What is the Secret to Sales Success with O365? Trigger demand for the service by asking 7 Killer Questions. Sell to early adopters who are open to change and are consumers of Web services. But the real opportunity lies in reaching out to the dissatisfied.

2. Goal: Help your SOHO & SMB
Customers Ride the Wave
2

3. Stop them drowning in a sea
of confusion and uncertainty

5. 1 People buy from people they like & trust
2 Create trust using diagnostic questions
3 You must trigger the real buying drivers

6. Trusted Advisor
relationship

7. Diagnose the problem

8. Prescribe the solution

9. Make it simple to take

10. Building Trust
“Seek first to understand,
then to be understood”
- Stephen R Covey
10

11. Simplest way to do this:
Listen to your customers

12. 1 People buy from people they like & trust
2 Create trust using diagnostic questions
3 You must trigger the real buying drivers

13. Ask Diagnostic Questions
www.mylawyer.net/Medical%20Malpractice%20Lawyer/Stethescope%20B&W.jpg

14. 3 Level Diagnostic Questioning
1. 1. 1.
2. 2. 2.
3. 3. 3.
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15. VS

16. 1. giving advice
2. setting the agenda
3. talking

17. 1. asking questions
2. finding out more
3. letting the customer
speak

18. Asking Questions in Colour
White Questions Current situation
Facts, data & information
white snow: pure, cold hard facts
Green Questions Desired situation
Future state
Grass, trees, growth, can become
Obstacles
Black Questions Important, powerful
Dark, night time, can’t see in the dark. Turn on the light to see
what stands between current situation and desired situation.
Red Questions Feelings
Fire, explosive color, highly emotional
-ve Red: “How will you maintain/gain competitive advantage if you
don’t move your business to the cloud and your competitors do?”
+ve Red: “Isn’t it better for you to move to the cloud now, rather
than wait until you have to.”
SalesChannel Europe ©2011 All rights reserved 18

19. 1 People buy from people they like & trust
2 Create trust using diagnostic questions
3 You must trigger the real buying drivers

20. Capture their Hearts and Minds

22. Using Green and Black questions?

23. The Psychology of Change*
Positive
Positive Positive
Present Future
New
Sustain Attain Reality
Negative Negative
Present Future
Worried
Change Avoid
Negative
State
Present Future
*Source: The Prime Solution by Jeff Thull, Dearborn © 2005 www.primeresource.com
SalesChannel Europe ©2011 All rights reserved 23

25. 7 Killer Questions to Uncover Interest and Trigger Demand for O365
1. When did you last backup all your valuable business data?
What would be the impact on you of losing all your business data?
2. How do you share information with your customers, employees, partners and
suppliers today?
What would be the impact on you if you could do this more effectively by 10, 20 or
50%?
3. Do you ever need to access your business information when you are out of the office?
What would be the impact on your business if you could have access to all your
business data whenever and where ever you are?
4. What would it be worth to you if you could get more done in the time you have
available at work today?
Would you work less for the same results or would you work more?
5. If your competitors were suddenly able to be more effective in responding to
customer’s demands what would be the impact on your business?
6. How do you choose the right “Trusted Advisor” business partner to study your
business and then help you move your business to the cloud?
7. Want to know what is the single biggest barrier for companies like yours moving to the
cloud/O365? Too busy surviving and managing the day to day.
SalesChannel Europe ©2011 All rights reserved 25

27. Rational reasons
SalesChannel Europe ©2011 All rights reserved
www.flickr.com/photos/vdm/2840068731

28. 10 Reasons Why SOHO & SMB Customers Buy O365
1. I don’t have a dedicated IT person. I want something that I don’t have to install, administrate or
manage. I simply want something that works by itself all the time and where ever I am. (peace of
mind, mobility)
2. O365 means no more IT hassles which means that I can concentrate on my business and not my
IT (productivity, customer focus, peace of mind)
3. I will never have to worry about backing up my data again. With O365 everything is stored in the
cloud. It’s their problem not mine. (security, business continuity, peace of mind)
4. I want to get more done without having to work harder or longer (productivity, work/life balance)
5. I want to be able to communicate more often and more effectively with customers, employees
and suppliers (communication, productivity, customer focus)
6. I want to spend more time with customers, my team and suppliers without missing out on what is
going on at the office (productivity, customer focus and physical freedom)
7. I don’t want to go through the pain of upgrading ever again. (productivity, business continuity,
peace of mind)
8. I don’t have time to learn how to use new software applications. I want applications that I am
already familiar with, applications that make me productive immediately. (productivity)
9. O365 is cheaper than IT Servers and Tech Support. My costs are lower and totally predictable. No
more surprises. (cost savings, peace of mind )
10. O365 is the future and it makes sense for me and my business. I’d rather make the move now,
than wait until I have to. (business continuity, peace of mind)
SalesChannel Europe ©2011 All rights reserved 28

