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OUTCOMES - SELLING BUSINESS OUTCOMES
Calendário de Selling Business Outcomes
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Objetivo
Este curso fornece uma introdução ao processo de venda para agregação de resultados ao negócio do cliente. Ele é destinado as pessoas que exercem o papel de gerente de contas (Account Manager) e são responsáveis pela venda de soluções com as tecnologias da Cisco para os clientes. A intenção desse curso é proporcionar aos indivíduos os conhecimentos básicos e habilidades necessárias para entender o contexto do negócio do cliente, definir soluções em tecnologia que estão alinhados com os requisitos de negócio e, finalmente, conduzir resultados que agreguem valor ao negócio do cliente.
Ao longo deste curso os alunos terão a oportunidade de aplicar o que aprenderam em contextos de negócios da vida real, através das apresentações, exercícios guiados e perguntas de desafio no final de cada lição. Materiais adicionais são fornecidos para permitir que os alunos possam definir com êxito soluções tecnológicas que impulsionam os resultados de negócios de seus clientes.
Após completar este treinamento o aluno estará apto à:
• Explicar os princípios da abordagem de vendas que agreguem valor ao negócio do cliente;
• Utilizar de articulações envolvendo o ambiente de negócios do cliente para a oferta e posicionamento de soluções tecnológicas;
• Descrever as oportunidades para realizar vendas a clientes em segmentos verticais da indústria;
• Discutir os fatores críticos de sucesso e indicadores chaves para o processo de venda;
• Identificar as pessoas chaves no processo comercial, como os agentes que influenciam, e as que possuem a palavra final (que decidem);
• Explicar os direcionadores financeiros que impactam o processo comercial;
• Preparar um plano de ação focado no cliente para agregar valor ao negócio do cliente.
Público Alvo
O público primário inclui os profissionais (Account Manager) responsáveis nas negociações e vendas para clientes de canais e parceiros Cisco.
Requisitos
Os conhecimentos necessários para um excelente aproveitamento deste curso são: conhecimentos básicos e experiências em vendas, e conhecimentos básicos das soluções e produtos Cisco.
Conteúdo
• Overview
• Course Goal and Objectives
• Course Flow
• Additional References
The Business Outcomes Sales Approach
The Business Outcomes Sales Approach
Course Flow
General Concepts of Outcome Selling
General Concepts: Objectives and Outcomes
General Concepts: Capabilities
General Concepts: Measuring Progress and Outcomes
General Concepts of Outcome Selling - Summary
The Shift to Business Outcomes Sales
Moving from a Product to an Outcomes Based Sales Approach
Outcomes-Based Sales: Vendor Role
Outcomes-Based Sales: Solution Provider Role
Outcomes-Based Sales: Trusted Advisor Role
What Does the Outcomes Sales Approach Entail?
