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Selling the Business Value of the ESS Portfolio

Selling the Business Value of the ESS Portfolio. Objectives. Understand and articulate what is Business Value and Business Outcomes Identify the ESS portfolio advantages Articulate the Business Value of the ESS portfolio advantages. We want to talk about…. Business Value. Business Outcomes.

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Selling the Business Value of the ESS Portfolio

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  1. Selling the Business Value of the ESS Portfolio

  2. Objectives • Understand and articulate what is Business Value and Business Outcomes • Identify the ESS portfolio advantages • Articulate the Business Value of the ESS portfolio advantages Rev 9.12 HP Restricted

  3. We want to talk about… BusinessValue BusinessOutcomes

  4. Sharp Dressed Man…

  5. And ask the question: So What?

  6. Business Value • What is Business Value? • How do you find it? • Who are you talking to? • It’s all about “Asking Questions”.

  7. The foundation for value “…if you can’t uncover any problems to solve, you don’t have a basis for a business relationship.” - Neil Rackham SPIN Selling

  8. Finding value • Put yourself in the customer’s situation and consider: • What do they care about? • What issues keep them up at night? • What will be important to them? • What value do they rely on to win? • What do you have? • How does what you have impact what they care about and how do you tell them about it? • How will you prove it?

  9. Finding value • Value comes from the customer’s perception (PoV) of the “worth” of a combination of the following: • Products • Services • Other enablers • Organizational strengths • Organizational assets • Partnerships and relationships • Branding

  10. Finding value • Listen and learn about the customer’s business: • Business issues and concerns • Key business initiatives and the reasons for them • Value they create for their customers • Value they create for themselves

  11. “Escaping the price-driven sale” • Research summary • Research conducted by Huthwaite, Inc. • Looked at transactions across industries (both products and services) that met two criteria: • Customer was faced with a group of competitors whose offerings all looked the same and could only find differentiator of price • Customer did not select low-cost offering • Tried to understand why…

  12. “Escaping the price-driven sale” Research results: Identified four “value drivers” • Seller revealed to the buyer an unrecognized problem • Seller established for the buyer an unanticipated solution • Seller created or revealed an unseen opportunity • Seller served as a broker of capabilities

  13. Business Outcomes Make$ • A solution must provide at least one of these business outcomes • The success of a solution relies on us focusing on Business Outcomes. Save$ ReduceRisk

  14. A Final Thought: The Business Outcomes Value Chain Value is found through understanding our customers’ problems and needs…. Value is also found in what you can learn about how our customers meet the needs of their customers.

  15. Exercise Part 1 • In Your Teams • Your team will be assigned an ESS product family: ISS, BladeSystem, BCS, or StorageWorks. • In your team, build a feature list for your product family • Name as many features as you can. • Prepare a PowerPoint with the list of features.

  16. Exercise Part 2 • Change which teams are doing which product family (Give the BCS team, ISS, etc.) • In your team • Take the features you were given from the other team and determine the business value of each feature. • Prepare a PowerPoint with your conclusions.

  17. Business ValueSummary

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