© 2013 IBM Corporation 1 Diane Dunkle | BUE, Information Management Inside Sales America’s...

© 2013 IBM Corporation1

Diane Dunkle | BUE, Information Management Inside Sales America’s

Wednesday, April 17, 2013

Smarter Prospecting – the Art and Science of Getting Time with Sr. Decision Makers


Agenda

The Most Important Thing

The Top Mistakes Sellers Make When Prospecting

A Prospecting Methodology that works (for rule followers) and one that helps (for people who hate a recipe)

Help with Email, Admins, etc.


The Most Important Thing to Know When Trying to Get Meetings

Prospecting is a two step process– The ability to schedule time with people– The ability to find opps during that scheduled time

W3 is very helpful with the second step in the process, after you have the meeting

You have to get practice to get good at the first

So the most important thing is…


Sell the meeting, not the software!

Why this is so important: You should call as high as it

makes sense to call Senior leaders are looking for

ideas and want to know what IBM is doing

Senior executives have the money

Conversations are fast and easy at the senior level

Stop trying to arm wrestle time from them right then and there. In general, the shorter the call, the higher the odds of getting a meeting that matters.


Sell the meeting, not the software!

Benefits of a scheduled call: The customer expects your call

and can focus The customer can invite their

own people You have time to prepare, do

research, find help Getting time on their calendar

earns you the right to an assumed next step

Stop trying to arm wrestle time from them right then and there. In general, the shorter the call, the higher the odds of getting a meeting that matters.


6

Some C’s and VP’s who have put me on their calendar

Deputy Comm, Dept of Tax CISO, Cambridge Health Alliance CIO, Ofc of Medicaid Inspector

CIO, Dept of Public Safety Head of Intell, MBTA VP Sustainment, BAE

CIO, Stanley Bostitich Dir. Aviation Security, Massport CIO, Tufts Assoc Health

CIO, Mass General Commissioner, Boston PD Exec Dir, RI Emergency Mgmt

VP IT, Otis Elevator CIO, New York Power Authority CIO, Dartmouth College

CIO, Suffolk University CIO, Tufts University CIO, State of Maine

CIO, Stoneybrook CIO, VT Student Assistance VP Global IT, Otis Elevator

VP Supply Chain, Textron VP Supply Chain, Cessna CIO, Tufts Health Plan

COO, BCBS-VT CIO, Albany Medical Center CIO, Partners Healthcare

VP Aftermarket, Sikorsky VP WW Cust Support, Sikorsky VP Logistics, BAE

President of the Senate, Maine VP Supply Chain, Carrier CIO, MA DOT

VP HR, Bryant UniversityCIO, Lahey Clinic Deputy Comm Security, MBTA

CIO, Aviva Life Insurance President C4i, DRS CIO, CT State University

VP Bus. Processes, Chemtura Deputy Director, RI DOR Chief of Staff for Lt. Gov, MA

CIO, UNH Deputy General Counsel, UTC CIO, Partners Physicians Network

VP, Retail Brand Alliance President, Perceptive Informatics Intelligence Director, MBTA

Chief, Investigative Services, NH CIO, Textron Defense CIO, Mass Dept of Education


Top 10 Mistakes Sellers Make When Trying to Get Meetings

1. They do not define what success is so they never know if they are successful. ANSWER: Determine how much pipeline do you need? Start there and work backwards.

2. They do not prepare ANSWER: Decide what words will come out of your mouth before you pick up the phone. Save WinWires and every good story about IBM’s ability to help clients and keep them close by. (PS. paper file folders are still allowed)

3. They think they can prospect without picking up the phone… a lot (Vorsight cites that 72% of their meetings happen with a live phone conversations/60% of my org’s meetings occur through live phone conversations) ANSWER: Make a lot of calls and count them so you can determine your success rate. What messages work? What titles? How many new people do you need to call a week to get meetings? How many meetings do you need to get an opp? What is your avg opp size? Keep track! Then apply this to #1 above.

