SilkElite Monthly Webinar June 1, 2004

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SilkElite Monthly WebinarJune 1, 2004
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Agenda SilkElite Webinar

• Announcements
• Competitive Selling The Complex Sales
  ProcessJoseph Friscia, Executive VP of Worldwide
  Sales and Marketing

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Announcements

• Segue named to SD Times 100 in Test and Debug
  category
• Segue participates in StarEast, May 17-21
• Product Releases week of May 17
• SilkCentral Test Manager 7.0
• SilkCentral Issue Manager 3.2
• SilkCentral Performance Manager 2.6

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Competitive SellingThe Complex Sale
ProcessJoseph FrisciaExecutive VP of Sales
and Marketing
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Penetrating Accounts vs. Polling for Business
Actual sales campaign
Potential Sale
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Symptoms of Polling for Business

• Not returning phone calls
• Analysis paralysis
• New requirements
• Rosy forecasts
• Selling to unqualified prospects
• Quote hope proposals
• Dashing to the demo/POC

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The Fundamentals of Solution Selling

• Discovery
• Knowledge
• Customer-specific business examples
• Propose
• Quantify business impact
• Demonstrate value

• Relationship
• Know your buyers style
• Listen, listen, listen
• Face time
• Trust
• Do what you say
• Responsive
• Honest and sincere

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Embracing a Sales Methodology
Complex Sale
Enterprise Account Management
Sales Opp 1
Sales Opp 2
Sales Opp 3
Sales Opp 4
Sales Opp 5
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Need for an Orthogonal Sales Process to
Penetrate New and Existing Accounts

• Enterprise Account Management Process
• Researching (EDC)
• Networking (EDC)
• Engaging (EDC)
• Radiating (TEAM)
• Dominating (TEAM)
• Sales Process tracked as opportunities
• Vantive (CSS RADAR)

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The Sales Process (ESR, ISR, Renewal)
Prospect (10)
Discover(30)
Certify (50)
Procure (90)
Propose (60)
Decide (80)
Begin SalesCampaign
Contracts
Win
Prove Value
Educate
Qualify Assess OpptyBuild Value

• Tools (http//cww.segue.com/sales)
• Qualification Checklist
• Corporate Overview
• Solutions Overview
• Value Propositions
• Success Stories
• White Papers

• RADAR Oppty Review Form
• ROI Model
• Trng Consulting Pres.
• Product Demo Script
• Implementation Plan

• Analyst Reports
• Press Releases
• CAC Customer Mktg. Programs
• Term Sheet

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The ESR Sales Process - Prospect
Prospect (10)

• Primary Activities
• Research and conduct secondary qualification to
  assess business and technical fit
• Contact prospect

Discover (30)
Certify (50)
Procure (90)
Propose (60)
Decide (80)
Contracts
Win
Prove Value
Educate
Qualify Assess OpptyBuild Value
Begin SalesCampaign

• Tools
• Qualification Checklist
• Gain eConfidence Book

• Gates
• Talked with prospect
• Evidence of a good fit and that the
  prospect/customer will do something

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The Qualification Checklist
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The Sales Process - Discover

• Primary Activities
• Visit customer
• Identify decision maker, coach, economic
  decision maker, business issues
• Confirm budget process
• Schedule SMG meeting if major account or value
  gt50K
• Create org chart
• Give introductory presentation
• Document customer architecture
• Document high-level value proposition
• Structure the use of Partners
• Identify competition and their positioning
• Tools
• Standard Corporate Overview slides
• Sales Slide Deck
• Standard Value Proposition document
• Success Stories
• White Papers

Discover (30)
Prospect (10)
Certify (50)
Procure (90)
Propose (60)
Decide (80)
Begin SalesCampaign
Contracts
Win
Prove Value
Educate
Qualify AssessOpptyBuild Value

• Gates
• An agreed Joint Action Plan
• Completion of RADAR Opportunity Review Form for
  major accounts or if value gt50K

