10 Steps to Being “Lucky” at Beating the Competition!!!

Step 1: Plan the Work – Work the Plan

Plan the entire sales campaign.

− What is the problem that the customer is trying to solve?− What am I proposing?− Who are the recommenders?− Who are the decision makers?− Who is the competition?− Who will be the references?

Time-line the variousactivities that need to take place.

It’s not a plan if it’s not written down!

Step 2: Call High

CEO, CIO, CTO

If somebody tells you they are the decision maker and their title does not start with the letter “C”, they are lying to you. They are only a recommender.

Step 3: Executive Engagement

Set up Executive Meetings early on in the sales cycle and at least quarterly.

Praying works better than “Hail Mary” passes.

Step 4: People buy from People

48 Hour Rule

−As the decision is coming down to the wire (last 30 days), staying in constant contact with the customer is critical.• Lunch• E-mail• White-Paper• Visit a Reference site• Sporting Event

People only have so many hours in the day. If the customer is with you, he/she can’t be with the competition.

Step 5: Corporate VisitsOur Headquarters office

hp’s Customer Visit Centers:− Houston (ProLiant/Blades)− Cupertino

VMWare San Jose

Xiotech Colorado Springs

Commvault Oceanport, NJ

Compellent – Eden Prairie MN

Should be planning two visits a year for key accounts/opportunities to critical partners.

The agenda is absolutely critical.− Plan it early− Executive presence− Have the key ISVs there in person

Step 6: Use Partner’s Application Expertise Centers

Exchange

VMWare

SAP

Oracle

MS SQL Server

Step 7: References• Nobody likes to take

unnecessary risks.

• Good References are the shield that will block the enemy’s FUD.

• Line up references early in sales cycle. “Innoculate your customer”.

• 3-4 references per major deal.

• The more local the better.• Build up a circle of trust.

Step 8: Engage Services Early

• Sell the right level of Service for the level of criticality of the customer’s application.

• Key to getting the best price from the Services organization.

• Eliminates costly mistakes in quoting.

• Key to a long term “happy” customer which in turn leads to more follow on sales at better margins.

Step 9: Buy vs. Lease

He who controls the financial footprint, controls when the next upgrade will be.

Financial Services can be the key to winning a deal or replacing another vendors products.− Buying Back Systems− Trade-ins− Early Buys− The “color” of money.− Eco-friendly disposal of assets

no longer needed.

Step 10: Software -- Expanding the Deal

It’s not a solution without SW and Services.

Greater “stickiness” to the deal.

Software adds tremendous functionality and in many cases is the key differentiator.

If you do all of these things, on a consitent basis, I guarantee you that your “luck” will improve in winning against the competition.