for internal use only – not for customer distribution © 2008 ibm corporation 2008 ibm storage...

For INTERNAL Use Only – Not for customer distribution © 2008 IBM Corporation© 2008 IBM Corporation

2008 IBM Storage Sales Academy: 2008 IBM Storage Sales Academy: Solution Selling in the New IT Environment Solution Selling in the New IT Environment

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2008 IBM Storage Sales Academy

© 2008 IBM Corporation

Technology

Know your competition

Source: IBM MI

Narrow Portfolio

Broad Portfolio

Business Value

TechnologySource: IBM MI




EMC Competitive Intelligence

Vision “Focus on the information - It’s a strategic asset” “Count on EMC to keep innovating ways to store, protect, optimize, and leverage information, all with the aim of contributing to your ongoing success” “Release the power of information” “Where Information Lives”

Messages Concise, clear marketing and messaging with different messages for different levels in customer organizations Use hip media to communicate, e.g., blogs, YouTube, weekly and monthly newsletters Quick to exploit buzz – virtualization, energy efficiency, security, digital

Strengths Operates with sense of urgency Creative deals Great at throwing FUD at competitors (DS8000 future as example) Aggressive sales style

Weaknesses Make the sale at all cost Not a full IT product/service provider Don’t practice what they preach – depend heavily on selling more disk




HP Competitive Intelligence

Vision “Become the world’s leading technology company” “Transforming the infrastructure” “Next wave: everything as a service”

Messages Next-generation data center Data center transformation Blade everything Virtualize everything

Strengths Channel partners – strong value add and presence Profitable printer business feeds development of other business units Long-standing, Silicon Valley technology culture EDS adds credibility and revenue to their services business Global reach Alliances with Oracle, Microsoft and Accenture

Weaknesses EDS acquisition causing distraction and confusion in the market Lack of solution-driven focus Limited executive-level relationships Limited high-end business consulting skills




Agenda

Why a Solution Sales Approach

Information Infrastructure is the Solution

How to Do Solution Sales

Twelve Steps to a Successful Meeting

The Art of the Elevator Pitch

The Information Infrastructure Opportunity


AG Enterprise Systems Offerings


Twelve Steps To A Successful Meeting

1. Research the customer and stakeholders

2. Express a business-driven point of view

3. Propose a high-level architecture

4. Develop a preliminary business case

5. Share IBM Success Stories

6. Differentiate your solution

7. Create FUD about competitors

8. Control the meeting

9. Be confident of yourself and your solution

10. Lead with high value, not low price

11. Address each stakeholder’s concerns

12. Keep the opportunity moving forward





I read in last month’s CIO magazine that security is going to be a really big problem for companies

your size or bigger.

We seem to be doing okay right now. I don’t think this is the time to be spending

cycles on security.





I read in last month’s CIO magazine that security is going to be a really big problem for companies

your size or bigger.


cycles on security.





I know there’s a lot on your plate, but I also know that data breaches cost your

company a lot last year. A little planning now might help

prevent a reoccurrence.


cycles on this.





We sure did buy some cool companies. In fact, as soon as we land, why don’t I hook you up with the XIV SME. Their stuff

will blow your mind.

So you’re from IBM? You guys are buying up

companies left and right. What’s the story?





We sure did buy some cool companies. In fact, as soon as we land, why don’t I hook you up with the XIV SME. Their stuff

will blow your mind.







I’m glad you noticed. Each acquisition is

actually another piece in our evolving storage

strategy. Our goal is to stay ahead of what our

customers need, and our customers have told us

they need more complete solutions that are better

integrated...







No problemo. What I like to sell is TSM version 7.3.4 hitched up to a bunch of

these DS8300s and maybe SVC. We don’t usually have

any problems with that.

That all sounds great, but I’m concerned that your

solution won’t fit in with our storage strategy.




No problemo. What I like to sell is TSM version 7.3.4 hitched up to a bunch of

these DS8300s and maybe SVC. We don’t usually have

any problems with that.








If I understood you correctly, your refresh schedule would

allow us to slipstream content management in by stages, so the disruption will be minimal.

For example...







Right here. Take a look. If we can get the discount to 19%, I can throw in

some software and maybe even get the eval

done for free…

I’m focused on costs. Where on that spreadsheet does it say how much you’ll

save me?





