SSW Sales Guide.pdf

HP Simply StorageWorks sales guide

Storage Consolidation and Business Protection

A guide for Channel Partners and HP Sales Representatives selling storage

to small and midsize customers

Explosive data growth isn’t just an issue for big

enterprises. Small and midsize businesses are

also struggling with how to effectively manage

the information that keeps their business running.

This guide takes a customer-centric approach

to targeted solution selling with a sales play for

small businesses with simple needs and another

focused on midmarket customers with more

complex requirements.

This guide:

• Spotlights the right people to target

• Helps uncover key business and IT needs

• Provides a step-by-step methodology to open,

guide, and close the sale

November 2008

Restricted for HP and Channel Partner internal use only

A big opportunity for you

What’s inside

Help SMB deal with IT complexity and costs as they grow —A recent research study by

AMI Partners revealed that midmarket IT spending is expected to grow at 6.5%—led by

the storage segment at 13.1%. Half said that network storage was a critical component

of their IT infrastructure. Another 18% were strongly considering moving from DAS to NAS

and SAN technologies. 28% of businesses purchasing storage were influenced by newly

implemented applications.

About This Guide

We Want You to Succeed

Get motivated about the big opportunity for you and your customer.

Target & Qualify

Understanding the Landscape

A quick look at SMB segmentation, key initiatives, profiles, and influencers.

Partner to help them minimize the real cost of downtime —Gartner Group reported that

more than 60% of businesses do not have a basic disaster recovery plan. Customers are

realizing the critical nature of this problem. In a recent study by AMI Partners, 35% of

respondents ranked both backup and recovery or data availability as top investment

areas for their business in the coming year.

Finding Prospects

Snapshot of key target companies and their common concerns.

6–7

Target Audience Snapshots

Profiles to help you get inside the mind of your target customer.

With a few basic questions you can simplify a consultative sale or upsell a basic

transaction to bring storage consolidation and/or business protection solutions to

new prospects and existing accounts.

Identify the Opportunity

Determining the right “sales play” to run is important. Answer a few questions

to help point yourself in the right direction.

A big opportunity for your customers

With today's reliance on IT to power the business, an effective data storage and protection

strategy can deliver:

Discover & Engage

9–16 Sales Plays

Instructions, based on proven experience, that walk you through the selling

process step-by-step—including what to listen for, what to ask, positioning the

right product, how to handle objections, and ultimately how to close the sale.

Efficiency —As IT management consumes more of the budget (5–7x the cost of systems),

centralizing data storage and protection can dramatically cut costs, while improving

compliance and responsiveness.

Learn & Compete

17–18 Simply Storage Consolidation portfolio

19–20 Simply Business Protection portfolio

Mapping of the HP StorageWorks portfolio to customer segments.

Flexibility —Events such as regulatory compliance or expansion due to mergers,

acquisitions, or business initiatives can drive radical server and data storage changes to

keep up with new application deployments. NAS and SAN solutions from HP are modular

and built on industry standards to allow quick integration into existing IT infrastructures.

Key Competitors

Familiarize yourself with these quick sell-against strategies and keep the

competition at bay.

Continuity —Ensuring access to information is a top priority for all businesses. Consolidation

of data to highly available NAS and SAN solutions, utilizing replication and snapshots,

and protecting that data on disk and tape backup tiers can ensure access and recovery.

Resources

Where to go for more information.

About This Guide

We want you to succeed

HP Simply StorageWorks: A program with

something for everyone

HP Simply StorageWorks overview

HP Simply StorageWorks provides the tools, solutions, and services to help you easily find

the answers to your customers’ storage challenges. With Simply StorageWorks, you will find

a program overview brochure, messaging guide, reference guide (product catalog), and

an introductory guide to storage technologies. At the individual solution level, the topics are

logically categorized depending on type of storage question. For each of these categories

you can find customer-facing solution guides as well as sales guides and reference cards to

help you succeed in your selling efforts.

Designed specifically for small and midsize companies, the HP Simply StorageWorks solution

framework delivers better business outcomes by bringing together the tools, solutions, products,

and services to help you navigate the storage landscape. Together, HP and its channel partners

can help customers bridge the gap between data explosion and IT infrastructure. With simple,

affordable, and reliable storage and data protection solutions, we can help customers improve

the efficiency, performance, and continuity of their business.

