salesengineering.com webinar series: web-based demos ...salesengineering.com webinar series:...

©2009 Technical Selling Enterprises. All rights reserved

Salesengineering.com Webinar Series: Web-Based Demos for SMEs

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©2009 Technical Selling Enterprises. All Rights Reserved

Fast Lane and Salesengineering.com Fast Lane and Salesengineering.com Partnered Together for Partnered Together for Partner SuccessPartner Success

Web-based Demo Skills for Consultants + Engineers

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©2009 Technical Selling Enterprises. All Rights Reserved1

Fast Lane OverviewFast Lane OverviewFounded in 1996 Founded in 1996 –– offices in 26 countriesoffices in 26 countries

Public schedule in over 40 countries and 15 languagesPublic schedule in over 40 countries and 15 languages

Private Onsite classes (almost) anywhere in the worldPrivate Onsite classes (almost) anywhere in the world

Authorized vendor curriculaAuthorized vendor curricula● Cisco Systems, NetApp, VMware, IBM, Ubuntu and more.

Full suite of vendor independent coursesFull suite of vendor independent courses● Foundation Skills (networking, storage)● Sales and Leadership, SE Skills● Project management and ITIL certification

Only Cisco Learning Solutions Partner active in all eight Cisco Only Cisco Learning Solutions Partner active in all eight Cisco theaterstheaters

Only Worldwide Authorized Only Worldwide Authorized NetAppNetApp Learning PartnerLearning Partner

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Salesengineering.com OverviewSalesengineering.com OverviewFounded in 1997 -- Serviced thousands of SEs in nearly 50 countries

Exclusive focus on pre-sales support processes (SE, SC, FAE…)

Improve the business impact and operational effectiveness of SEs globally

Change Management -- The SE Skills Improvement Program

EvaluateEvaluate PrePre--Sales Process Maturity AssessmentSales Process Maturity Assessment

Awareness

ManagementSupport

FieldImplementation

EndorseEndorse Executive Management WorkshopExecutive Management WorkshopField Implementation PlanField Implementation Plan

EducateEducate SEskills: Best Practice TrainingSEskills: Best Practice TrainingEngineering and Project ManagementEngineering and Project Management

EmbedEmbed Field Implementation and ReinforcementField Implementation and ReinforcementTechnical Opportunity ReviewsTechnical Opportunity Reviews

EnumerateEnumerate MeasurementMeasurement

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Phil [email protected]

Web-BasedDemo SkillsWeb-BasedDemo Skills

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AgendaAgendaWeb-Based Demo Skills

● Purpose● Challenges and Risks● Preparation● Practice● Establishing Credibility● Maintaining Attention● Do’s and Don’ts● A Demo Demo

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Types of DemosTypes of Demos

● Teaser: Demand/Interest Creation● Want them to ask for more● Early sales cycle. < 15 minutes

● Custom demo: Say “Yes”● Late sales cycle. A closing tool● Specific to their business pain

● Pilot, Prototype, Proof-of-concept: “Show me”● The customer gets hands-on● Mutual signed commitment of resources● A controlled, mini-development project cycle



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Put Yourself in the CustomerPut Yourself in the Customer’’s Shoess Shoes……

“When are they going to shut up?”“What’s in it for me?”

“I don’t get it.”“This looks complicated / hard to use.”

“You lost me 10 minutes ago.”I think I’ll check my e-mail…

I wonder how the Red Sox did last night.

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WebWeb--Based Demo Challenges and RisksBased Demo Challenges and Risks

● The First Minute● Communication

● Attention● Pace● Engagement● Retention

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The Dynamics of CommunicationThe Dynamics of Communication

55%

38%7%

Visual (Appearance, Habits)

“CONTENT”Vocal (How You Speak)

Mahrabian, Albert. Nonverbal Communication. Aldine-Atherton, Chicago, 1972.

