Nov 132012
 

It is difficult to render a sweeping verdict on whether an indirect sales model is better or more beneficial or direct sales to end-users are optimal. Both models have been successful. A company like HP (Hewlett Packard) prospered selling through an indirect channel. A competing company, in the same industry, Dell prospered selling its hardware directly to end-users. However, Dell is a good example to cite given how it has since turned over a quarter of its sales to the ‘channel.’

Each model is valid and appropriate under different circumstances including product type, line maturity and revenue size. The channel model, however, is typically applicable for companies without dedicated resources or wishing to scale beyond certain revenue ceilings. Channel partners bring connections and a strength in numbers, but need maintenance and attention.

Pay attention to activities under each heading:

1- Recruit partners which address product needs technically and coverage needs geographically.

2- Retain them by maintaining mindshare, providing education, support and offering profitable resell margins.

3- Optimize co-selling possibilities. Stock the partner area or portal of your website with marketing collateral, FAQs, selling scenarios and deal registration space. Provide leads, while ramping up partner lead generation capability and independence.

4- Hold partners responsible for utilization, registration and monitor lead flows bi-directionally.

5- Maintain open communications and learn simultaneous to teaching.  Hold each other accountable.

 

Continuous feedback and collaboration is essential. Do not be afraid to cut ties once the relationship is stale and unprofitable.

This is the ultimate measurement of whether the channel is beneficial or perfunctory.

 

 

Jun 072012
 

What does your prospect think about? It depends on the customer’s role. Salespeople who target that position’s specific thoughts and concerns will be more successful. This is called role-based selling. For the purpose of this article I am skipping two crucial discussions. First, Assistants need to be marketed to as well. A salesperson must believe he or she deserves the executive’s time. After all, you are not wasting time, are you? Two, the approach to C-level and V-level roles needs to be personalized and stand out. More on those elsewhere as well as in future discussions. In the meantime, align your sales to the position’s objectives, while ensuring you are speaking correctly to the right ‘C’ (‘Chief’ title) or ‘V’ (‘Vice”-President title).

Peruse the below, but ultimately they need to tell you how to sell to them by telling you about their needs. This is why questions are important. This is why preparation in advance according to the below is important.

President or CEO

What? Grow and lead the company

Reports to: Board Of Directors/Shareholders

Pains and Concerns:

  • Grow revenue
  • More profitability/declining profitability
  • Shareholder value
  • Managing risk
  • Happier and more productive employees
  • Culture of organization
  • Partnerships
  • Company reputation and
  • Determining strategy and direction

Financial Managers (VP Of Finance, CFO, Controller, Treasurer)

What? Financial management

Reports to: CEO and Finance Committee of the Board Of Directors

Pains and Concerns:

  • Knowing and measuring financial drivers,
  • Profitability, Quarterly goals
  • Information and reports to manage events and conditions,
  • Reducing costs,
  • Predicting and eliminating risks
  • Return on investments and return on assets
  • Compliance and regulatory changes
  • Accounts reconciliation and forecasting (treasurer)
  • Business value (controller)
  • Shortening transaction times,
  • Line of business accountability
  • Closing books faster or consistently having them ‘closed,’
  • Ensuring consistency among territories, divisions and currencies,
  • Drive operational efficiencies,
  • Better, more consistent and more centralized reporting
  • Make better decisions faster and
  • Analyze and predict.

Human Resources Managers (VP Of Human Resources)

What? Manage the business’ people. A business’ most valuable asset is its people. Everything the company does or wishes to achieve is tied to its people’s skills and abilities.

Reports to: CEO or COO

Pains and Concerns:

  • Business and society, and employees, constantly change.
  • Doing more with the same or less,
  • Improving productivity,
  • Delivering and tracking education that is related to work,
  • Budgeting for, finding, hiring and calculating the cost and return on employees,
  • Complying with legal imperatives
  • Enabling employee self-service for faster and more efficient control and removing bottlenecks and
  • Local currency and regulations.

