Доклад: “Secrets of Selling Your Global Software Development Services” Многие из вас наверняка являются экспертами в области программного обеспечения, может быть даже считают себя гениями. Но технические гении не отличаются хорошими навыками в области продаж. Этот доклад будет посвящен секретам успешных продаж услуг по разработке программного обеспечения, в частности клиентам из Северной Америки. Важно правильно оценить ваши шансы и перспективы и суметь убедить покупателя в том, что именно вы будете для него лучшим разработчиком. Из доклада вы узнаете, как использовать современные маркетинговые технологии для демонстрации ваших возможностей и убеждения клиентов. Конечно, хорошо быть гением. Но кроме ваших родных и близких кто нибудь об этом знает?

1. Secrets of Selling
Your Global Software Development Services
www.Accelerance.com * 1-877-992-2235 * info@Accelerance.com
+1-650-472-3785 global + fax
Accelerance, Inc.
Redwood City, California & Charlotte, North Carolina USA

2. Audience Survey
• Individual programmers – freelancers?
• Programmer at a company?
• Programmer at a software outsourcing
company?
• Marketing for a software outsourcing
company?
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3. My Story

4. My Story

5. My Story

6. My Story

7. My Story

8. Agenda
• The problem • The Window of
• What doesn’t work Dissatisfaction
• Buyer Personas • Sales 4, 5, 6, 7
• Info Clients Want • Content
• Buy Stages • Accelerance
• Marketing 1, 2, 3 • Book raffle!
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9. Did You Build a Better Mousetrap?
“Build a better mousetrap and…
…the world will beat a path to your door!”
Maybe.
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10. Build It & They Will Come
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11. How to Stand Out in a Crowded Market
11

12. How to Stand Out in a Crowded Market
Difficult to generate sales
in a reliable, predictable, cost effective way
12

13. How to Stand Out in a Crowded Market
Difficult to generate sales
in a reliable, predictable, cost effective way
• The Expensive Salesperson Merry-Go-Round
– Limited Rolodex & many don’t perform
13

14. How to Stand Out in a Crowded Market
Difficult to generate sales
in a reliable, predictable, cost effective way
• The Expensive Salesperson Merry-Go-Round
– Limited Rolodex & many don’t perform
• Lead Gen companies
– Cannot predict results or close deals
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15. How to Stand Out in a Crowded Market
Difficult to generate sales
in a reliable, predictable, cost effective way
• The Expensive Salesperson Merry-Go-Round
– Limited Rolodex & many don’t perform
• Lead Gen companies
– Cannot predict results or close deals
• Website Leads
– You still have to close ‘em
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16. How to Stand Out in a Crowded Market
Difficult to generate sales
in a reliable, predictable, cost effective way
• The Expensive Salesperson Merry-Go-Round
– Limited Rolodex & many don’t perform
• Lead Gen companies
– Cannot predict results or close deals
• Website Leads
– You still have to close ‘em
• Technical Excellence
– But no one knows or cares
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17. How to Stand Out in a Crowded Market
Difficult to generate sales
in a reliable, predictable, cost effective way
• The Expensive Salesperson Merry-Go-Round
– Limited Rolodex & many don’t perform
• Lead Gen companies
– Cannot predict results or close deals
• Website Leads
– You still have to close ‘em
• Technical Excellence
– But no one knows or cares
• Poor Marketing Materials
– That talk about you and not the
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18. Cold Calling Doesn’t Work
• Will they answer?
• Leave a message?
• Gatekeeper?
• Time of need?
• Bad VOIP line?
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19. Cold Calling Doesn’t Work
• I’m busy!
• Don’t need it!
• Send me an email!
• Will they answer? • (That means NO!)
• Leave a message?
• Gatekeeper?
• Time of need?
• Bad VOIP line?
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20. Email Doesn’t Work
• Show up & Throw Up
• I visited your website and…
• Let’s schedule a meeting!
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21. What Do Prospects Listen To?
WABC
KABC

