Programming Project Success : Programming Project Success Lesson 1
What is Project? : What is Project? “Selling” means “laying egg”
Healthy egg means healthy project
Session 1: Sales Process Basics : Session 1: Sales Process Basics
Technology investment cycle : On average companies change their system every 5 years Technology investment cycle
Marketing Methodology : DISSATISFIED 25% dissatisfied and open to buy in any moment Consistent & Constant ! Marketing
Machine Marketing Methodology
Sales process : Sales process RESEARCH COMMITMENT
90 - 100% PROPOSAL
80 - 90% DIAGNOSTIC
30 - 80% POSITIONING
20 - 30% QUALIFITATION
0 - 20% yes
Implementation process : L E A R N I N G DEVELOPMENT
& TESTING DESIGN ANALYSIS DEPLOYMENT ON-GOING
OPERATIONS Implementation process
On-going operations : On-going operations Set annual budget with client
Training
Consulting
Annual maintenance
Upgrades
Custom programs
Other services S A T I S F A C T I O N ON-GOING
OPERATIONS
Selling Custom Software Solutions : Selling Custom Software Solutions m e t h o d o l o g y
Sales Methodology overview : new
project S A L E S S T R A T E G Y Sales Methodology overview
Qualification : purpose pre-conditions post
conditions To qualify the Opportunity
To reduce risk of a bad sale
To set up a meeting with the Buying Committee Opportunity entered in the CRM
Opportunity assigned to Sales Person
Pre-qualification done by Marketing Opportunity qualified
Killer applications, budget and timeframe confirmed
Executive Sponsor confirmed
Scheduled meeting with the Buying Committee
Close date estimated Qualification
Position on time : Position on time ACTION EDUCATION INFORMATION 3 months or less 3 - 12 month 1 year or more Low (Hanging Fruit) Medium Long Term T H R E E R E V E N U E B U C K E T S
Who does What? : Who does What? Consultant (PM\PC)
Works on project and assessing quality of Potential Customer
Assists in proposal details (consulting drives the details)
Attends the presentation with salesperson
Is assigned to this Potential Customer if project materializes Sales Professional
Works on initiating the hand off to consulting
Develops system proposal (runs parallel, construct report & proposal)
Presents results and proposal
Define the Potential Customer : Cannot move beyond 20% of the sales process
without the following information Define the Potential Customer Decide if you have a business opportunity and whether you should invest Industry and company size Has budget and fits EPAM business model Is going to make a systems investment within 6 - 9 months You have identified the pain for which you have the treatment You have identified the Executive Sponsor have a meeting set up
Positioning : purpose pre-conditions post
conditions To position the EPAM as full service business advisor
To get agreement and cash commitment to perform a Diagnostic
To gain a competitive edge in the sales process Opportunity is fully qualified
Decision to go ahead made Propect has accepted Diagnostic Proposal
Have the right information about the Opportunity
Reached consensus on Killer applications Positioning
Identification and Interpretation of Needs : Searching for the Holy Grail of Sales
“The Killer applications” Identification and Interpretation of Needs Logical Emotional feature, function, platform, price fear, risk, control, looking good, pain At this stage, you should act as consultant rather than as a salesperson, identifying the customer’s problems and needs. After that, you sould find out th value the customer places on the solution. Discover thier explicit needs and confirm those needs.
Prepare for Positioning Presentation : Objective à Sell Diagnostic to Buying Committee Prepare for Positioning Presentation Use information gathered in the Qualification Phase Use Company Presentation, Project
Presentation and Basic functional Demo
What Is Positioning? : What Is Positioning? You can occupy this space with an idea that has compelling meaning for your target A position is a mental space
Competitive positioning is... : Competitive positioning is... ©1999 Barry Briggs Only you communicate this particular compelling benefit, and ideally ONLY you can claim it. A U N I Q U E M E N T A L S P A C E
Traditional EPAM Positioning : Traditional EPAM Positioning
Diagnostic : purpose pre-conditions post
conditions To reduce the risk of the project and determine the degree of complexity
To gather information to prepare a winning Proposal
To gain a competitive edge in the Sales Process
To get the Diagnostic accepted Signed Diagnostic Proposal
Diagnostic Order entered in the CRM Diagnostic Report approved Diagnostic
Seize the Opportunity : Seize the Opportunity Scope Schedule Resources
Proposal : Proposal purpose pre-conditions post
conditions To win the business
To secure commitment for the Project by getting “buy in” on the Project deliverables, timeline and estimated fees Approved Diagnostic Proposal accepted
Commitment : purpose pre-conditions post
conditions To finalize expectations and deliverables into a
service contract
To secure a managed implementation Proposal approved Contract signed and new Customer Commitment
Commitment – Common Traps : Common traps Commitment – Common Traps You raise the price to allow for negotiation and the client discovers it - DOA! Other traps? Common traps How am I going to close a sale without a contract on hand (self-confidence) Never think a deal is closed without a pay down To end up, two important thoughts
Commitment – Common Traps : Commitment – Common Traps Once you drop price,
you will always drop price with this customer Common traps Adjust price = reduce plan
Is fatal strategy You take something out of the plan, and then they attempt to slip it back in once project commences
Implementation Methodology : Implementation Methodology From
sales 1 New
project
Summary : Summary If you do not participate in sales – you harden your life
Sales needs support while selling
Otherwise results can be dissappointing (for you)
Start selling early (at CRM preferrably)
Differentiate by quality, not price
Position yourself as Partner
Think on Pre-Sales as on INCEPTION phase