Manufacturing Management (VP Of Manufacturing, Chief Operating Officer)

What? Producing timely goods at the lowest cost

Reports to: CEO

Concerns:

  • Manufacturing on demand with the shortest possible lead time,
  • Manufacturing to order,
  • Forecasting demand,
  • Customizing and configuring to order,
  • Collaborate and communicate with supply chain including suppliers, sub-contractors and distributors including view into demand and inventory via EDI or the web,
  • Track costs,
  • R&D
  • Operational justification to understand where cutting cost won’t impact operations
  • Analyze efficiencies,
  • Predict inventory cycle and
  • Eliminate waste.

Sales and Marketing (VP Of Sales, VP Of Marketing, CMO)

What? Increasing sales, improving top and bottom-line and tracking to forecast

Reports to: CEO

Concerns:

  • Knowing the customers,
  • Sales growth,
  • Customer satisfaction/customer turnover
  • Pricing
  • Margin growth and maintenance,
  • Forecast accuracy and visibility,
  • Company profitability,
  • Monitoring sales channels and trend analysis,
  • New customer acquisition and cost of doing so
  • Company image
  • Productivity of sales and marketing staff,
  • Effectiveness of marketing programs and motions,
  • Positioning products, services or people
  • Efficiency of different types of marketing (such as promotions, web, channels, viral, etc.),
  • Campaign budgets and ROI (Return On Investment),
  • Anticipating trends and consumption,
  • Lead management and visibility into each representative’s achievements and pipeline.
  • See http://www.alighaemi.com/wp/?p=846 for different types of marketing.

Information Technology (VP of IT, CTO, CIO)

What? Lead the company’s information technology

Reports to: CEO or COO

Pains and Concerns:

  • Running the company’s information technology
  • Which hardware, software and service
  • Enabling productivity
  • Interoperability among internal and external customers
  • Flexible systems that can scale up or down with the business
  • Saving the company money
  • Eliminating disparate systems

May 242012
 

It is not news that Social Media is taking on a bigger role. Most people have Facebook, Twitter, MySpace or LinkedIn accounts. Often when I eat at a restaurant I notice a sign proclaiming how a Wagjag or Groupon coupon would not be honoured under certain conditions. Alternatively, the hostess asks whether one is there with a coupon as if the food and service would be diminished. Most have more Facebook friends than actual ones, while LinkedIn and Facebook have been among the top ten largest IPOs of the last couple of years. Many companies such as Instagram have sold at unreasonable valuations.

Many companies have risen to the occasion and become ‘social.’ Whether it is a simple page or account belonging to a business, analytics to measure reaction or specific features such as Social CRM the future is set.

Over the weekend, I came across the two most concrete examples of the benefits of the Social media that I can think of. Agree with them or not, one cannot deny the tangible difference YouTube, Twitter and Facebook have made (in these cases) to the propagation of these the cases. It is not an exaggeration that the characters involved and the points-of-view would not get anywhere near the air they have without Social media participation and technologies. Companies and for-profit entities are a little more beholden to individuals. Here is proof that Social media is having impact far beyond hype.

 

“12-year old Victoria Grant explains why her homeland, Canada, and most of the world, is in debt.” Incidentally, her father works at Reserach In Motion the maker of Blackberry.

United Breaks guitars was a song written in protest by Canadian musician Dave Carroll and his band Sons Of Maxwell when United Airlines broke his guitar in 2008 and (initially) refused to pay for it or admit responsibility. After the initial fiasco, the airline did an about face and nowadays uses the song and video internally.

So what is Dave Caroll up to now aside from strumming? He has turned the publicity that ensued including millions of views of the song’s video on YouTube, which incidentally would never have a chance on a conventional music station, into a business called www.gripevine.com which bills itself as an “online voice” to get problems resolved.

Neither of these instances would have grown so big without the multiplying effect of Social Media and users spreading the word one update at a time.