Right here. Take a look. If we can get the discount to 19%, I can throw in

some software and maybe even get the eval

done for free…


save me?





I know cost is important to you and you know we’re competitive. But look right here and you’ll see

how solving your storage problems now could pay back

many times over…


save me?





Well sir, you can rest assured that every

component in our solution has been thoroughly

tested and…

I’m not going to be your guinea pig. There’s too

much at stake. How do I know this will work?





Well sir, you can rest assured that every

component in our solution has been thoroughly

tested and…







Well, you would not be the first to use IBM to solve that

problem. Let me leave you with these case studies. They show

how we’ve helped other companies work through this.







What EMC didn’t mention is that Clariion technology is long in the tooth while IBM is launching three

new boxes each quarter.

EMC was just here and they told me the exact

same thing. Why shouldn’t I just keep buying storage

from them?





Actual physical storage is really just a part of the solution. IBM has

decades more experience with the software, services and support you need to make storage really work

throughout your enterprise.

EMC was in here last week and they told me the exact same thing. Why shouldn’t I

just keep buying storage from them?





Our consolidation solutions are not dangerous and

they’re not expensive. I can give you the names of some customers who can vouch

for our reliability…

I think I’ll stick with EMC. They showed me that moving to a

consolidation solution is dangerous and expensive.





Our consolidation solutions are not dangerous and

they’re not expensive. I can give you the names of some customers who can vouch

for our reliability…I think I’ll stick with EMC. They showed me that moving to a






I’m not surprised they told you that since they can’t

help you consolidate, and wouldn’t, even they could – after all, they couldn’t sell

you as many new disks! You might want to ask them why

they think 30% storage utilization is okay for you.

I think I’ll stick with EMC. They showed me that moving to a





8. Control the meeting Some of our competitors might wish that were true, but it’s not.

Just look at the investments we’ve made in storage-related assets – XIV, Diligent, Novus,

Softek, Watchfire and Consul, to name just a few. Not to mention the $250 million we spent in our

own labs…

Everybody seems to think that IBM gave up on storage years ago.




8. Control the meeting Some of our competitors might wish that were true, but it’s not.

Just look at the investments we’ve made in storage-related assets – XIV, Diligent, Novus,

Softek, Watchfire and Consul, to name just a few. Not to mention the $250 million we spent in our

own labs…





8. Control the meeting

Ha, ha. Some of our competitors might wish that were true. Let me

continue and you will see for yourself just how committed we are.





9. Be confident in yourself and your solution

I know just what you mean… …okay…here she is. I found the person you want to talk to about that on Blue Pages. I’ll

ping her and get her over here next week.

With all the challenges I’m facing, I need to look at storage in a whole new

light. I need solutions, not part numbers.




I know just what you mean… …okay…here she is. I found the person you want to talk to about that on Blue Pages. I’ll

ping her and get her over here next week.








I know just what you mean. Let me get a little more information from you and I can recommend

some strategies to address those very challenges…







Let me talk to my manager. I’m sure we can do

something with the price.

Look, I have no choice. I’m cutting ten percent from my

IT budget with or without IBM’s help.




Let me talk to my manager. I’m sure we can do

something with the price.








Actually, I can help you, by reducing your overall costs – not just the price of the iron on the

floor. AND we can improve functionality at the same time. That’s what IBM’s Information

Infrastructure is designed to do…







I can certainly speak to your backup window

concerns. And I can tell you, don’t worry, we know

how to do that…

I’ve got compliance

requirements that aren’t

going away.

Well, you can say goodbye to the backup window. And

good luck with DR.

Where am I supposed to

get the skilled people to do

this?





I can certainly speak to your backup window

concerns. And I can tell you, don’t worry, we know

how to do that…



going away.


good luck with DR.



this?





Without question, the central issue is compliance. But we need to implement a solution that works for

everyone. Jane, Sally, let’s set up separate meetings so we can really focus on your specific concerns.



going away.


good luck with DR.



this?





Okay, well, why don’t I give you a call in a week

or two and see where you stand and if I can answer

any questions. I really think we can help.

Hey, thanks for the great dinner. But, I’m really going to have to take my time and think about your eDiscovery

solution idea. It’s a lot to digest all at once.