93% of How We Learn is Not From What We Say93% of How We Learn is Not From What We Say

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Command AttentionCommand AttentionThe Critical First MinuteThe Critical First Minute

93% of a Customer93% of a Customer’’s Opinion is Formed in < 1 Minutes Opinion is Formed in < 1 Minute● Visual (55%)

● Noticed in less than 10 seconds

● Vocal (38%)● Noticed in less than 1 minute

● Has NOTHING to do with content

Visually and Vocally Command Attention ImmediatelyVisually and Vocally Command Attention Immediately● Risk losing your audience before you even begin

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Visual Quality in the First 10 SecondsVisual Quality in the First 10 Seconds● All you have to work with is your screen

● Use a Header Slide to command attention● It’s up there for 5 to 10 minutes before the demo begins

● Make a claim: “Reducing Acme’s costs by up to $25M”

● State a deficiency: “How much do SE’s leave on the table?”

● You are an expert: “Phil Janus, 20+ years as SE Executive”

● Clean, eye pleasing, eye catching

Why Should They Want to Listen for the Next Hour?Why Should They Want to Listen for the Next Hour?

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Vocal Quality in the First MinuteVocal Quality in the First Minute● Your vocal quality can win or lose a deal!

● Command attention with your voice● Sound confident● Be proud. Border on passionate● Almost musical tone – Avoid monotone● It helps to stand while talking

Record Yourself – Practice Your Vocal QualityRecord Yourself – Practice Your Vocal Quality

Why Should They Want to Listen for the Next Hour?Why Should They Want to Listen for the Next Hour?



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Establish CredibilityEstablish Credibility● Empathy -- 50%

● I understand and I can help● Shared vision● Been there, done that

● Technical Competence -- 50%

They Will Listen to an Empathetic ExpertThey Will Listen to an Empathetic Expert

“We’re on a Mission from God”

“I am Ozzzzz,the Great and Powerful”

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The PreludeThe Prelude● Assume 5-10 minutes as people are joining the call

● “Casual banter”● Start selling! (Persuading)● Rapport, credibility, vocals, command attention● Ask about “pre-conceived notions” so far

● Concerns, issues, pros, cons, alternatives, etc.● Get the champion talking. Ask them to join early

Build Pre-Impressions Before the DemoBuild Pre-Impressions Before the Demo

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Agenda: Challenges and RisksAgenda: Challenges and Risks

● The First Minute● Communication

● Attention● Pace● Engagement● Retention

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Gaining and Maintaining AttentionGaining and Maintaining Attention

ActivityActivity● Think about a story, lecture, sermon

that really captured your attention

● Why?

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Questions They Ask ThemselvesQuestions They Ask Themselves● Why am I here?

● Do they really understand my problems?

● Am I being hyped?

● Can they really help me?

● How much of my time & money do you want?

It’s Personal!It’s Personal!

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Personal RelevancePersonal Relevance● Personalized benefit and value

● Differs for each person

● Bonus, reward, salary increase, the thrill of success, recognition, promotion, new skills, job retention● But we can’t reference these directly

● Slide: Highlight their problems, pain, issues



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Personal RelevancePersonal Relevance● Slide 1: Highlight their problems, pain, issues. AS IS

● Slide 2: Present their “qualified solutions”. TO BE● Only solutions/features they must buy to fix pain

● Do not waste time on un-qualified solutions● “Show me how to solve my problems.”

● Slide N: Quantified value targeted at major stakeholders● Numbers visualize pain + value. Compel action● “What’s in it for me?” “How much will that cost/save me?”

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Demonstration FlowDemonstration Flow● Slide 1: Summary AS IS quantified pain

● Slide 2: A teaser of TO BE quantified value ● Make a claim. “This solution will…”● Gains attention. “Ok, show me”

● Problem, Demo solution, Quantified Value, Repeat● Get in a rhythm. Pace it in digestible units● Use flow-breakers. Avoid mono-visual feature blab

● Inter-mix slides and video with solution demo

● Slide N: Summary TO BE Quantified Value

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Tricks and TipsTricks and Tips● Flow breakers

● Intermix slides and video with demo

● Customers stories with live customers or videos● Successes and failures● Use one slide per customer story

● Get the customer to talk about how they would apply it…● This is 10 times more powerful than you talking● Let them do the selling for you!

