Consultant's approach:
Land and expand may be great for shareholders from a margin and revenue perspective, but from a customer's viewpoint, you'd do well to consider ways of negotiating an integrated suite deal at the get-go rather than adding individual modules piece-by-piece.
Or,
As an alternative, when you purchase a single module or two, require vendor to lock the pricing for adding components for a period of time based on a bundled negotiation.
Monday, May 10, 2010
Friday, May 7, 2010
Killer B2B blogs
1. Make a list. (Think: "25 Must-Read Email-Marketing Resources.") "List posts are effective because they are easily scanned," ."Plus, readers know exactly what they're getting simply by viewing the headline—influencing many to share the content with their social networks even before clicking through themselves.
2. "Write the unexpected. To draw readers in, consider a "reverse post," she suggests. Example: Instead of writing "10 Ways to Improve Deliverability on Your Next Email Campaign," try writing "Top 10 Ways to Get Flagged as Spam." The negative twist is fun, and it grabs a reader's attention.
3. Play off current events. "Relating B2B blog content back to current events can help make posts relevant, timely and interesting".
4. Leverage someone else's thoughts. "Leveraging the insight and opinions of respected industry leaders not only provides interesting, relevant content for readers; it can also position your B2B organization as a thought leader".
5. Use stats, poll results or other research. "The benefits of research-driven posts are two-fold: First, byte-sized statistical information is simple and quick to read. Second, it's easily sharable via social networks.
2. "Write the unexpected. To draw readers in, consider a "reverse post," she suggests. Example: Instead of writing "10 Ways to Improve Deliverability on Your Next Email Campaign," try writing "Top 10 Ways to Get Flagged as Spam." The negative twist is fun, and it grabs a reader's attention.
3. Play off current events. "Relating B2B blog content back to current events can help make posts relevant, timely and interesting".
4. Leverage someone else's thoughts. "Leveraging the insight and opinions of respected industry leaders not only provides interesting, relevant content for readers; it can also position your B2B organization as a thought leader".
5. Use stats, poll results or other research. "The benefits of research-driven posts are two-fold: First, byte-sized statistical information is simple and quick to read. Second, it's easily sharable via social networks.
Wednesday, May 5, 2010
Elevator Pitch
Elevator pitch takes only five minutes of your prospect's time, the time which he/she takes to climb up the elevator.
It is going to create wonder for all the ISRs and CSRs. Here's how it goes:
1. Problem: Thou art to be a master of story telling. Wear the prospect's shoes. A story that the prospect can relate to. Defining the problem in the form of a real life story or a scenario to which the prospect can relate to and agree that it is a problem that needs fixing. Mind it ! the prospect can emphathize with the paint point if its related to his vertical. Research a little on the accounts that we had acquired in that same vertical and speak of the categories that are sourced in that industry.
time for discussion: 1 minute
Let them nod their head to the problem befor moving on the solution. Heard anybody say, " Well begun is half done".
2. Solution: Now is the time to move to introduce the solution to the prospect. Instead of bull dozing the prospect about the technology used, the process used, just give them the reason why your solution is better than everyone else's. It might be cheaper, easier, friendlier, more enjoyable. Just in sync with our Marketing Communication, give them a flavour of experience, human touch.
time for discussion: 3 minutes on the solution and demo
3. Competition: Before the prospects speak about the competition, you yourself can casually say that yes, there are other ways to solve this problem but partially.. the main problem is not that of sourcing but resources wasted, increased sourcing cycle time, less savings or no savings, no collaboration in the exisiting methods. If they talk about Ariba, Emptoris, SAP.. then tell them yes, definitely its a way to solve the problem but partially and that they might be having one of these solutions. Then probe into, " what is the one thing that they would want to change in the entire sourcing process" . Tell them how you can help with your tool?
time for discussion: 30 secs
4. Who will Pay?
Question of solution being a vitamin or a pain killer.
Vitamins are nice to have and pain killers are must have.
Some problems no one will pay to solve. Be clear of where you are in the value chain.
Pitch for free pilot.
time for discussion: 30 secs
5. The team.
Prior experience in the market.
Pitch vertical wise and then geography wise.
time for discussion: 30 secs
6. The close
We are solving a big problem, in a growing market, with a model that works, and a team that can execute.
We differentiate ourselves not only in terms of the product or the features but the kind of suppor that we provide which ensures rapid user adoption.
time for discussion: 30 secs
It is going to create wonder for all the ISRs and CSRs. Here's how it goes:
1. Problem: Thou art to be a master of story telling. Wear the prospect's shoes. A story that the prospect can relate to. Defining the problem in the form of a real life story or a scenario to which the prospect can relate to and agree that it is a problem that needs fixing. Mind it ! the prospect can emphathize with the paint point if its related to his vertical. Research a little on the accounts that we had acquired in that same vertical and speak of the categories that are sourced in that industry.
time for discussion: 1 minute
Let them nod their head to the problem befor moving on the solution. Heard anybody say, " Well begun is half done".
2. Solution: Now is the time to move to introduce the solution to the prospect. Instead of bull dozing the prospect about the technology used, the process used, just give them the reason why your solution is better than everyone else's. It might be cheaper, easier, friendlier, more enjoyable. Just in sync with our Marketing Communication, give them a flavour of experience, human touch.
time for discussion: 3 minutes on the solution and demo
3. Competition: Before the prospects speak about the competition, you yourself can casually say that yes, there are other ways to solve this problem but partially.. the main problem is not that of sourcing but resources wasted, increased sourcing cycle time, less savings or no savings, no collaboration in the exisiting methods. If they talk about Ariba, Emptoris, SAP.. then tell them yes, definitely its a way to solve the problem but partially and that they might be having one of these solutions. Then probe into, " what is the one thing that they would want to change in the entire sourcing process" . Tell them how you can help with your tool?
time for discussion: 30 secs
4. Who will Pay?
Question of solution being a vitamin or a pain killer.
Vitamins are nice to have and pain killers are must have.
Some problems no one will pay to solve. Be clear of where you are in the value chain.
Pitch for free pilot.
time for discussion: 30 secs
5. The team.
Prior experience in the market.
Pitch vertical wise and then geography wise.
time for discussion: 30 secs
6. The close
We are solving a big problem, in a growing market, with a model that works, and a team that can execute.
We differentiate ourselves not only in terms of the product or the features but the kind of suppor that we provide which ensures rapid user adoption.
time for discussion: 30 secs
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