Positioning and Selling First Mile Solutions

Phillip Jones, Vice President, Field Enablement

What you will learn here today is not specific to Kofax. It will be useful for any business solution you might sell

Positioning Your Solution Executives

Operational Leaders

Departmental Staff

Positioning Your Solution - Executives

They make decisions

They assign the resources

They have the money

They need our help

Positioning Your Solution - Executives

They take action to Establish a Vision Create a Strategy Identify priorities Set Goals or Initiatives Measure progress They set goals Increase profit margins by 7% Improve customer retention by 4% Grow market share in Asia to 18% Innovate new service models Drive standardization

They will spend money to achieve their goals They assign people to hit their goals They implement projects to meet their goals They evaluate people on the results they achieve

Positioning Your Solution - Executives

Tour their web-site

Read their annual report

Look at their quarterly reports

Listen to their investor calls

Ask their employees

Positioning Your Solution Operational Leaders

They have to deliver the results

Theyre under pressure

They have deadlines

Theyre looking for solutions

They need our help

Positioning Your Solution Operational Leaders

Kofax case studies Industry benchmarks Industry events and associations Web research Interview business leaders

Only by understanding their challenges, their pain, and their needs can we position a solution that aligns with their view of the world
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Positioning Your Solution Departmental Staff

They do the work

They know the problems

They have ideas and suggestions

They want things to improve

They have time to help us

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Positioning Your Solution Departmental Staff

Conduct a walk through of the target business area

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Walk-throughs What Are We Looking For?

High level understanding of existing business processes Constraints, bottlenecks, exceptions, errors etc. Links with other departments (process and information interfaces) Interactions with third parties (interdependencies) Regulatory requirements Service standards and management information Opportunities to improve work processes and raise quality Systems of Record (business systems and databases) Systems of Engagement (desktop hardware/software; mobile devices) Desired improvements

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 We now have all the information we need to develop and present

our solution

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Example

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Zurich Insurance
A leading multi-line insurance provider General insurance and life insurance products A global network of subsidiaries and offices Targets individuals, small businesses, and mid-sized and large

companies (including multinational organizations

Approximately 60,000 employees Operates in more than 170 countries Gross premiums and fees = USD 68.7 billion Operating profit for 2012 = USD 4.1 billion Loss ratio = 61.4 % (down 2.9%)

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The Zurich Commitment

Customers Earn their trust - Exceed their expectations Be there for them with solutions that deliver on our promises People Embrace diversity Invest in their capabilities and expertise Shareholders Deliver a fair, reliable and sustainable return on their investment. Communities Give back through our talent, time and resources

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Zurich Insurance Corporate Strategy

Focus on operational excellence Simplify and improve global processes and systems Global approach to applying resources and capabilities Create a competitive edge by sharing best practices ZurichLean program: simplifying the service to customers by

mapping each step of internal processes and redesigning them using Lean methodologies
Become more customer-driven Excel in products and services Flexibility and speed to adapt products to changing markets

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Zurich Mapping Organizational Pains and Goals Executive Strategic Objectives

Improve Underlying Profitability Drive Growth In Emerging Markets Improve Business Agility and Flexibility Standardize Global Processes and Systems Increase Revenue

Operational Goals
Leverage Best Practices Raise Productivity Improve Quality Expand Self-Service Options Optimize Operations Exceed Service Standards

Departmental Needs
Faster Response to Customer Enquiries Minimize Errors Simplify Processes Reduce Manual Tasks Real-time Tracking of Every Case

Zurich Mapping Organizational Pains and Goals Executive Strategic Objectives

Improve Underlying Profitability Drive Growth In Emerging Markets Improve Business Agility and Flexibility Standardize Global Processes and Systems Increase Revenue

Operational Goals
Leverage Best Practices Raise Productivity Improve Quality Expand Self-Service Options Optimize Operations Exceed Service Standards

Departmental Needs
Faster Response to Customer Enquiries Reduce Manual Tasks Kofax Solutions Drive Improvements Minimize Errors Simplify Processes Real-time Level Tracking of Every Case at the Departmental

Zurich Mapping Organizational Pains and Goals Executive Strategic Objectives

Improve Underlying Profitability Drive Growth In Emerging Markets Improve Business Agility and Flexibility Standardize Global Processes and Systems Increase Revenue

Operational Goals
Leverage Best Practices Raise Productivity Improve Quality Expand Self-Service Options Optimize Operations Exceed Service Standards

Departmental Needs
Faster Response to Customer Enquiries Minimize Errors Simplify Processes Reduce Manual Tasks Real-time Tracking of Every Case

Conclusions

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Think Buying Not Selling

Think like the buyer - not a seller

Be the best at helping clients to buy

Understand how clients make decisions

Know how to influence the decision-making process

Think long term not short term

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Think Value Solutions Not Products or Services

Combinations of products and services

Partnerships between organizations

Creative approaches

Potential for significant revenue

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Develop Your Value Proposition

Define The Compelling Event Whats the issue/business challenge? How is it affecting the prospect? What are consequences/payback?

Build Out Your Value Proposition (Wraps the compelling event) How can you help? (Defines your unique business value) Specific to the customer Sets the customers expectations Assures your ability to deliver

Avoid S-Focused Language

Self-Focused language alienates your customer:
Me, My, Mine, Our Ours, I, References, Accounts Account Manager, Sales, Pre-Sales

Adopt O-Focused Language

Other-Focused language disarms your customer
You, Your, Yours, Their Case Studies, Clients Solution Specialist, Technical Specialist
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SUCCESS =

INSPIRATION
INFORMATION

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Questions?

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Thank you.
Phillip Jones Vice President, Field Enablement Phone: +1-949-375-3523 Email: phillip.jones@kofax.com