● Put on a show

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Engagement: Sell While You TeachEngagement: Sell While You Teach

50% Mouth, 50% Ears50% Mouth, 50% Ears● Persuasion is two-way, not one-way

● Get the customer to “emotionalize” the solution. Powerful

● Engage by Asking Questions: After each major point● “How would this apply to your situation?”● “What would be the impact of this for your team?”● If nobody responds, ask the champion● Type into a blank slide: Helps visualize benefits + value

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RetentionRetention

Implant Visual ImagesImplant Visual Images● Numbers are visual● Demos with Wow!● Personal relevance● Send your slides to them

● Quantified AS IS and TO BE● Include a handful of crucial screen shots

● 3 things to remember, or Things in 3s

How Will They Remember You More Than the Competition?How Will They Remember You More Than the Competition?

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DonDon’’tt……

● Do blind demos -- Unknown audience or last minute● Demo features you’ve never tried● Feature blab● Be a talking head● Get mouse-madness or windows-mania. It’s not a race● Stay exclusively in the product for an hour● Run out of time● Apologize for anything or say “Oops”● Use lots of fillers: Um’s, You know’s, Ok’s, etc.

Each of These Introduces RiskEach of These Introduces Risk



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DoDo’’s: Prepare and Practices: Prepare and Practice

● Do your homework● Know the company. Know the audience in advance● Get a thorough briefing from the rep● Only demo to a well qualified prospect● Proactively prepare for questions & objections● Customize the demo to the stakeholders’ pain● Practice the demo. Know what you’re going to say● Pace it so it can be absorbed● Leave time for lots of questions● Sell while you teach

Set Yourself Up For SuccessSet Yourself Up For Success

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A Demo Demo


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SEplanit:SEplanit:Enabling SE PotentialEnabling SE Potential

Current SituationCurrent Situation● SEs leave money on the table● SEs waste time on unqualified prospects● No SE operational management tools

AcmeAcme’’s Potential: s Potential: $25M in 6 Months$25M in 6 Months● Improve Funnel Quality and Win Rate● Acquire Solution Closures faster● Grow Solution and Service Sizes

Phil Janus, [email protected], salesengineering.com20+ years in pre-sales operations

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A Demo Demo


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SEplanit:SEplanit:Improving Funnel Quality and Win RateImproving Funnel Quality and Win Rate

The ProblemThe Problem● SEs waste time on unqualified deals (50% of deals)● Inconsistent approach to qualification across the team

Qualification ChecklistQualification Checklist● Improve SE Qualification Quality● Consistent scoring● Measurable progression● Better probability of a win

Case: Improved Win Rate 122%,Increased # Qualified Deals 75%


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A Demo Demo


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SEplanit:SEplanit:Improving Funnel Quality and Win RateImproving Funnel Quality and Win Rate

The ProblemThe Problem● SEs waste time on unqualified deals (50% of deals)● Inconsistent approach to qualification across the team

Qualification ChecklistQualification Checklist● Improve SE Qualification Quality● Consistent scoring● Measurable progression● Better probability of a win



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A Demo Demo


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SEplanit:SEplanit:Growing Deal SizesGrowing Deal Sizes

The ProblemThe Problem● SEs leave money on the table – $Multi-millions● SEs don’t proactively grow deals

Digging for Quantified PainDigging for Quantified Pain● Dig far below the surface● Identify motivators and drivers of pain● Apply more solution

Case: Grew Deal Sizes 75%Case: Grew Deal Sizes 75%

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A Demo Demo


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SEplanit:SEplanit:Growing Deal SizesGrowing Deal Sizes

The ProblemThe Problem● SEs leave money on the table – $Multi-millions● SEs don’t proactively grow deals

Digging for Quantified PainDigging for Quantified Pain● Dig far below the surface● Identify motivators and drivers of pain● Apply more solution

Case: Grew Deal Sizes 75%Case: Grew Deal Sizes 75%



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SEplanit:SEplanit:Improving Technical Closure TimeImproving Technical Closure Time

