positioning and selling first mile solutions - phillip jones
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Positioning and Selling First Mile Solutions
Phillip J ones, Vice President, Field Enablement
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What you will learn here today is notspecific to Kofax.
It will be useful for any business
solution you might sell
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Positioning Your Solution
Executives
Operational Leaders
Departmental Staff
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Positioning Your Solution - Executives
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They make decisions
They assign the resources
They have the money
They need our help
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Positioning Your Solution - Executives
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Establish a VisionCreate a StrategyIdentify priorit iesSet Goals or Init iativesMeasure progress
They take action to
They wi ll spend money to achieve their goalsThey assign people to hit their goalsThey implement projects to meet their goalsThey evaluate people on the resul ts they achieve
Increase profit margins by 7%Improve customer retention by 4%Grow market share in Asia to 18%Innovate new service modelsDrive standardization
They set goals
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Positioning Your Solution - Executives
Tour their web-site
Read their annual report
Look at their quarterly reports
Listen to their investor calls
Ask their employees
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Positioning Your Solution Operational Leaders
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They have to deliver the results
Theyre under pressure
They have deadlines
Theyre looking for solutions
They need our help
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Positioning Your Solution Operational Leaders
Kofax case studies
Industry benchmarks
Industry events and associations
Web research
Interview business leaders
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Only by understanding their challenges, their pain,and their needs can we posit ion a solution that
aligns with their view of the world
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Positioning Your Solution Departmental Staff
They do the work
They know the problems
They have ideas and suggestions
They want things to improve
They have time to help us
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Positioning Your Solution Departmental Staff
Conduct a walk through of the target business area
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Walk-throughs What Are We Looking For?
High level understanding of existing business processes
Constraints, bottlenecks, exceptions, errors etc.
Links with other departments (process and information interfaces)
Interactions with third parties (interdependencies)
Regulatory requirements
Service standards and management information
Opportunities to improve work processes and raise quality
Systems of Record (business systems and databases)Systems of Engagement (desktop hardware/software; mobile devices)
Desired improvements
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We now have all the information we need to develop and presentour solution
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Example
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Zurich Insurance
A leading multi-line insurance provider
General insurance and life insurance products
A global network of subsidiaries and offices
Targets individuals, small businesses, and mid-sized and large
companies (including multinational organizationsApproximately 60,000 employees
Operates in more than 170 countries
Gross premiums and fees = USD 68.7 billion
Operating profit for 2012 = USD 4.1 billion
Loss ratio = 61.4 % (down 2.9%)
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The Zurich Commitment
Customers
Earn their trust - Exceed their expectations
Be there for them with solutions that deliver on our promises
People
Embrace diversity
Invest in their capabilities and expertise
Shareholders
Deliver a fair, reliable and sustainable return on their investment.
Communities
Give back through our talent, time and resources
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Zurich Insurance Corporate Strategy
Focus on operational excellence
Simplify and improve global processes and systems
Global approach to applying resources and capabilities
Create a competitive edge by sharing best practices
ZurichLean program: simplifying the service to customers bymapping each step of internal processes and redesigning themusing Lean methodologies
Become more customer-driven
Excel in products and services
Flexibility and speed to adapt products to changing markets
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Zurich Mapping Organizational Pains and Goals
Standardize Global Processes and Systems
Improve Business Agility and FlexibilityImprove Underlying Profitability
Executive Strategic Objectives
Increase Revenue
Drive Growth In Emerging Markets
Operational Goals
Departmental Needs
Improve Quality
Exceed Service Standards
Leverage Best Practices
Optimize Operations
Expand Self-Service Options
Reduce Manual Tasks
Minimize Errors
Raise Productivity
Real-time Tracking of Every Case
Faster Response to Customer Enquiries
Simplify Processes
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Zurich Mapping Organizational Pains and Goals
Standardize Global Processes and Systems
Improve Business Agility and FlexibilityImprove Underlying Profitability
Executive Strategic Objectives
Increase Revenue
Drive Growth In Emerging Markets
Operational Goals
Departmental Needs
Improve Quality
Exceed Service Standards
Leverage Best Practices
Optimize Operations
Expand Self-Service Options
Reduce Manual Tasks
Minimize Errors
Raise Productivity
Real-time Tracking of Every Case
Faster Response to Customer Enquiries
Simplify Processes
Kofax Solutions Drive Improvementsat the Departmental Level
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Zurich Mapping Organizational Pains and Goals
Standardize Global Processes and Systems
Improve Business Agility and FlexibilityImprove Underlying Profitability
Executive Strategic Objectives
Increase Revenue
Drive Growth In Emerging Markets
Operational Goals
Departmental Needs
Improve Quality
Exceed Service Standards
Leverage Best Practices
Optimize Operations
Expand Self-Service Options
Reduce Manual Tasks
Minimize Errors
Raise Productivity
Real-time Tracking of Every Case
Faster Response to Customer Enquiries
Simplify Processes
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Conclusions
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Think Buying Not Selling
Think like the buyer - not a seller
Be the best at helping clients to buy
Understand how clients make decisions
Know how to influence the decision-making process
Think long term not short term
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Think Value Solutions Not Products or Services
Combinations of products and services
Partnerships between organizations
Creative approaches
Potential for significant revenue
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Develop Your Value Proposition
Define The Compelling Event
Whats the issue/business challenge?
How is it affecting the prospect?
What are consequences/payback?
Build Out Your Value Proposition (Wraps the compelling event)
How can you help? (Defines your unique business value)
Specific to the customer
Sets the customers expectationsAssures your ability to deliver
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Self-Focused language alienates your customer:
Me, My, Mine, Our Ours, I,
References, Accounts
Account Manager, Sales, Pre-Sales
Other-Focused language disarms your customer
You, Your, Yours, Their
Case Studies, Clients
Solution Specialist, Technical Specialist
Avoid S-Focused Language
Adopt O-Focused Language
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INSPIRATIONINFORMATION
SUCCESS =
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Questions?
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Thank you.
Phillip J onesVice President, Field EnablementPhone: +1-949-375-3523Email: [email protected]