Marcel van der Heijden EMEA Solution Sales Manager

Marcel van der Heijden EMEA Solution Sales Manager marcelvh@microsoft. com HOSTING BEST PRACTICES SELLING HOSTED SERVICES

What is a Hosting Best Practice?

What is a Best Practice? Self hosted Reselling white label

Where sits the value of your company?

Some Best Practice Examples How YOU can EXECUTE them!

Helping Hosting Partners Succeed • Microsoft Commitment in Partner Success – – – Market research Silver. Light demo’s Sales Toolkits Playbooks Go-To-Market Support • Business Support Partner ecosystem – – – Pilots and Innovation BDS – Business Design Session Sales Training Sales Design Workshops (Web) marketing services Strategy Consulting

Business Support Partner MURAL CONSULTING

What makes Marketing different today? Underinvestment • • • The Web has fundamentally changed the way that customers engage with businesses, products and communities Customer engagement – deep involvement with your brand products – is made possible, and more complex, by this shift in customer behavior Based on this belief and our experience, Mural has created the Web-Centric Customer Lifecycle framework as the foundation of what we do. Customer Engagement Marketing Overinvestment Search Refer Find Web-Centric Customer Lifecycle Framework Support Qualify Belief Up-sell Try Customer Engagement Marketing Manage Order Activate & Engage Copyright © 2008 Mural

Expertise – What can Mural DO? • Mural Consulting have developed a framework to help you map the way you have organized you customer life cycle • Focus on the online experience, but not exclusively • Experience engaging hundreds of service providers • Tools to help you execute • Research, Planning and Persona Definition • Digital Marketing • Graphic Design • Targeted Advertising • User Interface and User Experience Design • Integrated Campaign Management, Monitoring and Dashboards • Customer Activation and Support • Technical Development Copyright © 2008 Mural

Example – Quest, USA • Online Order System – UI and UX Design – Technical Development – Customer and Administrator Interfaces • SMB Web Site Redesign – UI and UX Design – Technical Integration • Online sales increased 200% at Quest after improving the online order process • Other example: Online order process dropout rate decreased 90% after reengineering and reimplementing of the process Copyright © 2008 Mural

Business Support Partner B 2 BALIVE

How it all Started… • Tasks – Run a trial – Set a Benchmark for up sell performance – Write-up lessons learned in a “Best Practices Playbook” • Find out – Can telesales channel effectively be used for up -selling? – What is potential Cost of Acquisition? – Which telesales model is viable for hosting companies? • Service providers are telling us – Telesales underutilized resource – Outsourcing Telesales: bad experiences – In-sourcing Telesales: perceived too high risk – Preference: Automated sales processes – SMBs buying premium hosting services require relatively high-touch, consultative sell by “trusted advisor”

It evolved into this….

Customer Experience Management is a Sales Weapon Exceptional customer service has a high impact on customer Loyalty Customer loyalty has a positive impact on financial outcomes: • Customer spend • Customer referrals = Sales

Customer Experience Map – it is about choices Phases Feelings Memory Impact on Loyalty WOW “I Love it” High Share with Many Enjoyable “I like it” Mid Share with few Functional “Works for me” Low Neutral Uneventful “OK” None Decrease Missed it “I Don’t Like it” Mid 66% decrease Never Again “I hate it” High 100% Loss Source: Lior Arussy

Surprise customers consistently with “WOW” Experiences Why? • Only WOW experiences help you create LOYAL customers, and… • Achieve 10%-20% sales conversion

If you create “Never Again” Experiences… For every 1 unhappy customer you create… …there are 26 other unhappy customers who say nothing. And of those 26, 24 will leave. ” Source: U. S. Office of Consumer Affairs

Main Campaign Success Criteria

Prepare & Execute Campaigns (1) Form the Best Project Team (2) Design WOW Offers & Processes (3) Align all IT Systems & Processes Complete in RASCI chart Be Ambitious One shared goal (4) Prepare your Database (5) Execute with Discipline (6) Learn from every campaign

Sales Execution - Agent Management (1) Recruit Agents Who Win (2) Train agents to Win (3) Enable Agents to Win Select smart with psycho-metric assessments Train for the right behavior Transparent real-time reporting (4) Coach Agents to Win (5) Compare Agent Performance (6) Optimize Performance Compare Performance: Coach with Facts • Sales Agents • Sales Teams • Call Centers Continuously monitor the performance gap

What b 2 balive can do for you • Your Project Management Partner for cross & up sell campaigns with: 10%-20% Sales Conversion • Expert in: – Sales Campaign Design, Preparation & Execution – Sales agent selection, training & coaching – Managing outsourced call centers – Workshops • Outbound Sales • Campaign Blueprinting • Campaign Project Planning – Services • Campaign Project Management • Agent selection & training • B. I. & database services – Saa. S Solutions • Telesales call support tools • Real-time sales performance cockpits • Psycho-metric assessment tool for (tele)sales teams

For the “How To” Read: “Outbound Sales Playbook – Hosted Exchange” Download the Playbook from the Hosting Competency section on the Microsoft Partner Program Portal: https: //partner. microsoft. com/global/progra m/competencies/mspphostingsolutions and look in the Sales and Marketing Resources section. Rutger Pekelharing Mail: r. pekelharing@b 2 balive. eu Mobile: +31(653)494521 Raoul Kloppenborg Mail: r. kloppenborg@b 2 balive. eu Mobile: +31(654)320340

IN CONCLUSION

Continuous Investment from Microsoft to help you improve your business If you have a business issue let us know Be aware of tools and resources we have If any of the examples appeal to you – let us know and we’ll connect you with the right partner If we don’t have them, can we cooperate to develop them?

THANK YOU