Вы находитесь на странице: 1из 10

Microsoft Dynamics Automotive Manufacturing OEM Telesales Guide

This telesales guide provides an overview of the information you will need to drive demand for Microsoft Dynamics ERP or CRM solutions with customers in the automotive manufacturing OEM vertical.
BACKGROUND INFORMATION
Vertical Overview Automotive original-equipment manufacturers (OEMs) are facing increasing competition and shrinking margins in todays global automotive industry. In response, manufacturers are concentrating on product planning, design, branding and marketing, and relying on suppliers to provide innovation and efficiencies for everything from new, enhanced products to IT applications. Automotive manufacturing OEM companies are requiring suppliers to identify areas for further cost reductions, take a larger stake in investment costs and other risks, and provide greater engineering and technical support. These market dynamics are changing the relationship between OEMs and their supply-chain partners. Suppliers are now responsible for greater investment and validation of a vehicle. OEMs and suppliers must work closer together, recognize and understand each others needs, and create a foundation of trust that will result in mutual benefit. OEMs risk losing of some of their best suppliers whenever the two sides are working against each other. Target Audience Potential prospects are companies that: Demand exponentially shorter product-development cycles Have products that must be engineered in parallel with customers and vendors Have very strict planning, information management, and communication requirements for their suppliers Have customers who want real-time information on inventory, availability, and manufacturing status Require lean business processes and transparency in the supply chain, which are not effectively supported by legacy systems Prospects and customers may or may not know the value that an ERP or CRM solution can provide their organization. Their mind set could be any of the following: Are unaware of ERP or CRM software Dont recognize ERP or CRM software as the way to meet their needs Perceive ERP or CRM solutions as only for the big companies and too complex or expensive Conclude that upgrading their current accounting, bookkeeping, or customer-relationship software will suffice Are actively searching for their first ERP or CRM solution Target Contact Inside the prospects business, talk directly to the technology-influencing business decision maker (TI-BDM). While this could be virtually any senior individual in the company, the following are the most likely roles to be interested in ERP or CRM solutions: For ERP solutions: VP of Engineering / VP of Operations VP of Supply Chain For CRM solutions: VP of Sales / VP of Marketing

Telesales Guide page 1

Microsoft Dynamics Automotive Manufacturing OEM Telesales Guide


ROLE-SPECIFIC CHALLENGES AND QUESTIONS TO ASK
Role
VP of Engineering / VP of Operations

Most Relevant Solution(s) Challenges


ERP Project-management tools are required to keep global teams on target Require visibility into OEM production schedules and actual demand New products must be engineered in parallel with customers and vendors Suppliers are off-shoring many products, forcing engineering to collaborate around the globe Aggressive OEM-warranty cost-out programs place more costs and responsibilities on suppliers Customers are demanding increasingly-strict delivery requirements coupled with short lead times Customers want real-time information on inventory, availability, and manufacturing status GM, Chrysler, and others are demanding 5 percent year-over-year product-cost reduction Must open visibility to inventory, availability, and production status to accurately plan and make commitments to customers Vendor management and quality are key issues Requirement for vendor-managed inventory Suppliers of all sizes must be brought on board quickly and cost effectively to share critical realtime data More content being outsourced to China and Eastern Europe, causing strain on supply chains Employees and suppliers must be brought up to speed quickly on toolsand the tools must be available around the globe Increasingly strict delivery requirements Must choose a strategic IT platform that supports all current business needs, is easily understood by employees, and allows for flexibility of changing business processes at low total-cost-of-ownership

Probing Questions
Are customers demanding shorter product-development cycles? How does this impact your engineering efforts? What project-management tools are you using? Are these tools meeting your expectations? Are you able to provide real-time information on inventory, availability, and manufacturing status to your customers? Are customers demanding more choices and custom solutions? Have you been able to deliver on this? Do you often find that products are being engineered in parallel with customers and vendors? How has this impacted your production time and costs? What have you done to improve on-time delivery of product? How do you manage finished-product inventory?

VP of Supply Chain

ERP

Have you provided your customers with visibility into your inventory, availability, and production status? Why or why not? How do you bring suppliers on board quickly? Has outsourcing in the supply chain caused strain? What has been the impact? Have your delivery lead times shortened? What have you done to keep up? How do you manage data in disparate systems? How have you chosen your IT platform? Is it able to support all of your current business needs? Is it easily understood by your employees?