29. O365 Sales Workshop in Review

30. O365 Reseller Sales Acceleration Workshop Outputs:
1. Challenges facing key SOHO
& SMB customer groups
August 26, 2011 35
Differen a on: 3 Levels of Perceived Value
Basic Product/Service:
3 Enhanced Services • Technology
• Price performance
• Product quality
2 Support Services Support Services:
Basic
1Product/Service • Systems
1. Differentiation happens in
Basic • Processes
Product/Service • Quality of service
Enhanced Services:
• People
• Perceived value
the channel
• High touch
• Exceed customer expecta ons
• Delight and astound customers
SalesChannel Europe ©2009 All rights reserved 40
Tipping the funnel
2. Tipping the funnel
Josh Bernoff & Charlene Li
Josh Bernoff & Ted Schadler
SalesChannel Europe ©2011 All rights reserved
SalesChannel Europe ©2011 All rights reserved 30

31. O365 Reseller Sales Acceleration Workshop Outputs:
4. Demand Generation Program
SalesChannel Europe ©2011 All rights reserved 39
August 26, 2011
Accelerating Time to Activation
Search
5. Accelerating Time to Revenue
Refer Find
Support Qualify
Differentiate
(the Buyer’s Journey - Part 1) Up-sell Try
Manage Buy
Activate
Drivers of Growth
Search
Refer Find
6. Drivers of Growth Support
Differentiate
Qualify
(the Buyer’s Journey – Part 2) Up-sell Try
Manage Buy
Activate
SalesChannel Europe ©2011 All rights reserved 31

32. O365 Reseller Sales Acceleration Workshop Outputs:
4. Sales Acceleration Plan
5. Discovering your Inner
Advantage
www.flickr.com/photos/ne su/5197360443
6. Your 3 Take-Aways
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33. www.flickr.com/photos/hiddedevries/2594048276

35. “Genius is one percent
inspiration and ninety-nine
percent perspiration.”
- Thomas A. Edison
SalesChannel Europe ©2011 All rights reserved 35

37. Success = Turning your ideas into action

38. Get it right
www.flickr.com/photos/littlebabyjesus/123838009

39. Facilitator’s Biographies SalesChannel Europe
+33 676 600 925
david@saleschannel-europe.com
www.saleschannel-europe.com
David Ednie is President and CEO of SalesChannel Europe SARL. He
David Ednie is acknowledged as an expert in GTM Strategy, the Buyer’s Journey
and Online Business Performance. David has over 20 years
international business experience working in culturally diverse markets
in Europe, the Middle East, Africa and the Emerging Markets of Central
and Eastern Europe and Australia.
SalesChannel Europe’s clients include: ArgeWeb NL, Backup Agent
NL, Bell CA, Belgacom BE, Bouygues Telecom FR, BT ES,
DomainFactory GE, InfoSupport NL, iQ FI, Korean Telecom KR, KPN
NL, Microsoft Corp., NetSourcing NL, O2 IE, OpusCapita FI, Orange
Group FR, RomTelecom RO, Sage ES, SKBKontur RU, TDC DK, Telenet BE, TeliSonera
SE, TP PL and UPC NL and Vodafone. Prior to founding SalesChannel Europe David worked
in a variety of Senior Executive Sales roles in High Tech - Internet Services, IT and
Telecommunications for US, British and French companies, including: NTT/Verio, Genuity,
Integra, British Telecom, Data General and Intel. David is an Australian national and has
lived in Paris, France for the past 20 years. He has significant multi-cultural experience and
gained extensive personal knowledge and insights resulting from working with diverse and
different cultures.
SalesChannel Europe works with Senior Leadership and Management Teams to develop
GTM and multi-channel sales strategies that deliver sustainable performance in today’s
increasingly complex and competitive online business environment.
Tom Russell Tom Russell is an accomplished facilitator who has successfully
integrated his facilitation skills with a multi-disciplined and strategic
level career in Human Resource Management. Tom joined Meeting
Magic in 2010 having trained as a graphic facilitator with The Grove
Consultants in San Francisco, and then went on to complement his
study with Meeting Magic’s own Advanced Facilitation workshop. As
well as facilitating groups Tom has undertaken graphic recording
assignments in a variety of settings, such as conferences, meetings
and learning events.
Before joining Meeting Magic Tom worked for a variety of high profile organisations including
Safeway Stores plc, Volvo Car Corporation and latterly leading UK charity Cancer Research
UK, where he was HR Director. Tom’s varied career in Human Resources has involved the
facilitation of many events and meetings, including complex scenarios and highly sensitive
issues. Tom is highly comfortable working with strategic concepts and combining this with a
refreshingly visual approach. Tom has experience of working with a range of stakeholders
from a variety of functional and cultural backgrounds, including leading scientists. Tom holds
a degree in Organisational Behaviour and is a Fellow of both the Chartered Institute of
Personnel & Development (CIPD) and the Institute of Leadership and Management (ILM).
Tom is also an active member of the International Forum for Visual Practitioners (IFVP).
Tom's clients span a broad range of sectors and include Microsoft, SCA, Novartis, ARUP,
Elexon, UPC Broadband, TheCityUK, Pure Insight and Save the Children International.
SalesChannel Europe ©2011 All rights reserved 39

40. David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: david@saleschannel-europe.com
Website: www.saleschannel-europe.com
www.flickr.com/photos/horacio/3781750