Demo2Win IBM SE Training Sterling...

© 2011 IBM Corporation

Sterling IntegratorMeeting the B2B Demand for Cleveland Golf

Demo2WinIBM SE Training

Randy Plett, Product Executive, IBM Business Solutions


Is like watching a great basketball game...

Watching a great demo and presentation...

It’s exciting...It keeps me engaged...

And the best ones are hard to forget...


The 2% Factor

– Winning Vs. Losing a Deal

– Top 7 Demo Crimes

3 Guiding Principles of Demo2Win

– Engage your Prospect’s Brain!

– Organizing Demo Scenes and Sub-Scenes

– Managing your Demo effort – the 80/20 rule

The Tell-Show-Tell Technique

– Not Doing Tell-Show-Tell (A Potentially Damaging Way)

– Opening and Closing a Demo Scene (The Right Way)

Questions

Today’s Agenda


The 2% Factor




– Engage your Prospect’s Brain


– Managing your Demo Effort – the 80/20 rule




Questions

Today’s Agenda

© 2011 IBM Corporation© 2010 Sterling Commerce. Confidential and Proprietary.

The 2% Factor

It's been said that the difference between being first and second place in a

judged event like a product demo or presentation is a scant 2%.

So why do we win deals?

Because our B2B and MFT products are better than Axway’s?

Because our Managed Service offerings are better than GXS’?

So why do you think we win deals?

How many of you believe we actually can lose deals during the demo phase

of the sales cycle?

We can capture and categorize these mistakes as “demo crimes”


Top Demo Crimes

1. Death by PowerPoint


Top Demo Crimes

2. Not reading your audience


Top Demo Crimes

3. So What?


Top Demo Crimes

4. Cutting off a question


Top Demo Crimes

5. Talking to the wall


Top Demo Crimes

6. If you think that’s cool...


Top Demo Crimes

7. The blind leading the blind


The Complete List of Demo Crimes:

Arguing With the Prospect

Cutting Off a Question

Data Dump

Don’t Answer That

Fat Fingering

I Love This Part of Our Software

If You Think That’s Cool

Mouse-Challenged

Not Again!

Piling On

PowerPoint Crutch

So What?

Stale Demonstrating

Talk the Talk

Talking to the Wall

Teaching versus Demonstrating

Technobabble

The Blind Leading the Blind

The Catch-Phrase

The Condescending Presenter

The Field by Fielder

The Hamster Wheel

The Party Line

The Widget Syndrome

Who Was that Masked Man?

Why Would You Want to Do That

Would You Please Just Finish That

Thought

Write It Down!


Recap

The difference between winning and losing is a scant 2%.

Commiting “demo crimes” can lower our chances of winning the deal.

What’s in it for you?

Increase your chance of winning deals

and putting more money in your pockets

Increase the perception of your

capability as an SE within IBM


The 2% Factor




– Engage your Prospect’s Brain!






Questions

Today’s Agenda


Three Guiding Principles of Demo2Win

1. Engage the Limbic system in the human brain

Keep you audience engaged through presentation themes, analogies, demo

props, whiteboards, etc.

1


This is my toolbox… And then I found one of these…


This is my toolbox…

© 2010 Sterling Commerce. Confidential and Proprietary.

And then I found one of these…

Does this look like your file transfer communication tool box?

Now you can have one of these…


An example of how to disengage the limbic system


How many of you have seen a similar slide in every software company’s presentation you’ve been a part of?


