How-to-Sell Guide TeamConnect: 1. Introduction p. 1 Stress ...€¦ · Version 0.9 / 31 January...

1Version 0.9 / 31 January 2014

TeamConnect How-to-Sell Guide Version 1.0 / January 2014

Content:

1. Introduction Dear Colleagues, Dear Team,

Welcome to ISE 2014. Welcome to the premiere launch of Sennheiser TeamConnect.

This is the next exciting product release by Sennheiser Integrated Systems and a huge step into new market territory.

J Sennheiser TeamConnect is a professional audio meeting solution designed for Corporate and Government target groups.

J It’s an all-in-one audio solution for meeting rooms with fixed infrastructure and it will allow for stress-free audio conferencing thanks to its high usability.

J It’s an integrated hub that reliably connects people and communications across a broad range of platforms and devices.

Sennheiser TeamConnect is a huge step into conquering new markets in 2014. We will have to face corporate decision makers and business rules that are new to Sennheiser. We’ll look at these in a separate document, but first off, let’s concentrate on the product itself.

TeamConnect is a revolutionary product to conquer new markets

1. Introduction p. 1 2. TeamConnect – The Product p. 2 3. Connecting to the customer p. 13 4. Sales & Distribution p. 155. Q & A p. 18 6. Contact p. 19

Stress-free meetings.

TeamConnect:

PRELIMINARY


2. TeamConnect – The Product

2.1 Overview

TeamConnect: Stress-free meetings

Audio Conferencing today can be a complex task. To integrate different input sources into a reliably working conference setting one needs to provide fast and easy access, reliable signal processing and intelligible sound.

TeamConnect provides all of this, plus it changes the status quo for the better due to its exceptional ease of use. Designed as an all-in-one system for telephone and web conferencing it will simply perform – from set-up to every day operation. It’s a true plug-and-play solution for any business communication device.

The plug and play solution that’s easy to use.


2.2 Three main features

TeamConnect is an All-In-One Solution.

Sennheiser TeamConnect is a dedicated all-in-one solution that covers all crucial aspects of tele- and webconferencing. It integrates a variety of specially designed microphones and provides easiest device connection via an extremely compact Combox, usually hidden underneath the table. Any mobile phone, tablet or PC can be plugged in via USB or 3.5 mm jack. The Central Unit, usually hidden in a cubicle brings all input sources together and delivers top audio quality to the self-powered Loudspeakers. All components are designed to perfectly play together. Its all-in-one integration secures future-proof interoperability and adheres to global protocols.

All-In-One Audio Solution.

All components work in perfect harmony.

Loudspeaker

MicrophonesCombox

Central Unit


TeamConnect shines with built-in Ease-of-Use.

To quote a golden rule for any public statement: “Keep it straight and simple”. That’s just what TeamConnect does, from set-up to daily operation. No AV experience is needed to set the system up or get the conference going. Simply plug in and everyone understands everything. Since all components make up a totally integrated system, it allows for easy connections with other devices. It‘s easy to operate via iOS App or any network device via browser based application.

Ease of Use.From set-up to daily operation.


TeamConnect stands for reliability and intelligibility.

Sennheiser TeamConnect provides customer reliability and flexibility. In terms of reliability, the whole system is backed up by next level support. In case the system breaks down, a service partner will immediately swap the central unit for a new one. In terms of flexibility, any preferred microphone portfolio can be connected. But since the microphone is the one device that picks up what‘s being said, the microphones that come with TeamConnect are carefully optimized with one aim: to guarantee a high level of speech intelligibility so that every word is understood.

Reliability and Sound Quality.

Everyone understands everything.

6Version 1.0 / January 2014

2.3 Standardization

Sennheiser TeamConnect can help achieve a smooth, stressfree workflow and a really simple user management. The system adheres to global standards which allows for a less complex planning, installation and maintenance. This is a key aspect for technical decision makers, because standardization ensures the efficiency of the whole system and minimize the amortisation time. Put simply: TeamConnect is a future-proof investment that’s long term future-proof.

A future-proof investment that adheres to global communication standards.2.4 Components

TeamConnect fits into any meeting room and remains almost invisible due to its unobtrusive design. The system consists of these components:

J The TeamConnect Central Unit CU 1 (19", 1 RU) with removable rack mounts and external power supply. The CU usually is installed inside a cubicle and brings all input soures together: land line connection, LAN, 2x Line in (e.g. for video conference system), 8x microphone inputs with phantom power and also 8 audio outputs..