Okay, well, why don’t I give you a call in a week

or two and see where you stand and if I can answer

any questions. I really think we can help. Hey, thanks for the great

dinner. But, I’m really going to have to take my time and think about your eDiscovery






Of course it is, and maybe we can help with that too. There’s an

eDiscovery executive briefing on Tuesday. I expect a lot of your

industry peers are going to be there. Why don’t I call your assistant, Pat, and see what’s on your calendar.

Hey, thanks for the great dinner. But, I’m really going to have to take my time and think about your eDiscovery





Follow these guidelines, and you will…

1. Be more credible to your customer

2. Become more relevant to their business

3. Be able to identify and qualify opportunities more quickly

4. Generate demand where none existed before

5. Put the competition on the defensive

6. Close larger deals faster

7. Become a trusted advisor that your customer depends on




Agenda











What is an elevator pitch? Definition

History

Why do elevator pitches? Do what phone calls and emails

can’t do

Get the next meeting

How to do an elevator pitch The steps

Examples

Audience participation Learn by doing




Four Steps to an Elevator Pitch

1. Introduce yourself Look them square in the eye, shake their hand firmly,

say “Hello, I’m ____ from the IBM Corporation.” Or “Hello, I’m ____ from XYZ Corporation, an IBM Business Partner.”

2. State their business problem “I saw the news about your recent security breach. I was

sorry to hear about it. We have been working with some other companies in your industry to help them avoid these very risks.”

3. Tell them what you can do for them “I can show you a few simple steps you can take to dramatically

reduce your security risks. Would you interested in doing that?”

4. Get the next meeting “I’m sure your shareholders and customers will be pleased to

know you’re acting swiftly on this issue. I’ll follow up with your assistant, Pat, and set up a meeting as soon as possible.”




Elevator Pitch – additional thoughts

Practice, practice, practice Experience and confidence are the keys to success

Practice on friends, family, colleagues, your dog

Find a style and content that work for you

Stick to the 30 second goal Remember, your subject didn’t get on the elevator to

talk to you

Respect his or her time

Get the next meeting Don’t try to sell anything except yourself and the value

of the next meeting




Agenda










Digital Content

Creation)

Info Warehousew/Deeper Archive

End To EndData Security

DigitalVideo

Surveillance

Records Mgmt

DRDB)

DM Content Management & Discovery

Business Intelligence Tools

Information Integration

Security) Host Storage

Host/Other DB)

Master Data Management)

Distributed Storage Management

External Disk Storage)

External Tape Storage)

SAN Fabric/ Other)

Storage & Data Services - IT C&SI)

Storage & Data Services - GTS)

Source: GMV 2H07, SMV, GTS SPL Extensions @ CC. 2007 Opportunity.

Information infrastructure is large and growing, powered by a $75B solutions focus that cuts across hardware, software, services, and across IBM.

Hardware

Software

Services

Solution

Point Product

Information Infrastructure

$111B

CGR 6%

Solution Opportunity$76B

CGR 7%

Initial Opportunity$29B

CGR 9%

Information Infrastructure solution opportunity

Services

Software

Storage HW




NEDC Thought Leadership CIO / IT Manager Themes OIT Program Demand Gen

IOD Thought Leadership LOB / Industry Themes

Information Compliance

Information Retention

Information Security

Business Intelligence

Information Integration

Data and Content Mgmt

Manage

Virtualize

Protect

Best Practices and Services

Archive

IBM Information Infrastructure

Inte

gra

ted

Information Availability

Information Infrastructure Entry Points

Unification of the IBM Cross-Brand Information Vision




IBM Information Infrastructure launches September 8

Includes press/analysts, internal/external communications, client-facing events

Press epicenter at the “New Enterprise Forum: Information Infrastructure,” Montpellier, France, 9/8/08

US to host an industry client event at Wall Street Center of Competence, 9/8/08

Creates momentum for October 1st client-facing events, road shows and other marketing activities

CARSInformation ComplianceInformation AvailabilityInformation RetentionInformation Security




Carpe Diem

Customers face explosive data growth, burdensome compliance requirements, demand for higher availability and finite resources

Customers are increasingly seeking solution frameworks

IBM Information Infrastructure gives you a powerful solution framework to help solve customers’ business challenges

Information Infrastructure is your opportunity to sell bigger deals with higher value, with more software and services

for internal use only – not for customer distribution © 2008 ibm corporation 2008 ibm storage...

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