Financial Services

Citigroup

Bank of America

J.P. Morgan Chase

Wells Fargo

ABN Amro

U.S Bank

Wachovia

National City

Bank of New York

United Healthcare

Aetna

Cigna

Energy & Utilities

First Energy

Dominion Resources

Consolidated Edison

Sempra Energy

Cinergy

Scana

American Electric Power

Reliant Resources

Duke Energy

Retail

Wal*Mart

Target

Sears

J.C. Penney

Dollar General

Nordstrom

Home Depot

Costco

Lowes

Best Buy

Staples

Office Depot

Telecommunications

Verizon

Verizon Wireless

SBC

Cingular Wireless

AT&T

AT&T Wireless

Sprint

BellSouth

Qwest

Grocery & Drug

Kroger

Safeway

Albertson’s

Walgreen

CVS

Publix Super Markets

Rite Aid

Winn-Dixie Stores

Fred’s

Food Lion

Giant Eagle

Aldi

Pharmaceuticals

Pfizer

Johnson & Johnson

Merck

Bristol-Myers Squibb

Abbott Laboratories

Eli Lilly

Amgen

Schering-Plough

Allergan

Consumer Goods

ConAgra

Sara Lee

General Mills

3M

Heinz

Kellogg

Campbell Soup

Land O’ Lakes

Dole Foods

Hershey

Wm. Wrigley Jr.

J.M. Smucker

Healthcare

Anthem

Humana

WellChoice

Express Scripts

Quest Diagnostics

Universal Health

LabCorp of America

NeighborCare

AmeriGroup

Automotive

Ford

Toyota

Daimler Chrysler

Volkswagen

Honda

Nissan

Saab

Johnson Controls

Lear

Dana

Paccar

Federal-Mogul

… and More

Delta Airlines

Northwest Airlines

Owens Corning

Xerox

Sun Microsystems

Apple Computer

Microsoft

Boeing

Honeywell

© 2011 IBM Corporation© 2010 Sterling Commerce. Confidential and Proprietary.2

Going back to the “engaging the Limbic system” example



2. Organizing demo scenes & sub-scenes

Have you seen any recent movie trailer?

Each section of your presentation should be preceeded by your own personal

movie trailer


3Administrator

Visibility

1. User Setup

a) Review communities (one time

setup)

b) Review users

(producer/consumer)

c) Review groups (one time setup)

2. Communication Channel Setup

a) Review routing template (one

time setup)

b) Review routing channel

1

Onboard TP

User

Visibility

2

Sterling File Gateway Demonstration



3. Managing your demo effort – the 80/20 rule

20% of your demo effort will produce 80% of your results; the other 80%

doesn’t matter that much...

How does that translate to giving presentations/demos?

Show the key features of the software that match a prospect’s pain points

and little else...unless there is one or two key differentiators then add those...

Making sure the prospect understands exactly where you are in your

presentation...provide a PPT roadmap if you will and keep referring back to it

And always tie quantitative and qualititative benefits to each demo scene

and subscene...always answer the why question...why should they care?


Recap

Three guiding principles of demo2win

Engage the limbic system through themes/analogies, props, whiteboards, etc

Organize your presentation into demo scenes and sub-scenes; introduce

each section like a movie trailer does for a movie


Engaged prospect leads to greater win rate

and more $ $ $ for you

More sales wins means more recognition for you

Manage your demo with the 20% that matters

Key software features only Provide a PPT roadmap Tie benefits at end of each scene


The 2% Factor




– Engage the Limbic System





– Opening and Closing a Demo Scene (A Better Way)

Questions

Today’s Agenda



I’m going to tell you what I’m about to show, I’m going to show it to you, and

then I’m going to tell you what I just showed you.

Why is this important?

It gives your audience a roadmap of where you’re at in your presentation

and reinforces the practice of continually referring back to the roadmap

It let’s them relax and focus on the presentation and not on how long you

are going to take

It keeps them engaged and makes it clear to them what points you’re trying

to get across

It reinforces what they just saw and gives you a chance to answer the “why

should I care” question by tying benefits to each section


No Tell-Show-Tell –

Not the best way to do it


Sterling File Gateway

EnterpriseClients

Industries

Retailers/

Consumers

Manufacturers

Regulators

The next generation B2B-enabled managed file transfer edge solution:

Sterling File Gateway provides an enterprise solution that is scalable,

secure and manageable for your business and IT users.