4. They do not have a system for managing and measuring their activity so they call people once or twice and give up. ANSWER: Get ACT or buy an online contact mgmt system. They are dollars a month for single users and will automate your activity. Crucial! CIO’s can take 10 attempts to get a meeting (Jill Konrath, Selling to Big Co’s) so have a cadence (eg. Week 1 – call, vm, em Week 2 – call, vm, em Wait 3 weeks and try again each quarter thereafter)

5. They talk too fast and say too much and use words the prospect does not understand.. ANSWER: Tape record yourself for your ears only and sloooooooow down. And if your mom doesn’t know the word, find normal words to use it or explain.


Top 10 Mistakes Sellers Make When Trying to Get Meetings

6. They judge the success of the call by its length. ANSWER: The shorter the call, the higher the likelihood of success.

7. They want someone to write their messages for them. ANSWER: You have to figure out what is going to work best for you. You need to be an expert on what works and does not work.

8. They call the wrong people either calling too low or downloading lists that are just plain frustrating. ANSWER: Call senior leaders you find on LinkedIn. They are real. They buy things. They tell you about themselves on their profile.

9. They do not leverage the IBM machine. ANSWER: Prospect internally. Some of my best prospecting efforts were directed at the Client Teams.

10.They do not know how to write an effective, short email so they waste a lot of time. ANSWER: Plagiarize! Not really but borrow a lot from other sellers, WinWires, stories on the IBM website, etc.


A Method That Works to Get Meetings

1. Not necessarily to spend time with them

Wrong person Wrong timing No budget

2. Not necessarily to have a conversation right then Busy people buy things You want them undistracted

Average time in a first call is just a few minutes!

Why do you call people?


Why do I call people?

1. Assess interest / curiosity• In something IBM is doing (the coolest thing

you can think for that person) • Could be specific to their company, agency,

job role, a problem we solve, an acquisition we made, etc.

• Focus on business value, not products

2. Explore availability• Doesn’t have to be right now • Looking for undistracted time with them

Are you curious enough to grant me time on your calendar?


What do I say?

1. Assess interest / curiosity

2. Explore availability

“I know that I am reaching you out of the blue, is this a good time for a quick conversation?”

“I am not necessarily looking to have a conversation with you right now, but is this something you are interested in?”

What

to

say

How

to

say it

how IBM is helping to keep our customers out of the news for data breaches

how our customers are more competitive because we help them to run data warehouse reports 100X faster

IBM’s ability to reduce HIPPA violations due to data privacy breaches in app dev testing

based upon your title, thought IBM’s approach to Big Data might be of interest

have you talked to IBM lately about software?


James McAdam Hey, Diane, I need to talk to you. Can I call you now?


Louis Brown Hi, Diane, I need your input on the DOR RFP. I have some ideas to improve the competitive messaging. Is this a good time?


It’s like feeding ducks…


Analyze ALL Available Data – PureData System for Analytics

Why you are calling Data is growing faster than ever, and it is challenging for companies to make sense of

it all. We are working with companies to cost effectively manage and analyze ALL

available data in minutes instead of days.

Question I know I am reaching you out of the blue; is this an OK time for a quick conversation?

Tell a story of how we help IBM acquired Netezza and it is an appliance that can process tens of billions of rows of

data in minutes to provide extremely fast and powerful analytics that gives our customers a huge competitive advantage for running their businesses in realtime vs. 3 days after the fact.

Who have we helped BCBS of MA, Con-way Freight, Epsilon, Kelley Blue Book, Marshfield Clinic, Canadian Tire,

Safeway, Nielsen

Question I am not necessarily looking to have a conversation with you right now, but is this something you are interested in?