Mar 252012
 

 

Sofia Coppola’s 2003 film Lost In Translation is a masterpiece of mood, ambiance, angst and entertainment. The film has a captivating aura rarely captured in 2D. Indeed, it is one of my favourite films. I have even ‘recruited’ others to the Coppola-written and directed movie that Bill Murray calls the best he has appeared in.
However, much to many people’s chagrin, the film seems to highlight situations that infer racism. Whether intended or not, and it is difficult to imagine how so many stereotypical references could be depicted merely coincidentally, they exist and exist in droves. Indeed, one self-appointed special interest group, called Asian American Journalists Association, AAJA MediaWatch, upon release tried to scuttle the film’s chances at Oscar time.
Lost In Translation is an emotional force, but it tugs at Japanese, and indeed East Asian, stereotypes. The film was shot in Japan, yet extended sequences with Japanese characters are scarce. This is due to how the film speaks to isolation and alienation. Where Japanese men and women are represented the scene is short, mocking, fleeting or secondary. Yet, despite all this one still comes away with an unbridled respect for the people and the country. Try as it might, the film cannot stamp indifference on the country. There is so much amazement and wonder in the characters’ peripheral vision in Japan, if only they would raise their heads to see; alas, they have no interest in the wonders of the country in which they find themselves. It is them that is at fault, however; not Japan.

Much of the lampooning is indeed the Japanese’ own fault. They have adapted and adopted so much westernization – after all, the movie is not lying that the Japanese import Western stars to do their commercials or have Western musicians performing. Murray has explained to The Observer that he was to some degree inspired by actual posters in Tokyo of Harrison Ford drinking Asahi beer – that the rest is consigned to a tourist brochure, but let’s nonetheless face the film’s stereotypical caricatures. Admittedly, looked at another way, one caricature is of Americans ignorant and confused amidst a foreign culture.
Once again, instead of writing a straightforward review of a movie, I have decided to do something different and watched the film; this time with an eye on listing the said situations.

  • Bob Harris conspicuously towers above every Japanese man in the elevator.
  • In the hotel bar the Japanese uniformly look uninteresting and lifeless as they smoke and drink.
  • The shower head in Bob’s room is too low for him even at its highest level. This is a high-end hotel in Central Tokyo, mind you.
  • The commercial director is unreasonable, demanding and angry. Contrast that with the docile female translator.
  • The subway commuter is openly looking at hentai as Charlotte watches on.
  • At the bar when Charlie Brown introduces Bob as “from United States” everyone exclaims in awe “woooooo!”
  • The Japanese are incapable of pronouncing their ‘r’s. ‘Rock & roll’ is ‘lock & loll,” while “rip” is “lip” and “rat pack” is pronounced “lat pack.”
  • The employer sends a Japanese prostitute to serve Bob who is unamused and uninterested. Bob makes fun of her.
  • Everything on TV is ridiculous. Murray even recoils at the talk show he is on when he catches it later. Incidentally, he originally derided the idea of appearing in it.
  • There are four or five people attending to Bob at every turn. He takes his time and is unappreciative. He eludes them.
  • Bob often makes fun of the Japanese. When the photographer asks for a Roger Moore pose, Bob declares that Sean Connery was better and then becomes sarcastic, “you didn’t get Sean Connery over here?” Some might remember that Sean Connery’s You Only Live Twice was partly filmed, and transpires, in Tokyo, Japan.
  • Suntory Corporation has paid $2 million to have an American promote a Japanese product to the domestic market. Interestingly, famed Japanese director Akira Kurosawa had worked for and directed commercials for Suntory Whiskey during the period he was working on the film Kagemusha, a film whose co-executive producer was Francis Ford Coppola.
  • Men of all ilks are in an arcade playing video games. There is even a man in a suit in one.
  • The hotel instructor teaching water aerobics to the Japanese ladies is a Westerner.
  • Bob implies that Japan is a prison. He tells Charlotte that he is organizing a prison break to get out of the hotel, city and country.
  • At the sushi bar Bob suggests the chef would like Charlotte’s blackened toe (“brack toe”) and adds “in this country someone will order it.”
  • At a nabemono (hot pot) restaurant Charlotte cannot tell the difference between the dishes and thinks they all look the same. “I can’t tell the difference,” she observes!

 

 

 

 

Sep 152011
 

If you believe the B2C marketers sales is a numbers game. Cast as wide a net as possible and reap the maximum rewards.

