OpenERP - Optimizing customer acquisition with OpenERP

P R E S E N T E R

M A R N I X C O E N A E R T SC H A N N E L A C C O U N T M A N A G E R

Optimizing Customer acquisition with OpenERP

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Agenda

�� Publisher Publisher –– Partner Relationship Partner Relationship �� Top Top Mistakes…and missed opportunitiesMistakes…and missed opportunities�� Some definitions Some definitions �� Bridging Gaps under ConstraintsBridging Gaps under Constraints�� Prepare, Be prepared and Be confidentPrepare, Be prepared and Be confident�� Winning Winning StrategiesStrategies�� Winning Winning ToolsTools�� SummarySummary�� Questions and AnswersQuestions and Answers


Publisher – Partner Relationship

Roles Services

OpenERP PublisherMarketing

Develop new versions Upgrade to new versions

Maintain stable versions Unlimited bug fix on stable versions

OpenERP PartnerSales Cycle Management

Customer implementation Custom development

After-sale service Customer support


TOP Mistakes

� Wasting too much time on non-valuable prospects due to a bad qualification (no budget).

� Selling OpenERP Enterprise separately from the main project quote.

� Too much focus on new customers rather than leveraging existing customer base

� Developing first, selling after� Low pricing:

a better product should have a higher price.� Non-diversified team


TOP Missed Opportunities

� Post content to your website:¡ Content attracts visitors and generates leads¡ Copy/paste our content¡ Publish all your documents

� Integrate our content automatically:¡ Customer feedback on Twitter: http://bit.ly/nd4st1¡ Integrate our planet in your website through RSS

� Lead generation:¡ Contact form to download content¡ Slideshare Pro accounts allows lead generation on

content¡ http://paywithatweet.com


TOP Missed Opportunities

� Communicate your achievements on your blogExample: 1 blog post/month and 2 twitter posts/day brings you 2,400 visits/month

¡ All your twitter messages should link to one of your blog posts¡ Your blog pages should contain banners to your leads

acquisition page in the side column

� So create accounts for your company on:¡ Facebook page (not group), Twitter, LinkedIn, Slideshare,

Youtube¡ Connect all these accounts together using their plugins¡ When you post on twitter, it is posted on all others


Definition of Acquisition

Acquisition

1. the act of acquiring or gaining possession

2. something acquired

3. a person or thing of special merit added to a group

4. Astronautics: the process of locating a spacecraft, satellite, etc., esp by radar, in order to gather tracking and telemetric information


Definition of Customer Optimization

Op·ti·mizeTo make as perfect or effective as possible.

Customer Optimization

Definition 1

The optimal consumption bundle is the point representing a consumption bundle that is on the highest possible indifference curve that is on or inside the consumer's budget constraint


Definition of Customer Optimization

Definition 2

To position an economic entity such that it functions, as well as possible, given constraints that it might besubject to

In economic theory, it is generally assumed that all economic agents are rational and show optimizing behavior, although …

…this is rarely the case in reality !

Why ?


Bridging Gaps under Constraints

� Functionality GAP between Standard OpenERP V6 and customer needs

� Subjective Gap between perception and reality ¡Solutions only exist in the mind of the buyer¡Buying remains an emotional decision¡People buy from people



� Bridge by finding most optimal communication mode allowing ¡ Interactivity between all parties involved¡ To understand and make visible/tangible customers’ needs

the expressed ones, as well as, less formally expressed ones ¡ Sharing mutual experience¡ Showing and present potential value add

� Goal - partner being perceived as:¡ in control and able to deliver proposed Value for Money¡ trustworthy business partner



� Internal and external constraints:¡ External : budget, IT maturity of a prospect, different opinions¡ Internal: customer industry references

� Lack or limited info about ¡ Customer and past experiences¡ Industry dynamics¡ Competition

� Relational constraints : ¡ Trusted advisor or just another supplier ¡ Push and pull communication mode


Prepare,Be Prepared and Be Confident

How to price? Is this feasible? How long is it going to take?How much is it going to cost ?After demo: What do we do from here? I’m not sure OpenERP is the right solution yet……


Winning Strategies : Sales Cycle

To do during your first customer meetings:

¡Customer and project qualification¡OpenERP demonstration¡Project Planning to be drafted¡Next steps and methodology


Winning StrategiesConsumption bundle

1• Analysis

2• Custom Development

3• Configuration

4• User training

5• Support/Maintenance

1• Installation/Online pack

2• Configuration

3• User training

4• Support/Maintenance

Implementation projectService offer (man*days)

Out-of-the-boxPackaged offer


Winning Tools: Mindmap


Winning Tools: Demo

� A good DEMO gets your prospect excited� A good DEMO insures you to be shortlisted� A good DEMO sets the expectations right� A good DEMO is worth a thousand words� Competitors have better presentations, but no DEMO.

PRACTICE,AND TRAIN YOUR SALES STAFF!


Winning Tools: Demo

� Always give the same demo¡ The more you practice, the more comfortable you will be¡ Always use the same environment to reduce the risk of error

� Use a generic scenario¡ Avoid getting into details that will break the flow of presentation¡ The goal is to impress rather than to meet requirementsà Show valuable features, not details the customer wants to see

� Structure of a good demo¡ Web interface: dashboards, list of features through menus, views¡ Business flow: Keep It Simple¡ Customization: View designer, workflow designer


Winning Tools: GAP Analysis Sheet

� The gap is a part of the full OpenERP implementation methodology

� It is easy and fast to sell� It is a very low risk - Deliverable is a document

specifying an estimation� This is exactly what the end users are looking for; most

of the time they just don’t know it yet� The partner gets a non-negligible part of the revenues:

very complimentary, no frustration� It trains the audience very efficiently� It is part of a very sane approach to implementation

projects that reassures both partners and end users (risk reduction)



•The sample Gap makes your customers fall off their chair/light bulb turns on

•You should show it (or at least mention it if the timing is not good) at the end of every demo

• It is a logical next step



� This works for EVERYBODY involved in sales cycles

� The more you know about the methodology, the better you will be at selling: ¡ be confident => brings and shows confidence¡ show flexibility, you don't sell packs so show

your customer you can tailor the implementation according to his situation



� A gap analysis is an optional but highly recommended� Match OpenERP with the client’s needs� Convince the client on the feasibility of the project� Allow the customer to exit the project with limited

investment – if the results do not reach expectations� Save time on the technical phase� Give an estimation of project time & costs at a 70%

certainty in a limited time (2-6 days)� ..\..\..\..\GAP_analysis-openerp.xls


Summary

� Go for the most optimal face-to-face communication mode

� Qualify and decide GO / NO GO depending on ability to handle current constraints as community member

� Create opportunities to share and present partner value add and OpenERP strenghts

� Building up in a structured and interactive way the solution in the mind of the buyers(s)

� Supported by a proven methodology and tools perceived as professional, sound and flexible

� Enabling rational decision taking in favour of trustworthy perceived business partners


Questions & Answers

Happy Selling

Thank YOU


OpenERP - Optimizing customer acquisition with OpenERP

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