How Do You Reset Pricing When The Game Changes? Five Parameters

Situation: The Company sells customized products and pricing has been per product/per customer. A large client has proposed to purchase product rights across a number of products and uses. The technology is early in its expected 5-year life span. How should the Company set pricing to this customer?

Advice from the CEOs:

  • Start with a series of questions:
    • What is the value of your technology to the customer?
    • How much competition do you face?
    • What other solutions are available to the customer?
  • Based on this framework, ask contacts within the customer company open-ended questions that will reveal what is important to them including:
    • Licensing objectives,
    • Planned use of the technology, and
    • Any protections that they seek.
    • You need to understand these before you can make decisions on pricing.
  • There are several pricing scenarios:
    • Set up a scale with a declining pricing driven by volume.
    • A large lump sum payment now, non-transferable if the customer is acquired by another company.
    • A large annual fee to cover a preset number of uses and volumes, with small increments for additional purchases.
    • The final arrangement will depend on the priorities of the customer.
  • Find out what the customer is willing to pay, but you set the terms.
  • Ask what guarantees they desire to protect their position. This includes:
    • The customer’s key risk factors.
    • Whether they want exclusive or usage rights. Exclusive is worth more.

Key Words: Pricing, Custom, Technology, Life-span, Value, Competition, Licensing, Objectives, Protection, Scenario, Scale, Lump-sum, Annual Fee, Guarantee, Exclusive, Usage  [like]

What are the Three Clarities that Every Start-up CEO Needs?

Interview with Naeem Zafar, President & CEO, Bitzer Mobile, Inc.

Situation: Starting a new venture is a daunting task. You must determine market need and land your first few key customers on tight timeline and budget. What are the most important foci for the start-up CEO?

Advice from Naeem Zafar:

  • The answer lies in what I call the Three Clarities.
  • Clarity #1 – Deep Knowledge of Customer Pain Points
    • The fundamental point is that your eventual success is not about your technology – it’s your ability to understand and address the needs of your customer.
    • Research and talk to potential customers. Ask them about their pain and problems (and not about your product). What makes their job or their lives difficult? Learning these facts takes time, patience, persistent questioning, and open listening both for what they are saying and what they are not saying.
    • Once you have a clear idea about their need and can succinctly define it, you must determine whether your capabilities can address the customer’s need.
  • Clarity #2 – Understanding the Purchasing Behavior
    • Once you have identified your target customer, their need and your ability to meet that need, you must understand their current purchase behavior.
    • Have they ever bought from a startup before? What happened when they did? Are they happy or unsatisfied? Where are the gaps in satisfaction?
    • Particularly for a start-up with limited credibility, it is critical to identify those purchasers who will take the risk to buy from a new company.
    • From what you find, determine how you will frame a personal relationship with the likely buyer – how you will frame both your solution and the buying experience – and build a psychographic of the buyer so that you can quickly determine likely customer candidates.
  • Clarity #3 – Understanding the Decision-Maker’s Sense of Urgency
    • Who makes the purchase decision? In B2B sales is it the CEO or someone further down the organizational chart? Who approves the purchase budget?
    • Why now – do they have their ”hair on fire” so a decision must be made now?
    • The essential question is: what are the alternatives to not having your solution?

You can contact Naeem Zafar at naeem@bitzermobile.com or check out his six books at www.NaeemZafar.com

Key Words: Start-up, B2B, Customer Need, Domain Knowledge, Purchase, Experience, Psychographic, Competition

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How do you Manage a Multi-generational Staff? Nine Suggestions

Situation:  Employee pools are now multi-generational, with Baby Boomers, Gen X, Gen Y and Echo-Boomers. Each group may have different expectations for work environments and careers. How do you connect with different generations? How have you set up mentoring programs?

