TiE Bangalore: How to sell to enterprise by Jawahar Bekay Sep 4, 2013
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Many product and service companies are emerging in the Indian landscape with a focus and intent to sell into the Indian enterprise. The large enterprises however are difficult customers to get into as well as to service. What are some of the methods and ways in which you can do this for your product or service? Who do you sell to, how do you sell, when and where do you sell? some of these questions and other related challenges will be discussed and answered during this session. Take away’s from the session: A better understanding of the Sales cycle and how to handle the challenges therein.
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TiE Bangalore: How to sell to enterprise by Jawahar Bekay Sep 4, 2013
- 1. How to (get to the CIO and) Sell to the Enterprise Key Challenges, Key Considera;ons and a few Approaches that can work 1
- 4. The Landscape within companies Modern and Global outlook IT not just for cost reduc;on or as an enabler Business Growth and IT apps intertwined for success Tech change seen as a key externally impac;ng factor Business Heads have a key role in decisions Need the best, need it customized 4
- 7. The Challenges -‐ External Local and interna;onal compe;;on Brand and Credibility essen;al Low aRen;on spans Speedy ;me frame of execu;on Low Cost and High Value expecta;on Differen;a;on has a ;me lapse 7
- 8. The Challenges -‐ Internal Product/ Service Readiness Adap;ng to changing needs Sales & Mktg bandwidth and reach Speedy ;me frame execu;on Sales people capability to sell to CxOs Resources and experience to handle clients 8
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- 11. Today’s CIO in the Enterprise BETTER INFORMED THAN YOU ARE HIGHLY NETWORKED WITH PEERS VENDOR RELATIONSHIPS WELL TRAVELED AND READ DEALS WITH COMPLEX VARIABLES VERY BUSY OFTEN HAS OTHER ROLES DECISION MAKER ? 11
- 12. Demands on the CIO -‐1 TENDING HUNTING HARVESTING FROM -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐TO 12
- 13. Demands on the CIO -‐2 DIGITAL FUTURE IS A COMBINATION MOBILE BIG DATA SOCIAL DIGITAL FUTURE IS A COMBINATION 13
- 14. Demands on the CIO -‐3 NO 1 PRIORITY IN 2013 DELIVERING BUSINESS SOLUTIONS 14
- 15. Demands on the CIO -‐4 BI Analy;cs Mobile Cloud 15
- 16. SO IS THERE A SECRET SAUCE TO SALES SUCCESS 16
- 18. Direct Solu;on Selling SOLUTION SELLING Established vision and demand Look for NEEDS Offer SOLUTIONS Ager Problem Ask Ques;ons and Build HOOKS Understand Purchasing Process Seek a Coach 18
- 19. Direct Solu;on Selling SOLUTION SELLING Established vision and demand Look for NEEDS Offer SOLUTIONS Ager Problem Ask Ques;ons and Build HOOKS Understand Purchasing Process Seek a Coach 19
- 20. Direct Selling 2.0 – Its different * Phrase and concept credit -‐ Harvard Business Review INSIGHT SELLING* Fast moving, emerging demands, changing Iden;fy Unrecognized Needs Engage before the Problem is known Suggest what can be done (Insight) Guide the customer on the buying process Align with Go-‐geRers, teachers, skep;cs 20
- 21. Selling SAAS Lead genera;on is key and involves all aspects including e-‐marke;ng, viral, segmenta;on and a constant watch on how leads are developing; don’t rely Don’t ignore Fundamental principles of Marke;ng and strong sales efforts; define your markets, aggressively push into them using all available means and media Lead genera;on is key; involve all aspects incl. e-‐marke;ng, viral, segmenta;on, social and a constant watch on how leads are developing; don’t rely on field sales alone to drive sales Just building a compelling product offering does not mean it will SELL 21
- 22. Selling SAAS Ensure that you are watching Trial/Test programs for performance & customer feedback constantly; use this feedback loop to improve your features as well as lead marke;ng Use customer references for everything that you can; leverage user communi;es for evangelizing your product and don’t neglect them – use social media for this Make sure your product is truly SAAS, has APIs for integra;on and run your ops like a SAAS company and not a license sogware company where the principles used are different 22
- 23. Get Ready to Sell -‐ BASELINE Product Strategy that is well segmented and ready to roll A well thought out Sales and Marke;ng plan ARrac;ve adop;on offers to Use/Test and Buy Clearly Ar;culated Value Proposi;on, Benefits, RoI etc. 23
- 24. Get Ready to Sell -‐ BASELINE Have a great presenta;on (or two) Have your elevator pitch handy Lock-‐in strategies Have a great website Entry services 24
- 25. Sell Sell Sell Fully research the companies you are selling into Know about the CIO – today many are public figures and they can be studied Connect through the Business Experienced BD team that can ENGAGE CxOs in ‘insight selling’ -‐ It could be YOU 25
- 26. Sell Sell Sell Get into panels where they are sit, write/get featured in magazines they read, Invest in building rela;onships If you write them a unsolicited email make sure it is v compelling Connect with CIOs and Business Heads at Conferences, places they hang out Make an approach through a trusted party 26
- 27. Funnel Logic Source: firstsalefirst.wordpress.com 27
- 28. Mul;-‐mode lead genera;on Source: Openherd.com 28
- 29. If E-‐Commerce Source: webmarke;ngandbeyond.com 29
- 30. Sell using Social Media
- 31. Sell using Social Media 31
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- 33. • GET TO KNOW THEM WELL Indian Enterprises are global/modern • RECOGNIZE AND DEAL WITH THEM Your challenges are both External and Internal • BUILD TRUSTED RELATIONSHIPS The CxO is accomplished • THIS IS YOUR KEY TO SUCCESS Invest heavily in Sales & Marke;ng In Summary 33
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- 35. THANK YOU….Jawahar Bekay June 3, 2013 35