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Tools for Selling Outcomes – not Products. Bruce Rasmussen BruceRasmussen@pdcaustralia.com. IT in current climate What are IT Managers looking for? Tools to sell outcomes Bringing people into the outcomes An outcomes model to drive sales performance. it in the current economic climate.

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tools for selling outcomes not products

Tools for Selling Outcomes – not Products

Bruce Rasmussen

BruceRasmussen@pdcaustralia.com

slide2

IT in current climate

What are IT Managers looking for?

Tools to sell outcomes

Bringing people into the outcomes

An outcomes model to drive sales performance

key questions
“What are you doing to support the business – apart from keeping the lights on?”Key questions

“And by the way – can you keep the lights on for a lot less money?”

slide6

CIO PRESSURES

Scrutiny

Genuine business support

slide8
IDC

Salespeople Doing Better

  • Know more about product (10%)
  • Better deal (10%)
  • Put aside generic pitch (40%)

Audio – dial 1800 202 713 passcode 1325503

article
Article
  • What do IT buyers want from sellers – partner, not product
discover candidates for consolidation microsoft virtualisation solution accelerator
Discover Candidates for Consolidation: Microsoft Virtualisation Solution Accelerator

Server Consolidation?

Application Virtualization?

Windows migration?

Customer Network

Assess customer’s environment and

recommend the right technologies

MAP

MAP Tool User

(IT Pro/Partner)

“Before physical-to-virtual (P2V) conversions began, Costco IT staff used the Microsoft Assessment and Planning (MAP) Toolkit to evaluate server loads. Using the toolkit, staff members discovered that, in many cases, servers were running at only 5 percent utilization, making them good candidates for consolidation.”

Costco Wholesale Corp Case Study

Report Generation

For Different Migration

Scenarios

Microsoft.com/MAP

green it savings
Green IT Savings

Projected Savings

MS Actual Dev/Test Savings

Hyper-Green Tool

elements of a platform
Elements of a platform

People

People’s Experience

(PCs —> SmartPhones)

App Dev

  • Integrated Comm
  • Collaboration
  • Enterprise Content Mgt
  • Enterprise Search
  • SOA
  • Business Process

People Services

ProcessServices

Mgt Services

Other systems

Other systems

Integration & interoperability

  • Enterprise Project Mgt
  • Business Intelligence

Core Infrastructure

  • Data Management
  • Data Protection and Recovery
  • Identity and Access Management
  • Desktop, Device, and Server Management
  • Security and Networking
fabrikam demo explore and expand 3 final as is
Fabrikam Demo: Explore and Expand (3) Final As Is
  • NEEDS / ISSUES
  • Inaccurate production status to customers — poor customer sat.
  • Produce to custom specs
  • Infrequent, outdated reporting
  • Uneven, time-consuming patching, desktop mgt.
  • Poor Win Server reliability

Customers

Plant Floor

Sales and Marketing

Accounting / Finance

Admin

IT

Suppliers

People’s Experience

Sun Solaris CAD

Workstations

DesktopsWindows 98

Notebooks Windows 2000

Desktops NT4

Technology Services

App Dev

App Dev

App Dev

Manufacturing

System

ERP (JD Edwards)

Intranet

Mgt

Process

Mgt

People

Mgt

People

Process

Process

PHP

CICS

DB/2

MySQL

App Dev

App Dev

App Dev

IBM Mainframe

Base Services

AS/400 (to IBM iSeries ?)

Linux

App Dev

App Dev

Messaging & Collaboration

Data Warehouse

Infrastructure

App Dev

People

Mgt

Mgt

Process

People

Process

People

Oracle DW

File & Print

Lotus Notes

Oracle

AD

App Dev

App Dev

Windows 2000

Sun Sparc

Sun Solaris

Windows 2000

Shared Base Services

Cisco Firewalls and VPN Security

Cisco Networking

fabrikam demo explore and expand 3 final as is expanded
Fabrikam Demo: Explore and Expand (3) Final "As Is" (Expanded)
  • NEEDS / ISSUES
  • Inaccurate production status to customers — poor customer sat.
  • Produce to custom specs
  • Infrequent, outdated reporting
  • Uneven, time-consuming patching, desktop mgt.
  • Poor Win Server reliability

Customers

Plant Floor

Sales and Marketing

Accounting / Finance

Admin

IT

Suppliers

People’s Experience

Sun Solaris CAD

Workstations

DesktopsWindows 98

Notebooks Windows 2000

Desktops NT4

Technology Services

App Dev

App Dev

App Dev

Manufacturing

System

ERP (JD Edwards)

Intranet

Mgt

Process

Mgt

People

Mgt

People

Process

Process

PHP

CICS

DB/2

MySQL

App Dev

App Dev

App Dev

IBM Mainframe

Base Services

AS/400 (to IBM iSeries ?)

