This video is about software solution sales and marketing, but equally applicable to other technology sales. There is a great pressure to achieve results fast by trying to qualify a buyer and trying to move ahead. And to make things more difficult, a Booz Allan Hamilton study found that 85% of a company’s brand value is projected through the interaction between the buyer and seller (so all the previous branding can fall flat easily)- that makes it very challenging to differentiate yourself when you have just about 20% of the buyer’s time.
So one of the biggest challenges facing today’s software sales forces is their ability to have “perfect conversations” with executive buyers. Too many conversations are centered around value propositions that are not aligned and not tailored to an executive buyer’s key business issues and personal motivations.
Chris Deren, CEO of SellMasters, was a keynote speaker at the SLAM (Sales, Licensing, Alliances & Marketing for Software Companies) 2006. He defines “the perfect conversation” and its essential ingredients — and how software companies can align and optimize their sales, marketing and product teams for them. In this video, Deren discusses how to:
- See the world through the eyes of executive buyers – Avoid being delegated to—and filtered out by—procurement. 90% of all IT vendors are considered non-strategic by buyers. So how do you move into the elite 10% club? Become executive centric to understanding their motivations and their cherished initiatives. Its difficult but that’s the differentiator
- Turn complex product portfolios into simple value-driven stories
- Create “last mile” marketing content that salespeople crave
- Achieve and maintain “trusted advisor” status critical to success
About the Presenter: Chris Deren is the CEO of SellMasters, which offers sales performance optimization (SPO) services. He is a high-tech industry veteran with over 25 years of experience in building entrepreneurial teams, leading world-class sales organizations, and identifying and executing against winning go-to-market strategies for companies such as IBM, Xerox and Dun & Bradstreet.
Thanks to SOX Television for sharing this video with us. Lane Butler and Adam Kaiser are doing a great job out there and we wish them great success.
In the following video, Ron Edmonds, the Global Accounting Director of The Dow Chemical Company, provides rare insight into how a Fortune 500 company with 30,000 internal controls tests, 19 finance systems and 4,500 self assessments manages its Sarbanes-Oxley and compliance programs. Topics discussed include organizational structure, team roles and responsibilities, communication, procedures, documentation and the use of technology.
And the following video features Sean Ballington, Regional Systems & Process Assurance Leader with PricewaterhouseCoopers discussing how companies can reduce compliance costs by working ahead of the auditor, correctly identifying key controls, and successfully employing these techniques to increase operational efficiency.
McKinsey Quarterly, in one of their recent survey reports tells how businesses are using Web 2.0, or want to use it. As always, their survey is very well presented, and most points are valid. Now, here are our notes from it for you:
Over 75% executives who responded to the survey intend to maintain or increase their investments in Web 2.0 technology trends that encourage user collaboration, such as peer-to-peer networking, social networks, and Web services.
The report also talks about some executives wanting to these technologies for a sustained competitive edge.
Now, in our view, while ‘sustained competitive edge’ is unlikely by any people driven Web 2.0 technology, it is already bringing benefits and profits for those early adopters who are able to understand what to do.
For example, are you able to use your websites to pre-sell your services? Or are you collecting enough information from your online clients and prospects? Or do your teams collaborate enough, and also keep client in the loop?
All these things can earn more revenues while reducing costs = more profitability. And this isn’t not some textbook equation…it’s happening already!
So if you haven’t got a clue where to start in your business, contact us, and we will show you at least 2 ways to rapidly benefit.