Sterling File Gateway

Enterprise

• “Edge” gateway to simplify B2B

communications

• Advances B2B and IT business

collaboration

• Consolidates disparate file transfer

applications on a single, scalable platform

Clients

Industries

Retailers/

Consumers

Manufacturers

Regulators


Communication and Security

Enterprise

• Support for a broad range: Communication protocols Application and messaging adapters Industry standards

• Secure browser-based Partner Interface myFileGateway

• Data encryption: at-rest and in-flight

Clients

Industries

Retailers/

Consumers

Manufacturers

Regulators


Routing and Processing

Enterprise

• Improves file handling efficiency Enabling exception identification and management

• Intelligent Routing

• Pre-built business processes Simple, commonly-used template structures

• Process definition and execution

Clients

Industries

Retailers/

Consumers

Manufacturers

Regulators


Visibility and Usability

Enterprise

• Visibility reporting and error handling, alerting: with ease of use

• Responds to integration concerns and black holes within enterprise

• Improves flexibility – routing channels and mailbox structures

• Simplified user interface

Clients

Industries

Retailers/

Consumers

ManufacturersRegulators


Community Management

Enterprise

• Scalability and performance of the

solution that meets the growth needs of

your organization

• Simplified and standardized on-

boarding of partners and customers

through unique interface

Clients

Industries

Retailers/

Consumers

Manufacturers

Regulators


Extensibility

Enterprise

• Integrate a large number of

connections and file transfers

• Extends to securing, supporting and

troubleshooting B2B file transfer activity

• Built on the Sterling Integrator B2B Platform (GIS)

Enabling a multitude of integration and extensibility options

Clients

Industries

Retailers/

Consumers

Manufacturers

Regulators


Validation

Enterprise

• “Where’s my data?”

• “What happened to my file?”

• Centralized management, auditing and

reporting

Clients

Industries

Retailers/

Consumers

Manufacturers

Regulators


Demonstration


Tell-Show-Tell – A Better Way



SFG Features

Ease of Use

Easier setup and maintenance through standardized templates/wizards

Proactive management through centralized visibility and notification alerts

Benefit to Sandisk:

Save time and money

1

Onboard Trading Partner (TP)

User

Visibility

23Administrator

Visibility

Benefit to you:

Make your work life easier

Execution

Design


3Administrator

Visibility

1. User Setup

a) Review communities (one time

setup)

b) Review users

(producer/consumer)

c) Review groups (one time setup)

2. Communication Channel Setup

a) Review routing template (one

time setup)

b) Review routing channel

1

Onboard TP

User

Visibility

2



1

Onboard TP

Consumer – TP2

Sterling File

Gateway (SFG)

SFG Mailbox

Sandisk

SI

Perimeter

Server

Producer – TP1 (SFTP Client)

SFG Admin Screens

1. Review Community

2. Review Users

3. Review Groups

4. Review Routing

Templates

File Route Behavioral

Contract

5. Review Routing

Channel



Demonstration


1

Onboard TP

Feature Takeaways

Ease of Use

Simplify and Streamline Trading Partner Onboarding Through Wizards

Standardize File Routing Through Template Approach

Consumer – TP2

Sterling File

Gateway (SFG)

SFG Mailbox

Sandisk

SI

Perimeter

Server

Producer – TP1

(SFTP Client)

Benefit to Sandisk:

Save time and money

Benefit to you:

Make your work life easier


3


Recap

Tell-Show-Tell gives your audience

A roadmap of your presentation and a progress check against that roadmap

A chill pill and allows them to relax, focus on the presentation and stay

engaged


Satisfaction of a job well done!

The benefits of your solution and answers the questions to...What’s in it for them?

And...Why should they care?


The 2% Factor




– Engage the Limbic System






Questions

Today’s Agenda


Randy Plett

IBM

949.421.7886

Product Executive

E-Mail: [email protected]

URL: http://www.ibm.com

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