Presentation at BEN event - Sales Chasm at Science Learning Centre - 10th June 2010

1. Increasing sales A presentation to BEN byNigel Hopkins, director, WinZone Consulting

2. Agenda The ‘Chasm’ challenges Value Propositions increase sales Save you £ Increasing sales

3. Why me +17 years sales experience: EMEA Sales Director EMEA Sales Manager UK Sales Manager +10 years at IBM IntelliStation from 4th to 1st in 18 months Largest, first and complex (Swansea, Marshall, ArrowsF1) Clients include:

4. WinZone Consulting Increases your sales Creating Unique Value Propositions Chasm crossing Competitiveness & Differentiation

5. Technology Adoption Life Cycle

6. Mobile phones Early Adopters Innovators Laggards Early Majority Late Majority

7. Technology Adoption Life Cycle

8. Challenge 1 – Huge opportunity

9. Challenge 2 – Pipeline 40 trade show‘hot’ leads Too many = no focus Struggle to ‘close’ deals 1 year = 0 trade show conversions

10. What do they do? Hire more Salespeople Hire a ‘Big hitter Sales Director’ Put the entire sales force through training Hire a telemarketing/lead generation team Invest in advertising Invest in trade shows

11. Pipeline – The real problem 1) Not prospects yet 2) No CRtB

12. Compelling Reason to Buy Why MUST they do this? What will happen if they DON’T do this? Develop the “Why they MUST and what will happen if they DON’T”

13. Value Propositions Value Propositions make it ‘Compelling’ A Value Proposition is: “A concise statement that articulates the VALUE that a customer can expect when they do business with you.”

14. Creating Value Propositions WinZone VP Tool™ - Objectives & Pain WinZone VP Test™ - Wow & So what

15. WinZone Sales test 1™ Objectives Pain Servers are at 98%capacity and needreplacing Customer service isgetting worse and morestaff are required Reduce IT spend by12% Reduce headcountby 5% Increase customerservice by 8% IT Director Finance Director CEO

16. WinZone Sales test 2™ WOW So what? “You can ‘virtualise’ all of yourservers and share this across theorganisation” “We can save you 5% of your ITspend by virtually sharing thecomputing power across theorganisation” “We custom make each product tomeet your needs” “Reduce your staff numbers by 8%by outsourcing your IT helpdesk.This will also increase your customer satisfaction rates” “Dynamically change the availabledisk capacity in one click” “We share IT knowledge andresources because we work withmultiple companies”

17. Technology Adoption Life Cycle

18. Remember “I don’t care about the product!” “What does it DO for ME?”

19. Next action nigel.hopkins@winzoneconsulting.com

20. Back up slides

21. The ‘Gain’to users D A B C 4 A: Provides modest enhancements B: Adds substantial new value C: Gives dramatic productivity gains/cost saving D: Changes the market forever! 3 4: Significant reengineering, new process 3: Major changes to existing process 2: Modest changes to existing process 1: Integrates with existing process 2 Pain 1 The ‘Pain’ ofobtaining thebenefit Gain

22. Early Market D A B C 4 Bowling Alley 3 2 Pain 1 Tornado Gain Main Street

23. Consultative Sales Process Target market Route to market Direct/Channel Pricing Value proposition Elevator pitch Supporting metrics Market specific Job role specific Economic/ technical buyer Customer examples Lead generation Mailshots Calls to action CRM Cold/warm calling Qualification Progression/ commitment Compelling reason Win/win negotiating Timing Go to market strategy Value proposition Pipeline generation Opportunity management Delivery Winning Customer Sat’ Reference

24. The 3 Building Blocks The Value Proposition, The Elevator Pitch and supporting sales messages. Proving value! Product The components must be underpinned by the ‘Product’ and work in harmony for selling to be successful and sustainable. People Process The competency of the sales team. The knowledge, skills and behaviour and the motivators. The right people! Pipeline building, opportunity qualification and management of opportunities. Going after opportunities that can be won!

25. Sales Fitness Assessment™ Assessment of your sales & marketing process focusing on the 3 building blocks. Report detailing: Highlights/lowlights Focus areas Prioritisation Benchmark against industry Roadmap of requirements

26. Selling Value E Pitch Concise Pervasive Unique ValuePropositions £ Value Based (Economic) Technical Based (Technical) CR2A Sales Messages Solution Selling Divide Economic/Technical Targeted Offers £ Financial CR2A Targeted

27. The 3 Building Blocks for sales The Value Proposition, The Elevator Pitch and supporting sales messages. Proving value! Product The components must be underpinned by the ‘Product’ and work in harmony for selling to be successful and sustainable. People Process The competency of the sales team. The knowledge, skills and behaviour and the motivators. The right people! Pipeline building, opportunity qualification and management of opportunities. Going after opportunities that can be won!

28. Value Proposition Compelling £ Value Demonstrable Product People Process