Sales and Marketing Manual - The Accounting Software Library

Table of Contents

Preface

• The Need for a Different Approach to Marketing Accounting Software
• Competition
• Customer Satisfaction
• Adopting a Consulting Approach to Selling Accounting Software
• Introduction
• How Can The Accounting Library Help me Market My Products and Services?
• Objective: Making the Transition from Reseller to Consultant
• Objective: Provide Resellers Effective Marketing Tools
• Why Should Either Party be Interested?
• Business Excellence Manuals
• Reseller Manual
• The Sales Process
• The Consulting Process
• Reengineering - PC Style
• Limited Engagements
• Business Excellence Implementation Procedures
• Reseller Manual Outline
• Summary

Chapter 1: Business Excellence - A Powerful Marketing Tool

• Introduction
• Traditional Sales Techniques Donxt Work
• You Need a Global Advantage
• Tilt the Playing Field
• A Single Compelling Reason
• Business Excellence
• Benefits to Users
• Benefits to Resellers
• Summary

Chapter 2: Meeting Client Expectations

• Introduction
• What are the Objectives of all Business Enterprises
• How do Clients Fit into this Equation?
• The Sales Cycle
• Maximizing Client Expectations: A Methodical Approach
• Summary

Chapter 3: Introductory Sales Concepts

• Introduction
• Selling Without Fear
• Creating an Edge
• Communicating with Prospects and Clients
• Dealing with Difficult People
• The Professional Salesperson
• Other Marketing Tidbits
• Continuing Marketing Education
• Direct Mail
• Telemarketing
• Seminars
• Summary

Chapter 4: First Contact

• Introduction
• Typical Scenario
• Closing Opportunities
• Objective
• Strategies
• Tactics
• Initial Follow Up
• Confirm Meeting via Telephone
• Confirm Meeting in Writing
• Practice Effective Account Planning
• Contact Managers
• When Not to Pursue a Prospect
• Summary

Chapter 5: Know Your Prospects

• Introduction
• First Contact Information
• Corporate Analysis
• Project Analysis
• Functional Needs Analysis
• Competitive Analysis
• Personnel Analysis
• Decision Making Analysis
• Summary

Chapter 6: First Meeting

• Introduction
• Typical Scenario
• Business Excellence Scenario
• Non-Business Excellence Scenario
• Closing Opportunities
• Objective
• Strategies
• Tactics
• Follow Up
• Summary

Chapter 7: Needs Definition and Analysis

• Introduction
• Typical Scenario
• Objective
• Do You Charge for this Service?
• The "Personnel" Approach to Defining Needs
• Employee Involvement
• Task One - Preliminary Product Fit Confirmation
• Task Two - Preliminary Needs Definition
• Task Three - Itemized Needs Definition
• Task Four - Product Analysis
• Task Five - Functional Deficiency Analysis
• Task Six - Report Analysis
• Task Seven - Product Fit Confirmation
• Follow Up
• Summary

Chapter 8: Second Meeting / Demonstration

• Introduction
• Human Comfort
• Human Abilities
• Typical Scenario
• Objective
• Strategies
• Tactics
• Ask for the Business
• Follow Up
• Summary

Chapter 9: Part I - Closing the Sale

• Introduction
• Dealing with Objections and Delaying Tactics

Chapter 9: Part II - The Proposal

• Introduction
• Strategy
• Tactics
• Cover Letter
• Summary and Detailed Analysis
• Follow Up

Chapter 9: Part III - The Engagement Contract

• Introduction
• Cover letter
• Objectives
• Business Benefits
• Process Description and Timeline
• Assignment of Responsibilities
• Review Schedule
• Reseller Services
• Client Education and Training
• Payment Schedule
• Warranties and Liabilities
• Summary

Chapter 10: Installation, Implementation and Support

• Introduction
• Objective
• Before You Begin
• Installation and Implementation Planning
• Installation and Implementation Control
• Success Factors
• What's the Negative Side of the Coin?
• Staff Evaluations
• Resource Scheduling
• Managing the Process and the People
• Coping with Difficult Clients
• Training and Education
• Detailed Installation Procedures
• Post Implementation Management
• Other Sales Opportunities
• Summary

Chapter 11: Business Excellence

• Introduction
• Organizational Analysis vs. Accounting System Analysis
• Qualities to Look for in an Accounting Staff
• Assessing the Accounting Department
• Assessing the Accounting System
• Summary

Chapter 12: Summary

• Appendices
• Appendix A: Prospect Check List
• Appendix B: Sample Initial Follow Up Letter
• Appendix C: Business Excellence Handout
• Appendix D: Prospect Evaluation Form
• Appendix E: Prospect Notes Form
• Appendix F: Sample Initial Meeting Follow Up Letter
• Appendix G: Program Documentation
• Appendix H-1: Sample Product Ranking Report
• Appendix H-2: Sample Features Absent Report
• Appendix I-1: Features Absent - Summary Analysis
• Appendix I-2: Features Absent - Detailed Analysis
• Appendix J: Sample Proposal Cover Letter
• Appendix K: Sample Proposal