Selling Availability & Security Solutions

Enterprise technology suppliers often stress system availability and security as part of their value propositions. This applies to the marketing of their core products, as well as value-added services such as managed-service offerings. This trend is in part a response to customer demands for better performance in this area. But it can also be a response to pricing pressure. Technology suppliers face:

• Perceived feature parity in other aspects of their offerings
• Increased role of professional purchasing departments
• Increased scrutiny of maintenance, support and service fees.

Differentiating based on availability and security can be an effective response, but problems often arise when customers ask to see a business case. What is the value of reduced downtime? How does it vary across customers? How do you effectively communicate this value to key decision-makers?

Kotler Marketing has conducted extensive research on these issues. We have surveyed thousands of technology buyers
and end-users, and hundreds of vendors. We make this knowledge and experience available to clients in two ways:

• As a special module in our “Defending Price” training series; focusing on the value of availability and security
  for specific customer industry segments.

• As part of a holistic training and consulting solution, developed in partnership with the SSPA, focused
  specifically on Defending Support and Maintenance Pricing.

To learn more, contact us.