{"id":34611,"date":"2019-10-31T21:59:22","date_gmt":"2019-10-31T18:59:22","guid":{"rendered":"https:\/\/prohoster.info\/blog\/kak-prodat-sd-wan-biznesu\/"},"modified":"2019-10-31T21:59:22","modified_gmt":"2019-10-31T18:59:22","slug":"kak-prodat-sd-wan-biznesu","status":"publish","type":"post","link":"https:\/\/prohoster.info\/cs\/blog\/administrirovanie\/kak-prodat-sd-wan-biznesu","title":{"rendered":"Jak prodat SD-WAN firm\u011b","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"

\"Jak Pamatujete si, jak v prvn\u00ed \u010d\u00e1sti blockbusteru \u201eMu\u017ei v \u010dern\u00e9m\u201c excelentn\u00ed \u017e\u00e1ci v\u00fdcvikov\u00e9ho programu rychle st\u0159\u00edleli do v\u0161ech stran po kartonov\u00fdch p\u0159\u00ed\u0161er\u00e1ch, a pouze postava Willa Smitha, po kr\u00e1tk\u00e9m zamy\u0161len\u00ed, \u201evyst\u0159elila mozek\u201c kartonov\u00e9 hol\u010di\u010dce, kter\u00e1 m\u011bla v ruce knihu o kvantov\u00e9 fyzice? Jak to souvis\u00ed se SD-WAN? V\u0161e je velmi jednoduch\u00e9: dnes se v Rusku prodeje \u0159e\u0161en\u00ed t\u00e9to \u00farovn\u011b prost\u011b nevyskytuj\u00ed. T\u00e9matem SD-WAN se zab\u00fdv\u00e1me u\u017e v\u00edce ne\u017e t\u0159i roky, str\u00e1vili jsme nad n\u00edm stovky \u010dlov\u011bkodn\u016f, investovali do \u0161kolen\u00ed in\u017een\u00fdr\u016f, laborato\u0159\u00ed a stend\u016f, presale, prezentac\u00ed, demonstrac\u00ed, test\u016f, test\u016f, test\u016f\u2026 Ale kolik implementac\u00ed? \u017d\u00e1dn\u00e9! <\/p>\n

Cht\u011bl bych se zamyslet nad p\u0159\u00ed\u010dinami tohoto faktu a sd\u00edlet z\u00e1v\u011bry, kter\u00e9 jsme spole\u010dn\u011b s kolegy z Cisco u\u010dinili na z\u00e1klad\u011b anal\u00fdzy na\u0161ich zku\u0161enost\u00ed.
\n<\/a><\/noindex><\/p>\n

SPIN-prodeje<\/h2>\n

\nVe spole\u010dnosti \u201eInfosyst\u00e9my Jet\u201c m\u00e1me velmi r\u00e1di techniku prodeje SPIN. Ta vych\u00e1z\u00ed z toho, \u017ee prodej nen\u00ed monolog, \u010dten\u00ed reklamn\u00edho let\u00e1ku, ale dialog. A prodejce by m\u011bl m\u00e9n\u011b vypr\u00e1v\u011bt a v\u00edce kl\u00e1st ot\u00e1zky: situa\u010dn\u00ed, probl\u00e9mov\u00e9, vyjas\u0148uj\u00edc\u00ed a sm\u011b\u0159uj\u00edc\u00ed.<\/p>\n

Hlavn\u00edm \u00fakolem je dov\u00e9st klienta k my\u0161lence, \u017ee pot\u0159ebuje koupit to, co mu chcete prodat.<\/p>\n

P\u0159ed p\u00e1r lety koloval klasick\u00fd p\u0159\u00edklad pohovoru prodejce ve firm\u011b prod\u00e1vaj\u00edc\u00ed propisky.<\/p>\n

