Edge
Network Access Protection (NAP)
Silicon Vendors
DeviceManufacturers
ISVs and IHVsMobile Operators
SolutionProviders
Microsoft mobility assets
Copyright © Bruce Ian Rasmussen, 2007
FINDING OUTCOMES THAT LEAD TO PURCHASES
Last things lastVolvo Trucks Case in Point
Feature-Oriented Interaction
Differentiator Messaging Workshop
Teaching-Oriented Interaction
“Our 2,092 square inch, one-piece windshield will improve driver visibility,
saving you money by reducing the likelihood of an accident.”
Volvo
• Leads with value of product features• Focuses conversation on known
customer needs
“Customers underestimate how much unsatisfied, unengaged drivers cost
them.”
BeforeLeading with Unique Strengths
Volvo Truck Differentiators1. First Choice of
Professional Drivers
Impact of Driver Shortages
Annual Driver Turnover: 130%
Recruitment & Training Cost Per Driver:
$7,000
Total Annual Spend for Fleet Carrier with 200 Drivers
$1.8 mil
“I’d like to talk to you about the costs
associated with driver turnover…”
• Leads with issues costing customers money• Tells customer something they don’t know
about themselves• Concludes with Volvo solution
AfterLeading to Unique Strengths
Features/Selling RepTeaching Rep
Source: Corporate Executive BoardReplicating the New High Performer
“Outcome selling” do’s & don’ts
DON’T DO
Open with the breadth of your product portfolio and capabilities
Open with a focus on the customer and their issues
Discuss how long your company has been in the marketplace
Reframe customer's understanding of their world
Focus on features and benefits Make the sale personal and provide value to that individual
Lead with your unique strengths Lead to your unique strengths
Source: Corporate Executive BoardReplicating the New High Performer
Reducing variabilityWhy Tailoring to Individuals Seems Impossible to Effectively Implement
Personality
Role
Region
Interests? Resonant Message
Using Context and Outcomes to Generate Hypotheses
CustomerInfo
Context
Outcomes
Hypothesis of the message
Context: What is going on in an individual's world – the situation they find themselves in.
Outcomes: What an individual is trying to achieve – how they would define success in their job.
Source: Corporate Executive BoardReplicating the New High Performer
Customer outcomesConcept definition
Customer Outcomes
What an individual customer is trying to achieve – how they would
define success in their job.
Activity or responsibility in need of improvement
Metric used to measure success
Direction and magnitude of change necessary
BenefitsPREDICTABLE STABLE FINITE SCALABLE
Source: Corporate Executive BoardReplicating the New High Performer