Deriving Outcomes from Business Challenges
The Cisco Approach to Business Outcomes Sales
Cisco Outcomes Sales: Tenets and Principles
Cisco Outcomes Sales: Insight Needed for Key Activities
Context for Outcome Selling - Framework
Portfolio View: Levels for Different Buyers
Example of Outcomes and Benefits by Level
Solutions and Services: Operational Outcomes
Solutions and Services: Technology Innovation Outcomes
Solutions and Services: Business Outcomes
The Business Outcomes Sales Role
The Evolving Sales Role in Outcomes-Based Selling
Business Outcomes Sales - Knowledge Areas
Business Outcomes Sales Competencies
Gauging the Customer Business Model
Aligning Business Outcomes to the Customer Business Context
The Customer Value Proposition and Value Chain
Characteristics of the Customer Value Proposition
Aligning Business Outcomes to the Customer Value Proposition
Functional Business Areas and the Customer Value Chain
Driving Business Outcomes Across the Customer Business Context
Critical Success Factors (CSFs), Key Performance Indicators (KPIs), and Success Metrics in Business Outcomes Sales
Characteristics and Value of CSFs
Characteristics and Value of KPIs
Comparison Between CSFs and KPIs
Additional Success Metrics
Customer Business Requirements and Business Outcomes Sales
The Nature of Business Requirements
Types of Requirements
Identifying Customer Involvement
Aligning Business Requirements with Business Outcomes
Articulating the Customer Business Context
The Business Model Canvas Approach
Key Areas of the Business Model Canvas
The Business Model Canvas Components
The Business Model Canvas – Component Characteristics
Exercise: Applying the Business Model Canvas
Benefits of Understanding the Customer Business Model
Cisco Services and Solutions Across Industry Verticals
Overview of Industry Verticals
Industry Verticals
Characteristics of Industry Verticals
Emerging Customer Mindsets Across Verticals
Business Needs Across Verticals – Example 1
Business Needs Across Verticals – Example 2
Cisco Scenario Examples for Industry Verticals
Cisco Industry Scenarios
Considerations for Deriving Value-Added Outcomes
Financial Services Industry Scenario
Healthcare Industry Scenario
Manufacturing Industry Scenario
Identifying Business Outcomes Opportunities from Emerging Technology
Current and Emerging Technology Trends
Important and Emerging Technologies
The Big Four
Using Emerging Technology to Reduce Complexity
The Cisco Internet of Everything (IoE)
Sales Potential with the Cisco IoE
Exercise: Review the Internet of Everything (IoE) Value Index
Business Outcomes Opportunities from Emerging Technology and Services
Business Outcomes Across the Technology Lifecycle
Reducing the Costs of Maintaining Outdated Technology
Real and Perceived Costs of Maintaining Outdated Technology
The Benefits of Cloud in Driving Outcomes
Cisco Cloud Implementation Scenario
Customer Decision Makers, Influencers, and Expectations
Stakeholder Management
Overview of Stakeholder Management
Aligning with the Stakeholder Audience
Relevant and Potential Stakeholder Audiences
Stakeholder Analysis
Stakeholder Power Grid
Leading Stakeholders to a Future State
Conducting a Stakeholder Analysis
Stakeholder Management in Outcomes Sales
Exercise: Stakeholder Identification
Exercise: Define Relative Power and Interest
Exercise: Plot Current Position
Exercise: Plot Optimal Position
Exercise: Define Ways to Move from Current to Optimal Position
Customer Relationship Management
Customer Relationship Management
Customer Relationships - Lifecycle Stages
Customer Relationship Management in Business Outcomes Sales
Benefits of Strong Customer Relationships
Communication and Negotiation
Communication and Negotiation in Business Outcomes Sales
Four Principles of Negotiation
Influencing and Principled Negotiation
Seven Elements Framework
Seven Elements Framework - (Cont.)
Seven Elements Framework - Page 1
Seven Elements Framework - Page 2
Determining the Financial Value of Business Outcomes
Financial Considerations for Business Outcomes Sales
CAPEX and OPEX Considerations
Chargeback and Showback
Net Present Value (NPV) of Solutions and Services
Total Cost of Ownership
Stakeholder Expectations and Finance
Financial Challenges and Opportunities
Licensing and Consumption Considerations
Consumption Trends
IT as a Service
Benefits of IT as a Service
IT as a Service: Offerings
Licensing and Consumption Models
Subscription Model Considerations
Financial Value and Benefits of Business Outcomes Sales
Direct and Indirect Financial Benefits
Return-On-Investment (ROI)
ROI Examples of Business Outcomes
Expressing the Value of Business Outcomes
Communicating the Business Outcomes Story to the Customer
Cisco Enablement Resources
Cisco Enablement Resources
Cisco Playbooks
Presenting the Business Outcomes Story
Customer Audience Considerations
Key Customer Motivators
Aligning the Business Outcomes Message to Customer Expectations
Audience Types
Target Audience Categories
Exercise: Identify Your Audience Types and Motivators
Considerations for Presenting the Business Outcomes Story