MAKE THE CALL: Choreographing the call

Biggest mistake is to forget to ask the questions!!! Source: Wikipedia

http://en.wikipedia.org/wiki/Blue_Cross_Blue_Shield_Association

http://en.wikipedia.org/wiki/Con-way_Freight

http://en.wikipedia.org/wiki/Alliance_Data

http://www.canadiantire.ca/

http://en.wikipedia.org/wiki/Safeway_Inc.

http://en.wikipedia.org/wiki/Nielsen_Company

http://en.wikipedia.org/wiki/Netezza

http://dponline.org/weblog/wp-content/uploads/2008/10/traffic-cop1.jpg


Analyze ALL Available Data – BigData

Why you are calling I am on the software sales team from IBM that covers YOURCO for the technology that helps our customers to

manage all of their information more effectively and I am finding that most of our customers are challenged by the amount of data they have to manage and saw your title and thought you would like to know what we are doing.


Tell a story of how we help I would put how we help into 4 categories: 1. Data security (stay out of the news) 2. Data integrity (data

looks the same across your systems) 3. Data reporting (instead of 3 days, data in minutes to increase competitiveness and responsiveness 4. The Volume of Data (archiving, getting data you have to store out of your production systems)

Who have we helped Hospitals using their data to locate heart patients at risk of infections before they occur are saving lives.


This message worked 3X for me last week


Data Security and Compliance in government(Guardium)

Why you are calling Interest in how IBM is helping NY state agencies to stay out of the news for data breaches


Tell a story of how we help We acquired a software co. called Guardium and it identifies unauthorized or suspicious activities in the DB’s by continuously tracking all database actions and it does this without impacting performance or modifying databases. Then

it detects and even blocks malicious or unapproved activity by DBAs, developers and outsourced personnel without relying

on native logs and triggers and it does this in real-time. Then it also proves compliance if there is an audit. Our customers need fewer FTE’s so they are cutting costs but Guardium is mostly about automating the checks and balances to secure the environment.

Who have we helped 3 NYS agencies (Dept of Tax and Finance, Office of State Comptroller, Department of Labor)



Data Security and Compliance (Guardium) in script form for healthcare

Hi (customer name) this is (your name) with IBM. I’m on the software team that supports (company name) and I am calling because we acquired a software company last year that helps our customers with data security and compliance and I thought you might like to know about it. I know I am reaching you out of the blue. Is this a good time for a quick conversation?

NO: Is there a better time to reach you?

YES: The company we acquired is called Guardium and it is software that provides real-time database security and monitoring and is the most widely deployed database security solution in the world. Dell, McAfee, ING, the top 5 global banks and many govt agencies use it. And what it does is:

1. Automatically locates, classifies and secures your sensitive information

2. Monitors and enforce policies for database security and change control

3. Captures all database activity automatically and in a centralized location for auditing purposes and real time report building

4. Assesses where your current infrastructure is vulnerable and address it before there is a problem

One of our customers, a leading healthcare organization, needed to implement database auditing in order to comply with SOX and HIPAA regulatory requirements. With Guardium, they centralized and automated the controls across their distributed heterogeneous database environments, while streamlining the compliance process with centralized workflow automation. This automation not only increased database security and simplified compliance but they reallocated 8 FTE’s to other areas.

Now I am not necessarily looking to have a conversation right now, but is this something you are interested in?


InfoSphere Server for Trusted Information (Customer Service)

Why you are calling A lot of our customers are overflowing with scattered and inaccurate data throughout and are struggling with how to use it. The data is not trusted. We are helping them and I thought you would want to know how.


Tell a story of how we help The way we help is with software that integrates & aligns disparate data sources so that the data is cleansed for quality & consistency, transformed for new use and delivered to where it needs to be. This solves problems like when a customer’s name is spelled 5 different ways in 5 different systems and customers get 5 different invoices or catalogs or need to be transferred from dept to dept for customer care

issues. By unifying that data, customer are treated like one customer from a support, sales, service and marketing perspective which

improves customer service and increases sales. Cleaner data also helps to prevent fraud and lower costs

Who have we helped Panasonic (click for references)


http://www-01.ibm.com/software/uk/itsolutions/infosphere-case-studies/


Have you talked to IBM recentlyabout our software?

Why you are calling I am with IBM and responsible for the technology that helps our customers to manage all of the data they have and

part of my job is to talk to folks like you and ask, how are we doing? Have you talked with us recently about our portfolio and all of the software companies we have acquired.


