Demo2Win IBM SE Training Sterling...
Transcript of Demo2Win IBM SE Training Sterling...
© 2011 IBM Corporation
Sterling IntegratorMeeting the B2B Demand for Cleveland Golf
Demo2WinIBM SE Training
Randy Plett, Product Executive, IBM Business Solutions
© 2011 IBM Corporation
Is like watching a great basketball game...
Watching a great demo and presentation...
It’s exciting...It keeps me engaged...
And the best ones are hard to forget...
© 2011 IBM Corporation
The 2% Factor
– Winning Vs. Losing a Deal
– Top 7 Demo Crimes
3 Guiding Principles of Demo2Win
– Engage your Prospect’s Brain!
– Organizing Demo Scenes and Sub-Scenes
– Managing your Demo effort – the 80/20 rule
The Tell-Show-Tell Technique
– Not Doing Tell-Show-Tell (A Potentially Damaging Way)
– Opening and Closing a Demo Scene (The Right Way)
Questions
Today’s Agenda
© 2011 IBM Corporation
The 2% Factor
– Winning Vs. Losing a Deal
– Top 7 Demo Crimes
3 Guiding Principles of Demo2Win
– Engage your Prospect’s Brain
– Organizing Demo Scenes and Sub-Scenes
– Managing your Demo Effort – the 80/20 rule
The Tell-Show-Tell Technique
– Not Doing Tell-Show-Tell (A Potentially Damaging Way)
– Opening and Closing a Demo Scene (The Right Way)
Questions
Today’s Agenda
© 2011 IBM Corporation© 2010 Sterling Commerce. Confidential and Proprietary.
The 2% Factor
It's been said that the difference between being first and second place in a
judged event like a product demo or presentation is a scant 2%.
So why do we win deals?
Because our B2B and MFT products are better than Axway’s?
Because our Managed Service offerings are better than GXS’?
So why do you think we win deals?
How many of you believe we actually can lose deals during the demo phase
of the sales cycle?
We can capture and categorize these mistakes as “demo crimes”
© 2011 IBM Corporation
Top Demo Crimes
1. Death by PowerPoint
© 2011 IBM Corporation
Top Demo Crimes
2. Not reading your audience
© 2011 IBM Corporation
Top Demo Crimes
3. So What?
© 2011 IBM Corporation
Top Demo Crimes
4. Cutting off a question
© 2011 IBM Corporation
Top Demo Crimes
5. Talking to the wall
© 2011 IBM Corporation
Top Demo Crimes
6. If you think that’s cool...
© 2011 IBM Corporation
Top Demo Crimes
7. The blind leading the blind
© 2011 IBM Corporation
The Complete List of Demo Crimes:
Arguing With the Prospect
Cutting Off a Question
Data Dump
Don’t Answer That
Fat Fingering
I Love This Part of Our Software
If You Think That’s Cool
Mouse-Challenged
Not Again!
Piling On
PowerPoint Crutch
So What?
Stale Demonstrating
Talk the Talk
Talking to the Wall
Teaching versus Demonstrating
Technobabble
The Blind Leading the Blind
The Catch-Phrase
The Condescending Presenter
The Field by Fielder
The Hamster Wheel
The Party Line
The Widget Syndrome
Who Was that Masked Man?
Why Would You Want to Do That
Would You Please Just Finish That
Thought
Write It Down!
© 2011 IBM Corporation
Recap
The difference between winning and losing is a scant 2%.
Commiting “demo crimes” can lower our chances of winning the deal.
What’s in it for you?
Increase your chance of winning deals
and putting more money in your pockets
Increase the perception of your
capability as an SE within IBM
© 2011 IBM Corporation
The 2% Factor
– Winning Vs. Losing a Deal
– Top 7 Demo Crimes
3 Guiding Principles of Demo2Win
– Engage your Prospect’s Brain!
– Organizing Demo Scenes and Sub-Scenes
– Managing your Demo Effort – the 80/20 rule
The Tell-Show-Tell Technique
– Not Doing Tell-Show-Tell (A Potentially Damaging Way)
– Opening and Closing a Demo Scene (The Right Way)
Questions
Today’s Agenda
© 2011 IBM Corporation
Three Guiding Principles of Demo2Win
1. Engage the Limbic system in the human brain
Keep you audience engaged through presentation themes, analogies, demo
props, whiteboards, etc.
1
© 2011 IBM Corporation
This is my toolbox… And then I found one of these…
© 2011 IBM Corporation
This is my toolbox…
© 2010 Sterling Commerce. Confidential and Proprietary.
And then I found one of these…
Does this look like your file transfer communication tool box?
Now you can have one of these…
© 2011 IBM Corporation
An example of how to disengage the limbic system
© 2011 IBM Corporation
How many of you have seen a similar slide in every software company’s presentation you’ve been a part of?