Linux

App Dev

App Dev

Messaging & Collaboration

Data Warehouse

Infrastructure

App Dev

People

Mgt

Mgt

Process

People

Process

People

Oracle DW

File & Print

Lotus Notes

Oracle

AD

App Dev

App Dev

Windows 2000

Sun Sparc

Sun Solaris

Windows 2000

Shared Base Services

Cisco Firewalls and VPN Security

Cisco Networking

fabrikam demo envision 3
Fabrikam Demo: Envision (3)
  • GOALS/BENEFITS
  • Better, more accurate info to customers (incr. customer sat.)
  • Collaboration w/ customers, engineering, planning, and plant floors — across geographies
  • Real-time dashboards and BI to all levels
  • Facilitated comm. among geographies
  • Managed design production from custom specs through delivery — minimize paper processes
  • Streamlined patching, desktop mgt.

Customers

Plant Floor

Sales and Marketing

Accounting / Finance

Admin

IT

Suppliers

People’s Experience

Office, CAD

Windows Vista Workstations

Office

Windows Vista

Desktops

Office

Windows Vista

Notebooks

Office

Windows Mobile

App Dev

App Dev

Integrated Platform

i2 Logistics

People

Process

Process

People

Mgt

App Dev

Oracle

Mgt

Integration and interoperability

  • File & Print
  • Operations mgt.
  • Systems mgt.
  • BI & DW
  • Business process mgt
  • Comm. and collaboration

Sun Solaris

  • MS Dynamics — Axapta Business Solutions
  • SQL BI/DW
  • SMS
  • MOM
  • BizTalk Server
  • Exchange Server
  • SharePoint Portal Server
  • Office LICS
  • Windows Server
  • Visual Studio

Windows Server System (with Active Directory)

Shared Core Services

Storage EMC

Storage Local Disk

Cisco Firewalls and ISA Server

Cisco Networking

towards an integrated platform
Towards an Integrated Platform

Microsoft Integrated Platform:A Foundation for Seamless Computing

Point Solutions

slide35

Services

Edge

Encrypting File System (EFS)

Server Applications

BitLocker™

Network Access Protection (NAP)

Information Protection

Client and Server OS

Identity Management

SystemsManagement

Active Directory Federation Services (ADFS)

Guidance

Developer Tools

slide36

Silicon

Vendors

Mobile Operators

Solution

Providers

Device

Manufacturers

ISVs and IHVs

Microsoft mobility assets

last things last
Last things last

Feature-Oriented Interaction

Differentiator Messaging Workshop

Teaching-Oriented Interaction

“Our 2,092 square inch, one-piece windshield will improve driver visibility, saving you money by reducing the likelihood of an accident.”

“Customers underestimate how much unsatisfied, unengaged drivers cost them.”

Volvo

“I’d like to talk to you about the costs associated with driver turnover…”

Teaching Rep

Features/Selling Rep

  • Leads with issues costing customers money
  • Tells customer something they don’t know about themselves
  • Concludes with Volvo solution
  • Leads with value of product features
  • Focuses conversation on known customer needs

Volvo Truck Differentiators

1. First Choice of Professional Drivers

Before

Leading with Unique Strengths

After

Leading to Unique Strengths

Source: Corporate Executive Board

Replicating the New High Performer

Volvo Trucks Case in Point

outcome selling do s don ts
“Outcome selling” do’s & don’ts

Source: Corporate Executive Board

Replicating the New High Performer

reducing variability
Reducing variability

Personality

Role

Region

Interests

?

Resonant Message

Using Context and Outcomes to Generate Hypotheses

CustomerInfo

Context: What is going on in an individual's world – the situation they find themselves in.

Context

Outcomes: What an individual is trying to achieve – how they would define success in their job.

Outcomes

Hypothesis of the message

Source: Corporate Executive Board

Replicating the New High Performer

Why Tailoring to Individuals Seems Impossible to Effectively Implement

customer outcomes
Customer outcomes

Benefits

Predictable

Stable

Finite

Scalable

Source: Corporate Executive Board

Replicating the New High Performer

Concept definition

slide43

Bruce Rasmussen

BruceRasmussen@pdcaustralia.com

+61 414 878 714

www.pdcaustralia.com