\u2014 K \u010demu vlastn\u011b pou\u017e\u00edv\u00e1te propisky?
\n\u2014 Vlastn\u011b, v\u0161echno je u\u017e d\u00e1vno na po\u010d\u00edta\u010di a internetu. Propisku pou\u017e\u00edv\u00e1m jen k podpisu dokument\u016f.
\n\u2014 Mezi t\u011bmito dokumenty jsou ur\u010dit\u011b i smlouvy?
\n\u2014 Ano, samoz\u0159ejm\u011b.
\n\u2014 Byly mezi podepsan\u00fdmi smlouvami n\u011bjak\u00e9, kter\u00e9 jste si zapamatovali na cel\u00fd \u017eivot?
\n\u2014 Ano, samoz\u0159ejm\u011b.
\n\u2014 Tak\u00e9 si to mysl\u00edm. V\u017edy\u0165 to jsou p\u0159edev\u0161\u00edm vzpom\u00ednky. Vzpom\u00ednky na va\u0161e v\u00edt\u011bzstv\u00ed a \u00fasp\u011bchy. Oby\u010dejn\u00fd dokument lze podepsat jakoukoli propiskou, tou nejlevn\u011bj\u0161\u00ed. Ale nem\u011bli bychom podepisov\u00e1n\u00ed tak d\u016fle\u017eit\u00fdch, epoch\u00e1ln\u00edch smluv prov\u00e1d\u011bt speci\u00e1ln\u00ed propiskou, ur\u010denou pro zvl\u00e1\u0161tn\u00ed p\u0159\u00edle\u017eitosti? P\u0159i pohledu na kterou si vzpomenete, jak to bylo, a usm\u011bjete se?
\n\u2014 Zaj\u00edmav\u00e1 my\u0161lenka.
\n\u2014 Tak se pod\u00edvejte na tuto propisku. Mo\u017en\u00e1, \u017ee je to ona?
\n\u2014 Dob\u0159e, dob\u0159e, prod\u00e1no, zlod\u011bji!<\/p>\n

N\u011bkdy takov\u00fd p\u0159\u00edstup skv\u011ble funguje, a m\u011bl jsem velmi zaj\u00edmavou zku\u0161enost s podobn\u00fdmi prodeji! Ale s SD-WAN to nefungovalo.<\/p>\n

Zahrani\u010d\u00ed n\u00e1m NEM\u016e\u017dE pomoci.<\/h2>\n

\nJe zaj\u00edmav\u00e9, \u017ee situace s prodejem SD-WAN \u0159e\u0161en\u00ed v zahrani\u010d\u00ed se vyv\u00edj\u00ed naopak, tedy velmi pozitivn\u011b! \u017d\u00e1dn\u00e9 zvl\u00e1\u0161tn\u00ed obt\u00ed\u017ee tu nevznikaj\u00ed. D\u016fvodem je vysok\u00e1 cena MPLS kan\u00e1l\u016f, kter\u00e9 jsou mnohem dra\u017e\u0161\u00ed ne\u017e internetov\u00e9 kan\u00e1ly. Jakmile \u0159ekneme, \u017ee \u010d\u00e1st provozu z MPLS m\u016f\u017eeme \"p\u0159en\u00e9st\" na internet a t\u00edm hodn\u011b u\u0161et\u0159it \u2014 pova\u017eujte prodej za uskute\u010dn\u011bn\u00fd. <\/p>\n

V Rusku je v\u0161ak cena MPLS a internetov\u00fdch kan\u00e1l\u016f srovnateln\u00e1, a v n\u011bkter\u00fdch p\u0159\u00edpadech jsou prvn\u00ed i levn\u011bj\u0161\u00ed. Kdy\u017e jsem ned\u00e1vno mluvil s kolegou z oper\u00e1tora \"velk\u00e9 \u010dty\u0159ky\", p\u0159ekvapilo m\u011b, \u017ee v oper\u00e1torsk\u00e9m spole\u010denstv\u00ed je MPLS vn\u00edm\u00e1n jako v\u00e1\u017en\u00e1 z\u00e1le\u017eitost, jako vnit\u0159n\u00ed s\u00ed\u0165. Internet \u2014 to je n\u011bco, tam je to v\u00e1\u017en\u00e9, v\u00fdstup do velk\u00e9ho sv\u011bta!<\/p>\n

Technik\u016fm nen\u00ed pot\u0159eba SD-WAN zvl\u00e1\u0161\u0165 prod\u00e1vat. V na\u0161\u00ed praxi byl jen jeden p\u0159\u00edpad, kdy \u0161\u00e9f technick\u00e9ho \u00faseku \u0159ekl, \u017ee m\u00e1 DMVPN a je spokojen\u00fd. Obvykle technicky zdatn\u00ed lid\u00e9 dob\u0159e ch\u00e1pou, co jim SD-WAN p\u0159inese. A pak p\u0159ich\u00e1zej\u00ed za byznysem \u2014 a nedostanou rozpo\u010det. Nebo hned ch\u00e1pou, \u017ee ho nez\u00edskaj\u00ed, a tak ani nep\u0159ich\u00e1zej\u00ed. Ale ze sportovn\u00edho z\u00e1jmu s pot\u011b\u0161en\u00edm za\u010d\u00ednaj\u00ed testovat.<\/p>\n

