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JUNE / JULY 2007
The House & the Cloud - A simple way to grow sales
After several years of working with the channel to increase security sales, I have finally put together a concise explanation on how to approach the asset owner. In every security workshop I conduct, I begin with the two key principles that drive security sales: Stop focusing on products - focus on the assets, and find the asset owner - the person with liability. The House & the Cloud bring together these two concepts, showing you how to approach the decision maker with a message that makes sense.
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NEW: The House and The Cloud - Order by clicking here or visit Amazon.com
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The problem with technology sales
In 1995, the average combined profit margin on my products and services was about 38%. Whether you work for a high-tech manufacturer selling your own brand of technology products, or you own or manage a solution-provider company that resells computer or networking equipment, you're keenly aware of what's been happening over the last decade.
Every manufacturer in the high tech industry is fighting to maintain street price while working hard to sustain profit margins for resellers. Meanwhile, resellers are trying everything from packaging products and services, creating managed services offerings, and eliminating products altogether to grow the bottom line.
1. What's your value proposition
In a recent financial & and healthcare vertical symposium I spoke at, CRN presented surveys describing the various things resellers look to as differentiators. 75% of respondents listed the same 2 or 3 things. Cisco alone has 8500 partners out there in the US. Add the many other partners in the US and you have a very large number of companies reselling technology. How can they all have the same value proposition - how unique is that? In The House & the Cloud I go through exercises to help you discover the differentiators that matter and how to demonstrate them to your audience - the decision maker.
2. Attracting new buyers
Even if you have strong differentiation, its almost impossible to get through to new prospects. Unexpected email is considered spam and unexpected phone calls are interruptions. People don't want to be bothered by another sales person. Yet, you are expected to come up with new prospects every month and close new business every quarter. Using some simple ideas that awaken curiosity, I help you develop ways to meet new people; I give you a way to explain your differentiation.
3. Creating justification
Getting their attention is one thing, but getting them to actually buy something is almost impossible. Typically decisions get pushed down to IT for evaluation. Michael Bosworth calls this - Getting delegated to the people you sound like. Without the right message, chances are you will be delegated. In this book I explain how justification is created using some simple models and assessment principles.
4. Your business model
Whether you depend mostly on services, products or managed services, there are certain principles that should be followed in your business model to create a strong business and security offering. Its hard to find people who really know how to sell in this market, and its harder to build a business model that continues to grow. The House & the Cloud was written to address these concerns by providing a clear, easy to understand set of principles for finding buyers, delivering strong differentiation, and creating justification to close the business. I encourage you to read it - its an easy read with a strong return on investment. |
