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This telesales guide provides an overview of the information you will need to drive demand for Microsoft Dynamics ERP or CRM solutions with customers in the automotive manufacturing OEM vertical.
BACKGROUND INFORMATION
Vertical Overview Automotive original-equipment manufacturers (OEMs) are facing increasing competition and shrinking margins in todays global automotive industry. In response, manufacturers are concentrating on product planning, design, branding and marketing, and relying on suppliers to provide innovation and efficiencies for everything from new, enhanced products to IT applications. Automotive manufacturing OEM companies are requiring suppliers to identify areas for further cost reductions, take a larger stake in investment costs and other risks, and provide greater engineering and technical support. These market dynamics are changing the relationship between OEMs and their supply-chain partners. Suppliers are now responsible for greater investment and validation of a vehicle. OEMs and suppliers must work closer together, recognize and understand each others needs, and create a foundation of trust that will result in mutual benefit. OEMs risk losing of some of their best suppliers whenever the two sides are working against each other. Target Audience Potential prospects are companies that: Demand exponentially shorter product-development cycles Have products that must be engineered in parallel with customers and vendors Have very strict planning, information management, and communication requirements for their suppliers Have customers who want real-time information on inventory, availability, and manufacturing status Require lean business processes and transparency in the supply chain, which are not effectively supported by legacy systems Prospects and customers may or may not know the value that an ERP or CRM solution can provide their organization. Their mind set could be any of the following: Are unaware of ERP or CRM software Dont recognize ERP or CRM software as the way to meet their needs Perceive ERP or CRM solutions as only for the big companies and too complex or expensive Conclude that upgrading their current accounting, bookkeeping, or customer-relationship software will suffice Are actively searching for their first ERP or CRM solution Target Contact Inside the prospects business, talk directly to the technology-influencing business decision maker (TI-BDM). While this could be virtually any senior individual in the company, the following are the most likely roles to be interested in ERP or CRM solutions: For ERP solutions: VP of Engineering / VP of Operations VP of Supply Chain For CRM solutions: VP of Sales / VP of Marketing
Probing Questions
Are customers demanding shorter product-development cycles? How does this impact your engineering efforts? What project-management tools are you using? Are these tools meeting your expectations? Are you able to provide real-time information on inventory, availability, and manufacturing status to your customers? Are customers demanding more choices and custom solutions? Have you been able to deliver on this? Do you often find that products are being engineered in parallel with customers and vendors? How has this impacted your production time and costs? What have you done to improve on-time delivery of product? How do you manage finished-product inventory?
VP of Supply Chain
ERP
Have you provided your customers with visibility into your inventory, availability, and production status? Why or why not? How do you bring suppliers on board quickly? Has outsourcing in the supply chain caused strain? What has been the impact? Have your delivery lead times shortened? What have you done to keep up? How do you manage data in disparate systems? How have you chosen your IT platform? Is it able to support all of your current business needs? Is it easily understood by your employees?
Probing Questions
How do your sales teams get access to real-time customer information? Do you get the information you need from distributors and dealers? How do you set parts, products, and service pricing? What have you done to enable quicker responses to customer requests? Are the processes and tools used to capture and manage quotes and orders working efficiently? Are you able to forecast demand accurately? How?
EVIDENCE
Summary Automotive-parts supplier gears for growth with lean manufacturing.
http://www.microsoft.com/casestudies/casestudy.aspx?casestudyid=201292
EVIDENCE
Summary Snowmobile manufacturer improves customer service and staff productivity.
http://www.microsoft.com/casestudies/casestudy.aspx?casestudyid=201141
Who is responsible for decisions related to ERP (or CRM) in your company?
PROBING QUESTIONS
Identify your contacts current Pains, Plans, Processes, People, and Price (that is, budget and resource) situations. Pains: Based on the role of your contact, ask some of the role-specific questions provided on pages 2-3 of this telesales guide.
Plan What are some of your current business priorities? Do you have any projects or initiatives underway to address this priority? What is your time frame for completing [project related to priority]? What are some of the ways you plan to measure success related to the priority? Process What solutions are you actively evaluating to help you meet your objectives relative to this priority? What (additional) solutions to address this priority are you aware of and planning to evaluate? Who else at your company is involved in the evaluation or decision around this priority? Are you currently looking at any ERP (CRM) solutions to address this priority? Which ones? Are you familiar with Microsoft Dynamics solutions? People Do you have employees with the needed capabilities to help you accomplish your objectives related to this priority? Are you working with any technology partners to help you implement any solutions to address this priority in this area? Which ones? Price Have you already allocated budget for this solution?
Check Point: Is this prospect interested in evaluating ERP or CRM solutions from Microsoft? Is he or she a good candidate for a new solution? If so, move on to the PROVE VALUE section.
Evidence Haldex Based in Sweden, but with business operations in 17 countries, Haldex is an automotive-parts supplier that focuses on commercial-vehicle systems, hydraulic systems, traction systems, and steel-alloyed springs used in combustion engines. Summary Automotive-parts supplier gears for growth with lean manufacturing. Business Situation In order to remain competitive in a global market, Haldex needed to reduce costs and improve responsiveness. In addition, transformed operations would help Haldex expand in critical emerging markets. Solution Haldex implemented Microsoft Dynamics AX. Benefits Faster response to customer demand Reduced waste for lower costs Flexibility to support continuous improvement Link
Demand for Flexibility Pain: We understand that your customers are demanding new services, forcing a great deal of flexibility from automotive manufacturing OEM firms. Benefit: Microsoft offers business-management solutions that make it easier for automotive manufacturing OEMs to be more flexible by:
1. Accurately tracking shipping and delivery of parts by integrating data-collection functionality with ERP 2. Supporting the use of RFID and bar codes to help lower costs while improving customer service 3. Implementing custom processes to support individual retailers needs
http://www.microsoft.com/casestudies/casestudy.aspx?casestudyid=201292
Evidence Polaris Polaris designs, engineers, manufactures, and markets snowmobiles, allterrain vehicles, Victory motorcycles, and the Polaris Ranger for recreational and utility use. Summary Snowmobile manufacturer improves customer service and staff productivity. Business Situation Polariss support staff had difficulty accessing the information necessary to provide adequate customer service, and management lacked the reporting capabilities needed to assess customer service effectiveness. Solution Polaris Industries implemented Microsoft Dynamics CRM and Microsoft Office SharePoint Portal Server 2003 with Windows SharePoint Services for integration of legacy systems and improved communication. Benefits Easy to learn and use Customizable to improve productivity Enhances the level of customer service Improves reporting capabilities Link
Low Productivity of Sales People Pain: We understand that automotive manufacturing OEMs often struggle to keep sales people productive. Benefit: Microsoft offers business-management solutions that make it easier for automotive manufacturing OEMs to maintain salesperson productivity by:
1. Coordinating all aspects of a customer engagement when multiple communication channels are used 2. Automating everyday day tasks 3. Targeting partners and customers effectively by understanding past buying behavior, contracts, competitors, and pricing
http://www.microsoft.com/casestudies/casestudy.aspx?casestudyid=201141
RECEPTIONIST SCRIPT
If you dont have a specific persons name to ask for, a receptionist can connect you. Hello, this is [Name] from Microsoft/[Partner Name] For ERP Solutions I hope you can help me. Im trying to reach the person who manages your Engineering, Operations, or Supply Chain department. Who would be the best person to speak with? For CRM Solutions I hope you can help me. Im trying to reach the person who manages your customer relations. Who would be the best person to speak with? Can you connect me please? If challenged, say: Id like to speak to the person responsible for purchasing business software solutions in your company.