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 Global Business in EDA

Archive for May, 2010

Psst… DAC visitor! Take a tip from a vendor insider

Monday, May 31st, 2010

As an insider on the vendor side of the table for the past 25 years, I have heard some of the best techniques from experienced DAC visitors. I am going to share a few of these with you and may the vendors forgive me.

I attended my first DAC in 1985 as a salesman for one of the big vendors. We used to call them the D.M.V. (Daisy, Mentor, Valid). There was no Synopsys, no Cadence. Synthesis was something that plants did with light, but the frantic road to DAC has not changed. Besides the demonstrations, the vendors are creating value statements, positioning and gathering competitive information. The result will be dozens to hundreds of slides and just as many hours of internal meetings. They are all focused on bringing their latest to YOU at DAC.

The most experienced conference goers are also busy preparing their DAC visits, not only who they want to see and what they need to find out, but how to get it. After they figure out which of the big vendors is serving the best lunch and secure their tickets to what could be the last Denali party, they will put some of these techniques to work. You can too.

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Going to DAC, I protect myself against airway robbery

Wednesday, May 12th, 2010

DAC veterans will remember the year 1995 when View Logic gave away baseball bats at DAC. Imagine the scandal when an airline captain refused to let one of our salespeople take his bat on the plane! Today the scandal is luggage charges and those of us traveling to DAC this year are going to be prime targets of this not-so-gentle nickel and dime maneuver. Unless you fit everything you need in a carry-on bag.

A properly packed carry-on can fit all that I needed for a life time! No reversing inner garment jokes please. If I can carry enough clothes to make it to the weekend, there is time for laundry, so I dare say I can live from a carry-on forever. I have made a 4 week world tour from a carry on and had room to bring back a few gifts, but no baseball bats.

Let’s start with our friends at the airlines and their faithful assistant the Transportation Security Administration (TSA). When you carry on you have to know the rules. Most airlines define a carry on as a bag with total dimensions (height + width + depth) of 45 to 51 inches. Each airline has slightly different rules, so it pays to check. A good list of acceptable dimensions, by airline, can be found at http://www.luggageonline.com/about_airlines.cfm. A computer bag or a briefcase is allowed on as long as it can go under the seat in front of you. TSA sets specific rules for what you CANNOT carry on at http://www.tsa.gov/travelers/airtravel/prohibited/permitted-prohibited-items.shtm. Also check the 3-1-1 rule on the size of liquids that can be carried on http://www.tsa.gov/311/index.shtm.  Even if you think you know, check the rules for two reasons: 1. The rules do change and 2. You can always get a laugh thinking that someone needs to be reminded that dynamite is forbidden in your carry-on. Tourists!

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Focus a global reseller channel on selling your product effectively

Saturday, May 1st, 2010

One common complaint from many of my clients is how frustrating they find selling through distributors or resellers. This commission-only channel is motivated very differently than salaried and commissioned sales people. Making the right changes to the managing processes and the field support can turn an indirect channel into a very effective face of the company.

These field people collect commissions only when they sell something. The most successful resellers will always focus on the lines that bring in the money. Help them to bring in the money and you will be on top of their line card. The game is all about maximizing their limited selling time, providing good information and avoiding surprises that defocus them from selling.

I often see excellent products that are very successfully sold by a vendor’s direct channel, but struggling with an indirect distribution channel. This is a sign that the channel may not have enough information and they cannot credibly represent the product or answer objections. There are a few simple things that the sales manager can do to make his/her product easier to sell.

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