22. What Do Prospects Listen To?
WABC
WII-FM
KABC

23. What Do Prospects Listen To?
WABC
WII-FM
What’s In It - For Me ?
KABC

24. Buyer Personas
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25. Buyer Personas
VP of Engineering
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26. Buyer Personas
VP of Engineering
• Products
• Quality
• Time to Market
• Very Technical
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27. Buyer Personas
VP of Engineering CIO
• Products
• Quality
• Time to Market
• Very Technical
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28. Buyer Personas
VP of Engineering CIO
• Products • Applications
• Quality • Quality
• Time to Market • Business Value
• Very Technical • Less Technical
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29. The VP of Engineering’s Story
Position Head of development at an ISV
Critical Issue “We’ve got a new development project starting up and I’m responsible for
bringing it in on time. If past experiences are anything to go by – I’m in for a rough
ride!
“We need to outsource, there’s no question about that. But last time we did this was
Cause not a good experience. We had immense difficulties explaining to the outsourced
partner what we needed. And shortly after the project started, we discovered that
they were pretty poor at creatively looking for solutions and finding answers to
problems.
“We selected the off shore company based on internet research and
recommendations of others. We really under estimated the cultural and language
problems involved – this was exacerbated by multiple time zones and geographic
Impact
separation.
“If this project comes it late, it will impact not just me and my team of developers
– but the customer too. We have a contractual obligation to complete this by a
certain date. If we miss the deadline then the whole company will be on the hook.”

30. The CIO’s Story
Position CIO or IT Director
“For our company to stay competitive, we need to ensure that information systems
Critical Issue provide all the capabilities needed by the rest of the enterprise. To succeed in the current
environment, we need to develop new (or enhance existing) systems in order to give
our employees the best possible tools.
“Currently, we’re tied up supporting end-users and maintaining existing systems – we
Cause don’t have a lot of spare capacity. Moving team members from their current tasks to
development work will lower the support we provide – and that’s just not acceptable.
We’re in a difficult situation, even when new demands are placed on the IT group our
head count is fixed. It’s not possible to simply hire new people when new projects are
scheduled. And even if it were possible – how can you ensure the quality of the people
that you bring into the organization? We’re stuck!
“The situation impacts the whole company. Our users have been asking for these new
Impact
features for a while. They tell us that without the capabilities needed they are forced into
work-around solutions – which are time consuming and error prone. Senior management
is also on my case questioning the value that IT brings to the organization. And I
understand that customers are getting pretty irate since, with the current system,
orders are often shipped late or contain incorrect items. It’s now a company-wide
problem!”

31. The Customer’s Problems
• Critical software needs
• Cannot hire enough great good programmers
• Bad development process & quality
• Budgets are cut
• Tried global outsourcing & failed

32. The Customer’s Problems
• Critical software needs
• Cannot hire enough great good programmers
• Bad development process & quality
• Budgets are cut
• Tried global outsourcing & failed

33. The Customer’s Problems
• Critical software needs
• Cannot hire enough great good programmers
• Bad development process & quality
• Budgets are cut
• Tried global outsourcing & failed

34. The Customer’s Problems
• Critical software needs
• Cannot hire enough great good programmers
• Bad development process & quality
• Budgets are cut
• Tried global outsourcing & failed

35. 7 Buyer Stages
Sales
1 Status Quo Stages
2 Priority Shift
4 Identify Options
3 Research
5 Step Backs
Marketing
6 Validation
Stages
7 Choice

36. Buyer Stage #1
Experiencing a limitation or problem with his current situation
1 Status Quo but has NOT yet chosen to buy a solution.
Actively interested in educating himself about what solutions
2 Priority Shift 1. Status Quo
are possible.
3 Research Experiencingcase, limitation experts on the subject a
Committed to resolving the problem, focused on building
business
a looking for leading or problem
with hisHas a business case, feels confidentbut has NOT
current situation narrowing focus to
possible options for a short list. The transition point to a sales
4 Identify Options chosen to buy a solution.
yet opportunity.
Identified your company as a viable option, but new
5 Step Backs information or concerns cause hesitation and reevaluation
your company on the short list and needs to make sure that
6 Validation of Beliefs his assumptions are true before making the final decision.
Buyer is ready to make a purchase decision. final negotiations,
7 Choice & Commitment Use a great customer-focused proposal template.

37. Buyer Stage #2
Experiencing a limitation or problem with his current situation
1 Status Quo but has NOT yet chosen to buy a solution.
Actively interested in educating himself about what solutions
2 Priority Shift are possible.
Committed to resolving the problem, focused on building a
3 Research business case, looking for leading experts on the subject
2. Priority Shift
Has a business case, feels confident narrowing focus to
4 Actively interested in educating him-
Identify Options
possible options for a short list. The transition point to a sales
opportunity.
self about what solutions are possible.
Identified your company as a viable option, but new
5 Step Backs information or concerns cause hesitation and reevaluation
your company on the short list and needs to make sure that
6 Validation of Beliefs his assumptions are true before making the final decision.
Buyer is ready to make a purchase decision. final negotiations,
7 Choice & Commitment Use a great customer-focused proposal template.