Telesales Guide page 2

Microsoft Dynamics Automotive Manufacturing OEM Telesales Guide

ROLE-SPECIFIC CHALLENGES AND QUESTIONS TO ASK


Role
VP of Sales / VP of Marketing

Most Relevant Solution(s) Challenges


CRM Sales needs real-time information from manufacturing and suppliers to accurately quote project costs and delivery Must increase profitability by focusing on product differentiation rather than incentives and discounts Must give independent and captive dealers tools that allow forecast sharing, ordering, and analytics Forecasting demand more accurately Enabling quick response to customers Must improve e-commerce for brand management as well as online ordering

Probing Questions
How do your sales teams get access to real-time customer information? Do you get the information you need from distributors and dealers? How do you set parts, products, and service pricing? What have you done to enable quicker responses to customer requests? Are the processes and tools used to capture and manage quotes and orders working efficiently? Are you able to forecast demand accurately? How?

Telesales Guide page 3

Microsoft Dynamics Automotive Manufacturing OEM Telesales Guide


ERP
MICROSOFT DYNAMICS VALUE PROPOSITION
Key Message If you only have 60 seconds to deliver your sales pitch, this is it: The Microsoft Dynamics business-management solution is designed for organizations like yours in the automotive manufacturing OEM vertical to enable you to: Provide transparency into inventory Give automobile manufacturing OEMs transparency into inventory and product availability to improve productivity and return on assets. Implement lean manufacturing Help lower costs by launching leanmanufacturing capabilities such as just-in-time production, continuous flow, production leveling, pull system and Takt time. Facilitate collaboration Quickly engineer, source, and manufacture new products through readily-available and familiar desktop tools. Sense of Urgency Many prospects may prefer to stay the course with their current systems rather than endure the changes involved in a software upgrade. The sense of urgency is around this point: Your current accounting software may be limiting your companys ability to meet its business goals. Upgrade now to achieve your business potential.

TARGET NEEDS, PAIN POINTS, and MICROSOFT DYNAMICS BENEFITS


Good candidates for an upgrade to a Microsoft Dynamics ERP solution may bring up any of the following needs or pain points. Microsoft Dynamics addresses those issues with these related benefits. Needs Daily changes Firms need the ability to re-plan very quickly and respond to real-time changes in demandsometimes on a daily basis. Demanding customers The need to produce more choices for the customer is driving a more complicated product line. Regulations Government restrictions force detailed product tracing. Pain Points in the Vertical Project-management tools are required to keep global teams on target. New, lean business processes and the need for transparency in the supply chain are not effectively supported by legacy systems. Benefits of Microsoft Dynamics ERP Solutions Improved operations and reduced costs Support a variety of release accounting methods, including cumulative-order management, Kanban, and long-range forecasting. Build connections to suppliers and vendors Shorten development cycles by integrating product development to manufacturing, accounting, purchasing, and suppliers. Increased agility Gain control of your business processes. Understand shifts in demand and the competition.

EVIDENCE
Summary Automotive-parts supplier gears for growth with lean manufacturing.
http://www.microsoft.com/casestudies/casestudy.aspx?casestudyid=201292

Telesales Guide page 4

Microsoft Dynamics Automotive Manufacturing OEM Telesales Guide


CRM
MICROSOFT DYNAMICS VALUE PROPOSITION
Key Message If you only have 60 seconds to deliver your sales pitch, this is it: The Microsoft Dynamics business-management solution is designed for organizations like yours in the automotive manufacturing OEM vertical to enable you to: Track customer needs Develop profitable customer relationships and improve customer support by effectively tracking and monitoring customer needs and requests. Improve order efficiency Streamline the quote to order process to increase the speed and accuracy of proposals, quotes, contracts, pricing, and orders. Provide real-time information Leverage bar code, mobility devices, and radio frequency identification (RFID) to provide real-time information to create transparency into supplier and customer organizations. Sense of Urgency Many prospects may prefer to stay the course with their current systems rather than endure the changes involved in a software upgrade. The sense of urgency is around this point: Your current software may be limiting your companys ability to meet its business goals. Upgrade now to achieve your business potential.