© 2011 IBM Corporation
Financial Services
Citigroup
Bank of America
J.P. Morgan Chase
Wells Fargo
ABN Amro
U.S Bank
Wachovia
National City
Bank of New York
United Healthcare
Aetna
Cigna
Energy & Utilities
First Energy
Dominion Resources
Consolidated Edison
Sempra Energy
Cinergy
Scana
American Electric Power
Reliant Resources
Duke Energy
Retail
Wal*Mart
Target
Sears
J.C. Penney
Dollar General
Nordstrom
Home Depot
Costco
Lowes
Best Buy
Staples
Office Depot
Telecommunications
Verizon
Verizon Wireless
SBC
Cingular Wireless
AT&T
AT&T Wireless
Sprint
BellSouth
Qwest
Grocery & Drug
Kroger
Safeway
Albertson’s
Walgreen
CVS
Publix Super Markets
Rite Aid
Winn-Dixie Stores
Fred’s
Food Lion
Giant Eagle
Aldi
Pharmaceuticals
Pfizer
Johnson & Johnson
Merck
Bristol-Myers Squibb
Abbott Laboratories
Eli Lilly
Amgen
Schering-Plough
Allergan
Consumer Goods
ConAgra
Sara Lee
General Mills
3M
Heinz
Kellogg
Campbell Soup
Land O’ Lakes
Dole Foods
Hershey
Wm. Wrigley Jr.
J.M. Smucker
Healthcare
Anthem
Humana
WellChoice
Express Scripts
Quest Diagnostics
Universal Health
LabCorp of America
NeighborCare
AmeriGroup
Automotive
Ford
Toyota
Daimler Chrysler
Volkswagen
Honda
Nissan
Saab
Johnson Controls
Lear
Dana
Paccar
Federal-Mogul
… and More
Delta Airlines
Northwest Airlines
Owens Corning
Xerox
Sun Microsystems
Apple Computer
Microsoft
Boeing
Honeywell
© 2011 IBM Corporation© 2010 Sterling Commerce. Confidential and Proprietary.2
Going back to the “engaging the Limbic system” example
© 2011 IBM Corporation
Three Guiding Principles of Demo2Win
2. Organizing demo scenes & sub-scenes
Have you seen any recent movie trailer?
Each section of your presentation should be preceeded by your own personal
movie trailer
© 2011 IBM Corporation
3Administrator
Visibility
1. User Setup
a) Review communities (one time
setup)
b) Review users
(producer/consumer)
c) Review groups (one time setup)
2. Communication Channel Setup
a) Review routing template (one
time setup)
b) Review routing channel
1
Onboard TP
User
Visibility
2
Sterling File Gateway Demonstration
© 2011 IBM Corporation
Three Guiding Principles of Demo2Win
3. Managing your demo effort – the 80/20 rule
20% of your demo effort will produce 80% of your results; the other 80%
doesn’t matter that much...
How does that translate to giving presentations/demos?
Show the key features of the software that match a prospect’s pain points
and little else...unless there is one or two key differentiators then add those...
Making sure the prospect understands exactly where you are in your
presentation...provide a PPT roadmap if you will and keep referring back to it
And always tie quantitative and qualititative benefits to each demo scene
and subscene...always answer the why question...why should they care?
© 2011 IBM Corporation
Recap
Three guiding principles of demo2win
Engage the limbic system through themes/analogies, props, whiteboards, etc
Organize your presentation into demo scenes and sub-scenes; introduce
each section like a movie trailer does for a movie
What’s in it for you?
Engaged prospect leads to greater win rate
and more $ $ $ for you
More sales wins means more recognition for you
Manage your demo with the 20% that matters
Key software features only Provide a PPT roadmap Tie benefits at end of each scene
© 2011 IBM Corporation
The 2% Factor
– Winning Vs. Losing a Deal
– Top 7 Demo Crimes
3 Guiding Principles of Demo2Win
– Engage the Limbic System
– Organizing Demo Scenes and Sub-Scenes
– Managing your Demo Effort – the 80/20 rule
The Tell-Show-Tell Technique
– Not Doing Tell-Show-Tell (A Potentially Damaging Way)
– Opening and Closing a Demo Scene (A Better Way)
Questions
Today’s Agenda
© 2011 IBM Corporation
The Tell-Show-Tell Technique
I’m going to tell you what I’m about to show, I’m going to show it to you, and
then I’m going to tell you what I just showed you.
Why is this important?
It gives your audience a roadmap of where you’re at in your presentation
and reinforces the practice of continually referring back to the roadmap
It let’s them relax and focus on the presentation and not on how long you
are going to take
It keeps them engaged and makes it clear to them what points you’re trying
to get across
It reinforces what they just saw and gives you a chance to answer the “why
should I care” question by tying benefits to each section
© 2011 IBM Corporation
No Tell-Show-Tell –
Not the best way to do it
© 2011 IBM Corporation
Sterling File Gateway
EnterpriseClients
Industries
Retailers/
Consumers
Manufacturers
Regulators
The next generation B2B-enabled managed file transfer edge solution:
Sterling File Gateway provides an enterprise solution that is scalable,
secure and manageable for your business and IT users.