J The TeamConnect Combox is installed below the desk. To connect, one simply has to plug in via USB or 3.5 mm jack. The Combox is connected to the CU 1 via CAT5 cable.

J Sennheiser offers two types of tailored microphones that support all system features and deliver excellent speech intelligibility (see SpeechLine microphone portfolio).

J The self-powered TeamConnect Loudspeakers provide clear speech intelligibility and easily integrate into any room scenario thanks to their unobtrusive design.

A new box of tricks. And it simply works.


2.5 App Control

The system is easily operated via an iOS App. Alternatively any LAN / WLAN device with browser can be used.

J Room level control for land line outbound connection

J Dialing for land line outbound connection

J Change presets for different room and user scenarios

J Dial individual numbers or access your personal phonebook

Your remote control for the meeting room


2.6 Application Examples

Due to its flexibility, TeamConnect fits to a wide variety of applications.

Scenario 1: Teleconferencing via Land Line

A typical telephone conferencing situation in a meeting room with SpeechLine wired microphones in-stalled and landline plugged in. Simply dial the telephone number via the iOS App and the connection is immediately set up. Room level control, mute control and preset selection are also managed via iOS App or alternatively a web browser.

Land Line

Local Network

Central Unit

Tablet

Computer

Local Network

Active Loudspeakers

Up to 8 Mics


Scenario 2: Web Conferencing via USB Device

In this scenario there‘s a web conference that has to be shared with all team members. The notebook PC’s audio output will be sent into the Combox via USB cable. Start up Skype or any other online communication tools, and you’re ready to go. TeamConnect will be automatically recognized as an external audio card. The room audio input will be picked up by the SpeechLine microphones. All off-site participiants can be heard via TeamConnect

Internet

Web Conference

Combox

Computer

Central Unit

USBUp to 8 Mics

Active Loudspeakers


loudspeakers.

Scenario 3: Web and Teleconferencing with Mobile Devices

This meeting room is equipped with 8 microphones for a weekly jour fixe meeting of the management board. There are 5 fix mounted microphones and 3 additonal on table microphones that can be added flexibly. A tablet

or a Mobile Phone can be connected via 3.5 mm jack plug to the Combox. Thus, the audio signal of a Web or Teleconference can be integrated in the running meeting.

Combox

Mobile Phone

Tablet

PhoneCall

Central Unit

3.5mm Jack Plug

Up to 8 Mics

Active Loudspeakers

VoIP

VoIP


Scenario 4: All together

In this scenario, the team will have to discuss a spreadsheet and rework it. Like before, TeamConnect is equipped with SpeechLine microphones and land line plugged in. The TeamConnect iOS App running on an iPad initiated the Teleconference via Land Line. A laptop running Microsoft Lync is connected via USB cable. One conference participiant is on his way to the airport and can only be reached via mobile phone. He‘s connected to the confer-ence via the phones‘ headset cable plugged into the Combox. All three outbound connections can be used in parallel and will be mixed in the Central Unit.

TeamConnect allows for easy integration and connects people, their ideas and their devices.

Combox

Tablet

Internet

Mobile Phone

Web Conference

Land Line

Computer

Central Unit

Up to 8 Mics

Phone Call

VoIP

LocalNetwork

3.5mm Jack Plug

USB

Local Network

Active Loudspeakers


2.7 Ahead of the competition

Teleconferencing and web conference systems deal with 4 aspects: audio, video, signal processing and control. These 4 separate aspects are strongly overlapping. That’s why todays IT network specialists sometimes need to deal with audio (or sound engineers with land lines).

Taking a look at market trends and at the competition was essential for identifying the success factors for TeamConnect. We’re new to this market, so of course there are several audio conferencing systems out there already. Here’s what sets TeamConnect apart from the competition:

J All-in-one. Sennheiser is the only supplier that provides a complete system with DSP, microphones and speakers. TeamConnect is an integrated solution for standard meeting rooms with a clear focus on practical use cases.

J Easy to use. The system requires offers an exceptional ease-of-use and needs no AV-knowhow to perform perfectly. Some competitor solutions may offer more scalability and flexibility, however they’re way more complex to set-up and operate.

J Sennheiser Quality and reliability. Decades of audio experience set Sennheiser products apart. The sheer built quality of microphones, DSPs and speakers outclass most of the competitors stuff.

Selected competitor systems:

J Polycom Soundstation – a solution at a very low price level, subsequently with relativly poor ran-ge and low audio quality. This Soundstation is not designed for meetings with more than 3 people on-site.