TARGET NEEDS, PAIN POINTS, and MICROSOFT DYNAMICS BENEFITS


Good candidates for an upgrade to a Microsoft Dynamics CRM solution may bring up any of the following needs or pain points. Microsoft Dynamics addresses those issues with these related benefits. Needs Real-time data Sales teams need real-time information to accurately quote project costs and delivery. More time to sell Reduced administrative tasks for field and inside-sales representatives leads to increased revenue through more dedicated sales team. Streamlined order process Complicated order processes across divisions and systems must be improved to generate more revenue. Customer requests Automakers, OEMs, distributors, and customers demand exponentially shorter product-development cycles. Pain Points in the Vertical Product life has been cut in half, decreasing cash cow product opportunities. Suppliers must open visibility to inventory, availability, and production status to accurately plan and make commitments to customers. Discounting and incentives are running rampant, reducing profitability. Proactive-service-issue identification is required to remain a supplier. Benefits of Microsoft Dynamics CRM Solutions Consistent customer information Provides an up-to-date view of customer relationships across the organization, with pertinent information delivered to each user according to his or her role Strengthened customer relationships Facilitate communication between your sales team and your customers. Capture and store customer information from the field.

EVIDENCE
Summary Snowmobile manufacturer improves customer service and staff productivity.
http://www.microsoft.com/casestudies/casestudy.aspx?casestudyid=201141

Telesales Guide page 5

Microsoft Dynamics Automotive Manufacturing OEM Telesales Script


OPEN THE CALL
Hello, this is [Name] from Microsoft/[Partner Name]. Im calling today to talk to you about the flexible, easy-to-use business-management solutions we offer. These affordable solutions are designed to help companies in the automotive manufacturing OEM vertical like yours drive performance and help increase profitability. What is your role in your organization? Are you responsible for decisions related to Enterprise Resource Planning (ERP) (or Customer Relationship Management [CRM]) solutions? If NO, identify the right contact If yes, ask PROBING QUESTIONS to determine interest I am calling to discuss ways that we might be able to help you with solutions related to ERP (or CRM).

Who is responsible for decisions related to ERP (or CRM) in your company?

PROBING QUESTIONS

Identify your contacts current Pains, Plans, Processes, People, and Price (that is, budget and resource) situations. Pains: Based on the role of your contact, ask some of the role-specific questions provided on pages 2-3 of this telesales guide.
Plan What are some of your current business priorities? Do you have any projects or initiatives underway to address this priority? What is your time frame for completing [project related to priority]? What are some of the ways you plan to measure success related to the priority? Process What solutions are you actively evaluating to help you meet your objectives relative to this priority? What (additional) solutions to address this priority are you aware of and planning to evaluate? Who else at your company is involved in the evaluation or decision around this priority? Are you currently looking at any ERP (CRM) solutions to address this priority? Which ones? Are you familiar with Microsoft Dynamics solutions? People Do you have employees with the needed capabilities to help you accomplish your objectives related to this priority? Are you working with any technology partners to help you implement any solutions to address this priority in this area? Which ones? Price Have you already allocated budget for this solution?

Check Point: Is this prospect interested in evaluating ERP or CRM solutions from Microsoft? Is he or she a good candidate for a new solution? If so, move on to the PROVE VALUE section.

Telesales Guide page 6

Microsoft Dynamics Automotive Manufacturing OEM Telesales Script


PROVE VALUE - ERP
Supply-chain Difficulties Pain: We realize that automotive manufacturing OEMs supply chains are under strain due to complex outsourcing, compliance, and legacy technology issues. Benefit: Microsoft offers business-management solutions that make it easier for automotive manufacturing OEMs to deal with both upstream and downstream supply-chain issues by:
1. Adapting to changing business requirements by tightly coupling the planning and execution processes with 24/7 collaboration between customers, suppliers, and partners 2. Providing visibility into demand, inventory, and logistics issues across the supply chain 3. Allowing customers to see deeper into their supply chain by leveraging bar code and RFID to provide real-time information that can impact product delivery schedules

Evidence Haldex Based in Sweden, but with business operations in 17 countries, Haldex is an automotive-parts supplier that focuses on commercial-vehicle systems, hydraulic systems, traction systems, and steel-alloyed springs used in combustion engines. Summary Automotive-parts supplier gears for growth with lean manufacturing. Business Situation In order to remain competitive in a global market, Haldex needed to reduce costs and improve responsiveness. In addition, transformed operations would help Haldex expand in critical emerging markets. Solution Haldex implemented Microsoft Dynamics AX. Benefits Faster response to customer demand Reduced waste for lower costs Flexibility to support continuous improvement Link