Advice from the CEOs:

  • People may be of different generations, but they are still individuals. Ask what drives or motivates them, and what they would consider an ideal reward for hard work.
  • Some companies offer a sabbatical after several years of employment – the opportunity to work on hobbies, go on an adventure or use the time as they wish. This attracts employees and encourages retention.
  • Some employees don’t seek promotion but are good contributors. They may prefer an extra week of vacation over a promotion.
  • One company gives employees budgets to spruce up their work space – allowing them some control over their work environment.
  • What are good tips on working with younger employees?
    • Coach them to communicate thoughtfully and carefully – instead of shooting from the hip without considering impact or consequences. Younger managers may find that they need more patience communicating expectations to older staff.
    • Establish individualized performance metrics and enable them to monitor progress on their computers.
    • Bring them into the process; don’t tell them to wait. Let them start as an observer. Listen when they have questions or suggestions. Ask their opinion.
    • Break down job tiers into additional levels with more achievement incentives. Allow them to reset expectations frequently.

Key Words: Multi-generational, Boomer, Gen X, Gen Y, Echo-Boomer, Expectations, Environment, Career, Mentor, Motivation, Reward, Sabbatical, Incentive, Communication, Performance, Expectations                                   [like]

What are Best Practices for Hiring at Minimal Cost? Eight Thought Starters

Interview with Stephane Dubois, CEO, Xignite

Situation: The company has been running very lean for the last few years, with very good people. New opportunities are opening up, and we need to staff up to execute. How do we get the best talent while minimize hiring costs?

Advice:

  • Job Posting Boards: You can often find specialized talent on industry specific job boards such as Dice.com, SimplyHired.com, Cybercoders.com, TheLadders.com or similar non-traditional job boards.
  • Online Interest Groups: There are a wide range of industry and product specific user groups through Google Groups, LinkedIn Groups, and so on. Connecting with relevant groups will not only position your company as a key firm within the segment, but also make you THE place for career progression.
  • Go Social: Leverage the power or social media to publicize your available positions.  Facebook advertisements, LinkedIn job postings and similar sites can build targeted interest in your company, and available positions.
  • Go Viral: Even if you don’t personally like Twitter or Facebook, these sites can create viral awareness of your company and technology. Tweeting that you are hiring now, with a 140 character job profile.
  • Be Cool: Create exciting new ways to add in the cool factor.  Skilled talent likes to work with fun, exciting, successful companies. Capture photos of company events and add them to a Picasa or Flickr gallery. Positive blog posts build good vibes around your company, your technology and your products.
  • Ground & Pound: There are many groups that meet on a regular basis to discuss skills, functional interest, best practices, business opportunities or to just mix and mingle. Sites like Meetup.com to find local groups that match the talent you’re seeking. You will often find candidates, people that can pass the opportunity along, or even someone willing to provide an awesome referral.
  • Attack: Be pre-emptive in your focus. Select a few top-notch recruiters who specialize in your technology, market and/or geography. These professionals already know the talent pool, may accelerate the process, and ultimately provide higher quality candidates.
  • These are a few thought-starters. What has worked for you to find good candidates at minimal cost?

You can contact Stephane Dubois at sdubois@xignite.com

Key Words: Hiring, Social Network, LinkedIn, LinkSV, Twitter, Facebook, Job Boards, Viral, Recruiter  [like]

How Do You Respond to Pressure to Cut Prices? Six Guidelines

Situation: One client represents a majority of a company’s revenue. They have multiple contracts with this client. A new purchasing agent is on a mission to reduce purchasing costs, and claims that other suppliers cost less. What’s the best response?

Advice from the CEOs:

  • Spend time with your true client – the employees and managers who have chosen your product. These people stand to gain the most from an ongoing relationship with you and may be able to reduce the pressure from purchasing.
  • Assemble testimonials and metrics from the client to show that you produce a better result at lower cost than they can get from other suppliers.
  • Simultaneously, reduce your overhead so that if you must cut prices to retain the business, you can afford it.
  • If you must cut prices, you have other options:
    • Reduce the cost of resources producing the product and service. Let your client contacts know that you are being forced to do this. This may prompt them to argue that they need more senior experience from your team at the higher rate.
    • Offer lower prices in exchange for higher volume and longer term purchasing commitments. This can lock out the competition by reducing the frequency of contract renewals.
  • Remember that the job of the purchasing agent is to reduce costs. The agent who is hounding you is hounding other suppliers as well. If they can negotiate savings from 30% of the suppliers, it’s a big win. Get your ducks in line so that you aren’t in that 30%.