Tell a story of how we help Netezza, Vivisimo, Guardium; Optim; Ascential (DataStage); Netezza, Entity Analytics

• Who have we helped Use google. Find co’s that our acquired co’s have as customers


http://http/www.crn.com.au/Utils/ImageResizer.aspx?w=168&n=http://backoffice.ajb.com.au%2Fimages%2Fnews%2Fjigsaw.jpg


SUMMARY: Call Format – Keys to a Successful Call

Opening: “Hi Joe, this is Diane Dunkle from IBM. How are you?

(customer response)

WHY?: “Joe, I am with the software sales team from IBM that supports YOURCO for our technology that helps to manage all of the data and I am calling bec…”

• 1-2 sentences (15 seconds max!)• “Twitter” headline• Focus on business value• Make it personal (industry, position, LinkedIn,

news article etc.)

Don’t stop yet… ask: “I know that I’m reaching you out of the blue here, is this a good time for a quick conversation?

If No: “Is there a better time to reach you?

(Probably 50% of my meetings happen right here)

If Yes: “How we help is…• Tell your story• Why is it compelling?• Focus on business results• Ex. “We acquired a company…”• Ex. “Many of our retail customers…”• Ex. “Organizations have so much data, in

so many places, they are struggling with how to manage and leverage all of it”

• Use relevant customer successes

Stop to ask: “I am not necessarily looking to have a conversation with you right now but is this something you are interested in?”

If yes: Go for the meeting! (If they want to talk more, have some questions and stories ready)

If no: “What is your most pressing concern now?” or “Have you talked to IBM lately?” or “What are you focused on… our software portfolio is huge. Maybe we can help.”


Getting Ready: Be prepare for a 15 minute conversation

Be ready to talk about 3 things: – Why you are calling– How IBM can help– Who we have helped (reference stories)

Use Sales plays (but don’t get bogged down in them).

Use your own words!

Use LinkedIn and Google the person (use the word “says”)– Eg. “Bath Iron Works”, “Jason Smith”, says

Look at their website, job postings, news

Use IBM website to get good ideas on how to word things

Prepare just enough to pick up the phone

Test your message:

1. Keep asking, “Why does it matter?” until you get to the value for the client

2. If your prospect could not explain to the President of the company why they took a meeting with you, your message is probably not good enough


Get Inspiration from WinWires, Wikipedia,W3 Plays, Ideas from this week:

Information Mgmt Wiki https://w3.ibm.com/workplace/myportal/odw/sales/products/software/!ut/p/

b1/04_Sj9CPykssy0xPLMnMz0vMAfGjzOKdDIAgwMDAyMDTx9nA08nF09LM18_Y3csIqCASqMDP3yjUzcTT0NDCzNXQwMjMw8TJJ8zTwN3FGJ9-iwADqH4DHMDRgDj9eBQQcH-4fhReJZ6mUAX4vAhWgMcPfh75uan6BbmhoREGmQHpjoqKANw-YCY!/dl4/d5/L2dBISEvZ0FBIS9nQSEh/?uri=nm%3Aoid%3AZ6_B0000P0020ILC0IBDI96MN3GJ2

Information Mgmt Prospecting Kits: https://w3.ibm.com/workplace/myportal/odw/sales/products/software/!ut/p/


Information Management Prospecting Guide:https://w3.ibm.com/workplace/myportal/odw/sales/products/software/!ut/p/b1/04_Sj9CPykssy0xPLMnMz0vMAfGjzOKdDIAgwMDAyMDTx9nA08nF09LM18_Y3csIqCASqMDP3yjUzcTT0NDCzNXQwMjMw8TJJ8zTwN3FGJ9-iwADqH4DHMDRgDj9eBQQcH-4fhReJZ6mUAX4vAhWgMcPfh75uan6BbmhoREGmQHpjoqKANw-YCY!/dl4/d5/L2dBISEvZ0FBIS9nQSEh/?uri=nm%3Aoid%3AZ6_B0000P0020ILC0IBDI96MN3GJ2#nav.selection%3D%2Fdm