38. Buyer Stage #3
Experiencing a limitation, problem, or obstacle with his current
1 Status Quo situation but has NOT yet chosen to buy a solution.
Actively interested in educating himself about what solutions
2 Priority Shift are possible.
Committed to resolving the problem, focused on building a
3 Research business case & looking for leading experts.
Has a business case, feels confident narrowing focus to
4 Identify Options 3. Research
possible options for a short list. The transition point to a sales
opportunity.
Committed to resolving the problem,
Identified your company as a viable option, but new
5 Step Backs focused on building cause hesitation and reevaluation
information or concerns a business case &
lookingyour company is on theexperts. to make sure that
for leading short list and needs
6 Validation his assumptions are true before making the final decision.
Buyer is ready to make a purchase decision. final negotiations,
7 Choice Use a great customer-focused proposal template.

39. Buyer Stage #4
Experiencing a limitation, problem, or obstacle with his current
1 Status Quo situation but has NOT yet chosen to buy a solution.
Actively interested in educating himself about what solutions
2 Priority Shift are possible.
Committed to resolving the problem, focused on building a
3 Research business case & looking for leading experts.
Has a business case, feels confident narrowing focus to
possible options for a short list. The transition point to a sales
4 Identify Options opportunity.
4. Identify Options
Identified your company as a viable option, but new
5 Step Backs information or concerns cause hesitation and reevaluation
Has a business case, feels confident
6 Validation
narrowing focusonto possible the final decision.that
your company is options
the short list and needs to make sure
his assumptions are true before making
for a shortislist.to make atransition point to
Buyer ready
The purchase decision. final negotiations,
7 Choice a sales Use a great customer-focused proposal template.
opportunity.

40. Buyer Stage #5
Experiencing a limitation, problem, or obstacle with his current
1 Status Quo situation but has NOT yet chosen to buy a solution.
5. Step Backs
Actively interested in educating himself about what solutions
2 Priority Shift Identified your company as a viable
are possible.
option, but new information or building a
Committed to resolving the problem, focused on
3 Research business case, looking for leading experts on the subject
concerns business case, feels confident narrowing focus to
Has a cause hesitation and
4 Identify Options reevaluation. for a short list. The transition point to a sales
possible options
opportunity.
Identified your company as a viable option, but new
5 Step Backs information or concerns cause hesitation and reevaluation
your company is on the short list and needs to make sure that
6 Validation of Beliefs his assumptions are true before making the final decision.
Buyer is ready to make a purchase decision. final negotiations,
7 Choice & Commitment Use a great customer-focused proposal template.

41. Buyer Stage #6
Experiencing a limitation, problem, or obstacle with his current
1 Status Quo situation but has NOT yet chosen to buy a solution.
Actively interested in educating himself about what solutions
2 Priority Shift are possible.
6. Validation of Beliefs
Committed to resolving the problem, focused on building a
3 Research Your company is on the short list and
business case, looking for leading experts on the subject
Has a business case, feels confident narrowing focus to
the buyer needs to make sure that his
possible options for a short list. The transition point to a sales
4 Identify Options opportunity.
assumptions are true before making
Identified your company as a viable option, but new
5 Step Backs the final decision. cause hesitation and reevaluation
information or concerns
your company is on the short list and needs to make sure that
6 Validation his assumptions are true before making the final decision.
Buyer is ready to make a purchase decision. final negotiations,
7 Choice Use a great customer-focused proposal template.

42. Buyer Stage #7
Experiencing a limitation, problem, or obstacle with his current
1 Status Quo situation but has NOT yet chosen to buy a solution.
Actively interested in educating himself about what solutions
2 Priority Shift are possible.
Committed to resolving the problem, focused on building a
3 Research business case, looking for leading experts on the subject
Has a business case, feels confident narrowing focus to
7. Choice & Commitment
possible options for a short list. The transition point to a sales
4 Identify OptionsBuyer is ready to make a purchase
opportunity.
decision! Finalcompany as a viable option, but new
Identified your negotiations.
5 Step Backs information or concerns cause hesitation and reevaluation
your company is on the short list and needs to make sure that
6 Validation his assumptions are true before making the final decision.
Buyer is ready to make a purchase decision. final negotiations,
7 Choice Use a great customer-focused proposal template.

