Sales process overview Rev B - Sivers IMA · 2020-03-16 · Sales Process Overview Patric...
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Sales Process Overview Patric Erlandsson VP Sales & Marketing
Transcript of Sales process overview Rev B - Sivers IMA · 2020-03-16 · Sales Process Overview Patric...
SalesProcessOverview
PatricErlandssonVPSales&Marketing
AGENDAINTRODUCTION
BUYING AND SELLING
SALES AND PRODUCT LIFECYCLE
SIVERS IMA SALES PROCESS AND ALIGNMENT
SALES OBJECTS AND CASE EXAMPLES
SUMMARY AND CONCLUSION
PRICE LIST
TheBuyingCycleandtheSalesApproach
Awarenessofneed
Assessmentofalternatives
AlleviationofRiskDecision
Achievementofresult
Qualify
Understandcustomersproblem/challenge
Describevalueproposition
“Anofferyoucannotresist”
Deliveronourcommitmentsand
makecustomerhappy
TheSalesFunnel
PotentialCustomerA
PotentialCustomerB
PotentialCustomerC
PotentialCustomerX
…
QualifiedCustomers
Opportunities$$$$
Leads$$
DEAL$
Prospects$$$
Delivery$
Sivers IMASalesProcess
ConfidentialunderNDA 5
Suspect
Prospect
Lead
DEAL
Delivery
Potentialandqualifiedcustomersoropportunitiesonthemarket.
Anidentifiedbusinessopportunitythatiswelldefinedintermsofrequirementspecification,demand,marketwindow/timingandpotentialmodification tothestandardproduct
Anidentifiedbusinessopportunitybelievedtobeworthinvesting inwith anestimated potential.
We have won thebusiness!
ResellersandPartnersThedialogwithresellersandpartnersshouldbetransparentandenableSiversIMAtomappotentialkeycustomersIntothisframework
Keyactivitycheckboxes
Metwiththecustomer
Performedtechnicalworkshop
DemoperformedTechnicalEvaluationdonebycustomerandfeedbackreceivedEstimatedforecastdone
“Defaultprobability”
10-30%
30-50%
50-75%
100%
NDAinplace
Notyetqualifiedcustomersbutaddressabletomarketingandbusinessdevelopmentactivities
Salesandtheproductlifecycle• Candidateinroadmap• Plannedinroadmap• Launch
– Centralcommunication• PressreleaseandProductBrief• “Createawarenessandpreparethemarket”• Selectedandqualifiedcustomers
• Release– Engineeringsamples
• Widerengagementwithlocalleadcustomers• Localmarketingandcommunication
– Generalavailability/massproduction• “Full”marketpenetrationlocally.
ConfidentialunderNDA 6
DrivenfromSivers.Supportedbylocalpartner
DrivenfromlocalpartnerSupportedbySivers
AligningExpectations
Whichcustomerstoworkwithproactively?Businesspotential?Potentialneedfor“externalresources”?
Whatdowejointlycommitto?- Timing?- Prices?- VolumesandLeadtimes?Updatedbusinesspotential
• Marketpotentialandbusinessgrowthalignment• Alignexpectationsandcapabilitieswhenweoffernon-standardproducts• Whenthereisaneedtodeviatefromstandardpricelist
Keyactivitycheckboxes
Metwiththecustomer
Performedtechnicalworkshop
DemoperformedTechnicalEvaluationdonebycustomerandfeedbackreceivedEstimatedforecastdone
NDAinplace
Pre-study NRE(incl MoQ) Industrialisation
Volumedeliveryand
Support
Samples/Evaluation Fieldtrials
“Offtheshelf”
“Customization”
SalesObjectsOverview
SupportServices
CaseexamplesRadarfrontend/sensor“15minuteworkshop/discussion”
• Customerinagriculture– Needasolutiontooptimizecuttingoflettuce– Limitedexperienceinradarandelectronicsdesign
• Howcouldyougeneraterevenue?• Howwouldyouapproachit?“Milestones”?• Whatarethekeychallengestoovercome?• Whatsupportwouldyouneed/expect?
ConfidentialunderNDA 9
SalesObjects• ProductSales(“OfftheShelf”)
– Productsforevaluationandtest.– Limitedvolumesforfieldtrials– Volumecontractsovertime
• ProfessionalServicesSales(“Customization”)– Pre-studies– NRE(incl.MoQ)– Industrialization
• SupportServicesSales– Ifthereisaneedforsupportbeyondthe2hours
thatareincludedintheevaluationkits.
Makeiteasyforthecustomertodecidebybreakingdownpurchasedecisionsdowntomanageablechoices
Pre-study
NRE
Industrialization
MinimumOrderQuantity
Volumedelivery
WiGig clarification• AgreementwithIntegratedDeviceTechnology(IDT)as
resellerinthebundledofferingofRFICandBBIC(fullWiGignode)– Focusontelecom/datacom Tier1customers– IDTresellerswillofferbundledoffertothemarket
• AgreementwithRFModulepartnerthatwillsellfullRFModulesincludingantennas.
• DecisionhowtomanageRFICsalesto“non-IDT”customerswhenproductisinmassproductionstatus
• Opportunityforresellerstoexplorepotentialmarketinindustrialapplications– E.g Intracompanydatacom networks– Applicablewheninmassproduction(plannedQ22018)
ConfidentialunderNDA 11
UpdatedPricelist• UpdatedstructureforConverters
– Buy1:pay1,500USD,buy2:pay1,000USD/pcs• IntroducedRFIC’s(V-bandPtP andWiGig)includingEVKs.
– RFICRationale• 1-19pcs:“Engineeringsamples”/evaluation• 2-100pcs:“Pre-series”• Involume:MoQ of1,000pcs
• Radar– Introduced5GHzfrontendwithsimilarpricingasexisting10and24GHz– Substantiallylowerpricesforexisting10and24GHzinlowvolumes– Introducednew10GHzfrontendandnew24GHzradarsensorreference
design• Competitivepricing
– Referencedesignwillleadtovolumeproductswithtargetcostof100-130USD/pcs
• VCOs– 30%pricereductionforsmallvolumes.
ConfidentialunderNDA 12
Summary• Longsalescycles• Salesandproductavailability
– PreGA:DrivenbySivers,supportedbypartner
– PostGA:DrivenbyPartner,supportedbySivers
• Salestrainingiskey• Transparencyandalignment• Salesobjectstomakepurchase
decisionseasier• Updatedpricelist
ConfidentialunderNDA 13
