1 Strategic Selling: Know your new buyer

2 Questions We’ll Cover Who is our new buyer? How do we identify them? What do they care about? What are their goals? What do we need to know (discovery)? What challenges they face in day to day?

3 The New Stakeholder Customer Service Digital & Mobile Products & Strategy Digital Marketing E-Commerce (“Web”)

4 We have a new stakeholder Responsible for driving Mobile & Digital strategy, User Experience and Design. Responsible for the main mobile App VP / Director, Digital / Mobile Products & Services Senior Product Manager - Mobile Apps

5 Types of Digital Titles Head of Digital Transformation Mobile Product Owner Head of Digital Products VP Customer Experience Transformation Head of Strategy Delivery Head of Digital Products Head of Digital

Questions to answer MEDDIC Checklist Metric – What is the quantified economic impact of the solution (ROI)? Economic Buyer - Who has P&L responsibility? Can say yes and can say no? Decision Criteria – What are technical, financial and vendor criteria? Decision Process – How are decisions made? Who makes them? “Then what” happens? Contract process? Identify Opportunity/Pain – What are their KPI’s? Why are they not meeting them? Compelling event? Champion – Who will sell on your behalf inside the company? Competition – Who are they, and are we ahead or behind?

How do I recognize the EB? Economic Buyer Characteristics… o Access to money (budgeted and discretionary) o Veto Power o Can say no when all others say yes, or yes when all others say no o Ask questions about how much, how soon and how certain o Have P&L responsibility

What is a champion? And more importantly, what is NOT? Champion Characteristics of a Champion o Has Power and Influence o Access to EB o Organizational credibility, influence and power o Track record as “champion of other initiatives” o Will sell for you when you aren’t there, understanding… o Your value proposition as well as you do o The people that are critical to “both of you” winning the deal o Has a Personal Win o A personal “need” for you to win the deal o Can be financial, but sometimes stronger if not

Don’t confuse a Champion with a Coach Champion A champion and coach may both answer tough questions truthfully and advise you as your status changes, but… CHAMPION An internal Sales Rep… Sells when you are not there Must be in Power Base (possesses power & Influence) Need your solution for a Personal Win COACH A Guide…not able or willing to “sell” for you Normally not in Power Base May prefer your solution but isn’t willing to go out of their way for it

10 What does he care about? Goals? Digital/Mobile vision Drive App Adoption Introduce innovation Digital Strategy Introduce New functionality Transform the Digital Consumer Experience

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12 App Retention Stats

13 App Discovery & Qualification ●Release frequency ●Next major app revamp & features ●Process & ownership ●# of Downloads ●Rating on the App Stores ●Number of Monthly Active Users (*) ●Hybrid / Native ●In house / outsource ●Marketing & Analytics tools App OpportunityApp Tech Forensics App Roadmap