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Introducing Partner Master Class(Part of the UK kick-off, May 2011)
• Recognised Worldwide as the TOP PDC
• All personnel have built VAR/ISV Partners from scratch
• Live and breath your business pains
• Wide range of experience in all areas
• Proven Success in multiple countries across Europe
• Top Class Coaches
Microsoft Dynamics Partner Academy
Partner Developer/Architect
Partner MarketingSpecialist
Partner SalesSpecialist
Partner ProjectManager
Partner Application Consultant Partner
PresalesSpecialist
Partner TechnologyAcademy
Partner MarketingAcademy
Partner SalesAcademy
Partner ProjectManagementAcademy
Partner SolutionAcademy Partner
PresalesAcademy
Microsoft DynamicsPartner Academy
DEVELOPER
LEADERSHIPROLE
MARKETINGROLE
SALESROLE
PRESALES ROLE
PROJECTMANAGER
CONSULTANT
CPLS
PDC
Richard Bross• Richard worked for Dutch TV
• Richard has been specialized in the optimalisation of lead generation on the CXO level in the ICT market for the last 22 years
• He has a broad network within the Microsoft organisation and is member of the Microsoft Partner Advisory Counsel for the last 7 years. Richard is also member of Microsoft's Retail Board
• Richard is co-founder of HSO, the number 1 Dynamics AX partner of Europe
• Richard lives to network!
The IT Channel Company
• Merger between PMC and Conceptsales• 12 professionals • Ambitious to grow!• Extra delivery capacity• Roll out capabilities • Cloud experience!
The First Ten Seconds
In a customer service situation you have just ten seconds to start building a relationship with your customer and to create an impression.
So make sure it is a good one!
A good greeting can lay a strong foundation for the future.
Customer Rapport in a Nutshell• The Holy Grail of customer service is making people feel they are
special to you.• Your challenge: to show that you really mean what you say.• Like so many other personal skills, this can be learned and
developed.
• People cannot read your mind - they can only see your actions and
hear your words.
Remember: it is not enough to feel positive about your customer; you must show it in your words and actions.
The Top Ten Needs of your Customer...Or the 10 Keys to Successful Rapport-Building
1. They need to feel welcome (respect, understanding).2. They need to feel comfortable (understanding).3. They need to be understood (understanding).4. They need assistance (understanding).5. They need to feel important (respect).6. They need to be recognized (respect).7. They need to be treated with respect (respect).8. They need to be listened to (understanding).9. They need prompt service (respect).10. They need to trust you (trust).
Introduction
“It’s important to have someone who you totally trust, who is totally committed, who shares your vision, and yet who has a little bit different set of skills and who also acts as something of a check on you.”
– Bill Gates
What Is a Trusted Advisor?
A trusted advisor is someone who can put themselves in their customers’ shoes, understand their dreams and accompany them on the road to achieving them.
The Path to Becoming a Trusted Advisor
Subject Matter or Process Expert
Subject Matter
Expert Plus Affiliated
Field
ValuableResource
Trusted Advisor
Depth of Personal Relationship
Bre
adth
of
Busi
ness
Is
sues
The Trusted Advisor, David Maister
Relationship LevelsType Focus Is On Energy Spent On Customer
ReceivesIndicators of Success
Subject matter expert
Answers, expertise, input
Explaining Information Timely, high quality
Subject matter expert + business
Business problem
Problem solving Solutions Problems resolved
Valuable resource (broad)
Client organization
Providing insights
Ideas Repeat business
Trusted advisor Client as individual
Understanding the client
Safe haven for hard issues
Varied; e.g. Creative approach and involvement
Making the Difference
1.0
Your marketing, sales and implementation methodologies make all the difference to position yourself as a trusted advisor.
• They transmit a consistent image of your professionalism.
• They make it possible to deliver quality and on time.
Your methodologies build trust by showing you understand and fulfill your customer’s needs.
Your Bed-time Questions
What are my competitors doing?
How am I reacting?
Are my customers satisfied?
How do I know?
Could my customers be more satisfied?
What am I doing about this?
Customer DefectionsSix reasons to say goodbye
1. Some customers are bought.
2. Some customers move.
3. Some customers make critical staff changes.
4. Some customers are attracted to competitors because you forgot about them.
5. Some customers are attracted to competitors because their value proposition is more appealing.
6. Some customers are attracted to competitors because they feel unsatisfied and frustrated.
The Cost of Defections
What will it take (cost) to reduce defections?
Understand causes of defection and ascertain which can be managed.
Estimate profit lost when a customer defects.
The need to measure.
Measuring the Cost:
How to calculate the potential yearly losses in case of defection of some of key customers:
∑ gross profit past 5 years – cost of on going sales
5The result gives you a sense of the profits lost with the defecting customer in the coming years.
Anticipating Defections
Competition benchmark (compare with the customers of others)
• Your satisfaction metrics vs. your competitors.• SWOT analysis.• Others. You should ask and
listen to the customer’s answers.
A Comprehensive Methodology to Create Customer Loyalty1. What to do:
Roll out the Business Ready Enhancement Customer Lifecycle methodology.
a. Welcome.
b. Activate.
c. Develop a roadmap.
d. Renew.
2. How to do it:
a. Designate a customer care champion.
b. Create a customer care outreach plan.
c. Execute & communicate.
How to Do it
Execute & Communicate.
Designate a Customer Care Champion.
Create a Customer Care Outreach Plan.
Now, let’s turn the focus to how you can make it happen.