Case in point: the credit card companies. Their mantra: offer the most number of people, the highest amount of credit, sit back and watch the filled out applications come in.

Sales technique: adorn the mass mailing with words like ‘exclusive’ or ‘limited’ or ‘deadline’ or ‘act now’. ‘Limited’ as in limited to 3,000,000 Canadians.

At which point does one cross from sales technique to cattle call territory? When will the government step in to regulate industries-gone-wild and their untrue statements?

 

*Things That Need to Go Away: Marketing that the company knows is false, the customer knows is false and the regulator allows.

Aug 192011
 

To successfully compete every company needs a brand. Whether a large corporation, such as Pepsi, or an upstart branding is important in establishing one’s company and taking charge of the message that we desire the entity to convey.
The list of companies that have done an effective job is well-known. Think of Dell Computers as the low cost computer leader, Coca Cola and its refreshing connotations or how about Emirates Airlines and luxury?

What does branding include and which considerations need to be included?
Who are you? What do you do? What is your proposition? How do you give benefit and what sets you apart?
What does the market want? What does the market need? What has garnered you a positive response?

Part, but not whole, of this discussion is having an appropriate name and a logo. Think about Nike and how it stands for something, is recognizable and people think of it when they say ‘just do it.’ The rule of thumb is to be related, but not too obvious. Copyrighting the same is typically done at the local level, but could be escalated with legal assistance to a country or continent.
The most important aspect of branding though is the content. Your results, products, customer approach and support become your brand.

Jul 282011
 

 

One of the preferred traits for a salesperson is the acumen to disqualify a lead or a prospect when either one is either not a good fit or the circumstances are not favourable for a successful transaction.

It takes knowledge and mental courage as salespeople, and managers and companies that hire them, to be able to say ‘no’ to a potential sale. Better salespersons know how to optimize their time and resources and drive to better results.

Never assume a customer does not have the money and the budget. A person with a torn shirt and messy shoes might actually have more money left to buy a high-end television set than the suit and tie guy (who is living off his maxed credit card). However, establishing budgetary needs upfront is important.

Does the contact person at the prospect not have the authority to sign a cheque and is not part of the approval hierarchy? Time well wasted.

Timing is important. Occasionally, taking ‘no’ for an answer allows a ‘yes’ to follow later. It is never a good idea to destroy any chance of a rapport with the customer.

Salespeople need to know their products well enough to do it justice. In the era of information availability and dissemination salespersons who do not know their products or service are at a disadvantage to the customer who has read up on it on the net. Beyond a certain level, the salesperson needs access to a ‘technical’ or ‘more in-depth’ consultant or technician or expert.

What is required is mental discipline as well as a real understanding of one’s capabilities.

Jul 252011
 

According to reserach firm IDC ERP (Enterprise Resource Planning)/ERM (Enterprise Resource Management) will see a 4.6% year-over-year growth in revenue.

Five companies – SAP, Oracle, Microsoft, Sage and Intuit – will earn more than a billion dollars of revenue. More recently Infor needs to be added to this list, especially given its acquisition of Lawson.

http://www.computing.co.uk/ctg/feature/2095716/erp-evolution

Jun 012011
 

On a recent trip to Japan, I witnessed how the Japanese maintain a penchant for thinking in terms of the group often above one’s own interests.
The identity belongs to the larger group. Individualism is subordinate to the larger group’s interests. In turn, one’s interests are served best by being a member of a successful, healthy and comfortable group.

This group orientation has recently been on display to the world with the Japanese response to the world’s biggest natural calamity, the 9.0 Richter earthquake, tsunami and nuclear disaster that followed and hit Japan in succession.
An article reports on skilled Japanese retirees and pensioners who have volunteered to go into the Fukushima nuclear plant which has undergone a meltdown in order to do what they can to stabilize the cores and the situation. These elder men know that exposure brings cancer and other hazards and there is a great risk to the bodies of the group, but believe it is better for them to undertake such a mission than younger engineers as the older generation has less years to live.

Is a group orientation above and beyond one’s own better and more validating for all concerned? And can Western values be acclimated to such a shift?

Japanese service Japanese pensioners volunteer to go into the Fukushima power plant