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Six Killer CI Tools for Sales Support & Success

Presented to: KMWorld & Intranets 2003 October 14-17, 2003 Santa Clara, CA. Presented by: Arik R. Johnson arik.johnson@aurorawdc.com Managing Director, Aurora WDC. Six Killer CI Tools for Sales Support & Success. Speaker Bio.

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Six Killer CI Tools for Sales Support & Success

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  1. Presented to: KMWorld & Intranets 2003 October 14-17, 2003 Santa Clara, CA Presented by: Arik R. Johnson arik.johnson@aurorawdc.com Managing Director, Aurora WDC Six Killer CI Tools for Sales Support & Success

  2. Speaker Bio Arik Johnson is Managing Director of Aurora WDC, which he founded in 1995, to advise business leaders how to better understand their competitive rivals, market dynamics and build & extend the value of intelligence & strategy for their organizations, through the firm’s two service units: the Recon Intelligence Outsourcing Bureau; and, the Aurora Intelligence Best-Practices Institute. Arik has earned undergraduate and advanced degrees in International Business, History, Political Science and International Relations from the University of Wisconsin-Madison and is adjunct faculty or visiting lecturer on intelligence and competitiveness topics at various institutions around the U.S. He writes and speaks worldwide on subjects related to competitiveness and intelligence in business.

  3. The 12 Application Priorities of CI • Current Competitor Activities and Strategy Monitoring • Customers, Vendors and Other External Allied Monitoring • Operational Performance Benchmarking • Product/Service Sales and Marketing Support • Strategic Probabilities and Possible Futures • Internal Knowledge Management • Intellectual Property Exploitation and Protection • Mergers, Acquisitions, Alliance and Investment Support • Long-Term Market Prospects & Spotting Weak Signal Blindspots • Counter-Intelligence & Information Security • Legislative and Regulatory Activity and Impact on Business Issues • Executive Decision-Support and Competitive Strategy Planning

  4. Six Sales Power Tools • Organic, Top-Line Growth • Easy to Implement, Easy to Measure • High-Risk, High-Reward • Sell-Against Strategy & Tactical FUD-Factoring • Win/Loss Analysis to Impact Product Marketing • Salesforce Benchmarking Comparisons • Customer Roadmapping for Market Intersection • Deal Support for New Account Pitch Teams • Walletshare & Low-Hanging Fruit

  5. 1. Sell-Against Strategy & FUD • The Power of “Fear, Uncertainty & Doubt” • How FUD is Produced • SWOT Foundation • Situational Sell-Against Messaging • How it’s Used: • Subtle FUD Messages to Customers & Prospects • Counter-Arguments versus Incumbent/Dominant Competitors • Application Examples for Salesforce Training • Enterprise Wireless Software • Transdermal Plastic Film

  6. 2. Win/Loss Analysis & Marketing • Determine Key Success Factors in Selling Situations • Connecting Win/Loss Analysis to Product Marketing

  7. 3. Salesforce Benchmarking • Applied to Salesforce Development & Deployment • “Winners, Losers & Why” • Understanding Change in KITs, Planning for Future Org. Dynamics • Comparative Metrics as a Foundation for Reorganization • Software Example – Comparison of U.S. UNIX Salesforce Metrics

  8. 4. Customer Roadmapping • Understanding Market Intersection in Product Development Process • Predicting Customer Decision-Making • Brainstorming Sales Opportunities for Current Customers • Understanding Customer Product Strategy • Semiconductor Example – Design Wins based on Customer Product Development, Pipeline & IP

  9. 5. Deal/Opportunity Support • Understanding Situation-Specific Customer Needs • Understanding Comparative Perception of Competitors • Understanding Competitor Approaches to Differentiation • Locating & Interviewing Knowledgeable Sources • Professional Service Example – Pitching Management Consulting to the Fortune 100

  10. 6. Walletshare & Low-Hanging Fruit • Understanding How Much of a Customer’s Business the Firm Has • Selling New Business to Old Customers • Understanding Customer “Wallet” for Products & Services and How the Mix is Accounted-for • Understanding Reasons behind Consolidation (or the lack thereof) • Paper Products Example: PPFP & Second-Source Suppliers in the Food Sector

  11. Measuring Value • Easier ROI Benchmarking w/Sales Effectiveness • Lead-to-Close Ratio Model • Win/Loss Value Analysis • Lifetime Customer Value • Walletshare Increases • Product Development & Life Cycle Changes • Quantifying Tactical Results

  12. Thank You! More information about Sales CI – articles, essays and output templates of the applications above – can be found online at: www.AuroraWDC.com

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