Information and Analytics Industry Entry Pts: https://w3.ibm.com/workplace/myportal/odw/sales/products/software/!ut/p/


IM Specialty Plays: https://w3.ibm.com/workplace/myportal/odw/sales/products/software/!ut/p/



Message Maps: Help with writing your story (the 2nd handful of breadcrumbs)

Step One. Create a Twitter-friendly headline.The headline is the one single overarching message that you want your customers to know about the product. Ask yourself, “What is the single most important thing I want my listener to know about my [product, service, brand, idea].” Draw a circle at the top of the message and insert the headline. Make sure your headline fits in a Twitter post – no more than 140 characters. If you cannot explain your product or idea in 140 characters or less, go back to the drawing board.

Step Two. Support the headline with three key benefits. As I discussed in a previous article, the human mind can only process about three pieces of information in short-term memory. Specifically outline the three or, at most, four benefits of your product. Draw three arrows from the headline to each of the key supporting messages.

Step Three. Reinforce the three benefits with stories, statistics, and examples. Add bullet points to each of the three supporting messages. You don’t have to write out the entire story. Instead write a few words that will prompt you to deliver the story. Remember, the entire message map must fit on one page.

“How to pitch anything in 15 seconds” article from HBR

http://www.forbes.com/sites/carminegallo/2012/07/17/how-to-pitch-anything-in-15-seconds/


IBM’s Guardium secures the privacy and integrity of

information in your data center.

Monitors data in real time

Prevent cyberattacks

and breaches

Streamlines and automates compliance

reporting

- 80% of breaches come from internal users

- Prevents unauthorized and suspicious activities by privileged users

- Defines where sensitive data resides across the enterprise.

- Enterprise databases, data warehouses, file shares, document-sharing solutions, and big data environments.

- Tracks all database activity without impacting performance

- Customizes workflow to generate and distribute reports for electronic sign off. Stores results in centralized repository

- Eliminate costly and high risk manual and silo approaches

Guardium


Message Map for Guardium

IBM’s Guardium provides the simplest, most complete solution for information security, while automating compliance across environments.

Prevent Cyberattacks and breaches

Monitor privileged users

Validate Compliance

Prevent Cyberattacks and breaches

Guardium allows organizations to understand and define where sensitive data resides across the enterprise. Using policies and metrics, you can proactively identify unauthorized or suspicious activities. It can protect data at rest or in motion, as well as production and non-production data. Guardium will continuously track all database actions with virtually no impact on performance.

Monitor privileged users

80% of breaches come from internal users, and Guardium can detect and block unapproved activity by DBA’s, developers, and other personnel without relying on native logs or triggers (costly and risk for human error)

Validate Compliance

Database auditing has become complicated and costly with numerous regulations for sensitive information. Guardium provides a simple means of automating and centralizing compliance controls across heterogeneous environment. Generates pre-configured compliance reports on a customizable basis. Used by over 400 organizations world-wide to automate controls including SOX, PCI (any organizations that has customer credit card information), HIPAA (healthcare industry)


Typical responses

“I am heading to a meeting.”

“Can you send me information?”

Still go for the conference call

“I have a few minutes. Is that enough time?”

A “soft no” (Ex. ‘We are heavily involved in this other project, so this might not be the best time’)

“When would be a better time to reach you?”

Get the email address; “You bet. I will send you some links to our website. What is your email address?”

“Now the other thing that I would be happy to do is we could pick a time when you are expecting my call. I can tell you a little more about… and that might even be quicker than reading through an email from me. Would later this week be better?”

“You bet. We are helping…. I am not necessarily looking to take up your time right now but is this of interest?”

“What are you focused on?


Ask Good Questions!

“What specific business benefit will this initiative give you?” “How will you know when you have attained it?” “Who will be impacted most if you don’t do this?” “Is this your most pressing concern?’ “When must you make a decision about which action to take?” “What if there are delays?” “When does the organization need to see results?” “I want to make sure I understand your decision making process.