Content and tools to help customers

understand storage consolidation and

data protection for their software

applications such as Microsoft Exchange,

SAP, Microsoft Dynamics, Microsoft

Sharepoint, VMware, Citrix, etc.

Shared storage solutions to improve

business performance by making it easier

to deploy and manage centralized NAS

and SAN storage capacity as a dedicated

resource for your clients and servers.

Simple, affordable, and reliable data

protection solutions that make it easy to

protect information with multi-tier disk and

tape backup as well as disaster recovery

and archiving.

What makes this sales guide unique

In this sales guide, we have combined the Simply Storage Consolidation and Business

Protection elements to help you engage more easily with your customers and facilitate

cross-selling of complete solutions.

Target & Qualify

Understanding the landscape

The qualifying guide lets your inside sales or telemarketing firm identify the right organizations as well as the right titles

to contact. This section will advance their prospecting efforts for list buys and phone qualification to hand off more, and

better, qualified leads to your sales reps.

Medium Site to Midmarket Datacenter

Selling to IT Manager/Director

SMB Storage is worth your attention

Midsize Datacenter

$525 billion

65 million

Profile

• Small IT team with some

storage expertise and

specialized skills

• 10+ servers

Small to Medium Site

Selling to Business Manager

Over 51% of the

$1.03 trillion IT spend,

worldwide, is from SMB

The number of worldwide

small and midsize firms

Medium Business, Small Site

Profile

• Reactive approach to storage

• 2–4 IT generalists with minimal

storage expertise

• 5–10 servers

Key Initiative

• Infrastructure refresh driving

virtualization and new

applications

40%

78%

Small Business, Small Site

Profile

• Reactive approach to technology

• Limited IT staff in-house; part-time up to 2

full-time IT generalists or outsources IT service

• 1–5 servers

The percentage of SMB

customers that haven’t yet

deployed network storage

The percentage of storage

IT spending growth rate for

SMB from 2001 to 2012

Key Initiatives

• Keep up with growth

• Improve backup/recovery

Key Initiative

• Free up resources to focus on the business

10–100

100–250

250–500

500–1000

Sources : AMI Partners SMB Pivot, Worldwide SMB Overview,

IDC’s Enterprise Disk Storage Consumption Model

Company size (number of employees)

Target & Qualify

Finding prospects

Use this quick snapshot of key target companies and their common concerns to frame up the best prospects to find.

Medium Site to Midmarket Datacenter

Small to Medium Site

Target size : Small businesses (10–100) and Medium businesses (100–250)

Target industries : Recent strong activity in Healthcare, Communications, Media & Entertainment,

Professional Services (Legal/Architecture/Advertising), yet all industries are potential prospects

Key concerns : Simplicity and cost are key; needs IT strategy and support assistance

Key drivers : Free up resources to focus on the business; affordable business protection

Key initiatives : Do more with less; keep up with growth; improve backup/recovery

Key workloads : Core infrastructure (Email), File/Print, and Collaboration for medium businesses

Target size : Medium businesses (~200–375) and midmarket datacenters (~300–1000)

Target industries : Recent strong activity in Healthcare, Media & Entertainment, Professional

Services (Legal/Architecture/Advertising), yet all industries are potential prospects

Key concerns : Leverage IT as a strategic element to the business; managing explosive storage

has become a big concern

Key drivers : Continuity, efficiency, compliance, consolidation, virtualization, and cost reduction

Key initiatives : Infrastructure refresh driving virtualization and new applications; move from

4GB to 8GB Fibre Channel

Key workloads : Email, ERP/CRM, File/Print, Virtualization

Understanding relationships

Identify the decision makers to contact. This will help advance your prospecting efforts and help accelerate filling your pipeline with the best opportunities.

Small to Medium Site

Medium Site to Midmarket Datacenter

Influencers

Consultant

Web/

Press

President/

Owner

IT Consultant

or Vendors

Peer Groups,

Web/Press

Colleagues

You

Manager

Business

Manager

Business Decision Maker

• Focused on the business yet owns

IT management

• Owns budget and IT purchase

approval

• Looking to dramatically simplify IT

• Open to automated processes

and/or hosted/outsourced

solutions and services

IT Decision Maker

• Manages small, generalist IT staff

• Has IT budget but may require

business owner/executive approval

for larger IT initiatives

• Looking to manage a large

environment with large data

volumes on confined infrastructure

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