Background:

When IBM acquired Lotus Development the opportunities for expanded software sales into their installed base were obvious. IBM had hundreds of software account managers - called SAMs - worldwide who were anxious to leverage Domino and Notes into their key accounts.

Why Tactics Were Important:

IBM knew that technical training and comparative lectures would not be enough. Lotus Notes and Domino were notoriously difficult to explain, and IBM SAMs needed to get both technical and business managers motivated about them. They needed their SAMs to efficiently and almost instantly gain the skills and tactics for selling this.

What We Taught, and To Whom

Ed Peet was the IBM executive in charge of the SAM organization in North America. He began asking how Lotus' most successful channel partners became that way. That led him to Ken Wax whose workshops on Competitive Selling Tactics had dramatically turned around Lotus' Business Partner channel success in selling. (see related story).

Based on Peet's needs, the Selling Domino and Notes Workshop was customized for the specific selling challenges that IBM SAMs would face at top accounts. Tactics were designed for key direct sales situation, complete with special 'Words That Work' -- designed for guiding customers so they're self-motivated to advance the sale. Those specific situations included selling to technical prospects, IT Director decision makers, as well as for line-of-business executives.

Tactics Brought Results - How Was It Measured?

Ed Peet needed results; all eyes were on whether IBM could make this multi-billion dollar acquisition a success.

When IBM acquired Lotus, the SAMs' annual quotas were immediately adjusted to include their new offerings. Our Competitive Selling Tactics workshops were made available to SAMs across North America within that quarter. Each learned and practiced tactics they could use the very next day.

"I wish all our sales training was as on-target and practical as this."

-- Ed Peet, NA Sales Manager, IBM SAMs

While specific results are proprietary information, we can tell you that IBM carefully measured results among the 150 North American SAMs who participated. They were so happy that they brought our tactics workshop around the world.

Addendum: IBM Brings It Around the World

The workshop's impact and success was brought to the attention of Gale Stafford, the IBM executive in charge of sales enablement in several geographies. Our workshop was brought to IBM's direct sales teams in South America, Australia, and Asia -- to the same sort of response it had earned in North America.

"This was an extremely beneficial workshop."

"Excellent. Not technical oriented, but selling and customer oriented."

"Thanks for the help!"

"I highly recommend this workshop."

IBM Software Account Managers
N. American Training in S.F., Dallas, and Southbury CT

"Focused on practicality, not the theory. Well organized, very logical."

IBM Software Account Manager
Tactics Training Workshop in Seoul, Korea

"Well structured and very well executed."

L. Zaat, IBM Software Account Manager

"Would I recommend? Yes, without hesitation."

R. Reith, IBM Software Account Manager

"The combining of product knowledge and sales techniques was invaluable---can't wait to get out and try out what I've learned."

L. Webster, IBM Software Account Manager
Australia/New Zealand Tactics Training -- Sydney

"It exceeded my expectations because it applies to both Domino sales and other areas as well. Excellent."

R. Salleh, IBM Malaysia

"Interactive and informative -- very helpful"

I. Yap, IBM Singapore

Tactics Training Workshop in Singapore