9/28/2016

SiebelSystems:AnatomyofSale

SiebelSystems:AnatomyofSale
CaseBackground
Cathy Ridley, the VP of marketing at Quick & Reilly was looking for lead
trackingandfulfillmentsystemtotrack100offices,500brokersand1million
customers.ThisiswhenshecameacrossGregCarmanandstartedconsidering
SiebelSystems.
QuickandReillyusedaDOSbasedleadtrackingandfulfillmentsystemwhich
wasturningouttobetimeconsumingandineffective
Theemployeestriedtocopeupwiththeslowandinefficientsystemand
attimesavoidedmakingentryintothesystembyscribblingleadsona
paper.
Customeracquisitionratesweregoingdown
ITdepartmentlaterannouncedthecrashofthesystembytheyear2000
duetoY2Kbug
HenceRidleywaslookingforaninhousesolutionorprobablyofftheshelf
solutionthatcansolvetheirleadtrackingandfulfillmentproblem.
HowshouldCarmanrespondtotheinvitationtotelltheQuickandReilly
executiveswhathethoughtofOracle?Whatfeatureofthisparticular
interactioninfluenceyouropinion?Wouldyouropinionoftheright
responsechangeifthecircumstancesweredifferent?
Hisresponsewasappropriateas
He has not introduced the client to his product hence comparing it
alreadywithacompetitorknowntocustomermightlooklikeboasting
aboutSiebelsystems.
HesuggestedCathytohavealookatOraclesproduct.Thisindicatesto
thecustomerthatheisnotjusttryingtosellhisproductinsteadhelping
customertofindtherightsolutionfortheirproblem.
Hemovedthemovertothedemosection,andstarteddemonstratingthe
capabilitiesoftheSiebelsystems.
Howeverhecouldhavetriedto
UnderstandwhatistheproblemCathyisfacingwiththeirexisting
productandwhatotherproblemstheywanttheirnewsolutiontosolve
IntroduceCathywiththeSiebelProductliteratureavailablewithhim
includingcustomerreferences,Gartnerresearchdata.
Featuresofthisinteractionthatinfluencesmyopinionare
Carman did not know the opportunity well (size and timing of the
opportunitywerenotknowntohim)
CathyhadnopriorknowledgeoftheSiebelSystems
OracleisoneoftheSiebelsleadingcompetitorsandabiggerbrand
Carmanwasnotcomfortablecomparinghisfirmandcompetitorunless
heknewtheclientwell

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SiebelSystems:AnatomyofSale

Yes,definitelyIcanstraightawaythinkofsituationswherehisresponseshould
havebeendifferent
CathyhadpriorknowledgeofSiebelSystemsthroughothercustomers
ThePsychologyofColo

CarmanhadalreadydemotheSiebelSystemstoCathy

7ElevenCase

WalMartCase

HowshouldCarmanqualifytheprospect?Shouldheaskdirectlyor
shouldhesuppresshiscuriosityandleaveittotheprospecttobringup
informationaboutthesizeandtimingoftheopportunity?Ifheasksfor
information,howwillheuseit?

Subhiksha

LeadershipChangesin

IKEAsGlobalStr

CathyhadalreadytoldtoCarmanthesizeandtimingoftheopportunity

CarmanshouldqualifytheprospectasaLowhangingFruit.
Cathyisnothappywiththerunningproductattheircompanyandwas
in the market looking out for a sales force automation product that
couldhelpthemsolvetheleadtrackingandfulfillmentproblem

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SiebelSystemsaddressesalltheproblemsforwhichCathyseeksthe
You'veBeenInCorpora
Classic
Flipcard Magazine Mosaic solution,andisalsotheleadingproductinthemarket
Sidebar Snapshot Timeslide
HDFC'sOperationsStra

OrderingPizzain2020

HarrahsEntertainment

CRM&RBCFinancial

PreservetheLuxury

BrandBenefits

IfCarmanquicklyidentifiestheSizeandTimingoftheopportunityand
theexecutiveshowcaninfluencethedeal,thenitwouldbecomequite
easyforhimtoconvertthisintoasale.
Yes,Ithinkheshouldaskthemabouttheirbudgetandthenumberofusersof
the system. This information is prerequisite for him before he talks to
influentialexecutivesinQuickandReillyfirmandtriestoclosethedeal.
Suppressingthecuriositymightresultinprospectnotbringingupthatpointat
allinthewholeconversation,andthenitwouldbealostdealforCarman.
CarmancanusethisinformationwhiletalkingtoQ&Rexecutives
Toproposetherighttimeframetoimplementthesolution