Would you please walk me through it?” “Who else would you want to include in this discussion?” “What are your criteria for making a decision?”

Go to First Research at the COMP portal for industry and job role questions:

https://w3-03.ibm.com/sales/competition/compdlib.nsf/pages/tools


Who to call

LinkedIn COMP Portal

– CRUSH Reports Rock– Mint Global– Net Prospex– iProfile– OnTarget– OneSource– Market Intelligence

Corporate website Jigsaw (no longer through IBM but you can get you own log-in) Convention Speakers IBM team members Google President/CEO’s office Call the wrong person Sales Transaction Hub will build you lists and do company research Interns – talk to your SBE and BUE’s about getting summer interns to help with list building

and event attendance drives


Email

Announce emails with a voice message

State the real reason in Subject– Eg. “Meeting Request”, “Spoke to Jennifer”, “Lunch”

Use information that will create context (referral, LinkedIn)

Stick to 3 key points (Don’t back up the truck!)– Who you are / What you want / What IBM has done for

other companies– Ping again in 60-90 days

If no luck, try asking assistant for a direct report


Email Examples

Hi Ric,

My name is Chris Dragoon and I am a member of the IBM software team that supports Casual Male Retail. I believe it to be beneficial to have a brief discussion regarding Big Data, more specifically how a simple IBM appliance is helping customers in the retail industry.

Traditional data warehouses are complex and inefficient, preventing the business from getting timely answers. IBM’s Big Data solutions make it possible for marketing executives in retail to make rapid decisions based on ALL available data. IBM acquired Netezza, which is simple appliance for faster, more accessible analytics. Netezza is 10-100X faster than traditional data warehouse systems and relieves extensive labor normally required by DBA’s. We recently helped a retailer reduce the time to run analytic queries by 80%. AARP used Netezza to grow member renewals and engagements, achieving a 347% ROI in 3 years. Barnes and Noble decreased the time it took to run marketing queries from weeks to seconds.

Common use cases include:– Sales reporting– Inventory optimization– Merchandising operations– Promotion optimization– Customer segmentation– Loyalty programs

Ric, my team is currently meeting with retail customers for a roadmap discussion. Are you the right person to speak with? If you are open to hear more, when in the next few weeks is convenient for a brief conversation?

Kind regards,

Chris

CUSTOMER RESPONSE:


Email Examples

Hi Brad,

I hope this note finds you well. To introduce myself, my name is Chris Dragoon and I work on IBM’s software team that supports GE.

We have been helping CISO's create a data governance strategy around securing enterprise data and ensuring compliance. IBM can help you design and implement a holistic data security and privacy strategy, and ensure the enterprise is audit ready. IBM has a unique three category approach:

1) Understand and Define-Where sensitive data resides? How is it related? Policies and metrics to protect.2) Secure and Protect-Protect heterogeneous data across enterprise (production and non-production; structure and unstructured)3) Monitor and Audit-Monitor database access, access vulnerabilities, identify fraud in real-time.

How is your organization responding to the pressure of data governance, security, and compliance? I believe it would be beneficial to have an introductory conversation. Do you have 30 minutes in the next few weeks?

Best regards,Chris

CUSTOMER RESPONSE:


Email Examples

Hi Clifton,

My name is Chris Dragoon and I work on IBM’s software team that supports First Niagara.

I called you today to speak with you about IBM’s Information Governance capabilities within the banking industry. To IBM, Information Governance is about treating data as an enterprise asset and managing and protecting information throughout the lifecycle of data and across systems. We just helped a large bank rationalize their IT infrastructure, reducing the number of customer files from 6 to 1 and saving them $25M annually in IT costs.

Some common use cases we see within the industry include:· Building and Expanding Data Warehouses· Application Consolidation and Retirement· Creating a Single View· Security, Protection and Compliance of Data· Improvement of Enterprise Applications and Processes· Integration and Governance of Big Data

I think a 30-60 minute roadmap conversation would be beneficial (via teleconference or face to face). I can bring along a colleague to describe what an Information Governance strategy may look like for your organization. Are you available in the next few weeks for a conversation?

