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HOSTING BEST PRACTICESSELLING HOSTED SERVICES
Marcel van der HeijdenEMEA Solution Sales Managermarcelvh@microsoft.com
What is a Hosting Best Practice?
What is a Best Practice?
Self hostedReselling white label
Where sits the value of your company?
Some Best Practice Examples How YOU can EXECUTE them!
Helping Hosting Partners Succeed
• Microsoft Commitment in Partner Success– Market research– SilverLight demo’s– Sales Toolkits– Playbooks– Go-To-Market Support
• Business Support Partner ecosystem– Pilots and Innovation– BDS – Business Design Session– Sales Training– Sales Design Workshops– (Web) marketing services– Strategy Consulting
MURAL CONSULTING
Business Support Partner
• The Web has fundamentally changed the way that customers engage with businesses, products and communities
• Customer engagement – deep involvement with your brand and products – is made possible, and more complex, by this shift in customer behavior
• Based on this belief and our experience, Mural has created the Web-Centric Customer Lifecycle framework as the foundation of what we do. Customer Engagement Marketing
What makes Marketing different today?
Copyright © 2008 Mural
Belief
Web-CentricCustomer Lifecycle
Framework
CustomerEngagement Marketing
Search
Find
Qualify
Try
Order
Activate & Engage
Manage
Up-sell
Support
Refer
OverinvestmentUnderinvestment
Expertise – What can Mural DO?
• Mural Consulting have developed a framework to help you map the way you have organized you customer life cycle
• Focus on the online experience, but not exclusively
• Experience engaging hundreds of service providers
• Tools to help you execute
• Research, Planning and Persona Definition
• Digital Marketing• Graphic Design• Targeted Advertising• User Interface and User
Experience Design• Integrated Campaign
Management, Monitoring and Dashboards
• Customer Activation and Support
• Technical Development
Copyright © 2008 Mural
Example – Quest, USA
• Online Order System– UI and UX Design– Technical Development– Customer and Administrator
Interfaces• SMB Web Site Redesign
– UI and UX Design– Technical Integration
• Online sales increased 200% at Quest after improving the online order process
• Other example: Online order process dropout rate decreased 90% after re-engineering and re-implementing of the process
Copyright © 2008 Mural
B2BALIVEBusiness Support Partner
How it all Started…
• Tasks– Run a trial– Set a Benchmark for up
sell performance– Write-up lessons learned
in a “Best Practices Playbook”
• Find out– Can telesales channel
effectively be used for up-selling?
– What is potential Cost of Acquisition?
– Which telesales model is viable for hosting companies?
• Service providers are telling us– Telesales underutilized
resource– Outsourcing Telesales:
bad experiences– In-sourcing Telesales:
perceived too high risk– Preference: Automated
sales processes– SMBs buying premium
hosting services require relatively high-touch, consultative sell by “trusted advisor”
It evolved into this….
Customer Experience Management is a Sales Weapon
Exceptional customer service has a high impact on customer Loyalty
Customer loyalty has a positive impact on financial outcomes:•Customer spend•Customer referrals
= Sales
Phases
WOW
Enjoyable
Functional
Uneventful
Missed it
Never Again
Feelings
“I Love it”
“I like it”
“Works for me”
“OK”
“I Don’t Like it”
“I hate it”
Memory
High
Mid
Low
None
Mid
High
Impact on Loyalty
Share with Many
Share with few
Neutral
Decrease
66% decrease
100% Loss
Customer Experience Map – it is about choices
Source: Lior Arussy
Surprise customers consistently with“WOW” Experiences
Why?• Only WOW
experiences help you create LOYAL customers, and…
• Achieve 10%-20% sales conversion
If you create “Never Again” Experiences…
For every 1 unhappy customer you create…
…there are 26 other unhappy customers who say nothing. And of those 26, 24 will leave.”
Source: U.S. Office of Consumer Affairs
Main Campaign Success Criteria
Prepare & Execute Campaigns
Design WOW Offers & Processes
Be Ambitious
(2)Align all IT Systems &
Processes
One shared goal
(3)
Execute with Discipline(5)
Form the Best Project Team
Complete in RASCI chart
(1)
Prepare your Database(4)
Learn from every campaign(6)
Sales Execution - Agent Management
Recruit Agents Who Win
Select smart with psycho-metric assessments
(1)Train agents to Win
Train for the right behavior
(2)
Optimize Performance
Continuously monitor the performance gap
(6)Compare Agent
Performance
Compare Performance:• Sales Agents• Sales Teams• Call Centers
(5)
Enable Agents to Win
Transparent real-time reporting
(3)
Coach Agents to Win
Coach with Facts
(4)
What b2balive can do for you
• Your Project Management Partner for cross & up sell campaigns with: 10%-20% Sales Conversion
• Expert in:– Sales Campaign
Design, Preparation & Execution
– Sales agent selection, training & coaching
– Managing outsourced call centers
– Workshops• Outbound Sales• Campaign Blueprinting• Campaign Project Planning
– Services• Campaign Project
Management• Agent selection & training• B.I. & database services
– SaaS Solutions• Telesales call support tools• Real-time sales
performance cockpits• Psycho-metric assessment
tool for (tele)sales teams
For the “How To” Read:“Outbound Sales Playbook – Hosted Exchange”
Download the Playbook from the Hosting Competency section on the Microsoft Partner Program Portal: https://partner.microsoft.com/global/program/competencies/mspphostingsolutions and look in the Sales and Marketing Resources section.
Rutger PekelharingMail: r.pekelharing@b2balive.euMobile: +31(653)494521
Raoul KloppenborgMail: r.kloppenborg@b2balive.euMobile: +31(654)320340
IN CONCLUSION
Continuous Investment from Microsoft to help you improve your business
If any of the examples appeal to you – let us
know and we’ll connect you with the right
partner
If you have a business issue
let us know
Be aware of tools and resources we
have
If we don’t have them, can we cooperate to
develop them?
THANK YOU
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