positioning and selling first mile solutions - phillip jones

7/28/2019 Positioning and Selling First Mile Solutions - Phillip Jones

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Positioning and Selling First Mile Solutions

Phillip J ones, Vice President, Field Enablement


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What you will learn here today is notspecific to Kofax.

It will be useful for any business

solution you might sell


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Positioning Your Solution

Executives

Operational Leaders

Departmental Staff


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Positioning Your Solution - Executives

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They make decisions

They assign the resources

They have the money

They need our help


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Establish a VisionCreate a StrategyIdentify priorit iesSet Goals or Init iativesMeasure progress

They take action to

They wi ll spend money to achieve their goalsThey assign people to hit their goalsThey implement projects to meet their goalsThey evaluate people on the resul ts they achieve

Increase profit margins by 7%Improve customer retention by 4%Grow market share in Asia to 18%Innovate new service modelsDrive standardization

They set goals


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Tour their web-site

Read their annual report

Look at their quarterly reports

Listen to their investor calls

Ask their employees

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Positioning Your Solution Operational Leaders

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They have to deliver the results

Theyre under pressure

They have deadlines

Theyre looking for solutions

They need our help


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Positioning Your Solution Operational Leaders

Kofax case studies

Industry benchmarks

Industry events and associations

Web research

Interview business leaders

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Only by understanding their challenges, their pain,and their needs can we posit ion a solution that

aligns with their view of the world


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Positioning Your Solution Departmental Staff

They do the work

They know the problems

They have ideas and suggestions

They want things to improve

They have time to help us

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Positioning Your Solution Departmental Staff

Conduct a walk through of the target business area

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Walk-throughs What Are We Looking For?

High level understanding of existing business processes

Constraints, bottlenecks, exceptions, errors etc.

Links with other departments (process and information interfaces)

Interactions with third parties (interdependencies)

Regulatory requirements

Service standards and management information

Opportunities to improve work processes and raise quality

Systems of Record (business systems and databases)Systems of Engagement (desktop hardware/software; mobile devices)

Desired improvements

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We now have all the information we need to develop and presentour solution

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Example

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Zurich Insurance

A leading multi-line insurance provider

General insurance and life insurance products

A global network of subsidiaries and offices

Targets individuals, small businesses, and mid-sized and large

companies (including multinational organizationsApproximately 60,000 employees

Operates in more than 170 countries

Gross premiums and fees = USD 68.7 billion

Operating profit for 2012 = USD 4.1 billion

Loss ratio = 61.4 % (down 2.9%)

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The Zurich Commitment

Customers

Earn their trust - Exceed their expectations

Be there for them with solutions that deliver on our promises

People

Embrace diversity

Invest in their capabilities and expertise

Shareholders

Deliver a fair, reliable and sustainable return on their investment.

Communities

Give back through our talent, time and resources

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Zurich Insurance Corporate Strategy

Focus on operational excellence

Simplify and improve global processes and systems

Global approach to applying resources and capabilities

Create a competitive edge by sharing best practices

ZurichLean program: simplifying the service to customers bymapping each step of internal processes and redesigning themusing Lean methodologies

Become more customer-driven

Excel in products and services

Flexibility and speed to adapt products to changing markets

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Zurich Mapping Organizational Pains and Goals

Standardize Global Processes and Systems

Improve Business Agility and FlexibilityImprove Underlying Profitability

Executive Strategic Objectives

Increase Revenue

Drive Growth In Emerging Markets

Operational Goals

Departmental Needs

Improve Quality

Exceed Service Standards

Leverage Best Practices

Optimize Operations

Expand Self-Service Options

Reduce Manual Tasks

Minimize Errors

Raise Productivity

Real-time Tracking of Every Case

Faster Response to Customer Enquiries

Simplify Processes


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Increase Revenue


Operational Goals

Departmental Needs

Improve Quality



Optimize Operations


Reduce Manual Tasks

Minimize Errors

Raise Productivity



Simplify Processes

Kofax Solutions Drive Improvementsat the Departmental Level


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Increase Revenue


Operational Goals

Departmental Needs

Improve Quality



Optimize Operations


Reduce Manual Tasks

Minimize Errors

Raise Productivity



Simplify Processes


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Conclusions

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Think Buying Not Selling

Think like the buyer - not a seller

Be the best at helping clients to buy

Understand how clients make decisions

Know how to influence the decision-making process

Think long term not short term

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Think Value Solutions Not Products or Services

Combinations of products and services

Partnerships between organizations

Creative approaches

Potential for significant revenue

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Develop Your Value Proposition

Define The Compelling Event

Whats the issue/business challenge?

How is it affecting the prospect?

What are consequences/payback?

Build Out Your Value Proposition (Wraps the compelling event)

How can you help? (Defines your unique business value)

Specific to the customer

Sets the customers expectationsAssures your ability to deliver


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Self-Focused language alienates your customer:

Me, My, Mine, Our Ours, I,

References, Accounts

Account Manager, Sales, Pre-Sales

Other-Focused language disarms your customer

You, Your, Yours, Their

Case Studies, Clients

Solution Specialist, Technical Specialist

Avoid S-Focused Language

Adopt O-Focused Language


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INSPIRATIONINFORMATION

SUCCESS =


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Questions?


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Thank you.

Phillip J onesVice President, Field EnablementPhone: +1-949-375-3523Email: [email protected]

positioning and selling first mile solutions - phillip jones

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