Nad t\u011bmito fakty bychom m\u011bli uva\u017eovat d\u0159\u00edve, ale v\u0161echno se stane, kdy\u017e se to m\u00e1 st\u00e1t.<\/p>\n

Digit\u00e1ln\u00ed zmatek<\/h2>\n

\nJednou jsem p\u0159i\u0161el k jednomu v\u00e1\u017een\u00e9mu \u010dlov\u011bku se svou s\u00f3lovou stand-up komedi\u00ed (proto\u017ee jsem nev\u011bd\u011bl, jak\u00e9 ot\u00e1zky mu m\u00edt). Dali mi celou hodinu, ale p\u0159eru\u0161ili m\u011b po patn\u00e1cti minut\u00e1ch.<\/p>\n

\u2014 Poslouchej. To je v\u0161echno zaj\u00edmav\u00e9. Ale v\u00ed\u0161, co je to digit\u00e1ln\u00ed transformace? Proto\u017ee sly\u0161\u00edm z ka\u017ed\u00e9 strany, ale nic tomu nerozum\u00edm.<\/p>\n

A j\u00e1 jsem n\u00e1hodou trochu v\u011bd\u011bl, tak jsem \u0159ekl, \u017ee to je \u2014 filosofick\u00e1 koncepce, kter\u00e1 tvrd\u00ed, \u017ee v\u0161echno \u017eiv\u00e9 na sv\u011bt\u011b je smrteln\u00e9. V\u010detn\u011b jak\u00e9hokoli byznysu. Bez v\u00fdjimky.<\/p>\n

Proto digit\u00e1ln\u00ed transformace \u2014 jde o hrozby, kter\u00e9 mohou p\u0159ich\u00e1zet z nezn\u00e1m\u00fdch m\u00edst, a p\u0159\u00edle\u017eitosti, kter\u00e9 tyto hrozby d\u00e1vaj\u00ed nejhbit\u011bj\u0161\u00edm. A potom za\u010dalo to nejzaj\u00edmav\u011bj\u0161\u00ed.<\/p>\n

V\u00e1\u017een\u00fd \u010dlov\u011bk zvedl telefon, n\u011bkam zavolal a \u0159ekl:<\/p>\n

\u2014 Sly\u0161\u00ed\u0161, digit\u00e1ln\u00ed transformace \u2014 to jsou hrozby a p\u0159\u00edle\u017eitosti, a ne o digitalizaci, o kter\u00e9 mi po\u0159\u00e1d dokola \u0159\u00edk\u00e1\u0161.<\/p>\n

Polo\u017eil telefon.<\/p>\n

\u2014 A hod\u00ed se sem ten tv\u016fj SD-WAN?<\/p>\n

A pak jsme m\u011bli dialog, kter\u00fd trval dal\u0161\u00edch 45 minut.<\/p>\n

A zde mi v hlav\u011b n\u011bco cvaklo. Je\u0161t\u011b jsem nic nepochopil, ale kone\u010dn\u011b jsem za\u010dal analyzovat. Velmi m\u00e1lo lid\u00ed ch\u00e1pe, co je digit\u00e1ln\u00ed transformace a jak se li\u0161\u00ed od digitalizace. Dokud nebude standard, bude tolik n\u00e1zor\u016f, kolik je lid\u00ed. <\/p>\n

Z pohledu v\u011bt\u0161iny je digit\u00e1ln\u00ed transformace koncept, jeho\u017e j\u00e1drem je p\u0159ipomenout mana\u017eer\u016fm omezenou \u017eivotnost jejich spole\u010dnost\u00ed. <\/p>\n

Skok v\u00edry<\/h2>\n

\nNavrhujeme se zastavit, zamyslet se a p\u0159estat st\u0159\u00edlet na \"monstra\", za kter\u00e1 nemohou. Mus\u00edme naj\u00edt spr\u00e1vn\u00fd c\u00edl.<\/p>\n

\"Jak
\n
\nD\u016fkladn\u011b se pod\u00edvejte na diagram prodeje. Aby k prodeji do\u0161lo, je t\u0159eba se soust\u0159edit na prav\u00fd doln\u00ed kvadrant. Podle na\u0161eho n\u00e1zoru by se prodej SD-WAN m\u011bl p\u0159istupovat jako k Lean startupu. <\/p>\n