J As surveys shown an average meeting brings 8 people together in one discussion. You can not handle these use cases with a Polycom Soundstation.

J Polycom Soundstructure – Polycom‘s most popular system is flexible and extremely scalable, however Land line and VoIP do not work simultaneously.This systems aims at very large venues and is no competition to TeamConnect.

J Revolabs FLX – entry level price for entry level audio quality; complex system handling due to lots of small components

J Cisco Conference Station 7937G – Again a cheaper price tag here, but the Cisco system can‘t handle VoIP and telephone simultaneously.

J ClearOne Converge PRO – plays roughly in the same league as TeamConnect in terms of pricing and flexibility. However, the system comes without speakers.

In terms of ease-of-use, reliability and sound quality none of the above can compete with TeamConnect.

Reduce complexity – act ahead of the rest.


3. Connecting to the customer

3.1 Where to play?

How are conference systems usually purchased? Who is purchasing these products? Who initiates the buying process and who’s evaluating the decision? Answering these crucial questions will allow to successfully connect to new customers.

J Corporate and Government are key targets for TeamConnect.

J Depending on the corporation, products are mostly sold from manufacturer to reseller / intermediary, thus indirectly to the end user.

J Government buying decisions often are acquired via tenders.

Two target groups: corporate & government

3.2 When to play? J New corporate buildings or full renovations are typical triggers for buying decisions.

J Conference requirements usually are discussed inhouse (e.g. IT) before external support (e.g. IT/AV systems provider) is sought.

Inhouse know-how combined with external expertise.


3.3 Connect, then lead.

The IT channel in focus.

In order to successfully sell TeamConnect, we have to connect to decision makers on different levels. There are three key players, each with different emphasis on different core aspects – and each differently influencing a buying decision.

Subs/partner Intermediaries IT

department

J Technical decision maker (TDM) working in the IT department and responsible for a very large field of techni-cal applications. Quite often an IT specialist, no audio expert. Needs a system that’s easy to handle, easy to set up and highly reliable. He has to justify costs against the business decision maker and seeks operational acceptance for the equipment by his colleagues (the end users). He’s also interested in standardi-zed components in order to reduce complexity.

J Business decision maker (BDM) wants a system with a low TCO and clear cut ROI. Easy-of-use is important here, because it leads to raised efficiency and lower educational or training costs. He decides upon the buying options presented by TDM and intermediary.

J Intermediary Re-sells system and service. He is experienced in serving installations, educati-on and expertise and shows a high level of commitment to its customers, but he‘s no audio expert either. Promoting solutions that really work will keep him in business. He‘s constantly in conflict between customer requirements (re-quested by the TDM) and budget restrictions (imposed by the BDM). A solution like TeamConnect provides the securits to satisfy both.

The cost effectiveness and TCO advantage will ease an investment decision from the BDM’s perspective. Easy handling and reliability will be selling points for TDMs. And the intermediary will find a product package that performs out-standingly well. See also more detailed information on this new market and its protagonists in the document “This IS new territory: Selling Conferencing Systems”.

Three key players: BDM, TDM & Intermediary

Technical decision maker (TDM)

Business decision maker (BDM)

Intermediary


4. Sales & DistributionTeamConnect is an essentially important product launch from the IS Division. To support successful distribution, we created a large and comprehensive package of marketing and sales tools for internal and external communication. These are available to subs and to distribution partners.

Key idea is to demonstrate the advantages of TeamConnect in an confrontational comparison of typical confer-ence situations. Sennheiser TeamConnect takes care of all the traps and pitfalls and allows for stress-free and successful meetings.

Real emotions. Real connections.

4.1 Gateways to connecting with buyersThe ease-of-use and functionality of TeamConnect is demonstrated best in a live presentation.

The very first step is building trustful relationships to IT resellers. Contact to end users will become

more important later on in the process.

J Demos and test installations are very important sales drivers.The support and competence level displayed during the test phase is a strong factor for a buying decision.

J Create a real experience. Always try to arrange presentation facilities with Sennheiser certified partners.

J Also support intermediaries with showroom designs.

4.2 Online J Landing page: The website will display the key product features for the different target groups TDM, BDM and Intermediary. It also contains the promo video and a lead generating tool including a competition. In the future it will also provide sample information on cost efficiency and appli-cation examples.

J SEO / SEM: SEM keyword ad campaign. Banner create qualified traffic for the website.

J Video trailer: Promo video with constrasting scenes of conference problems and the ease-of-use that TeamConnect provides.