Key Words: Purchasing, Contract, Purchasing Agent, Cost, Client, Customer, Metrics, Cutting Prices, Purchase Commitment  [like]

Can do You Change Culture Without Losing Key People? Five Ideas

Interview with Cameron Tuck, CEO, ImperfectCEO

Situation: A mid-sized Company is more than three decades old. The challenges are modernizing operations and updating company culture to keep pace with customer expectations. They also need to diversify into new growth markets. Can they change the culture of the company without losing key people?

Advice:

  • Let people know that you value them. Consistently express your appreciation for what they do for the company, and don’t blame them for not being perfect. For them to be willing to grow as company culture changes, they need to feel safe – to understand that a change in culture does not mean the loss of their job.
  • Give employees consistent face time. Ask questions and seek their solutions instead of proposing your own. Involve them through collaboration. Tolerate the fact that their solutions won’t be exactly like yours.
  • Pick your battles. Select what you want to change and conserve your emotional capital. Think about what’s important and what’s not before you intervene. Let minor issues slide as long as they don’t impair schedules or performance.
  • Maintain an open door to all levels of the company. However, when an employee comes in with an issue or complaint, defer judgment to their manager. Never undercut your managers.
  • Your most important strengths will be patience and understanding. Stay mindful that change can be threatening, particularly if employees find it hard to see the big picture. Keep your themes and messages simple and repeat them as often as necessary to keep everyone focused.

You can contact Cameron Tuck at imperfectceo@gmail.com

Key Words: Culture, Modernize, Change, Collaboration, Delegation, Messaging  [like]

How do You Rebuild Company Morale? Five Suggestions

Situation: The CEO has regular lunches with staff to foster communication and sharing of information. In recent months few employees are attending these lunches. Also, a negative tone is beginning to pervade the office, though the situation seems to improve when the CEO is present. How would you address this situation?

Advice from the CEOs:

  • The immediate priority is to correctly diagnose the problem. Is this a question of the CEO’s energy or the team’s awareness of plans for the company? Is there something else going on of which the CEO is unaware?
  • Meet with employees. Have an open and frank discussion with them about the future of the company.
    • Meet with the most valuable employees first. Share hopes and vision for the business. Express appreciation for their contributions and discuss plans for their continued growth. Next, ask open-ended questions about the company and seek their input on how to improve it. Listen to what they have to say.
    • Next are borderline employees. Again, share the vision and appreciate their past and current contributions, but be honest about expectations for performance. Then ask the same open-ended questions that you asked the first group and listen.
    • For underperforming employees, again appreciate past and current contributions, but be clear that unless they substantially improve performance, future employment isn’t guaranteed. Ask the same open-ended questions asked of the other groups and listen.
  • Be patient. Don’t try to develop all the answers immediately. Listen and learn what drives employees – particularly keepers. Involve them in developing programs to drive the future.

Key Words: Communications, Morale, Employees, Diagnosis, Plan, Listen  [like]

What are the Strategic Components of a Sales Model?

Interview with Sanjay Sathe, President & CEO, RiseSmart.com

Situation: RiseSmart is in the process of building an inside sales program to complement their outside sales capabilities. What are the most important strategic components of an effective sales model?

Advice:

  • In a marketing and sales system, marketing is the precursor to everything. If you can’t effectively deliver your message to your audience, you have no lead generation machine and sales must resort to cold calls.
    • In an online world, one of the key components of a marketing system is the email campaign, combined with tools for rapid and responsive follow-up.
  • In RiseSmart’s system, the inside sales team is primarily responsible for following up on leads.  The team’s role is:
    • To qualify the prospect responding to our marketing efforts. Is this person the right buyer for their company? If not, who is?
    • Does the company have a budget for our services? If not, when will they?
    • Is this the right time? Do they have a current contract in place? Are they actively looking?
  • The most critical aspect of the inside sales rep’s role is to be an effective filter in collecting and passing data to the field sales force.
  • Many inside sales reps fail because their performance is measured on the number of calls made, not the quality of the calls or information gathered.
  • Our incentives for inside sales are based on the quality of data gathered and on the success of field sales in closing the leads they receive.
  • The effectiveness of outside sales really comes down to choosing the right people.
    • The 80/20 rule applies here.  One out of five field sales reps hired is truly successful, one is marginal, and three don’t make it.
    • We hire based on experience selling to our target customer groups, subjective elements, and careful reference checks.
  • As CEO, I consider hiring good people the most important thing I do.

