© 2011 Holly Group All Rights Reserved. Sell Faster & Sell More by Selling Value Presented by: Steve Weissman Executive Director Holly Group 617-383-4655 [email protected] steveweissman • steveweissman
Nov 18, 2014
© 2011Holly Group
All Rights Reserved.
Sell Faster & Sell Moreby Selling Value
Presented by:
Steve WeissmanExecutive Director
Holly Group617-383-4655
[email protected] • steveweissman • steveweissman
© 2011Holly Group
All Rights Reserved.
About Your Instructor
· Steve Weissman» User Adviser, Strategy Consultant, and Industry Analyst for
20+ Years» Expert in Strategies and Best Practices for Successful Sales
and Implementation» Certified Instructor for AIIM ECMm, BPMp Certificate Courses» President of the New England Chapter of AIIM» Director of Education / National Board Member, BFMA» Executive Director, Holly Group
• Strategy consulting, change management, and software industry analysis to help people work better and work better together
© 2011Holly Group
All Rights Reserved.
Why Are We Here?
· Because Information Technology Today is as Commodity as it Gets» Some products work better than others, but they all do pretty
much the same thing, and they all work pretty well.
· Because Concerns Over Cost Obscure the Business Improvements Customers Seek» Fixation on ROI and TCO overshadow the governance,
compliance, and process enhancements on which their success – and your reputation – will be judged.
© 2011Holly Group
All Rights Reserved.
Why Are We Here?
· Because You Lose, Twice» It takes so long for customers to haggle over internal budgets
that your sales cycle stretches out or flatlines altogether.» Customers never seem to get around to asking about your
expertise and the other capabilities you can provide to solve their particular problem(s).
© 2011Holly Group
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Congratulations!
· You Have Been Commoditized, Too
© 2011Holly Group
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What Can You Do About It?
· Sell Value» Not software» Not hardware (please!)» Not even services
© 2011Holly Group
All Rights Reserved.
What Can You Do About It?
· Sell Value» Not software» Not hardware (please!)» Not even services
· Solve Problems» Make your customer a hero … and become one yourself
© 2011Holly Group
All Rights Reserved.
What Can You Do About It?
· Sell Value» Not software» Not hardware (please!)» Not even services
· Solve Problems» Make your customer a hero … and become one yourself
· Make Money!» Forget cost-based pricing … charge for the value provided» Ask: “What’s it worth to you to get rid of that pain?”
© 2011Holly Group
All Rights Reserved.
What is “Value”?
· “Relative Worth, Utility, or Importance”¹» This doesn’t say anything about cost!» Further measurable in terms of time, effort, and strategy» Often lost in the day-to-day
¹ Merriam-Webster
© 2011Holly Group
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Value: It’s What’s for Dinner
· You May Be Implementing for Reasons of Cost or Compliance» To accommodate new budgets or to satisfy the legal
department
· But Your Success Will Be Measured in Terms of Value» To justify the time, money, and human resources spent
© 2011Holly Group
All Rights Reserved.
Value: It’s What’s for Dinner
· You May Be Implementing for Reasons of Cost or Compliance» To accommodate new budgets or to satisfy the legal
department
· But Your Success Will Be Measured in Terms of Value» To justify the time, money, and human resources spent» In terms of:
• Achieving rapid return on investment / low cost of ownership• Ongoing ability to improve business processes• Ongoing ability to improve collaboration
© 2011Holly Group
All Rights Reserved.
Value: It’s What’s for Dinner
· You May Be Implementing for Reasons of Cost or Compliance» To accommodate new budgets or to satisfy the legal
department
· But Your Success Will Be Measured in Terms of Value» To justify the time, money, and human resources spent» In terms of:
• Achieving rapid return on investment / low cost of ownership• Ongoing ability to improve business processes• Ongoing ability to improve collaboration
So people can work better and work better together™
© 2011Holly Group
All Rights Reserved.
Introducing MaxTV®
· Methodology for Deriving Maximum Total Value» More than just raw dollars and cents» Optimizes value on an ongoing basis» Business-based / organizationally strategic » Redefines your customer conversations
© 2011Holly Group
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Introducing MaxTV®
· Origins» Devised in 1998» Developed from original research into acquiring, deploying,
and utilizing enterprise information systems» Extracts and combines elements of preexisting proven best-
practices
© 2011Holly Group
All Rights Reserved.
Introducing MaxTV®
· Philosophy in Two Parts» The Triad … supporting the business case» The Quadruple Helix … supporting the technology decision
Medium
Data
Format
Context
© Holly GroupAll Rights Reserved.
© Holly GroupAll Rights Reserved.
© 2011Holly Group
All Rights Reserved.
The MaxTV® Triad
· Economics» Return on Investment
• Tends to focus on a single point in time (payback) despite solution lifespans measured in years
» Total Cost of Ownership• Suggests spending is finite
when expenses are incurred each and every year of service
© 2011Holly Group
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The MaxTV® Triad
· Economics· Process Change
» Greater efficiency, effectiveness• e.g., boosts employee morale and customer satisfaction
» Opportunities to realize non-obvious savings• e.g., improved employee retention, early payment discounts
© 2011Holly Group
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The MaxTV® Triad
· Economics· Process Change· Collaboration
» Less duplication of effort• Saves time, frustration
» Better quality• Facilitates review, validation, correction• Reduces risk
© 2011Holly Group
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The MaxTV® Triad
· Economics· Process Change· Collaboration
All three elements must be minded and measured over time in order to maximize value!