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Value Propositions

• Major Value Statements Associated With Segues
  QOP Strategy
• Reduced application release cycle times
• Deliver mission-critical applications on time and
  on budget
• Eliminating defects
• Improving collaboration and application quality
  throughout SAL
• Reducing cost and embarrassing production outages

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RADAR Large Opportunity Review

• Managing a Competitive Sales Campaign
• Opportunity Overview What is the deal?
• Org Chart
• Shark Chart Pain Analysis
• Preference Rating
• Decision Making Process (not buying)
• Competitive Strategy
• Sales Strategy and Next Steps

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The Sales Process - Certify
Certify (50)

• Primary Activities
• Create Pain Map
• Identify hidden decision makers and sales
  obstacles
• Reconfirm budget or financial situation
• Define required Training Consulting Services
• Finalize ROI and business impact statements
• Give personalized product presentation and
  standard product demonstration
• Schedule meeting with Segue CTO if major account
  or value gt50K
• Tools
• ROI model including business impact statements
• Standard Training Consulting presentation
• Success Stories
• Implementation plan/schedule
• Standard product demo

Procure (90)
Propose (60)
Decide (80)
Contracts
Win
Prove Value
Educate

• Gates
• Publish ROI
• Re-publish Joint Action Plan
• Forecast close date in Vantive

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The Sales Process - Propose
Propose (60)

• Primary Activities
• Submit proposal and/or quote
• Distribute customer Success Stories
• Coordinate customer reference calls
• Conduct optional POC with defined goals and
  success criteria
• Distribute customer testimonies
• Send communication from SMG
• Address known sales obstacles
• Probe for new objections and roadblocks
• Tools
• Checklist for POC
• Success stories
• Analyst reports
• Customer testimonies (video)

Procure (90)
Decide (80)
Prospect (10)
Discover (30)
Certify (50)
Contracts
Win
Begin SalesCampaign
Educate
Qualify Assess OpptyBuild Value
ProveValue

• Gates
• Optional POC complete
• Quote created and presented

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The Sales Process - Decide

• Primary Activities
• Arrange a call or visit from SMG
• Arrange unsolicited call from an existing Segue
  customer
• Leverage Partner contacts to influence decision
  making process
• Send copies of relevant articles and press
  releases
• Re-confirm all objections and obstacles addressed
• Introduce the Customer Marketing and Customer
  Advisory Council Programs (major accounts only)
• Tools
• Standard SMG emails
• Press Releases
• Customer Marketing and Customer Advisory Council
  Programs documents

• Gates
• Publicly announced YES

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The Sales Process - Procure
Prospect (10)
Discover (30)
Certify (50)
Propose (60)
Decide (80)

• Primary Activities
• Contact Procurement/Legal
• Identify potential business and legal issues
• Keep business owner involved
• Create term sheet if contract is required
• Tools
• Term Sheet

Begin SalesCampaign
Win
Prove Value
Educate
Qualify Assess OpptyBuild Value

• Gates
• PO received or contract signed

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Summary

• Tools (http//cww.segue.com/sales)
• Qualification Checklist Completed
• Corporate Overview Slides Completed
• Solutions Overview Slides Completed
• Value Propositions Completed
• Success Stories Completed
• White Papers Completed
• RADAR Opportunity Review Form Completed
• ROI Model Coming Soon
• Training Consulting Presentation Completed
• Product Demo Script Coming Soon
• Implementation Plan Coming Soon
• Analyst Reports Completed
• Press Releases Completed
• CAC Completed
• Term Sheet Completed

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Remember Selling Begins When The Customer Says
No

• Qualify Out
• Build Trust
• Uncover Opportunities
• Sell Value
• Control the Campaign

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SilkElite Monthly Webinar

• Thanks for your attendance today!
• Next SilkElite Webinar
• July 6, 10am EDT