Best regards,

Chris

CUSTOMER RESPONSE:


RE: Meeting Request – Application Consolidation Plans

Hello Tom,

I left a voice mail message for you and thought I would follow up via email as well. I am calling about the article you were in recently with Computerworld. The article mentions that as part of your Three Year Sensis Strategy, your team will be focusing on a long-term application consolidation plan. IBM has helped clients have a lot of success driving down IT costs and risks through our Integrated Data Management software solutions, specifically with new offerings from the IBM Optim portfolio during consolidations such as yours.

I would like to speak with you to learn more about your Three Year Sensis Strategy and explore if there may be areas where IBM can add value. Do you have time for a conversation over the next three weeks, or in early January? I look forward to hearing from you.

Best Regards,


Event Invitation email sent after a voice message

Hello Henrik,

I am with IBM and would like to personally invite you to join us for an exclusive dinner presentation and round-table discussion on Data Governance and Privacy. This event is being held on March 3rd in Hartford, CT from 6:00 to 9:00 p.m. at the Max Downtown.

Today, the lack of data governance is on the minds of CEOs and senior executives around the world. Our keynote speaker, Sunil Soares, will discuss:

• How to build an enterprise-wide Data Governance strategy and agenda

• How other companies have started their Data Governance journey

• How to form a Data Governance committee with business stake holders

• What is important, key initiatives and business problems

• How to establish a collaborative Data Governance strategy with internal business constituents

We hope you will enjoy this evening while you network with your peers and learn how they are using information today as a strategic asset. Below is more detail. We have limited room. May I register you for this event?

Thank you,

Hello Kimberlie,

I can schedule this into my calendar and would be happy to join this meeting.

Frank Gaardsvig, Director Business Relationship Management, LEGO Corp


Harmon International CIO

© 2012 IBM Corporation

RE: Good Afternoon! A time to talk

Dear Michael,

I work with Bill Gatzendorfer, your IBM Client Executive and am writing to request a time speak by phone or meet to discuss how IBM is helping Global clients enhance their collaboration capability. I am your Collaboration Software Representative from IBM and we thought it was important to get introduced as well as understand your requirements for 2010.

Please contact me at your earliest convenience.

Sincerely,

Tina AmbroseIBM Software GroupMobile: (978) 319-0820Office:720-396-2177email: [email protected]

REPLY:

Tina, please work with my admin, Eileen Bergmann, to arrange a meeting in late July.

Thanks!

Mike


Meeting with the President of ABC Stores in Hawaii

Aloha Wendy,

It was a pleasure speaking with you on the phone today! This is Karmen again with the IBM team supporting ABC Stores. My team has partnered with many grocers & gifts retailers including Foodland Super Market, Safeway, Harry & David, PriceSmart.. I am keen to have a discussion with Mr. Kosasa to learn more about his current business objectives, and provide IBM Retail insights in support of his success as the President & CEO of ABC stores.

I understand overseeing a sizable retail chain operation of 77 convenience stores gives Mr. Kosasa an extremely tight schedule. If you could put me on his calendar for about 20 minutes, I believe it will be sufficient for a beneficial and insightful discussion. Here are some discussion topics that may resonate with Mr. Kosasa:

1. Ensuring an enjoyable ABC Stores experience for local customers, tourists, and abc.com shoppers

2. Utilizing Social Media and Omni-Channel retail strategies to align ABC products with customer interests

3. Gathering, studying, and acting upon Customer Analytics (e.g. customer opinions on shopping experience & merchandise quality at ABC Stores)

4. Easy access to transparent, accurate information for effective decision-making and execution

When will Mr. Kosasa be available for a short discussion? I am happy to connect over the phone or meet with him in person. I look forward to your response soon. Mahalo for coordinating this!

