SilkElite Monthly Webinar July 6, 2004

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SilkElite Monthly WebinarJuly 6, 2004
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Agenda SilkElite Webinar

• Announcements
• Welcome to Vinod, Segues newest BDM
• Objectives for Q3 Rohit
• Successful Sales Strategies from Successful
  Sales Professionals
• Sumit Malhotra, Shreema Software
• Phil Strange, Segue
• Stefan Jörißen, Segue
• Detlef Wagener, MCG Software
• James Soderborg, AmeliorTech
• QA

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Announcements

• SilkPerformer reviewed in eWeek
• Ranked highest over Empirix e-Test Suite 6.8 and
  Compuwares QA Center Performance Edition 5.1
• Representative comments
• eWEEK Labs' tests showed that SilkPerformer 6.5
  is a powerful and intuitive package that will
  meet virtually any enterprise Web load- and
  stress-testing need.
• SilkPerformerprovides an impressive array of
  testing tools packaged with an intuitive user
  interface and built-in automation capabilities.
• To make it possible to perform end-to-end
  testinga tool must be able to support a large
  portfolio of application environments, Web
  services and development frameworks. Of the
  products we tested, SilkPerformer leads the pack
  in this area
• All the products we tested can be deployed in a
  distributed architecture, with SilkPerformer
  leading in the number of virtual users that can
  be supported.

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Announcements

• Borland and Segue Sign Agreement
• Press release issued June 2
• Collaboration surrounding Borlands Optimizeit
  ServerTrace and SilkPerformer
• Provides a comprehensive solution for optimizing
  performance of J2EE applications

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Welcome to Vinod Objectives for Q3

• Rohit Gupta

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Successful Sales Strategies from Successful
Salespeople
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Increasing Sales Effectiveness

• I beat the comp
• A recent deal you won from the competition
• Segues Value Proposition
• What do you use as Segue's unique value
  proposition?
• Growing a deal
• How do you grow deals (e.g. 1 from just license
  of SilkTest) to be more substantial?
• Defuse their bomb, lay my own trap
• How do you defuse the typical FUD against Segue
  that the competition throws at the customer

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Successful Sales Strategies from Successful
Salespeople

• Sumit Malhotra
• Shreema Software

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Growing a deal

• An order that started with 1 Silktest license,
  became 5 Silktest licenses
• A client who wanted to purchase SilkTest only but
  purchased SilkPerformer as well
• A deal that started from India landed with an
  order in the US
• Grew from US 7.5K to US 70K
• How it all happened
• RELATIONSHIP
• SUPPORT
• CO-ORDINATION

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Successful Sales Strategies from Successful
Salespeople

• Phil Strange
• Segue Software

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Increasing Sales Effectiveness

• I beat the comp
• A recent deal you won from the competition
• Segues Value Proposition
• What do you use as Segue's unique value
  proposition?
• Growing a deal
• How do you grow deals (e.g. 1 from just license
  of SilkTest) to be more substantial?
• Defuse their bomb, lay my own trap
• How do you defuse the typical FUD against Segue
  that the competition throws at the customer

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I beat the comp

• Choose your deal carefully
• Do you have a history with the prospect?
• No? Well get one!
• Sell what we got
• C/S .NET for SilkTest
• PeopleSoft for SilkPerformer
• Know your value proposition
• Know our New value proposition
• Control the agenda

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Segues Value Proposition
Our mission is enable businesses to have
defect-free software We will accomplish this
by being the global leader in providing quality
optimization solutions that define, measure,
manage and maintain application quality across
the software application lifecycle (SAL).
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Software Application Lifecycle
Quality Optimization Must Span the Software
Application Lifecycle
Requirements
SOFTWARE APPLICATION LIFECYCLE

• Test Management
• Issue Management
• Performance Management

Define
FunctionalTesting
ApplicationMonitoring
Measure
Manage
Maintain
Load Testing
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Growing a deal

• There is a minimum quantity
• You have to buy 2, 5, etc.
• We dont do less than 100 VUs
• Sell SilkTest Runtime
• Greater value/functionality for the customer,
  larger deal for you
• Bundling
• Offer discounts according to volume, or take away
  software to reduce the price
• Its part of the deal
• Put CTE on every Performer quote
• Put a SilkCentral licence with everything

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Defuse their bomb, lay my own trap

• Bomb defusers
• Were profitable
• Were on the NASDAQ
• Our salespeople sell the same amount as them (but
  we are fewer)
• I like Segues accessible management style
• Tripwires for them
• Who came to see you?
• Wheres their RD?
• NEW Segue, focused on testing, were not too big
  for the market
• Analysts
• Where does the info come from anyway?

