Itex Solutions Selling With Short Sales Cycles

©2008, Dealer Marketing Systems

Getting Copier Sales Reps to Sell Solutions(With shorter sales cycles)

Darrell AmyDealer Marketing Systemswww.dealermarketingsystems.com


What Challenges are You Facing?

• Attention (How do we get people to talk to us?)

• Profitability (How do we make money?)

• Differentiation (What makes us different?)


Outline• An Evolving Value Proposition• An Evolving Decision Maker• An Evolving Sales Person


What is a Solution?


Software =


Solution =


What is a Solution?

The Application of Knowledge & Technology to:

– solve a Business Problem– improve a Business Process– create a Business Opportunity– reduce Risk


An Evolving Value PropositionWhat Business Are We In?


“Documents are the key vehicles by which information flows through business processes.”Darrell Amy


What is Important to Business Owners?

• Increase Profits• Improve Competitive

Advantage• Enhance Customer

Service • Ensure Regulatory

Compliance • Reduce Risk


The Value PropositionHow Do Document Solutions Add Value?


The Information Explosion

InformationDoublesEvery

2.5 Years


Documents transform INFORMATION into KNOWLEDGE

The collective knowledge of your organization is contained in documents.

Documents (paper + digital) are the vehicles by which information flows through business processes.

The Importance of Documents


The Cost of Documents

Highest 12% Healthcare Legal Financial ServicesMedian 5.99%

Document Costs as a Percentage of Total Revenue

Data from ALL Associates


The Total Cost of Documents


Document Trends• Information is Doubling every 2.5 Years• Pages per Employee Increasing at over 10% per year• Use of Color and Graphical Content is Increasing• Printing is 80% of document output


COSTS

INFORMATIONFLOW

Document Optimization Strategies

-OUTPUT-

PrintOptimization

Direct output to the correct device

-INPUT-

WorkflowOptimization

Streamline the flow of information


Workflow Assessment

Target Improvements• Cost Reduction• Enhance Productivity• Improved Customer

Satisfaction• Increased Competitive

Advantage• Consistent Regulatory

Compliance• Risk Reduction


An Evolving Decision Maker


Product Adoption Cycle

Geoffrey Moore, Crossing the Chasm


The InnovatorsEarly Adopters

• High Expectations• Love Technology• Risk Taking• Confident in their

Abilities• Lone Rangers• Leaders


The PragmatistsEarly Majority • Conservative Expectations• Skeptical• Practical Managers• Incremental Improvement• Service Oriented• Reference their Peers• Like to see Competition


An Evolving Sales Person


The New Skill Set: Creating Divergent Demand

Concurrent Sale• Defined Buying Process• Create Concurrent

Demand1. More Copiers2. Cheaper Copiers3. Better Copiers

Divergent Sale• No Defined Buying Process• Create New Demand

– Finding Points of Pain– Process Analysis– Creating Vision for a Solution– Selling to C-Level

Marc Miller, Selling is Dead

Facilities Level Sale C-Level Sale


Skills Development


“Stop trying to find technical people who can sell and start developing business people who can sell.”Marc MillerSelling is Dead


Structure Options

Integrated Sales Force

Sales Rep

Solution Specialist

Separate Sales Forces

Hardware Sales

Solution Sales


The Importance of an Integrated Sales Force• Sales Reps

– Demand Generation • Convergent• Divergent

• Specialists– Divergent Demand

Fulfillment


Sales Rep Competencies Articulate the Value

Proposition Recognize Opportunity Establish Value Present and Close

Solutions Proposals

Broker between Business Problems and Document Solutions

Training

• Vertical Market Issues

• Software Overview

• Sales Skills


Solutions Specialist Competencies

Product Knowledge Hardware/Software

Business Process Analysis Print Optimization Workflow Optimization

Solution Architecture Project Management

Set and manage client expectations

Statement of Work Change Orders

Training:

• Workflow Analysis

• Print Optimization

• CDIA+

• Software Vendor Training

• Project Management


Recruiting

Sales Reps“Business People Who Can Sell”

• Business Acumen– Business School– Business Experience

• Sales Motivation

Solution Specialists“Technical People Who Can

Solve Problems”

• Technical Aptitude• Problem Solvers


Take Away Points

• You are in the document business

• Documents drive business processes

• You help business owners achieve their objectives

• Ask about the process

April 3-4 | Orlando, FL