Use the step-by-step plan for this:
Designate a Customer Care Champion Depending on business size, the Customer Care Champion may carry the title of: Customer Sales Manager, Customer Relationship Manager, or Specialized Sales Manager. Regardless of title, their common goal is to bring customers through the lifecycle.
Business Size Customer Care Champion
Companies with 50-100+ customers
Assign a dedicated Customer Sales Manager (CSM): Someone to identify opportunities within the existing customer base and close them.
Companies with less than 50 customers
Assign a non-dedicated existing Customer Champ: Someone who takes on core activities to maintain a basic level of part-time responsibility for existing customer interactions, and carries a goal or quota.
Or Take a virtual team approach: People in small businesses are accustomed to wearing many hats. But assign a Team Leader even if you choose this approach.
“Sales folks go in and sell it – they are done. But, once the project team has implemented, it‟s up to „customer care‟ to nurture the relationship and manage the recurring communications.” -Microsoft Partner .
Create a Customer Outreach Plan
Increase existing customer revenue through services
Cross-selling the Microsoft product stack
Renewals: Manage expiring Microsoft Dynamics Service Plan contracts as a leverage point.Win-Backs: Bring lapsed Microsoft Dynamics Service Plan customers back onto a plan.Up-Sell Support: Upgrade to Deluxe, Standard A/B Service Plans.
Add-on Functionality: Grow the capabilities of a customer’s technology.
Migrations to Business-Ready-Licensing
Categorise your Customers
Categorise customers to prioritise the activities you will implement:
Your top 20%.Personally managed. Action: Executive breakfast, business
reviews. A
Your middle 50%.Periodically contacted. Action: E-mail, phone, national &
local events. Your bottom 30%. Managed as a group in 1-to-many
engagements. Action: Local events, mailings,
newsletters, etc.
B
C
Communication Plan
Prioritized existing customers (T=license expiration date) Non-renewedNew customers A customers B customers C customers Lapsing Customers
Project completion: Introduce yourself as their care provider. Offer a project post-modern assessment. Meeting or phone call
T-90 Ongoing communication e.g. summarize recent news that affects their business or invite them to an event. Include list of top areas of CustomerSource
T-90 Ongoing communication e.g. summarize recent news that affects their business or invite them to an event. Include list of top areas of CustomerSource
T-90 Ongoing communication e.g. summarize recent news that affects their business. Include list of top areas of CustomerSource
Lapsed (T+14)Include list of top reasons customers typically renew. Add list of new items on CustomerSource.
Personalized Email w/follow up call to them
Email with invitation for them to call you
Email Call-down with follow-up email
Mail a new customer welcome kit or customer appreciation gift
T-60 Ongoing Communication about recent projects you have done for clients like them. Ask for a good time to plan their "roadmap" meeting.
T-60 Ongoing Communication about recent projects you have done for clients like them. Send the roadmap template.
T-60 Ongoing Communication about recent projects you have done for clients like them. Send the roadmap template.
Lapsed (T+30) Roadmap reminder. "To achieve your goals, we need to get you on the current platform."
Phone call w/meeting request Conference call or 2-way email
Web tamplate with key "next purchase" questions
Email link to saved roadmap
T-30 10 things you could do with your "next generation" system. Mention upcoming expiration.
T-30 10 things you could do with your "next generation" system. Mention upcoming expiration.
T-30 10 things you could do with your "next generation" system. Mention upcoming expiration.
Lapsed 2 (T+90) Roadmap reminder. "Understand that you can get very busy but take time to manage your technology and it will pay off…"
Phone call w/meeting request Phone call w/meeting request
Point to web page with Email report on how technology used as a strategic advantage
Ad-hoc: Congratulations on their recent achievement. How their growth should match their systems.
T-7License expiration coming soon! Renew now to achieve your roadmap
T-7 License expiration coming soon! Renew now to achieve your roadmap
Lapsed 2 (T+120) Our last communication. When you are ready, please contact us.
Attach roadmap from your meeting
Link to saved roadmap, fallow up phone call
Email link to saved roadmap
Email link to saved roadmap
Communication PathNow, determine the best path of communication for each of your customers. Apply your communications plan by customer priority. For example: Communication by Customer Type
Suggestion: Dedicate a day to each type of customer while you’re in the same mindset and can re-use materials from one customer to another.
A Customer B Customer C CustomerClient 1:1 lunches Quarterly - -Lunch & learns Quarterly Quarterly -Phone check-in Monthly Quarterly -
Client satisfaction review Annually with follow-up Annually Web-based self
serve
Webinar Quarterly Quarterly QuarterlyE-mail/Newsletter Monthly Monthly Monthly
Annual CalendarTo stay organized, build an annual business development calendar to map out which of the above activities you’ll focus on month-by-month. (A sample 6-month calendar is below)
Existing Customer Business Development Nov Dec Jan Feb Mar AprEvents Microsoft Convergence Year-end User Group Customer Appreciation Event Executive Breakfast Communications Classroom Training Postcard Reminder Mailing Email newsletter Call-down Other Client gifts Web site promotion
Keys for Creating Customer Loyalty
It doesn’t take a lot to increase your impact with existing customers. If you carefully analyse your business, prioritise your existing customer base, and develop an existing customer plan, you’ll have the infrastructure in place to sustain real growth from within your base.
Using that as a springboard, you can build a regular plan with your customers to give them a vision for the future of their technology. This can help grow your recurring revenue along the customer lifecycle.
Apply the plan to years 2, 3 and beyond, to align your customer’s expectation with what’s being put in place.
Once you have secured a long-term relationship with your customers you have the opportunity to grow with them and through them from referrals.
By measuring and revising your plan, you can improve the way you develop and deliver existing customers.
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