4.3 Sales Folder (iBook/PDF)

The sales folder in iBook format will be a key element for distribution. It is an up-to-date and interac-tive tool that runs on iPad. This sales folder can illustrate all TeamConnect USPs perfectly and will replace print brochures. Of course, it also provides technical information, enabling customers to check their individ-ual application scenarios. The sales folder also contains links to follow up on an interactive Advantage Calculator (internet connection required).

J iBook version for iOS devices which contains many interactive features

J PDF version for digital distribution on mobile devices (tablets, PC) and for print

4.4 Advertising

Ad templates for national or regional AV magazines are available at Sennheiser KG. All you have to do is insert your own contact.

1/2 page – First Ad

1/2 page – follow up Ad


4.5 Advantage Calculator

Reduce complexity, raise efficiency. The advantage calculator determines your financial benefit.

Marketing and sales tools for your success.


5. Q&A

What is the intended purpose of TeamConnect?

TeamConnect is dedicated to stress-free meetings. There is no audio and web conferencing system out there, that’s more reliable or easier to use. What is the benefit compared to similar products?

There is more than one. Firstly TeamConnect is easy to set-up and invisibly installed in any conference room setting with fixed infrastructure. It is a complete all-in-one system with high end inter-coordinat-ed quality components. Plus, TeamConnect simply sounds great and performs with exceptional reliabli-ty.

Which microphone systems can be installed?

Sennheiser SpeechLine microphones are excellent for use with TeamConnect. Of course it is also possi-ble to connect existing microphones to the Central Unit.

Can I connect using Skype, MS Lync or similar web services?

Of course, this is one of the most important TeamConnect product features! Simply start the appli-cation and connect the sound out of your PC into the Combox under the desk. You can connect using 3.5 mm jack cable or USB cable.

Can I connect my mobile phone?

Yes, simply plug the headset cable into the Combox under the desk.

What is the App for? Where do I get it?

Just download the iOS App at the App Store for free. The App facilitates the dialing, room level and mute control for land line outbound connections. You can also change audio presets with it.

What about the terms of guarantee?

TeamConnect is backed up by a hot swap fail safe guarantee provided by certified Sennheiser partners. In case of a defect, the Central Unit and/or Combox will be immediately replaced. Guarantee details will vary internationally due to legal provisions.


1

DIRECT MARKETING ACTIVITIES GUIDE FOR TOURGUIDE 2020

1. YOUR MARKET pOTENTIAl

TG2020 is an integrated system for guided tours, interpretation and assistive listening. This document shows you how to leverage its potential in your market.

1.1. Target groups Premium industrial corporations with > 500 (ideally > 1,000) employees:

Sell TG2020 as solution for factory tours Hospitality/tourism outfits and museums:

Sell TG2020 as solution for city tours and museums/exhibitions

1.2. A door-opener for Sennheiser Integrated Systems Concentrate on TG2020 when promoting our brand in IS/PRO AV markets where Sennheiser is not perceived as a key provider yet. It is a complete stand-alone system with concrete USPs – hence especially easy to explain and to sell. Avoid a too-general message, such as: “We are the perfect AV solution provider”: People will choose Sennheiser because they trust us to solve their specific problem, not all problems. Instead, point to our unique expertise in specific applications of interest: Expertise in audio systems for guided tours Expertise in conference systems Expertise in wired/wireless microphone and headset applications

1.3. Example sales messages Why buy a system for guided tours? “Good audio assistance creates a professional, carefree guided tour experience.

Without it, guides need to raise their voices, which makes people uncomfortable.”

Why Tourguide 2020? “Tourguide 2020 allows the guide to ‘talk directly to the ear’ of your visitors. That way

you can improve communication between your guide and your guests.”

Why Sennheiser? “The quality of Sennheiser products is based on our long expertise in sound, tour

guide products, reliable systems and easy use. For example, Sennheiser is the only manufacturer to offer a premium stethoset solution, which is especially helpful for tour guides in places where safety helmets must be worn.”

6. Contact

Got questions? Feel free to contact the Sennheiser IS team:

Stephan GilleMarketing Communications Manager Integrated Systems Division

Phone: +49 5130 600 595e-mail: [email protected]

Sennheiser electronic GmbH & Co. KG

Am Labor 1, 30900 Wedemark, Germanywww.sennheiser.com

How-to-Sell Guide TeamConnect: 1. Introduction p. 1 Stress ...€¦ · Version 0.9 / 31 January...

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Transcript of How-to-Sell Guide TeamConnect: 1. Introduction p. 1 Stress ...€¦ · Version 0.9 / 31 January...