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From Price To Value
   -How to sell Axis-




Eric Chiu, Regional Sales Director, Taiwan
                www.axis.com
To avoid the pricing trap

> Who will set the trap?
> Pricing trap ≠ Pricing war
> Keep the Rule ABC in your mind
> Follow the Action 1~4




   創新 • 開放 • 領航者
If you want to close a deal…

> What is the most three important?
     – Price?
     – Price??
     – Price???

> We all agree that PRICE is very important.
> Only PRICE = LOW Margin = HARD to achieve the
  target = YOU are not special

           RULE A:
  Never talk this at the first
            stage.
   創新 • 開放 • 領航者
What is your faith?

> From Market
     – Everyone should use network video products

> From Product
     – Axis product is excellent than others

> From Yourself
     – We JUST promote the best product to my customer.


                RULE B:
     Believe the products that you
     sell and keep it as your faith
   創新 • 開放 • 領航者
You’re not alone…




                             RULE C:
                    Believe the team. No one
                        is a special one.
  創新 • 開放 • 領航者
Action 1: Familiar with your products. Be an expert!

Fixed                                                                              PTZ/ PTZ domes
                    AXIS   M1103                                                                       AXIS M5013      AXIS   P5534/-E
                                           AXIS   P1311      AXIS P1347/-E         AXIS   212 PTZ/-V
AXIS M1011/-W       AXIS   M1104                                                                       AXIS M5014      AXIS   P5544
                                           AXIS   P1343/-E   AXIS 221              AXIS   214 PTZ
AXIS M1031-W        AXIS   M1113/-E                                                                    AXIS P5512/-E   AXIS   Q6032/-E
                                           AXIS   P1344/-E   AXIS Q1602/-E         AXIS   215/-E PTZ
AXIS M1054          AXIS   M1114/-E                                                                    AXIS P5522/-E   AXIS   Q6034/-E
                                           AXIS   P1346/-E   AXIS Q1755/-E         AXIS   233D
                    AXIS   211W                                                                        AXIS P5532/-E   AXIS   Q6035/-E

Fixed domes                                                                        Thermal
                AXIS   M3113-R/M3114-R     AXIS   M3203/-V   AXIS   P3343/-V/-VE   AXIS Q1910-E
AXIS M3011
                AXIS   M3113-VE/M3114-VE   AXIS   M3204/-V   AXIS   P3344/-V/-VE   AXIS Q1910
AXIS M3014
                AXIS   216FD/-V            AXIS   P3301/-V   AXIS   P3346/-V/-VE   AXIS Q1921-E
AXIS 209FD
                AXIS   216MFD/-V           AXIS   P3304/-V   AXIS   P3367-V/-VE    AXIS Q1921

Encoders/decoders                                                                  Software & recording
AXIS   241Q/241QA    AXIS Q7404            AXIS 240Q Blade                         AXIS Camera Station
AXIS   240Q          AXIS Q7401            AXIS Q7900 Rack                         AXIS Camera Management
AXIS   243SA         AXIS Q7414 Blade      AXIS 3U Video Server Rack               AXIS Mobile Monitor
AXIS   M7001         AXIS Q7406 Blade      AXIS 291 1U Rack                        AXIS Q8108-R Network Video Recorder
AXIS   241S          AXIS 243Q Blade       AXIS P7701                              ADP > 800 partners
AXIS   247S          AXIS 241Q Blade


                                                                    Accessories


       創新 • 開放 • 領航者
AXIS features

> Three year warranty   > HDTV

> Good image quality    > ACAP

> ARPTEC chipset        > Edge Storage

> ONVIF                 > Image adjust functions

> VAPIX API             > Alarm/event rule

> Network Security      > Easy Installation

> H.264/MJPEG           > P-Iris

> Multi-streaming       > LightFinder™
                        > Super WDR


   創新 • 開放 • 領航者
Action 2: Identify your customers, then create the needs




  創新 • 開放 • 領航者
Differentiated by vertical
Add
Value
                                                                  City

                                                Transport     Surveillance
                        Retail
                                       Banking             Semiconductor
           SMB      Securities
                                                Military

                                                       Government
        Education                Construction




        M-Line                          P-Line and Q-Line            Target Vertical
                                        Intelligent Video
   創新 • 開放 • 領航者
Action 3: Never behind your SI. Find out the heat!




  創新 • 開放 • 領航者
Needs and Wants

                  > Your SI can only tell you the needs…
                  > You always get the “Organizational Needs”
                  > You should find our the “Personal Wants”
                  > Only discuss the price at “Buyer pressure
                    points”
                       – Time
                       – Spec-in
                       – Availability
                       – Painless




  創新 • 開放 • 領航者
Action 4: Call the right persons at right time




           CALL KEY, CALL HIGH, CALL COACH
  創新 • 開放 • 領航者
Level I-II-III concept

                           High-level decision makers




User Influencers

                                  Logistics Buyers


     創新 • 開放 • 領航者
The basic way to sell AXIS

> Basic, but it’s the shortcut
> To see is to believe
      – Video
      – A lots video
      – Not only images

> Live demo
      – Axis Solution Center
      – Technical consultant

> Avoid pass the camera only



   創新 • 開放 • 領航者
S.A.L.E




  Service         Aspiration   Learning   Empathy




  創新 • 開放 • 領航者
Get the Axis picture. Stay one step ahead.