© 2011 IBM Corporation
Sterling File Gateway
Enterprise
• “Edge” gateway to simplify B2B
communications
• Advances B2B and IT business
collaboration
• Consolidates disparate file transfer
applications on a single, scalable platform
Clients
Industries
Retailers/
Consumers
Manufacturers
Regulators
© 2011 IBM Corporation
Communication and Security
Enterprise
• Support for a broad range: Communication protocols Application and messaging adapters Industry standards
• Secure browser-based Partner Interface myFileGateway
• Data encryption: at-rest and in-flight
Clients
Industries
Retailers/
Consumers
Manufacturers
Regulators
© 2011 IBM Corporation
Routing and Processing
Enterprise
• Improves file handling efficiency Enabling exception identification and management
• Intelligent Routing
• Pre-built business processes Simple, commonly-used template structures
• Process definition and execution
Clients
Industries
Retailers/
Consumers
Manufacturers
Regulators
© 2011 IBM Corporation
Visibility and Usability
Enterprise
• Visibility reporting and error handling, alerting: with ease of use
• Responds to integration concerns and black holes within enterprise
• Improves flexibility – routing channels and mailbox structures
• Simplified user interface
Clients
Industries
Retailers/
Consumers
ManufacturersRegulators
© 2011 IBM Corporation
Community Management
Enterprise
• Scalability and performance of the
solution that meets the growth needs of
your organization
• Simplified and standardized on-
boarding of partners and customers
through unique interface
Clients
Industries
Retailers/
Consumers
Manufacturers
Regulators
© 2011 IBM Corporation
Extensibility
Enterprise
• Integrate a large number of
connections and file transfers
• Extends to securing, supporting and
troubleshooting B2B file transfer activity
• Built on the Sterling Integrator B2B Platform (GIS)
Enabling a multitude of integration and extensibility options
Clients
Industries
Retailers/
Consumers
Manufacturers
Regulators
© 2011 IBM Corporation
Validation
Enterprise
• “Where’s my data?”
• “What happened to my file?”
• Centralized management, auditing and
reporting
Clients
Industries
Retailers/
Consumers
Manufacturers
Regulators
© 2011 IBM Corporation
Demonstration
© 2011 IBM Corporation
Tell-Show-Tell – A Better Way
© 2011 IBM Corporation© 2010 Sterling Commerce. Confidential and Proprietary.
© 2011 IBM Corporation
Sterling File Gateway Demonstration
SFG Features
Ease of Use
Easier setup and maintenance through standardized templates/wizards
Proactive management through centralized visibility and notification alerts
Benefit to Sandisk:
Save time and money
1
Onboard Trading Partner (TP)
User
Visibility
23Administrator
Visibility
Benefit to you:
Make your work life easier
Execution
Design
© 2011 IBM Corporation
3Administrator
Visibility
1. User Setup
a) Review communities (one time
setup)
b) Review users
(producer/consumer)
c) Review groups (one time setup)
2. Communication Channel Setup
a) Review routing template (one
time setup)
b) Review routing channel
1
Onboard TP
User
Visibility
2
Sterling File Gateway Demonstration
© 2011 IBM Corporation
1
Onboard TP
Consumer – TP2
Sterling File
Gateway (SFG)
SFG Mailbox
Sandisk
SI
Perimeter
Server
Producer – TP1 (SFTP Client)
SFG Admin Screens
1. Review Community
2. Review Users
3. Review Groups
4. Review Routing
Templates
File Route Behavioral
Contract
5. Review Routing
Channel
Sterling File Gateway Demonstration
© 2011 IBM Corporation
Demonstration
© 2011 IBM Corporation
1
Onboard TP
Feature Takeaways
Ease of Use
Simplify and Streamline Trading Partner Onboarding Through Wizards
Standardize File Routing Through Template Approach
Consumer – TP2
Sterling File
Gateway (SFG)
SFG Mailbox
Sandisk
SI
Perimeter
Server
Producer – TP1
(SFTP Client)
Benefit to Sandisk:
Save time and money
Benefit to you:
Make your work life easier
Sterling File Gateway Demonstration
3
© 2011 IBM Corporation
Recap
Tell-Show-Tell gives your audience
A roadmap of your presentation and a progress check against that roadmap
A chill pill and allows them to relax, focus on the presentation and stay
engaged
What’s in it for you?
Satisfaction of a job well done!
The benefits of your solution and answers the questions to...What’s in it for them?
And...Why should they care?
© 2011 IBM Corporation
The 2% Factor
– Winning Vs. Losing a Deal
– Top 7 Demo Crimes
3 Guiding Principles of Demo2Win
– Engage the Limbic System
– Organizing Demo Scenes and Sub-Scenes
– Managing your Demo Effort – the 80/20 rule
The Tell-Show-Tell Technique
– Not Doing Tell-Show-Tell (A Potentially Damaging Way)
– Opening and Closing a Demo Scene (The Right Way)
Questions
Today’s Agenda
© 2011 IBM Corporation
Randy Plett
IBM
949.421.7886
Product Executive
E-Mail: [email protected]
URL: http://www.ibm.com