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© 2011 Holly Group All Rights Reserved. Sell Faster & Sell More by Selling Value Presented by: Steve Weissman Executive Director Holly Group 617-383-4655 [email protected] steveweissman steveweissman

Sell Faster & Sell More by Selling Value

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For providers of information management products and services, advice regarding how to sell based on the ability of your offerings to provide Maximum Total Value rather than on features/functions/price

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Page 1: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

Sell Faster & Sell Moreby Selling Value

Presented by:

Steve WeissmanExecutive Director

Holly Group617-383-4655

[email protected] • steveweissman • steveweissman

Page 2: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

About Your Instructor

· Steve Weissman» User Adviser, Strategy Consultant, and Industry Analyst for

20+ Years» Expert in Strategies and Best Practices for Successful Sales

and Implementation» Certified Instructor for AIIM ECMm, BPMp Certificate Courses» President of the New England Chapter of AIIM» Director of Education / National Board Member, BFMA» Executive Director, Holly Group

• Strategy consulting, change management, and software industry analysis to help people work better and work better together

Page 3: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

Why Are We Here?

· Because Information Technology Today is as Commodity as it Gets» Some products work better than others, but they all do pretty

much the same thing, and they all work pretty well.

· Because Concerns Over Cost Obscure the Business Improvements Customers Seek» Fixation on ROI and TCO overshadow the governance,

compliance, and process enhancements on which their success – and your reputation – will be judged.

Page 4: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

Why Are We Here?

· Because You Lose, Twice» It takes so long for customers to haggle over internal budgets

that your sales cycle stretches out or flatlines altogether.» Customers never seem to get around to asking about your

expertise and the other capabilities you can provide to solve their particular problem(s).

Page 5: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

Congratulations!

· You Have Been Commoditized, Too

Page 6: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

What Can You Do About It?

· Sell Value» Not software» Not hardware (please!)» Not even services

Page 7: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

What Can You Do About It?

· Sell Value» Not software» Not hardware (please!)» Not even services

· Solve Problems» Make your customer a hero … and become one yourself

Page 8: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

What Can You Do About It?

· Sell Value» Not software» Not hardware (please!)» Not even services

· Solve Problems» Make your customer a hero … and become one yourself

· Make Money!» Forget cost-based pricing … charge for the value provided» Ask: “What’s it worth to you to get rid of that pain?”

Page 9: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

What is “Value”?

· “Relative Worth, Utility, or Importance”¹» This doesn’t say anything about cost!» Further measurable in terms of time, effort, and strategy» Often lost in the day-to-day

¹ Merriam-Webster

Page 10: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

Value: It’s What’s for Dinner

· You May Be Implementing for Reasons of Cost or Compliance» To accommodate new budgets or to satisfy the legal

department

· But Your Success Will Be Measured in Terms of Value» To justify the time, money, and human resources spent

Page 11: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

Value: It’s What’s for Dinner

· You May Be Implementing for Reasons of Cost or Compliance» To accommodate new budgets or to satisfy the legal

department

· But Your Success Will Be Measured in Terms of Value» To justify the time, money, and human resources spent» In terms of:

• Achieving rapid return on investment / low cost of ownership• Ongoing ability to improve business processes• Ongoing ability to improve collaboration

Page 12: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

Value: It’s What’s for Dinner

· You May Be Implementing for Reasons of Cost or Compliance» To accommodate new budgets or to satisfy the legal

department

· But Your Success Will Be Measured in Terms of Value» To justify the time, money, and human resources spent» In terms of:

• Achieving rapid return on investment / low cost of ownership• Ongoing ability to improve business processes• Ongoing ability to improve collaboration

So people can work better and work better together™

Page 13: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

Introducing MaxTV®

· Methodology for Deriving Maximum Total Value» More than just raw dollars and cents» Optimizes value on an ongoing basis» Business-based / organizationally strategic » Redefines your customer conversations

Page 14: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

Introducing MaxTV®

· Origins» Devised in 1998» Developed from original research into acquiring, deploying,

and utilizing enterprise information systems» Extracts and combines elements of preexisting proven best-

practices

Page 15: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

Introducing MaxTV®

· Philosophy in Two Parts» The Triad … supporting the business case» The Quadruple Helix … supporting the technology decision

Medium

Data

Format

Context

© Holly GroupAll Rights Reserved.

© Holly GroupAll Rights Reserved.

Page 16: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

The MaxTV® Triad

· Economics» Return on Investment

• Tends to focus on a single point in time (payback) despite solution lifespans measured in years

» Total Cost of Ownership• Suggests spending is finite

when expenses are incurred each and every year of service

Page 17: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

The MaxTV® Triad

· Economics· Process Change

» Greater efficiency, effectiveness• e.g., boosts employee morale and customer satisfaction

» Opportunities to realize non-obvious savings• e.g., improved employee retention, early payment discounts

Page 18: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

The MaxTV® Triad

· Economics· Process Change· Collaboration

» Less duplication of effort• Saves time, frustration

» Better quality• Facilitates review, validation, correction• Reduces risk

Page 19: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

The MaxTV® Triad

· Economics· Process Change· Collaboration

All three elements must be minded and measured over time in order to maximize value!