                                        competence




                                                                                     convergence
                  Axis                        leader




                                                                                                   intelligent
                                 HDTV
                                         worldwide
partner network                         network video
                  open
                  megapixel     camera                   easy installation


                   Thank you!
                  safe    innovation                                       outdoor



                                                                  global
                                                        thermal
                  environment
                     protect        leader                                 ease of use
                                                                           integration
                                                                                                    H.264



  image usability                                     focus                   video encoder

創新 • 開放 • 領航者

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Form Price to Value. How to sell AXIS

  • 1. From Price To Value -How to sell Axis- Eric Chiu, Regional Sales Director, Taiwan www.axis.com
  • 2. To avoid the pricing trap > Who will set the trap? > Pricing trap ≠ Pricing war > Keep the Rule ABC in your mind > Follow the Action 1~4 創新 • 開放 • 領航者
  • 3. If you want to close a deal… > What is the most three important? – Price? – Price?? – Price??? > We all agree that PRICE is very important. > Only PRICE = LOW Margin = HARD to achieve the target = YOU are not special RULE A: Never talk this at the first stage. 創新 • 開放 • 領航者
  • 4. What is your faith? > From Market – Everyone should use network video products > From Product – Axis product is excellent than others > From Yourself – We JUST promote the best product to my customer. RULE B: Believe the products that you sell and keep it as your faith 創新 • 開放 • 領航者
  • 5. You’re not alone… RULE C: Believe the team. No one is a special one. 創新 • 開放 • 領航者
  • 6. Action 1: Familiar with your products. Be an expert! Fixed PTZ/ PTZ domes AXIS M1103 AXIS M5013 AXIS P5534/-E AXIS P1311 AXIS P1347/-E AXIS 212 PTZ/-V AXIS M1011/-W AXIS M1104 AXIS M5014 AXIS P5544 AXIS P1343/-E AXIS 221 AXIS 214 PTZ AXIS M1031-W AXIS M1113/-E AXIS P5512/-E AXIS Q6032/-E AXIS P1344/-E AXIS Q1602/-E AXIS 215/-E PTZ AXIS M1054 AXIS M1114/-E AXIS P5522/-E AXIS Q6034/-E AXIS P1346/-E AXIS Q1755/-E AXIS 233D AXIS 211W AXIS P5532/-E AXIS Q6035/-E Fixed domes Thermal AXIS M3113-R/M3114-R AXIS M3203/-V AXIS P3343/-V/-VE AXIS Q1910-E AXIS M3011 AXIS M3113-VE/M3114-VE AXIS M3204/-V AXIS P3344/-V/-VE AXIS Q1910 AXIS M3014 AXIS 216FD/-V AXIS P3301/-V AXIS P3346/-V/-VE AXIS Q1921-E AXIS 209FD AXIS 216MFD/-V AXIS P3304/-V AXIS P3367-V/-VE AXIS Q1921 Encoders/decoders Software & recording AXIS 241Q/241QA AXIS Q7404 AXIS 240Q Blade AXIS Camera Station AXIS 240Q AXIS Q7401 AXIS Q7900 Rack AXIS Camera Management AXIS 243SA AXIS Q7414 Blade AXIS 3U Video Server Rack AXIS Mobile Monitor AXIS M7001 AXIS Q7406 Blade AXIS 291 1U Rack AXIS Q8108-R Network Video Recorder AXIS 241S AXIS 243Q Blade AXIS P7701 ADP > 800 partners AXIS 247S AXIS 241Q Blade Accessories 創新 • 開放 • 領航者
  • 7. AXIS features > Three year warranty > HDTV > Good image quality > ACAP > ARPTEC chipset > Edge Storage > ONVIF > Image adjust functions > VAPIX API > Alarm/event rule > Network Security > Easy Installation > H.264/MJPEG > P-Iris > Multi-streaming > LightFinder™ > Super WDR 創新 • 開放 • 領航者
  • 8. Action 2: Identify your customers, then create the needs 創新 • 開放 • 領航者
  • 9. Differentiated by vertical Add Value City Transport Surveillance Retail Banking Semiconductor SMB Securities Military Government Education Construction M-Line P-Line and Q-Line Target Vertical Intelligent Video 創新 • 開放 • 領航者
  • 10. Action 3: Never behind your SI. Find out the heat! 創新 • 開放 • 領航者
  • 11. Needs and Wants > Your SI can only tell you the needs… > You always get the “Organizational Needs” > You should find our the “Personal Wants” > Only discuss the price at “Buyer pressure points” – Time – Spec-in – Availability – Painless 創新 • 開放 • 領航者
  • 12. Action 4: Call the right persons at right time CALL KEY, CALL HIGH, CALL COACH 創新 • 開放 • 領航者
  • 13. Level I-II-III concept High-level decision makers User Influencers Logistics Buyers 創新 • 開放 • 領航者
  • 14. The basic way to sell AXIS > Basic, but it’s the shortcut > To see is to believe – Video – A lots video – Not only images > Live demo – Axis Solution Center – Technical consultant > Avoid pass the camera only 創新 • 開放 • 領航者
  • 15. S.A.L.E Service Aspiration Learning Empathy 創新 • 開放 • 領航者
  • 16. Get the Axis picture. Stay one step ahead. competence convergence Axis leader intelligent HDTV worldwide partner network network video open megapixel camera easy installation Thank you! safe innovation outdoor global thermal environment protect leader ease of use integration H.264 image usability focus video encoder 創新 • 開放 • 領航者