Demand for Flexibility Pain: We understand that your customers are demanding new services, forcing a great deal of flexibility from automotive manufacturing OEM firms. Benefit: Microsoft offers business-management solutions that make it easier for automotive manufacturing OEMs to be more flexible by:
1. Accurately tracking shipping and delivery of parts by integrating data-collection functionality with ERP 2. Supporting the use of RFID and bar codes to help lower costs while improving customer service 3. Implementing custom processes to support individual retailers needs

http://www.microsoft.com/casestudies/casestudy.aspx?casestudyid=201292

Telesales Guide page 7

Microsoft Dynamics Automotive Manufacturing OEM Telesales Script


PROVE VALUE - CRM
Real-time Customer Data Pain: We have seen that sales teams within automotive manufacturing OEMs often do not have access to real-time information. Benefit: Microsoft offers business-management solutions that make it easier for automotive manufacturing OEMs to gather and access real-time data by:
1. Providing insight into operations and suppliers to deliver accurate quotations and reliable service to customers 2. Utilizing raw-material costs to allow sales people to quickly create customerspecific quotations 3. Enabling customers to look into operations to see order status and receive automatic alerts when changes to plans have occurred

Evidence Polaris Polaris designs, engineers, manufactures, and markets snowmobiles, allterrain vehicles, Victory motorcycles, and the Polaris Ranger for recreational and utility use. Summary Snowmobile manufacturer improves customer service and staff productivity. Business Situation Polariss support staff had difficulty accessing the information necessary to provide adequate customer service, and management lacked the reporting capabilities needed to assess customer service effectiveness. Solution Polaris Industries implemented Microsoft Dynamics CRM and Microsoft Office SharePoint Portal Server 2003 with Windows SharePoint Services for integration of legacy systems and improved communication. Benefits Easy to learn and use Customizable to improve productivity Enhances the level of customer service Improves reporting capabilities Link

Low Productivity of Sales People Pain: We understand that automotive manufacturing OEMs often struggle to keep sales people productive. Benefit: Microsoft offers business-management solutions that make it easier for automotive manufacturing OEMs to maintain salesperson productivity by:
1. Coordinating all aspects of a customer engagement when multiple communication channels are used 2. Automating everyday day tasks 3. Targeting partners and customers effectively by understanding past buying behavior, contracts, competitors, and pricing

http://www.microsoft.com/casestudies/casestudy.aspx?casestudyid=201141

Telesales Guide page 8

Microsoft Dynamics Automotive Manufacturing OEM Telesales Script


QUALIFY:
Based on what weve spoken about today, I would recommend that you look at [solution]. Can I send you more information related to [solution]? May we schedule a meeting to determine the best solution to your current needs? Microsoft has a current offer on [product]. This special offer ends [date]. Would you like to know more?

CLOSE THE CALL:


I will send you a [solution] information packet immediately. I will schedule . . . Before we close, can I confirm your contact information? Correct spelling on name Title Mailing address, city, state, and ZIP E-mail address Direct phone number and fax Thanks very much for your time. Please feel free to call me at any time. You can reach me at [phone number and e-mail address].

Telesales Guide page 9

Microsoft Dynamics Automotive Manufacturing OEM Telesales Script


VOICE MESSAGE SCRIPT
If you know the name of the VP of Engineering, VP of Operations, VP of Supply Chain, VP of Sales, or VP of Marketing, ask for that person directly. You may reach his or her voice mail box first. Hello, this is [Name] from Microsoft/[Partner Name] Im calling today to talk to you about some of the affordable Microsoft Dynamics business-management solutions we offerdesigned specifically to help businesses in the automotive manufacturing OEM vertical. Please call me at [XXX-XXXX] and we can discuss how Microsoft Dynamics can help you achieve more of your business goals. Thank you for your time, and I look forward to speaking with you.

RECEPTIONIST SCRIPT
If you dont have a specific persons name to ask for, a receptionist can connect you. Hello, this is [Name] from Microsoft/[Partner Name] For ERP Solutions I hope you can help me. Im trying to reach the person who manages your Engineering, Operations, or Supply Chain department. Who would be the best person to speak with? For CRM Solutions I hope you can help me. Im trying to reach the person who manages your customer relations. Who would be the best person to speak with? Can you connect me please? If challenged, say: Id like to speak to the person responsible for purchasing business software solutions in your company.

Telesales Guide page 10