【正文】 ebel Systems, Inc. All rights reserved. Frontal Strategy Definition A frontal strategy is a direct approach based on the customer’s perception of your overwhelming superiority in solution, price or reputation. Guidelines/Caveats Variations 3 7 ? 3:1 advantage ? Requires size, speed or surprise ? Resource intensive (8) ? Blatant/obvious ? Most often used and easily defeated strategy ? Features/price/performance ? Proprietary technology ? Whole product ? Relationship/Experience ? Prestige ? Comfort/Security Solution Reputation Page 169。2022 Siebel Systems, Inc. All rights reserved. Alter the Rules Flanking Strategy Definition A flanking strategy shifts the focus of the customer’s buying criteria to new or different issues that favor your solution. Guidelines/Caveats Variations 3 8 ?Don’t play by their rules ? Must have executive support ? Make your move last ?Don’t open the “playing field” ? A ? B ? Change or reprioritize the criteria ? Move the goal post ? A ? A+1 ? Expand the scope of the decision ? Add new criteria (6 and 14) (6 and 14) Acknowledge and Expand Alter the Rules Page 169。2022 Siebel Systems, Inc. All rights reserved. Fragment Strategy Definition A fragment strategy divides the opportunity into smaller pieces and focuses the customer on a subset of the issues that you can address. Guidelines/Caveats Variations 3 9 ? Must have UBV only you can deliver (10) ? Requires inside support (11) ? Pick the correct base for the future (17) ? Monitor the cost of sales (18) ? Department/Location/Function ? Foot in the door ? Beachhead ? Compatibility with current environment ? Extend capacity ? Enhance customer’s investment (1+1=3) Niche Peaceful Coexistence Page 169。2022 Siebel Systems, Inc. All rights reserved. Defend Strategy Definition A defend strategy protects your position from the inevitable assault from your petitors. Guidelines/Caveats Variations 3 10? Expand your relationships to a higher level (12) ? Support your allies (11) ? Articulate your credibility (12) and business value (10) ? Beware of selfisolation ? Keep your eye on your petitors Insulate Isolate ? Improve your relationships (9) ? Support your allies (11) ? Extend your presence ? Contain the petition ? Create tangents/diversions ? Dilute the petitor’s efforts Page 169。2022 Siebel Systems, Inc. All rights reserved. Develop Strategy Definition A develop strategy establishes a position for a possible future engagement. Guidelines/Caveats Variations 3 11? No pelling event (5), OR Not in a position to pete ? Establish presence for the future ? Continue to collect profile data (120) ? Focus on executive credibility (12) ? Qualify your ROI (18) ? No pelling event (5) ? Establish a presence, listen and wait ? Investment marketing ? Not in a position to pete (7) ? Attractive future alternative (10) ? Requires inside support (11) Invest Delay Page 169。2022 Siebel Systems, Inc. All rights reserved. ? Once you have initiated your strategy, it should remain fixed, unless there is a major shift in the profile information. ? You should have a single strategy for a single opportunity. Strategy Opportunity Strategy Strategy Strategy Opportunity A Opportunity B Opportunity C ? If there are multiple opportunities within the same account, you can have multiple strategies. Strategy Guidelines 3 12Frontal Develop Flanking Page 169。2022 Siebel Systems, Inc. All rights reserved. Summary Start Do you have a 3:1 advantage? Can you change or expand the buying criteria? Can you find a profitable subset of the opportunity that you can win? Do you have a position in the account that you must protect? Is there future revenue (17) or strategic value (20)? Disengage N N N Y Y Y Y Y Y N N Frontal ? Solution ? Reputation Flanking ? A ?B ? A ? A+1 Fragment ? Niche ? Coexistence Defend ? Insulate ? Isolate Develop ? Invest ? Delay Is there a pelling event (5) or can you create one? Can you pete? (610) Y N 3 13Page 169。2022 Siebel Systems, Inc. All rights reserved. Purpose ? Provide you with a framework for analyzing the customer’s anization Benefits ? Shorten your sales cycle by spending time with the right people discussing the right issues ? Understand the customer’s politics so that you avoid surprises in the sales campaign ? Broaden your view of the customer’s anization so that you can expand your presence Output ? Organization map of the customer’s formal and informal anization Politics Assess the Opportunity Set the Competitive Strategy Identify the Key Players Define the Relationship Strategy Turn Ideas Into Actions Test and Improve the Plan Implement the Process 1 2 3 4 5 6 7 4Page 169。2022 Siebel Systems, Inc. All rights reserved. Principles Introduction Organizational Structure ? formal ? You can deny the legitimacy of politics, but you cannot deny its existence. ? No one is saying that you have to play the game, but a game is being played whether you like it or not. Political Structure ? de jure/ex officio ? apparent ? necessary 4? informal ? de facto ? subtle ? reality Page 169。2022 Siebel Systems, Inc. All rights reserved. Mapping the Organization Senior VP Director of Sales and Marketing Director of Information Services Ramp。D Manager Mfg. Manager Systems Manager Operations Manager Sales Manager Product Marketing Manager 4Step 1 – Micro View Formal Structure ?Buying Role ?Adaptability to Change ?Your Coverage ?Your Status Director of Engineering Page 169。2022 Siebel Systems, Inc. Al