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Combining a Great Product With a Winning Sales Strategy is a Formula for Success in Today's Market
Date:1/25/2012

MILWAUKEE, Jan. 25, 2012 /PRNewswire/ -- Vivisimo's flagship product, Velocity 8.0, took the top spot in Forrester Research's 2011 report on the enterprise search market.  The company surpassed market giants including Google, Microsoft and IBM in nearly every category, capturing an "excellent" or "very good" rating in each dimension evaluated.  But when it comes to selling its products, the company doesn't rest on its laurels.  It sells value.

Delivering quantifiable value
Vivisimo understands that an end user may be sold on features and benefits, but without buy-in from top executives with budget control, even a solid sales pitch can fail. So the company has adopted an approach in which the financial advantages of the company's product are pitched as heavily as its technical features and benefits.  The approach, known as ZEBRAselling, seeks the interest and support of top management early in the sales cycle for a shorter, more successful sales process.

"With the Zebra methodology, we're not selling technology," says Vivisimo President, Kevin Calderwood.  "We're selling a business solution that delivers measurable economic value to a targeted customer.  Our average sales price has tripled over the past two years since we've been selling to the business professional – the person with the budget – rather than selling features to the technology department.  The approach works because we're solving a business problem, showing the prospect the return that can be achieved by implementing our solution."

Identifying and going after your "zebra"
ZEBRAselling is different than most sales strategies because it takes a holistic approach.  It is as much a business model as a sales model because it requires the integrated efforts of marketing, development and sales. 
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SOURCE Selling to Zebras
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