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Workshop: Up-Selling and Cross-Selling to your Small and Mid-Sized Customers. Bill Vlandis - Microsoft Wendy Smith - Microsoft Clayton Moulynox – Evolve IT Mark Giles – Phrixus Technologies Kim Heras – Ensyst Ursula Paddon – Go To Market. panel. Taking the message to market.

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workshop up selling and cross selling to your small and mid sized customers

Workshop:Up-Selling and Cross-Selling to your Small and Mid-Sized Customers

Bill Vlandis - Microsoft

Wendy Smith - Microsoft

Clayton Moulynox – Evolve IT

Mark Giles – Phrixus Technologies

Kim Heras – Ensyst

Ursula Paddon – Go To Market

taking the message to market
Taking the message to market

Upgrade The Desktop

Office No Better Time

Virtualisation

& Management

The Value of VL

Business Insights

LOB Apps

Business Servers

Web Platform

Comms & Collaboration

Business Ready Security

helping you generate demand
Helping you generate demand

Messaging and Value Props

Insert image

Insert image

Customer Emails and Images

Banner Ads , HTML, Flyers

Insert image

Insert image

Sales Cards & Telesales Scripts

partner.microsoft.com/australia

slide5

Attend the Marketing Workshop and you could win...

$5000

in marketing funds for your business

... or a new Lenovo S10e

  • All you need to do is:
  • attend the workshop “How to develop successful marketing strategies for the small to mid-size business space”;
  • complete the marketing template provided in the workshop; and
  • submit your marketing plan to towesmith@microsoft.com prior to 19/09/2009
  • The best plan, as judged by Microsoft will win $5000 in marketing spend, with the runner up winning a Lenovo s10e IdeaPad!

* Terms and Conditions apply. See reverse for details

the panel clayton moulynox evolve it mark giles phrixus technologies kim heras ensyst
The Panel:Clayton Moulynox – Evolve ITMark Giles – Phrixus TechnologiesKim Heras - Ensyst
slide7

About your org.

Number of employees

Business focus

Customer Segment

Customer size

slide8

Provide an overview of how you usemarketing in your company?

Is it incorporated into your core business, or ad-hoc? Do you have a marketing resource?

What sort of marketing activities do you engage in?

slide9

Do you leverage Microsoft marketing resources such as the PMC (Partner Marketing Centre)? If so, how has this worked for you?

Have you used the Customer Opportunity Insights Tool? If so, in what way – for sales research? Running a sales or marketing campaign?

slide10

What do you think we could improve, how could we support you better?

Do you have any advice for the audience?

marketing workshop

Marketing Workshop

Marketing Workshop

Outcome:

A marketing plan for a campaign you can execute on Monday

Outcome:

A marketing plan for a campaign you can execute on Monday

slide15

Target…..Execute………Convert

Revenue Objectives

Lead Definition

Value Proposition

Messaging

Quarterly Marketing Plan

Customer Data

Actions

1 setting revenue objectives
1. Setting revenue objectives

Target market

Solution Selling

No of Deals:

Win Revenue:

Hitrate

Leads

Qualified Leads

Conversion Rate:

1 setting revenue objectives1
1. Setting revenue objectives

Target market

50

Solution Selling

No of Deals:

Win Revenue:

Hitrate

Leads

Qualified Leads

10

50%

25

20

Conversion Rate:

200k

2:1

1 setting revenue objectives2
1. Setting revenue objectives

Target market

300

Solution Selling

No of Deals:

Win Revenue:

Hitrate

Leads

Qualified Leads

10

20%

60

30

Conversion Rate:

200k

3:1

2 what is a lead
2. What is a lead?

Mark lead definition:

How to use this definition:

- Create a common language between sales and marketing

- Clear goals for briefing for marketing and external agencies

slide20

2. What is a lead?

Score Rating:

Top Mark: 20

Low Mark: 5

A lead rating:

Action: Pass to Sales

B lead:

C lead:

Action: Pass to marketing for nurturing

Define a scorecard – align sales and marketing

3 value proposition
3. Value Proposition

Step 1: What does your industry compete on?

(What are the evaluation criteria of your customers?)

No more than 10, Price is one of them

Use only tangible criteria (eg NOT branding, reputation etc)

3 value proposition1
3. Value Proposition

Step 2: Name your closest 2 competitors,

-Rank their performance relative to each other with High-Medium-Low scores

-If Price is high means they score high

3 value proposition2
3. Value Proposition
  • Step 3: Draw the strategy canvas
  • What is the pattern?
  • Where can you lead with strength?
  • What do you need to work on?

Competitor B

High

Med

Competitor A

Competitor C

Responsiveness

Fix cost projects

Industry specific IP

Low

Desktop integration

Training and Support

ERP and CRM Integration

Understanding of Business Needs

Reference Customers for ROI

3 value proposition3
3. Value Proposition

Step 3: Draw the strategy canvas

High

Medium

Low

7 customer data
7. Customer Data
  • Getting more value from Customer data:
  • Consider Data Cleansing and De-duping services, enhancing data with SIC codes, Revenue etc
  • Create a single customer view allowing segmentation and prioritization by buying potential
slide31

Go To Market Rate Card - Your Campaign Services Menu

No of Contacts 300 500 1000

Partner Planning $575 $575 $575

List Management $1,400 $1,400 $1,400

Template adaption for DM/eDM $1,500 $1,500 $1,500

Print and Mail $1,150 $1,495 $2,300

Telemarketing $3,500 $5,083 $9,560

Reporting $300 $300 $300

TOTAL $8,425 $10,353 $15,635

Options:

Value Proposition from $3,000

Marketing Strategy from $6,000

e DM , List Management and Dispatch $750 (up to 1000 contacts)

Campaign List Preparation $2,000 per thousand records

(up to 3 files, merge, de-dupe, cleanse/update contact details)

Innovate with:

Blue Oceans Strategy from $10,000

Terms and conditions apply, limited to Microsoft Business Partners, valid for 30 days

All prices quoted are excl. GST, and subject to confirmation

Campaign Center

www.gotomarket.com.au

info@gotomarket.com.au

David Paddon: 0414 997942

Ursula Paddon: 0401 147 493

Through out experience, systems and people we plan and deliver more programs, faster and targeted resulting in significantly higher ROI

slide32

Microsoft Mobile e-mail Plan from Telstra is now available!

  • Cost effective: Single monthly fixed fee for business e-mail plus 100MB data;
  • Supported by Telstra: Single point of contact for help desk support (backed by MS Premier Support)
  • Leverage investments in MS: Hostedor on-premise Exchange
  • Device choice: Plan is available on a range of Windows Mobile devices
  • Find out more - go to the Telstra or ICT booth;
  • Let your customers know! (Drive incremental Exchange activations, deployments);
  • Sign-up for the Microsoft Mobile e-mail plan;
  • WIN - An HTC SNAP at this session!
  • Be the first one to answer the question (from your presenter)!
  • Winner will be given a “certified” Mobile e-mail flyer
  • Winner to redeem their HTC Snap prize at the ICT booth.
  • HTC Snap – fast facts
  • Ready for Microsoft Mobile e-mail Plan activation;
  • “Inner Circle” – one touch button to get to your most important e-mails
  • “Windows Live” – messenger button to chat/IM with your family and friends;
  • Telstra “Blue tick” approved – recommended for country usage.
  • HTC SNAP is updateable to Windows Mobile 6.5!