THE DEADLY DOZEN: 12 SECRETS TO SELLING DOCUMENT IMAGING

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THE DEADLY DOZEN 12 SECRETS TO SELLING DOCUMENT
IMAGING

• Competitivedge Systems, Inc.

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WHY ARENT COPIER SALESPEOPLE SUCCESSFUL?

• Complex sale of an intangible product vs. a
  simple sale of a tangible product.
• Longer sales cycle that requires excellent follow
  up skills.
• Inadequate knowledge of specialized markets.
  (verticals)

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WHY COPIER SALESPEOPLE SHOULD BE SUCCESSFUL!

• Accessible Copiers are located throughout
  office.
• Easy to use Copiers are already being used.
• Fast 20 105 ppm

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THE COST OF MANAGING DOCUMENTS

• For every 1 you spend to create a document,
  you'll spend as much as 9 managing it.
• Companies spend 20 in labor to file a document,
  120 in labor to find a misfiled document, and
  220 in labor to reproduce a lost document
• 7.5 of all documents get lost, 3 of the
  remainder get misfiled

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THE MARKET

• "Document management represents a growing market
  that has great future potential"
• "The enterprise market is crowded, but the SMB
  space is still wide open.
• The purchasing decisions of SMBs rely on faster
  turnaround times.
• Kwon Chin, IDC

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DIFFICULTY OF SALE
Simple Tangible Sale
Easiest to sell Inexpensive - bikes, office
supplies, Decision - instant More difficult
Expensive - copiers, cars, Decision - weeks
Even more difficult Conceptual sale
insurance, advertising, Decision - weeks Most
difficult Software, document imaging systems,
Decision months/years
Complex Tangible Sale
Simple Intangible Sale
Complex Intangible Sale
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SECRET 1 HOW TO MANAGE A COMPLEX INTANGIBLE SALE

• Salespeople cannot be transactional order-takers.
  
• Salespeople must communicate in terms of business
  drivers and financial impact.
• Every contact with a prospect must be driven by a
  Valid Business Reason.

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SECRET 2 THE PROPECTS DECISION MAKING PROCESS

• A great way transition into this line of
  questioning is to determine any recent major
  purchase.
• You can then ask a question such as, You said
  earlier you recently purchase a new CRM
  application.
• What steps did you go through to determine which
  one was best for you?

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SECRET 3 SOLUTION TIED TO THE PROSPECTS PAIN

• Document Imaging can bring about improvements in
  Customer Service by (CSRs) instant access to
  records.
• Cash Flow improved by getting a better handle on
  both accounts payables and receivables.
• The better organized and accessible documents are
  in these areas the more efficient they can be
  run.

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SECRET 4 ASK THE RIGHT QUESTIONS

• How do documents get into work processes?
  (generated with P.C., mail, fax)
• How many people handle the paper? (input,
  process, output)
• How often are documents lost?

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SECRET 5 COMMUNICATION SKILLS

• They may have to write several letters/e-mails to
  confirm and clarify.
• There will be a need to put together a review
  document for discussion or a proposal.
• This has to allow the decision makers to
  understand the solution, the proposed and the
  return on investment.

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SECRET 6 SHOW HOW IMPORTANT DOCUMENTS ARE

• Documents and related expenses represent the
  third largest cost center for most companies.
• The first two cost items are human resources and
  the facilities management.
• Most organizations have no idea how much is being
  spent on document related products and
  activities.

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SECRET 7 NEGOTIATING

• In todays market a large number of business
  owners now attend negotiation skill courses.
• Salespeople need to development outstanding
  closing skills to sell profitable sales.
• Closing a big sale, even if you are a incumbent
  supplier, rarely happens without some process of
  negotiation.

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SECRET 8 SHOW THE BENEFITS

• In the past, employees needed to sort through
  file cabinets to find documents.
• Using Document Imaging employees can access
  documents in seconds.
• Many times companies can do something in 2 or 3
  hours that may take a competitor days.

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SECRET 9 TEAMWORK

• Practice Inclusive Professionalism which means
  acknowledging and engaging the professionalism of
  others.
• Salespeople have to learn that selling is not an
  individual exercise.
• It takes the skills and abilities of service
  people, Document Imaging vendors, engineers

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SECRET 10 EDUCATE

• One of the best ways to build value with clients
  is to educate them on the best possible
  solutions.
• Traditional sales cautions not to waste time
  educating clients just so they can use your
  information to buy from your competitor.
• Todays prospects only buy from companies that
  are willing and able to educate them on the best
  solutions available.

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SECRET 11 EASY TO USE

• One key is good integration which can reduce
  disruptions.
• If users can access the documents from
  applications like Microsoft Outlook, they will
  feel more comfortable with the solution.
• It is critical that they are able to access the
  documents they need easily and quickly.

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SECRET 12 ATTACK VERTICALS

• Such as insurance, mortgage, healthcare,
  education, banking, legal, and manufacturing.
• 30 minutes a day researching any vertical they
  can become viewed as an expert.
• 3 areas of each vertical selected 1. Common
  terms used, 2. Primary challenges, and 3. The
  business climate of the particular industry.