SiebelSystems:Anato

KalyanPharma

ImageInternational

CIGNAProperty&Caus

GilletteDryIdea(B)

Toproposethecost&benefitsofthesolutiontothecustomer
Andmore
EvaluateCarmansinteractionswiththecustomeruptothispoint.Ishe
doingagoodjob?HoweffectiveisSiebelSystemsapproach?
LetsseehowCarmanhasapproachedthejob
HeidentifiedCathyasaprospect
Hetriedtogathertheinformationtounderstandrequirements

GilletteDryIdea(A)

OnlineMarketingatBig

CocaColaonFacebook

EmpoweringCustomer

ReverseEngineeringG

DemandMedia

DemonstratedtheSiebelSystemsolutionatthetradeshow
Inmyopinionhecouldhavedonemuchbetter
Hedidnottrytounderstandtheproblemscustomerisfacingwiththeir
existing solution, and could have tried to tailor the demonstration to
showcasefeaturesthataddressedtheirspecificproblems
Hecouldhaveaskedaboutotheralternativestheyhavebeenconsidering
beforeapproachingSiebelsystemsstand
Whenthecustomerrepliedtohisquestionabouthowmanyusers?,he
could not catch their response. Should have been more alert while
listening

Howmobileischangin

SiebelSystemsapproachiseffectivebecause
Rituals

Theykeepcustomersatisfactionatthetop

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SiebelSystems:AnatomyofSale

ParodyDisplay

Theyprovidecompletesolutionstothecustomersbyfollowingamarket
drivenapproach.

Harrah'sEntertainment

They gather information about customers problems and deliver a

customizedproductaccordingtotheirneeds.

ThePsychologyofColo
TektronixInc:Glo

7ElevenCase
AIDAStheoryofSelling
WalMartCase

They not only concentrate on the sale of the software, however they
work with customer in implementation and productive use of the
solutionandensurethatcustomerderivesthebenefitoutofthesystem.
They create strategies keeping in mind counter strategies which
competitionmightadopt

CBBEPyramid
Subhiksha
WhatisSWOTAnalysis?
LeadershipChangesin
Majoreconomiccontrib
IKEAsGlobalStr

IndianRetailFormats

PutyourselfinZitznerspositionashepicksupthephone.Howshouldhe
handletheconversation?Whatishisobjectiveinthiscall?
DynamicViewstemplate.PoweredbyBlogger.

Zitznershoulddothefollowingwhenhepicksupthephone

ExchangegreetingwithCathyonthecall
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CommonErrorsinCas

TrytounderstandtheproblemsthatCathyandhiscompanyisfacing

You'veBeenInCorpora
Classic
Flipcard Magazine Mosaic withtheirexistingsolution.Heshouldadditionallyprobetoidentifythe
Sidebar Snapshot Timeslide
QualcommLeadingwi
HDFC'sOperationsStra
ExternalForcesExten
OrderingPizzain2020
InternetMarketingWe
HarrahsEntertainment
CommunicationPlatforms
CRM&RBCFinancial
ConceptsofAccounting
PreservetheLuxury
StrategicOpportunities

additionalproblemstheyareseekingtosolvewithnewsolution
If he thinks, that his company can provide a solution to Quick and
Reillysproblemsthenheshouldsuggestsendinganexecutivetotheir
officetomeettheminpersontotakethisfurther.
HeshouldthenclosethecallbyaskingCathyaboutappointmentforhis
executive (an early appointment would be better and time till the
appointment will give him the time to brief the executive about the
prospectandalsogivetimetotheexecutivetoprepareforthemeeting)
HisobjectiveinthiscallwastoidentifywhereCathyandhiscompanywasa
rightprospectforthemornot.

BrandBenefits

Posted5thDecember2012byNeo

Marwell&Schmitt's16i
SiebelSystems:Anato
FordMotorsSWOTAn

MumbaitoPatna

KalyanPharma

5,429

BusinessMarketingTre

jetairways.com

ImageInternational
B2BMarketingRingM

0 Addacomment

CIGNAProperty&Caus
B2BMarketingPrecis
GilletteDryIdea(B)

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SystemsThinkingArc
OnlineMarketingatBig

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CocaColaonFacebook

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Notifyme

EmpoweringCustomer

ReverseEngineeringG

DemandMedia

Howmobileischangin

Rituals

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