43. 7 Buyer Stages
Sales
1 Status Quo Stages
2 Priority Shift
4 Identify Options
3 Research
5 Step Backs
Marketing
6 Validation
Stages
7 Choice

44. Marketing 1, 2, 3
• The buyer is not ready to
be sold!
• But you still want to gain
attention

45. Attracting Buyers in Stage 1, 2, 3
• Build Credibility & Trust with prospects
– Understand their wants & needs
– Speak their language
– Create magnetic client content
– Share content on respected channels
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46. Create & Publish Content…
…to help the right customers find you
Content Web Searches
Your Areas
Opportunity & Discussion
of Expertise
Zone Topics

47. What Do Stage 1 Buyers Want to Know?
1. Status Quo
Experiencing a limitation or problem
with his current situation but has NOT
yet chosen to buy a solution.
Articles & Webinars about…
• Industry trends
• Problems and pain points (& how they can stop suffering)
• What are companies like theirs doing?

48. Stage 1 - Why bother?
1. Status Quo
Experiencing a limitation or problem
with his current situation but has NOT
yet chosen to buy a solution.
He’s NOT ready
to buy!

49. Stage 1 - Why bother?
What happens to move the buyer to Stage 2?
1. Status Quo
Experiencing a limitation or problem
with his current situation but has NOT
yet chosen to buy a solution.
2. Priority Shift
Actively interested in educating him-
self about what solutions are possible.

50. The Window of Dissatisfaction
It’s when the buyer moves to Stage 2

51. The Window of Dissatisfaction
It’s when the buyer moves to Stage 2

52. The Window of Dissatisfaction
It’s when the buyer moves to Stage 2
Will you
be ready?

53. What Do Stage 1 Buyers Want to Know?
1. Status Quo
Experiencing a limitation or problem
with his current situation but has NOT
yet chosen to buy a solution.
Articles & Webinars about…
• Industry trends
• Problems and pain points (& how they can stop suffering)
• What are companies like theirs doing?

54. What Do Stage 2 Buyers Want to Know?
2. Priority Shift
Actively interested in educating him-
self about what solutions are possible.
• Educational content
• Status quo pain-to-solution scenarios
• Expand on industry trends
• Hard facts & statistics, but in a story format
• Business value of solving problems

55. What Do Stage 3 Buyers Want to Know?
3. Research
Committed to resolving the problem,
focused on building a business case &
looking for leading experts.
• Discuss risks
• How does your expertise mitigate the risks?
• Enlarge their thinking in strategic ways
• Consider needs of influencers, stakeholders,
and colleagues

56. Sales = 4, 5, 6, 7
Sales
Stages
4 Identify Options
5 Step Backs
6 Validation
7 Choice

57. What Do Stage 4 Buyers Want to Know?
4. Identify Options
Has a business case, feels confident
narrowing focus to possible options for
a short list. The transition point to a
sales opportunity. Yay!
• Customer success stories
• Industry developments that confirm buyer’s resolve
• Added value & expertise from your company

58. What Do Stage 5 Buyers Want to Know?
5. Step Backs
Identified your company as a viable
option, but new information or
concerns cause hesitation and
reevaluation.
• Turn the buyer around
• What are the common objections?
• Transparent & up front about the buyer’s concerns

59. What Do Stage 6 Buyers Want to Know?
6. Validation of Beliefs
Your company is on the short list and
the buyer needs to make sure that his
assumptions are true before making
the final decision.
• The “About Us” company web page
• Testimonials from customers
• Third-party endorsements

60. What Do Stage 7 Buyers Want to Know?
7. Choice & Commitment
Buyer is ready to make a purchase
decision! Final negotiations.
• A great buyer-focused proposal template
• Third-party assessment or certifications
• Buyer-focused contract elements

61. Partner Marketing Content
• Webinars
• White Papers
• Blog Posts
• Video Blogs
• Social Media
Promotion using Email, LinkedIn,
Facebook, YouTube & Twitter
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62. On-Site Evaluation
(Gold only)
 Improves your credibility
with clients
 Enables us to sell your
services assertively
100-point comprehensive assessment
suitable for prospect review
 Business  Marketing
 Technical  Infrastructure
 Security  Location Based on industry standards & guidelines
 Recruiting  Training with a goal of improving your sales
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63. Why Clients Love Accelerance!
• Free objective advice Rapid ReferralSM
• Free partner referrals The free software outsourcing
vendor referral service
• Choice of technologies &
global locations
• We speak American
– and English too!
– y un poco de español también
• We wrote the book (literally)
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64. Next Steps
• Download the Secrets to Selling eBook
• Apply to join the network on the Accelerance website
• Raffle for free copy of
Software without Borders
Steve@Accelerance.com
www.Accelerance.com
+1-650-472-3785 x101
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