You can contact Sanjay Sathe at ssathe@risesmart.com

Key Words: Inside Sales, Field Sales, Qualify, Filter, Performance, Measurement, Incentive, Selection  [like]

What are the Strategic Components of a Marketing Plan?

Interview with Sanjay Sathe, President & CEO, RiseSmart.com

Situation: RiseSmart’s top opportunities are to increase visibility and gain market share. What are the most important strategic components of an effective marketing program?

Advice:

  • The best marketing plans don’t start with your company, product or service, They start with a focus on your customers, and the benefits you can deliver to them.
  • That means your first step should be to identify who your customers are.
    • This can be challenging in B2B businesses. For example, with RiseSmart’s outplacement solution, Transition Concierge, we have several possible customers: the HR department at the company seeking outplacement services; the CFO at these companies; the HR department at companies seeking good candidates; and the individuals who are going through outplacement and seeking new positions.
    • Each of these audiences has different objectives, priorities and approaches. To succeed, we need to connect to each of them where they are.
  • After you have identified your target customers, the next step is to develop messaging and message delivery systems that capture and maintain their attention.
    • Your messaging must express a differentiation that is easy to grasp – something that clearly sets you apart from your competition.  In technology marketing, Apple’s 1984 Super Bowl commercial, with its man-versus-machine contrast, is one of the most famous examples of this.
    • Your campaign must consistently touch your potential customer base. Research suggests that this requires a minimum of 4-5 touches to effectively gain customer attention and communicate your message.
    • Accompanying the messaging and the increased visibility that you seek, you must have an effective way to respond promptly and directly to customer interest or inquiries. Rapid and responsive follow-up are critical to success.

You can contact Sanjay Sathe at ssathe@risesmart.com

Key Words: Market Share, Visibility, Customer, Message, Differentiation, Consistency, Touches, Follow-up  [like]

What are Best Practices to Open New Markets? Five Thought Starters

Interview with Greg Curhan, CEO, Clickworker, Inc.

Situation: Clickworker was founded and has gained nice traction in Europe. Focusing first on Silicon Valley, they want to expand into the US. This means identifying companies that could use their service, as well as appropriate contacts within those companies. What are best practices to open new markets for a product or service?

Advice:

  • Start with a set of profiles of possible customers and contacts.
    • If you have a history of success, look for companies in similar industries, and with similar profiles as your current customers. Build a set of profiles of customer companies, and use these profiles against the lists that you develop to identify and prioritize prospects.
  • Develop a list of who’s in your addressable market and narrow this list to prospects.
    • Work with your staff and systematically review past jobs and companies that you’ve been associated with, including vendors and suppliers. Identify a list of possible target customers, and use LinkedIn, Link Silicon Valley and other social networking sites to confirm and develop your contact list.
    • Also work with companies that develop and update databases of local companies including contact lists, web sites, telephone numbers, revenue data and SIC codes. For example, Rich’s Business Information develops searchable lists of companies Northern and Southern California. Dunn and Bradstreet and others also sell searchable lists of companies and positions.
    • Subscribe to the locally published Business Journals in your target markets. These Journals generate Books of Lists of local companies and contact information.
    • Network with those you know and ask who they know. This is more effective once you’ve developed a set of profiles, so that you can clearly characterize what kinds of companies you seek.
  • This is an initial set of ideas. What has worked for you as you opened new markets?

You can contact Greg Curhan at greg.curhan@clickworker.com

Key Words: Customer, Profile, Contacts, Suspects, Prospects, LinkedIn, LinkSV, Social Networking, Rich’s, D&B, Business Journal, Network   [like]