Best Regards,


Netezza

Dear Joe,

I am with IBM and am writing to request a time to speak with you if running comprehensive reports for sales and marketing are a drain on your IT department resources. IBM acquired Netezza last year and we are now helping hundreds of companies (Nielsen, eHarmony, Episolon, Marriott) to realize a 10-100X improvement in the processing speed for running reports against a data warehouse. The Wall Street Journal says that this acquisition was one of the most important M&A’s of 2010.

“…when something took 24 hours I could only do so much with it, but when something takes 10 seconds, I may be able to completely rethink the business process…”

- SVP Application Development, Nielsen

May I speak with you about how we may be able to help Hutchinson? If so, please let me know a convenient time for us to speak by phone or meet in March and I will confirm right back.

Best Regards,

Diane


Email to get reconnected

RE: I thought of you yesterday

Hi Karen,

I thought of you yesterday when discussing a few of our recent acquisitions with some of my co-workers that help with network management and performance. May I call you next week to chat for a few minutes? If so, please let me know what would work best for you.

Best Regards,

Diane

Be careful… this one can be creepy when used incorrectly!


CIO Email

Brand: Information Management Company: Charles Draper Labs Industry: Life Sciences Title: Director of Security How many attempts: 1 How you got it: Tried CIO twice and didn't get a response, decided to try the VP/Director level. Sent email to Keith Jones,

Director of Security. Thought I would try to use "beneficial" per John's approach, and it worked :) Keith forwarded my message to a couple others, and then had his Executive Assistant email me with options for meeting date. Meeting scheduled on-site for 10/14.

Hello Keith,

I am with the IBM team that supports Charles Draper Labs and believe it would be beneficial to have a discussion about

Data Security and how companies are leveraging IBM.

Our enterprise security platform prevents unauthorized or suspicious activities by privileged insiders and potential

hackers. At the same time, our solution optimizes operational efficiency with a scalable, multi-tier architecture that

automates and centralizes compliance controls across a company’s entire application and database infrastructure. As an

example, one of our Fortune 500 clients implemented our real-time monitoring technology to protect corporate data and

enforce change controls for critical databases supporting multiple systems. Forrester Consulting commissioned a case

study on this, and showed a risk-adjusted ROI of 239% and a payback period of under 6 months.

Do you have 30 minutes available for a conversation in the next few weeks?


Voice Message: Product Upgrade

Brand: IM

Company: Harvard Pilgrim Health Care

Industry: Healthcare

Title: Director, Corporate Information Management

How many attempts: 2 Calls

How you got it: Voice mail/Admin

Play- They have an earlier version of DataStage purchased years ago, and we would like meet with them to encourage an upgrade, and find out what their current needs and initiatives are. I don't usually do a product specific message, but knew this might trigger his interest based on information we found out from others. After my second voice mail message, he had his Assistant call me to schedule a meeting.

VM message:

“Hi Ralph, this is Kim Murphy, I am on the Harvard Pilgrim Health Care Team at IBM, and I work with John McMahon, Information Management specialist. I am calling because there are new capabilities with DataStage 8.5 and believe it would be beneficial to schedule time to speak with you about the significant benefits you will achieve with your Data Integration and Data Warehousing efforts. I can be reached at..."

Kim Murphy, SOS Information Management


Working with assistants

Treat them the same as the CIO!

Ask them for help– “I would like to set up a meeting with Joe

and was hoping you could help me.”– “I have not spoken with Sam before.

Would you tell me the best way to request time with him?”

– “I am happy to send an email explaining my interested in speaking with Susan… Would that help?”

If they want you to send them your email, do it! Don’t bypass them.


Summary:

WHAT

HOW

WHO

Don’t focus on what it does. Ask yourself, why does it matter?

Use questions to choreograph the call.

Call as high as you can and use LinkedIn


46

Diane Dunkle, BUE, Information Management Inside Sales America’[email protected]

(603) 674-2074

THANK YOU!

Want more? Listen to me on Learning for Growth:

CORE 103 Prospecting - Getting Meetings with Executives

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