By:Ruchika Singh

Rajat SinglaAnkit Pawar

Patni computers is one of the leading software and IT solution provider in India.

It is an ISO 9001-2000 certified org, assessed enterprise wide at SEI-CMMI Level 5 and P-CMM Level 3 and adopting Six Sigma techniques.

It works with clients through technology and business changes that shape the competitive advantage and destiny of the customers.

It delivers high quality , reliable and cost effective IT services to the clients.

Their clients base includes over 150 global companies with 90 % of business from repeat customers and have 30 client relationships that are longer than 3 years.

They mostly focus on industries like Insurance, Financial services, manufacturing , Retail , Energy , Hospitality and health care.

The sales method and processes for IT company are quite different from those of FMCG.

Solution Selling: Is a sellling methodology that works well for selling products & services that are difficult to describe largely intangible have a long sale cycle and are typically high priced.

Solution selling works well because it is easy to understand and execute.

Solution Selling

The challenge & objective of solution selling is to identify and develop the sales opprtunities in the 95 % untapped virgin sales market.

In solutions selling , the next step is Project Scoping.

The project scoping is a method of evaluation of each product from the service expectation level and also from business potential point of view. Summarize the objectives Establish the campaign scope Bench marking against the competitors

Drawback: It has not concentrated in the Indian Market. It pays more importance to the price as

compared to quality.

Strong domain expertise in insurance, telecomsWe believe that Patni has built strong domain knowledge in the

insurance and telecoms services verticals. It is increasingly moving towards providing solutions for these verticals. As a result, we believe that customers would find it difficult to replace Patni, increasing revenue stickiness.

90 % of business from repeat customers.

Ability to successfully manage and deliver complex,enterprise wide services and solutions.

ISO 9001-2000 certified.

Aggressive Service Level agreements and delivering the highest level of customer service.

Strong Global presence:

Good client relationshipsPatni has strong and long-lasting relationships with several large

customers .

Participating and winning new dealsShould focus in acquiring new customer base.

95% untapped market opportunities.

Client realtionship opportunities.

Bring new innovations in the market

Issuing requests for proposal (RFP), establishing buying committies,

Scaling up with new managementWe believe that management changes at Patni are positive.

Hence, we believe the turnaround could be faster than otherwise.

Highly competitive market Companies like Wipro and Infosys are

giving head to head competition.

Losing market Share:Because of tangibility, trust is a major

factor.

Price war market:Focus on price rather than quality.

Low market shareInspite of having first mover advantage, it still could not take

full use of it.

Low infusion of TalentPatni could not infuse talent and clinch business in the market

where it ccolud have been enjoyed the first mover advantage.

Focus on price rather than quality

High exposure to ADMPatni’s high exposure to mature Application Development and

Maintenance (ADM) services and low exposure to growth markets, such as Infrastructure Management Services and Systems Integration.

High exposure to the foreign marketsIt has not concentrated to the Indian market for the solutions.

It has only off hsore developments centres in India.

Used for Intangible products. Customer are aware of their problems

and choice they are taking. Meant for the products and services that

are difficult to discribe. Constant pressure to deliver and perform. Quality and level of technology is more

important than price.

The consumer concerned here in this process are the Professionals and they are the experts in their own domains.

As the name indicates that it’s a solution selling so decision maker should think in a holistic way

where as in a product buying consumer is concerned with the product only

So the process as compared is short. Can be easily visualized and understand

the requirements as well as all the available alternatives.

Have a long sales cycle. It’s a step by step process.

Solution Selling : Consumer is more rational

Consumer usually is more aware about the need and requirements.

Decision process of customer here is more intense.

Generally many people involve in this buying. Here this process is very long and may takes

many years to reach on a consensus with all the required solutions and features.

The project scoping is a method of evaluation of each product from the service expectation level and also from business potential point of view.

The first step is to summarize the objectives. Like what to accomplish and how many prospects

reqd to satisfy it. Here sales manager summarizes the strategy

to be followed by the sales team. What market segments to be targeted? Who all are

the buyers ? Plan for positioning offerings? Existing materials & resources Available list of marketing database What would be the survey content to gather

information?

Establish the campaign scope: Campaign launch date Campaign duration Budget allocation The client contact who will receive the

deliverables?

Bench marking against the competitors: The level & type of marketing activity. Analysis of reasons why the customer has

purchased the solution from your company rather than from the competition, the level and the type of marketing activity currently going on in the market.

It is basically the price war that makes a win-win situation for the companies.

Front sales force should be trained in relationship building.

Training should be provided to the employees at the development centres so to provide zero error solution.

Post purchase consultation & services should be provided.

Continuous enhancement should be provided in IT solutions to the clients.

Maintenance services should also be given importance.