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Secrets of Selling to Big Businesses “If I can do it – so can you!” David Cuthbertson Managing...
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Transcript of Secrets of Selling to Big Businesses “If I can do it – so can you!” David Cuthbertson Managing...
Secrets of Selling to Big Businesses
“If I can do it – so can you!”
David Cuthbertson
Managing Director
AssetGen Ltd & Square Mile Systems Ltd
© AssetGen Limited2
Business Overview
Fixed Infrastructure(Cabling, Power, Cabinets, Rooms, Buildings)
Hardware Infrastructure PCs, Network, Servers, UPS, Storage, Other
Virtual InfrastructurePCs, Network, Servers, Storage, DBMS
ApplicationsPC, server, mainframe, SOA
ServicesEnd user, infrastructure, supplier
Business ProcessesDepartmental, Company
UK based – Cirencester, Gloucestershire, UKAssetGen (t/o 250K) – Software (1.5)Square Mile Systems (t/o 500K) - Services (2.5)
Develop software and techniques to document IT systems and map dependencies.
Services covering training, project planning, integration, data capture, process development.
CustomersMasterCard, Lloyds Banking, USMC, BNP Paribas, Blue Cross, BT, Barclays, HSBC, Morgan Stanley, ICM/Phoenix, COLT, NFU, Detesad + many others
UK, Holland, Brazil, Israel, Saudi Arabia, France
Largest single order - 220K Largest quote - 950K
Previously Grew 2 IT businesses - sold in 2004
The Business Problem We Address
1. Update asset/inventory list
2. Update rack diagrams
3. Update network patching records
4. Update switch port usage and capacity
5. Update floor plan rack capacity
6. Update power usage spreadsheet(s)
7. Update storage / backup system documentation
8. Update systems architecture documentation
9. Update DR lists and documents
10. Update maintenance records
11. Update billing and charging data
12. Update project documentation with the “as built” details
What should be updated with a rack, server or network change?
1 2 3 4 5 6 7 8 17 18 19 20 21 22 23 249 10 11 12 13 14 15 161 2 3 4 5 6 7 8 17 18 19 20 21 22 23 249 10 11 12 13 14 15 16
PP01-03-01
UID
HPProLiant
DL380 G5
COMPACT
1 2
1 2 3 4 5 6 7 8
POWER
SUPPLY SUPPLY
POWER
SPAREONLINE
MIRROR
CAGE
RISER
PCI
PROC PROC
LOCKINTER
TEMPOVER
FANS
PPM PPM
DIMMS
UID
HPProLiant
DL380 G5
COMPACT
1 2
1 2 3 4 5 6 7 8
POWER
SUPPLY SUPPLY
POWER
SPAREONLINE
MIRROR
CAGE
RISER
PCI
PROC PROC
LOCKINTER
TEMPOVER
FANS
PPM PPM
DIMMS
SVR-BHAM-010301
440
I
CRITICAL
MAJOR
MINOR
USER
COMPACT
microsystems
440
I
CRITICAL
MAJOR
MINOR
USER
COMPACT
microsystems
UK_BIRM_UX01
PROLIANTPROLIANT
SERVERWIN0001
tsr 4554
PROLIANTPROLIANT
SERVERWIN0099
PROLIANTPROLIANT
SERVERWIN00078
The larger the environment – the more there is….www.assetgen.com
The Problem/Opportunity Of Big Customers
ProblemsReduce supplier base
Safety in a brand name
Identifying decision maker
IT industry unaware of own costs
Time to hand hold, manage
Use of outsource partners
Understanding politics / timing
Cultural issues and timescales
OpportunitiesBigger orders and getting paid
Ongoing revenue
Product development
IT departments purchasing approach
Service requirements
Use of outsource partners
Any organisation >100 servers
Constant change in individual roles
© AssetGen Limited4
Internal ChallengesLimited skills Limited resources No brand
1. Let Customers Grow Your Business
Once initial order has placed, order value will double within 2-3 years.
• MasterCard - US– 2007 software, 2010 services, 2011 upgrade to cover all global data centers, DR sites
• BNP Paribas - UK, France – 2009 software, 2011, 2012 services
• Lloyds Bank – UK– 2008/9 Services, 2010 software (document 42K servers)
• ICM/Phoenix – UK– 2009 Software, 2010 services and upgrade
• Blue Cross Blue Shield - US– 2011 software and services (onsite in Chicago)
• Hill Dickinson – UK– 2011 Software, 2012 services (UK IT audit)
© AssetGen Limited5
2. Finding New Customers
• Have a multiple layered approach to marketing– Establish thought leadership– Mix of web, video, seminar, conference, exhibition, linkedin– Initial awareness and to support customer champions internal marketing
• Let prospects educate themselves about our products/services– Videos, webcasts, seminars – Evaluation, downloads - free/onrequest
• Assume most incoming enquiries are research only
• Keep touch with champions as they move role – could be the next order
© AssetGen Limited6
The Sales/Marketing Funnel
© AssetGen Limited7
Order
Website
SeminarConference
Webcast
Meeting(s)Proposal/Quotation
Exhibitions
BCS Specialist GroupsLinkedIn
Demo
Word of Mouth
Aim:To spend quality time with real prospects and customers.
What really works well for us:1. Seminar2. Product videos3. LinkedIn
Evaluation
Typical Process
© AssetGen Limited8
1. Identify event/timescale for an idea/message
2. Create / reuse content and make people aware– Email customer database– Update website– Use webcast channel(s)
3. Monitor results on videos/enquiries– Some within 5 minutes of event
For example. Webcast with Canadian partner 2nd October“Making Data Center Migration and Consolidation Projects Easier To Manage”
www.brighttalk.com and linkedin
So A Few Secrets….
© AssetGen Limited9
1. You can’t sell to a big business if you are small, you can only really sell to individuals - so creating and maintaining many relationships is key.
2. Let the internet do work for you– Use LinkedIn, Facebook to allow customers to research “you”– A web site that doesn’t put people off– Create content that helps establish thought leadership– Videos, webcasts let people hear you - perception of character
3. Have confidence in yourself– When to say no or step back from a sales process– Next week there will be more opportunity, cherry pick the good ones
© AssetGen Limited10
That’s where will our next order could come from?