Kl\u00ed\u010dov\u00e9 slovo zde je startup! A startup za\u010d\u00edn\u00e1 \"skokem v\u00edry\", ur\u010ditou hypot\u00e9zou, kterou je (v ide\u00e1ln\u00edm p\u0159\u00edpad\u011b) t\u0159eba ov\u011b\u0159it. Je d\u016fle\u017eit\u00e9 si uv\u011bdomit: SD-WAN prakticky zaru\u010duje zlep\u0161en\u00ed z\u00e1kaznick\u00e9 zku\u0161enosti.<\/p>\n

A tak jsme to ud\u011blali: spole\u010dn\u011b s kolegy z Cisco jsme za\u010dali vytv\u00e1\u0159et pilotn\u00ed projekty. Na vlastn\u00ed n\u00e1klady. A ji\u017e na \"\u017eiv\u00e9\" s\u00edti z\u00e1kazn\u00edk\u016f jsme nach\u00e1zeli v\u00fdhody implementace SD-WAN, u kter\u00fdch bylo p\u0159edem nemo\u017en\u00e9 h\u00e1dat. <\/p>\n

Nap\u0159\u00edklad jsme m\u011bli p\u0159\u00edpad, kdy se p\u0159estaly p\u0159eru\u0161ovat hovory do kontaktn\u00edho centra. To se stalo, proto\u017ee SD-WAN za\u010dalo operativn\u011b p\u0159ep\u00ednat kan\u00e1ly v p\u0159\u00edpad\u011b zhor\u0161en\u00ed kvality. Zme\u0161kan\u00fd hovor v call-centru je ztracen\u00fd klient. A to je obchod, kter\u00fd ch\u00e1pou: je probl\u00e9m \u2014 je i \u0159e\u0161en\u00ed!<\/p>\n

Na z\u00e1v\u011br<\/h2>\n

\nSD-WAN se prod\u00e1v\u00e1 technik\u016fm docela snadno, ale pro podnik\u00e1n\u00ed je to velmi slo\u017eit\u00e9. Proto by se prodej SD-WAN podniku m\u011bl vn\u00edmat jako startup, tedy jako spole\u010dn\u00e1 guerrillov\u00e1 pr\u00e1ce z\u00e1kazn\u00edka, integr\u00e1tora a dodavatele. A toto p\u0159\u00edstup, jsme si jisti, povede k \u00fasp\u011bchu!<\/p>\n

Autor: Denis Dyzhin, \u0159editel pro rozvoj obchodu Centra s\u00ed\u0165ov\u00fdch \u0159e\u0161en\u00ed spole\u010dnosti \"Infosystemy Jet\"<\/i>
\n
Zdroj: habr.com<\/a><\/p>","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"

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\u043d\u0435\u043f\u0440\u043e\u0434\u043e\u043b\u0436\u0438\u0442\u0435\u043b\u044c\u043d\u043e\u0433\u043e \u043e\u0431\u0434\u0443\u043c\u044b\u0432\u0430\u043d\u0438\u044f, \u00ab\u0432\u044b\u043d\u0435\u0441 \u043c\u043e\u0437\u0433\u0438\u00bb \u043a\u0430\u0440\u0442\u043e\u043d\u043d\u043e\u0439 \u0434\u0435\u0432\u043e\u0447\u043a\u0435, \u0443 \u043a\u043e\u0442\u043e\u0440\u043e\u0439 \u0432 \u0440\u0443\u043a\u0430\u0445 \u0431\u044b\u043b\u0430 \u043a\u043d\u0438\u0436\u043a\u0430 \u043f\u043e \u043a\u0432\u0430\u043d\u0442\u043e\u0432\u043e\u0439 \u0444\u0438\u0437\u0438\u043a\u0435? \u041f\u0440\u0438\u0447\u0435\u043c \u0442\u0443\u0442, \u043a\u0430\u0437\u0430\u043b\u043e\u0441\u044c \u0431\u044b, SD-WAN? \u0410 \u0432\u0441\u0435 \u043e\u0447\u0435\u043d\u044c \u043f\u0440\u043e\u0441\u0442\u043e: \u043d\u0430 \u0441\u0435\u0433\u043e\u0434\u043d\u044f\u0448\u043d\u0438\u0439 \u0434\u0435\u043d\u044c \u043f\u0440\u043e\u0434\u0430\u0436\u0438 \u0440\u0435\u0448\u0435\u043d\u0438\u0439 […]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":1,"featured_media":26079,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[688],"tags":[],"class_list":["post-34611","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-administrirovanie"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\n","aioseo_head_json":{"title":"\ud83e\udd47Jak prodat SD-WAN podniku | ProHoster","description":"Pamatujte, jak to bylo v prvn\u00ed \u010d\u00e1sti blockbusteru \"Mu\u017ei v 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