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Successful Sales Strategies from Successful
Salespeople

• Stefan Jörißen
• Segue Software
• July 6, 2004

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I beat the competition

• Our major competitor
• June 04 at CAPGEMINI/Vodafone
• SilkPerformer 1,000 VU
• SP WAP and SP SAM
• Perfect technical support by
• Mr. Bergmann and our Linz team
• Very good personal contact to the customer
• Our flexible License Model

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Segues Value Proposition

• Small company (thats a benefit)
• Development in Austria
• Flexible License Models (Silk Meter)
• Not depending on projects
• 1st class Support Team in Belfast
• 1st class Consulting Team
• Direct contact to the development Team if
  necessary

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Growing a deal

• Dont let him alone
• Offer our help
• (Consulting and Training)
• Ask him for other contacts in the company, who is
  responsible for Production, Development and so on
• Use him as a multiplicator
• Make the customer your friend

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Defuse their bomb, lay my own trap

• Some competitors frequently state that Segue is a
  very poor company and going out of business, I
  say our competitors are good companies with good
  tools - but we are better
• Ask the customer if this is the only way of
  selling for the competitor
• We are stronger - because of our solutions, our
  company, our partners and our employees

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Successful Sales Strategies from Successful
Salespeople

• Detlef Wagener
• MCG A/S
• July 6, 2004

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Beat the comp

• New B2B Portal sponsored by Krak/Virk, the
  companies house and the Danish minister of
  economy
• VIRK.DK a Danish prestige project
• Platform IBM (subsequently changed to Microsoft)
• Development outsourced to IBM GS and Danish
  consulting companies
• MCG Software winner of the game and chosen to
  deliver SP, SV, ST and service solutions

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MCGs Segues Value Proposition
Prospect/Client Knowledge Lifecycle
Unconscious Incompetent
UI
Problem/ Pain Awareness
UC
CI
Unconscious Competent
Conscious Incompetent
CC
Conscious Competent
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MCGs Segues Value Proposition

• Create a New Vision - Reengineer an
  Existing Vision
• Develop a latent load test / SLA monitor /
  regression test need into an active prospect pain
• Develop an admitted prospect pain to a vision of
  a solution
• Advance buyers vision with value justification
  for load test / SLA monitor / regression test

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Growing a deal
Strategic Project Selling - As high as we
can get in the organization MCG Software
sells the - Business concept - Process -
Solution/Product e.g. SilkPerformer
SilkVision SilkTest Options
Services.. Larger Projects
Tactical Solution - Small, low price
tool selling 1 SilkTest

• Operational
• Groups
• Managers of , Engineers..

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Defuse their bomb, lay my own trap

• Develop trust in the relationship
• Be honest, dont oversell
• Use specifically selected success stories
• Offer total solution project incl. product,
  maintenance, helpdesk support, training and
  services
• Develop ROI Model for the specific solution
• Show MCG Software success record and company
  profit over last 10 years. Tell the Segue success
  story and latest good news

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Defuse their bomb, lay my own trap

• Ask the prospect all questions about issues you
  know the competition is weak on, but dont use
  competitors name (create carefully prospect
  awareness about competitive weaknesses and FUD)
• Control the process (Let the buyer direct himself
  and let him buy!)
• Dont close before it is closeable (Look for the
  perfect time to close)

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Defuse their bomb, lay my own trap

• Remember the smart buyers.
• They.
• Never only invite you
• Assigns sponsor to each alternative
• Never let you know you are winning
• Never let you know you are losing
• Price negotiate in reverse preference order
• Take it away from you at least once
• Are aware of your deadlines

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Q A
MCG Software wishes you a nice summer
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Getting a Win With a Thomson/CAPGEMINI Project
for Merrill Lynch

• James Soderborg
• AmeliorTech

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Background

• Thomson and Capgemini won a contract to build and
  maintain Merrill Lynchs new web site employing a
  new .NET platform
• Capgemini has an enterprise license for a
  competitive Development/Testing suite.
  Capgeminis Development is using these tools
• They needed resources and expertise in testing
  ASP.NET websites

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Increasing Sales Effectiveness

• Beating the competition
• Identify, Enlist Collaboration, Attack
• Segues Value Proposition
• What do you use as Segue's unique value
  proposition? (selling to ALL involved)
• Defuse their bomb, lay my own trap
• How do you defuse the typical FUD against Segue
  that the competition throws at the customer
• Growing a deal
• Finding and winning opportunities (Assimilate)

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Beating the Competition

• Find the Opportunity
• Understand the problem
• Understand the politics
• Understand the competition
• Make allies (fast)
• Draft a solution that can work
• Sell the solution to those that can deliver
• Sell the solution to the client

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Segues Value Proposition

• SilkPerformer is
• Easier to use
• Supports .NET
• Flexible to license (SilkCard, Developer lic)
• The tool that we can be most efficient with
• Segue is
• Willing to make their project a success
• Willing to compete

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Defuse their bomb, lay my own trap

• Be objective
• Work with internal champions to create a strategy
  and spread it
• Make the Internal Champions the heroes
• Be ready for anything (including abandoning the
  deal)
• Be patient but ready

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Growing a deal

• Find the key players in
• Project Management
• Functional Testing
• Defect Tracking
• Performance Engineering
• SLA management
• Third Party participants
• Get into the meetings
• Build Relationships

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SilkElite Monthly Webinar

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