© 2011Holly Group
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The MaxTV® Triad
· Economics· Process Change· Collaboration
… as must the supporting technology
All three elements must be minded and measured over time in order to maximize value!
© 2011Holly Group
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The MaxTV® Quadruple Helix
· Four interconnected strands to be managed and optimized
Medium
Data
Format
Context
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© 2011Holly Group
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The MaxTV® Quadruple Helix
· Missing or poor data? No utility.
Data
© 2011Holly Group
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The MaxTV® Quadruple Helix
· Missing or poor data? No utility.
· Missing or wrong context? Not meaningful.
Data
Context
© 2011Holly Group
All Rights Reserved.
The MaxTV® Quadruple Helix
· Missing or poor data? No utility.
· Missing or wrong context? Not meaningful.
· Mismatched formats? Not shareable.
Data
Format
Context
© 2011Holly Group
All Rights Reserved.
The MaxTV® Quadruple Helix
· Missing or poor data? No utility.
· Missing or wrong context? Not meaningful.
· Mismatched formats? Not shareable.
· Improper medium?Not receivable.
Medium
Data
Format
Context
© Holly GroupAll Rights Reserved.
© 2011Holly Group
All Rights Reserved.
The MaxTV® Quadruple Helix
· Decisions regarding one strandaffect all the others.
Medium
Data
Format
Context
© Holly GroupAll Rights Reserved.
© 2011Holly Group
All Rights Reserved.
The MaxTV® Quadruple Helix
· Decisions regarding one strandaffect all the others.
All four strands thus must be continually well orchestrated in order to maximize value!
Medium
Data
Format
Context
© Holly GroupAll Rights Reserved.
© 2011Holly Group
All Rights Reserved.
Why Value Isn’t Maximized
· Economics· Process Change· Collaboration
© 2011Holly Group
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Why Value Isn’t Maximized
· Economics· Process Change· Collaboration
Central to justification discussions but irrelevant to implementation success
© 2011Holly Group
All Rights Reserved.
Why Value Isn’t Maximized
· Economics· Process Change· Collaboration
Central to justification discussions but irrelevant to implementation success
Irrelevant to justification discussions but central to implementation success
© 2011Holly Group
All Rights Reserved.
Why Value Isn’t Maximized
Medium
Data
Format
Context
© Holly GroupAll Rights Reserved.
© 2011Holly Group
All Rights Reserved.
Why Value Isn’t Maximized
· Incomplete or absent tagging means data cannot be found
Medium
Data
Format
Context
© Holly GroupAll Rights Reserved.
© 2011Holly Group
All Rights Reserved.
Why Value Isn’t Maximized
· Incomplete or absent tagging means data cannot be found· Poor rules/roles integration means context cannot be determined
and supported
Medium
Format
Context
© 2011Holly Group
All Rights Reserved.
Why Value Isn’t Maximized
· Incomplete or absent tagging means data cannot be found· Poor rules/roles integration means context cannot be determined
and supported
· Incomplete or absent thinking about content delivery means mismatched format and medium
Medium
Format
© 2011Holly Group
All Rights Reserved.
Why Value Isn’t Maximized
· Incomplete or absent tagging means data cannot be found· Poor rules/roles integration means context cannot be determined
and supported
· Incomplete or absent thinking about content delivery means mismatched format and medium
These issues – and more – are largely avoidable with proper planning up front!
© 2011Holly Group
All Rights Reserved.
Why Value Isn’t Maximized
· Incomplete or absent tagging means data cannot be found· Poor rules/roles integration means context cannot be determined
and supported
· Incomplete or absent thinking about content delivery means mismatched format and medium
These issues – and more – are largely avoidable with proper planning up front!
But the work is hard, and often unappreciated, so it too often is left undone.
© 2011Holly Group
All Rights Reserved.
Why Value Isn’t Maximized
· Incomplete or absent tagging means data cannot be found· Poor rules/roles integration means context cannot be determined
and supported
· Incomplete or absent thinking about content delivery means mismatched format and medium
These issues – and more – are largely avoidable with proper planning up front!
But the work is hard, and often unappreciated, so it too often is left undone.
This is your golden opportunity!
© 2011Holly Group
All Rights Reserved.
Under the MaxTV® Umbrella
Learning & Knowledge educationsharingcollaboration
Engagement customer satisfactionemployee empowermentpartner inclusion
Economics ($) Collaboration (D)
Innovationprocess reengineeringsystem rearchitecting
Costsprocurementimplementationdeployment
maintenanceutilizationtraining
Investmentcapitallaborsupport
Returnproductivityprofitproductivity
Process Change (p)
Improvement peoplecultureprocess
Maximum Total Value
© 2011Holly Group
All Rights Reserved.
Options to Make it Happen
· Sales Support» ‘Sounding board’ resources
· Customer ‘Prep’» Prospect education
· Services Extension» Customer consulting
· MaxTV® Licensing and Training» So you can ‘fish’ on your own
© 2011Holly Group
All Rights Reserved.
Steve Weissman, Executive [email protected]
617-383-4655
Twitter: steveweissmanLinkedIn: in/steveweissman
Fresh observations and opinions only on Weissman’s World! Visit blog.hollygroup.com
Thank You!
· Please contact me for any questions, comments, or additional information