Sales Tales #5 – Focus on customer’s success leads to a $ 30M win followed by innovation award !!
As we were building the system integration business for telecom vertical for IBM in 2005, we were building a strategic plan to scale it rapidly and profitably. It was clear this would happen only if we start creating opportunities instead of responding to client RFP’s but this was a long road paved with lots of hard work. Note – A decade later “Challenger Sales” proves our approach to be right.
Opportunity – One such opportunity we unearthed was a broadband network build for 10 M+ subscribers and we started working for a client who would bid for it with one intention – Make the client win at all costs.
Challenge – The challenges however were a) Find the “winning formula” for the client over and above their own broadband products. b) IBM did not have references of engaging in broadband https://www.batteryfolks.com/pro network build out anywhere in the world c) In addition IBM never had any relationship with this client before and so had to overcome the contracting, credit challenges too if we were to win.
Solution – Several week’s of brainstorming, extensive white boarding, multiple conference calls led to narrowing IBM’s play to make our client win a) Craft the automation solution with zero touch provisioning, security, inventory etc. For this we had to forge 4 new technology partnerships, create the overall solution architecture and undertake the integration of all the four software to work like one. b) On the client contracting front it was clear that we would need a huge advance from client if we were to win ultimately but then we would worry about it later.
Outcome – From the thought to final PO was a journey of more than 18 months BUT the result was sweeter than we imagined. a) We not only helped our client win a $ 300 M+ deal based on solution and pricing we ourselves won the solution we had proposed for more than $ 30 M over phases b) our deal was extremely profitable (> 40%) c) we received a $ 10 M advance from the client which positively upset that year’s profitability balance for our India business d) the solution we had crafted ended up winning IBM’s global “Bell Innovation” award e) The deal was the largest SOA integration deal for IBM globally that year.
Moral of the story – Early engagement in sales cycle, genuine interest in client success coupled with innovation leads to some incredible and unforgettable success !! Many of our team members got recognition in the IBM system and will go on to build great careers within & outside of IBM.