The ProblemThe Problem● SEs waste time on the wrong stakeholders● Technical closures languish. Now avg 9 months

Circle of InfluenceCircle of Influence● Prioritize the most influential stakeholders ● Using a model. Picture = 1000 words● Faster technical closures

A Demo Demo

Case: Reduce Technical Decision Times 33%Case: Reduce Technical Decision Times 33%


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SEplanit:SEplanit:Improving Technical Closure TimeImproving Technical Closure Time

The ProblemThe Problem● SEs waste time on the wrong stakeholders● Technical closures languish. Now avg 9 months

Circle of InfluenceCircle of Influence● Prioritize the most influential stakeholders ● Using a model. Picture = 1000 words● Faster technical closures

A Demo Demo

Case: Reduce Technical Decision Times 33%Case: Reduce Technical Decision Times 33%


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A Demo Demo


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SEplanit:SEplanit:Managing PreManaging Pre--Sales PerformanceSales Performance

The ProblemThe Problem● SE Mgrs and SEs struggle to manage their business

● CRMs do nothing for Pre-Sales operations

Performance DashboardPerformance Dashboard● Proactive alerting of deals at risk

● Technical Funnel management

● Pre-sales performance reports

Measurement Operational Quality RevenueMeasurement Operational Quality Revenue

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A Demo Demo


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SEplanit:SEplanit:Managing PreManaging Pre--Sales PerformanceSales Performance

The ProblemThe Problem● SE Mgrs and SEs struggle to manage their business

● CRMs do nothing for Pre-Sales operations

Performance DashboardPerformance Dashboard● Proactive alerting of deals at risk

● Technical Funnel management

● Pre-sales performance reports

Measurement Operational Quality RevenueMeasurement Operational Quality Revenue

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A Demo Demo


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AcmeAcme’’s Business Case Analysiss Business Case Analysis

Prepared for: 28-Jun-2009

# of SEs 95Number of training days per class (2 or 3): 2

Currency and exchange rate from 1 USD = 1.000 USDDesired 1 Year Projected

Pre-Sales Team Operational Metrics Now Improvement Improvement Average deal size 100,000 USD 5% 105,000 USD

Average number of qualified deals 950 Deals 5% 998 Deals Win rate percentage 50% 5% 52.5%

Average sales cycle days 150 Days 5% 143 Days

Projected 1 year revenue 115,583,333 USD 140,844,375 USD

Estimated productivity per SE in 1 year 1,216,667 USD per SE 1,482,572 USD per SE

Projected Revenue Improvement in 1 year 25,261,042 USD 21.86% Improvement

# of Executive Workshops (Sales + SE Mgrs) 2# of SEskills Sessions 8

Program Investment 215,000 USD 421 USD per SE per Day

Payback Factor on Program Investment 117 USD for every one USD

Copyright © 2009. Technical Selling Enterprises LLC. All Rights Reserved

Salesengineering.com Business Case -- Payback Analysis

Sample

Results

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A Demo Demo


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SEplanit SummarySEplanit Summary

Improve SE PerformanceImprove SE Performance● Improve Funnel Quality and Win Rate● Acquire Solution Closure faster● Grow Solution and Service Sizes● Reduce waste

Proven PreProven Pre--Sales Performance ImprovementSales Performance Improvement● Case 1: 6 SEs, $2.7M in 6 months● Case 2: 12 SEs, $8.5M in 5 months, 10.5 mos saved● Acme’s business case analysis = $25M in 6 months



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WebWeb--Based Demos: Sell While You TeachBased Demos: Sell While You Teach

In SummaryIn Summary● Prepare and practice● Avoid talking-head, windows-mania,

mouse-madness, feature blab● Establish credibility quickly

● Vocal quality● Gain and maintain attention

● Personally relevant quantified value● Flow-breakers

● Keep customers engaged and talking

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Fast Lane and Salesengineering.com Fast Lane and Salesengineering.com Partnered Together for Partnered Together for Partner SuccessPartner Success

Phil [email protected]

salesengineering.com webinar series: web-based demos ...salesengineering.com webinar series:...

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