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
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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GilletteDryIdea(A)
SystemsThinkingArc
OnlineMarketingatBig
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CriticalThinkingSkills
CocaColaonFacebook
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Notifyme
EmpoweringCustomer
ReverseEngineeringG
DemandMedia
Howmobileischangin
Rituals
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