A pitch challenge that refined how partner sales reps sell Surface
Sales reps at Microsoft’s biggest partners pitched Surface devices to a panel of Microsoft judges
When the value propositions blur
Microsoft Surface is a device line with over 10 models meeting different user needs. Innovation and device breadth are strengths, but they were creating confusion among partners who sell Surface to customers. Sales teams hesitated, not knowing what to sell or how best to do it.
The audience was sales teams at Microsoft partners who sell Surface devices. There was no shortage of device details and spec sheets, but it became clear that sales teams needed more than information. They needed practical guidance on how to land the pitch with customers. Most sales programs are built around revenue. Here revenue was the outcome, and strengthening the pitch was the gap to close in achieving it. The way in was their competitive nature and their preference for easy-to-understand programs.
Saying it straight to sellers
Surface Pitch Perfect made its point quickly. Sales professionals are busy thinking about retiring their quota and have limited time and tolerance for fluff. Hero images represented what reps were being asked to do, and the stark, clean creative kept communication to sales teams clear.
Sign up, then get the brief
A sales rep signed up for the challenge through a streamlined landing environment that took three clicks, and received a fictitious customer brief explaining the customer’s device needs.
Three weeks to build a pitch
Reps had three weeks to prepare a three-minute pitch selling multiple Surface devices, live to the judging panel. The reps with the best pitches won cash and bragging rights.
Best pitches became shared practice
Microsoft selected the best pitches and shared best practices from the top ones, so the rest of the sales teams could apply them. Program collateral covered an overview deck and a pitch guidance document.
Channel Ambassadors carried it inside
Email templates were provided to partners so they could share the challenge with their sales teams. Channel Ambassadors, who work for the partner and encourage sales teams to sell Surface, received incentives for securing high participation.
In the trenches
Microsoft listened to sales teams and helped them refine their pitches, giving them confidence to pitch Surface devices to customers. The model is being rolled out to other solution areas.