Page 20: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

The MaxTV® Triad

· Economics· Process Change· Collaboration

… as must the supporting technology

All three elements must be minded and measured over time in order to maximize value!

Page 21: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

The MaxTV® Quadruple Helix

· Four interconnected strands to be managed and optimized

Medium

Data

Format

Context

© Holly GroupAll Rights Reserved.

Page 22: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

The MaxTV® Quadruple Helix

· Missing or poor data? No utility.

Data

Page 23: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

The MaxTV® Quadruple Helix

· Missing or poor data? No utility.

· Missing or wrong context? Not meaningful.

Data

Context

Page 24: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

The MaxTV® Quadruple Helix

· Missing or poor data? No utility.

· Missing or wrong context? Not meaningful.

· Mismatched formats? Not shareable.

Data

Format

Context

Page 25: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

The MaxTV® Quadruple Helix

· Missing or poor data? No utility.

· Missing or wrong context? Not meaningful.

· Mismatched formats? Not shareable.

· Improper medium?Not receivable.

Medium

Data

Format

Context

© Holly GroupAll Rights Reserved.

Page 26: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

The MaxTV® Quadruple Helix

· Decisions regarding one strandaffect all the others.

Medium

Data

Format

Context

© Holly GroupAll Rights Reserved.

Page 27: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

The MaxTV® Quadruple Helix

· Decisions regarding one strandaffect all the others.

All four strands thus must be continually well orchestrated in order to maximize value!

Medium

Data

Format

Context

© Holly GroupAll Rights Reserved.

Page 28: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

Why Value Isn’t Maximized

· Economics· Process Change· Collaboration

Page 29: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

Why Value Isn’t Maximized

· Economics· Process Change· Collaboration

Central to justification discussions but irrelevant to implementation success

Page 30: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

Why Value Isn’t Maximized

· Economics· Process Change· Collaboration

Central to justification discussions but irrelevant to implementation success

Irrelevant to justification discussions but central to implementation success

Page 31: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

Why Value Isn’t Maximized

Medium

Data

Format

Context

© Holly GroupAll Rights Reserved.

Page 32: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

Why Value Isn’t Maximized

· Incomplete or absent tagging means data cannot be found

Medium

Data

Format

Context

© Holly GroupAll Rights Reserved.

Page 33: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

Why Value Isn’t Maximized

· Incomplete or absent tagging means data cannot be found· Poor rules/roles integration means context cannot be determined

and supported

Medium

Format

Context

Page 34: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

Why Value Isn’t Maximized

· Incomplete or absent tagging means data cannot be found· Poor rules/roles integration means context cannot be determined

and supported

· Incomplete or absent thinking about content delivery means mismatched format and medium

Medium

Format

Page 35: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

Why Value Isn’t Maximized

· Incomplete or absent tagging means data cannot be found· Poor rules/roles integration means context cannot be determined

and supported

· Incomplete or absent thinking about content delivery means mismatched format and medium

These issues – and more – are largely avoidable with proper planning up front!

Page 36: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

Why Value Isn’t Maximized

· Incomplete or absent tagging means data cannot be found· Poor rules/roles integration means context cannot be determined

and supported

· Incomplete or absent thinking about content delivery means mismatched format and medium

These issues – and more – are largely avoidable with proper planning up front!

But the work is hard, and often unappreciated, so it too often is left undone.

Page 37: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

Why Value Isn’t Maximized

· Incomplete or absent tagging means data cannot be found· Poor rules/roles integration means context cannot be determined

and supported

· Incomplete or absent thinking about content delivery means mismatched format and medium

These issues – and more – are largely avoidable with proper planning up front!

But the work is hard, and often unappreciated, so it too often is left undone.

This is your golden opportunity!

Page 38: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

Under the MaxTV® Umbrella

Learning & Knowledge educationsharingcollaboration

Engagement customer satisfactionemployee empowermentpartner inclusion

Economics ($) Collaboration (D)

Innovationprocess reengineeringsystem rearchitecting

Costsprocurementimplementationdeployment

maintenanceutilizationtraining

Investmentcapitallaborsupport

Returnproductivityprofitproductivity

Process Change (p)

Improvement peoplecultureprocess

Maximum Total Value

Page 39: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

Options to Make it Happen

· Sales Support» ‘Sounding board’ resources

· Customer ‘Prep’» Prospect education

· Services Extension» Customer consulting

· MaxTV® Licensing and Training» So you can ‘fish’ on your own

Page 40: Sell Faster & Sell More by Selling Value

© 2011Holly Group

All Rights Reserved.

Steve Weissman, Executive [email protected]

617-383-4655

Twitter: steveweissmanLinkedIn: in/steveweissman

Fresh observations and opinions only on Weissman’s World! Visit blog.hollygroup.com

Thank You!

· Please contact me for any questions, comments, or additional information