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Top 10 List for New FAEs(OK, so there’s more than 10)

Xilinx Software MarketingXilinx, Colorado

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Relationship Building

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Get to know your factory resources

Hot Line Design Center etc.

Know their specialties Know what they can do for an FAE and for a

Customer.

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Communicate Call your Xilinx FAE until s/he tells you you're

calling too much! Involves you in the Customer Base Involves you in the issues

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Involvement

Make buddy calls with your Xilinx FAE Get involved in his/her presentations, new

products updates, user groups know every word, every bad joke, every

nuance of the presentation

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The customer is sometimes right It's your job to make them ALWAYS feel:

right intelligent capable.

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Never Lie You lose ALL credibility. Corollary: admit you made a mistake or

don't know. Then LEARN the answer.

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Treat Xilinx FAE Right Fancy lunches with cute food servers , Good wine Gifts (but make sure it is under the table

and cannot be traced)

They can be bought! (but, some are more expensive than others)

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Account Management

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Immersion: get immersed in the designs at your key account(s) Helps the Customer (who is very likely

short-handed anyway) Establish yourself as a key technical

resource for them Helps you appreciate what he is going

through Helps you get up-to-speed quickly

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Support first time users Up front investment can last a lifetime for

your customers Converse: a bad first experience will last a

lifetime with your customersA happy first time user will continue to design

away, socket after socket, sometimes without you even knowing it.

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Latch onto new users of Xilinx solutions with a “Death Grip: Builds momentum for the Xilinx design Fluency with the Xilinx tools (software and

silicon) becomes a HUGE barrier to entry for the competition

Converse: Converting a customer over to your tools later is ten times as hard as getting the first win up front

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Understand the concept of the "internal champion" Increases opportunity for water cooler selling (The Engineer

sells for you!) The Champion is typically:

a senior level engineer Well respected at his own company who can influence others Motivated Outspoken

Do EVERYTHING / ANYTHING to make sure the design is a roaring success

Champion = Design Wins!

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Questioning Skills

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Ask the customer several questions before you launch into your presentation When's your next design? What density are you thinking about? What speed? What software OSs and hardware platforms do you

have to work with? What 3rd party tools might you want to leverage for

this design? etc.

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Interview the customer before you start to "inform" or present Always understand

Their point of view Their problem Their vision of the solution

Never assume! You run the risk of dispensing “hot air” if you

don’t understand their frame of reference

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Ask questions before answering a design question Understand what the ultimate design goal is first

(What’s he really asking?) The Question may not be THE question Device resources can solve many design problems

Pins, flip flops, routing, etc. Anything extra that can be used to make the part faster

and cheaper than the competition

Explore alternate methods and resources that can be used to solve an implementation problem

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Acquiring Information is key Conclude your answer of a question with a follow-up, leading

question of your own. Keep the customer talking and dig for:

biases hot-buttons pet-peeves

Knowing these details will help you during your demo.

Helps avoid getting stuck a Xilinx “answers database” without getting the info you need tailor your handling of the account.

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Presenting Skills

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Focus: Tell your Manager you need "preparation time" on Xilinx Xilinx requires much up-front effort Huge Payoff as measured by:

Revenue Personal Growth

(Disti FAEs who focus on Xilinx also find that the other lines become easier to understand as well).

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Grow: Constantly learn the product and the process

Know your product better than your Xilinx FAE

Gain the Respect and Trust of the Xilinx FAE Keep up: Xilinx is constantly pushing the

technology envelope “This is NOT a passive sport”

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Constant and Never Ending Improvements Give better, more concise presentations Take a great presentation and make it better

It will blow away your competition

Get your salespeople (Dist, Rep) to critique it Get your GM to critique it Use their input and improve it

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Sell: You are Selling Yourself(even though someone else is collecting the P.O)

You are critical to winning the socket. No one else will do this for you Winning the socket means you're taking

sockets away from the competition!

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You are the EXPERT on XILINX Know more then just what parts are

available Know HOW TO DO THINGS in the parts Know real applications Know the software Know the competition Know the industry

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Practice: Practice every foil you

present at least 20 times. Make your presentations “lean and mean”. If a point doesn’t ADD VALUE to your

presentation, discard it.

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Always be prepared to deliver the

standard slide presentations on short notice

Keep a current set of slides with you at all time

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Be prepared to do any PC demo on short notice Schematic flow VHDL flow Mixed flow into FPGAs and/or CPLDs.

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Never use: "design win" "target account”

Instead...

“Make the customer King vs. a pawn in a big game.”

Word Usage

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*ALWAYS* Follow Up Follow up a group presentation with a phone call to EACH

individual Understand what they came away with Find out what their immediate

opportunity / need is Make sure the prospects understands and appreciates:

important points key differentiators between Xilinx and the competition.

Use all available personnel to accomplish this: Xilinx FAE, Sales Rep, Factory people, RSM, etc.

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PC Skills

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If you "inherit" a PC from your predecessor, delete All the Xilinx applications

You will now see the PC and the Xilinx software as a customer sees it

“Fumigate”