Secrets of Selling to Big Businesses

“If I can do it – so can you!”

David Cuthbertson

Managing Director

AssetGen Ltd & Square Mile Systems Ltd

david.cuthbertson@assetgen.comwww.assetgen.com

© AssetGen Limited2

Business Overview

Fixed Infrastructure(Cabling, Power, Cabinets, Rooms, Buildings)

Hardware Infrastructure PCs, Network, Servers, UPS, Storage, Other

Virtual InfrastructurePCs, Network, Servers, Storage, DBMS

ApplicationsPC, server, mainframe, SOA

ServicesEnd user, infrastructure, supplier

Business ProcessesDepartmental, Company

UK based – Cirencester, Gloucestershire, UKAssetGen (t/o 250K) – Software (1.5)Square Mile Systems (t/o 500K) - Services (2.5)

Develop software and techniques to document IT systems and map dependencies.

Services covering training, project planning, integration, data capture, process development.

CustomersMasterCard, Lloyds Banking, USMC, BNP Paribas, Blue Cross, BT, Barclays, HSBC, Morgan Stanley, ICM/Phoenix, COLT, NFU, Detesad + many others

UK, Holland, Brazil, Israel, Saudi Arabia, France

Largest single order - 220K Largest quote - 950K

Previously Grew 2 IT businesses - sold in 2004

The Business Problem We Address

1. Update asset/inventory list

2. Update rack diagrams

3. Update network patching records

4. Update switch port usage and capacity

5. Update floor plan rack capacity

6. Update power usage spreadsheet(s)

7. Update storage / backup system documentation

8. Update systems architecture documentation

9. Update DR lists and documents

10. Update maintenance records

11. Update billing and charging data

12. Update project documentation with the “as built” details

What should be updated with a rack, server or network change?

1 2 3 4 5 6 7 8 17 18 19 20 21 22 23 249 10 11 12 13 14 15 161 2 3 4 5 6 7 8 17 18 19 20 21 22 23 249 10 11 12 13 14 15 16

PP01-03-01

UID

HPProLiant

DL380 G5

COMPACT

1 2

1 2 3 4 5 6 7 8

POWER

SUPPLY SUPPLY

POWER

SPAREONLINE

MIRROR

CAGE

RISER

PCI

PROC PROC

LOCKINTER

TEMPOVER

FANS

PPM PPM

DIMMS

UID

HPProLiant

DL380 G5

COMPACT

1 2

1 2 3 4 5 6 7 8

POWER

SUPPLY SUPPLY

POWER

SPAREONLINE

MIRROR

CAGE

RISER

PCI

PROC PROC

LOCKINTER

TEMPOVER

FANS

PPM PPM

DIMMS

SVR-BHAM-010301

440

I

CRITICAL

MAJOR

MINOR

USER

COMPACT

microsystems

440

I

CRITICAL

MAJOR

MINOR

USER

COMPACT

microsystems

UK_BIRM_UX01

PROLIANTPROLIANT

SERVERWIN0001

tsr 4554

PROLIANTPROLIANT

SERVERWIN0099

PROLIANTPROLIANT

SERVERWIN00078

The larger the environment – the more there is….www.assetgen.com

The Problem/Opportunity Of Big Customers

ProblemsReduce supplier base

Safety in a brand name

Identifying decision maker

IT industry unaware of own costs

Time to hand hold, manage

Use of outsource partners

Understanding politics / timing

Cultural issues and timescales

OpportunitiesBigger orders and getting paid

Ongoing revenue

Product development

IT departments purchasing approach

Service requirements

Use of outsource partners

Any organisation >100 servers

Constant change in individual roles

© AssetGen Limited4

Internal ChallengesLimited skills Limited resources No brand

1. Let Customers Grow Your Business

Once initial order has placed, order value will double within 2-3 years.

• MasterCard - US– 2007 software, 2010 services, 2011 upgrade to cover all global data centers, DR sites

• BNP Paribas - UK, France – 2009 software, 2011, 2012 services

• Lloyds Bank – UK– 2008/9 Services, 2010 software (document 42K servers)

• ICM/Phoenix – UK– 2009 Software, 2010 services and upgrade

• Blue Cross Blue Shield - US– 2011 software and services (onsite in Chicago)

• Hill Dickinson – UK– 2011 Software, 2012 services (UK IT audit)

© AssetGen Limited5

2. Finding New Customers

• Have a multiple layered approach to marketing– Establish thought leadership– Mix of web, video, seminar, conference, exhibition, linkedin– Initial awareness and to support customer champions internal marketing

• Let prospects educate themselves about our products/services– Videos, webcasts, seminars – Evaluation, downloads - free/onrequest

• Assume most incoming enquiries are research only

• Keep touch with champions as they move role – could be the next order

© AssetGen Limited6

The Sales/Marketing Funnel

© AssetGen Limited7

Order

Website

SeminarConference

Webcast

Meeting(s)Proposal/Quotation

Exhibitions

BCS Specialist GroupsLinkedIn

Demo

Word of Mouth

Aim:To spend quality time with real prospects and customers.

What really works well for us:1. Seminar2. Product videos3. LinkedIn

Evaluation

Typical Process

© AssetGen Limited8

1. Identify event/timescale for an idea/message

2. Create / reuse content and make people aware– Email customer database– Update website– Use webcast channel(s)

3. Monitor results on videos/enquiries– Some within 5 minutes of event

For example. Webcast with Canadian partner 2nd October“Making Data Center Migration and Consolidation Projects Easier To Manage”

www.brighttalk.com and linkedin

So A Few Secrets….

© AssetGen Limited9

1. You can’t sell to a big business if you are small, you can only really sell to individuals - so creating and maintaining many relationships is key.

2. Let the internet do work for you– Use LinkedIn, Facebook to allow customers to research “you”– A web site that doesn’t put people off– Create content that helps establish thought leadership– Videos, webcasts let people hear you - perception of character

3. Have confidence in yourself– When to say no or step back from a sales process– Next week there will be more opportunity, cherry pick the good ones

© AssetGen Limited10

That’s where will our next order could come from?