and therefore increasing profits. Sell benefits and obtain customer reactionsTable 1 - Features and BenefitsFeatureBenefit (which means . . .)Nidec’s long term cost-cutting philosophyIBM will save money and be a more effective competitor against Seagate 24 hour support for IBM’s production processIBM will be able to minimize the amount of time a line is downProduct features such as miniaturization, increased rotation speed, fluid dynamic bearings and increased densityIBM’s products will reflect this superior quality, enhancing the company’s reputationNidec’s DPPM is approximately .3%IBM will save money by scrapping fewer motorsClass 100 clean roomIBM will receive higher quality parts, free of loathsome dust particles Minimize the negative impact of change- Nidec understands that the solution we are proposing is different from traditional solutions. IBM may be reluctant to trust a supplier to become so involved in the design process of hard disk drives. At first, IBM will likely fear that involving all suppliers puts trade secrets and other proprietary information at risk. By increasing IBM’s trust, Nidec will be able to assure decision makers that IBM’s secrets are safe. It is not in Nidec’s interest to allow secrets to leak, so Nidec will make sure this does not happen. Place the strongest appeal at the end- The approach described above cannot be mentioned too early. We must convince IBM of other Nidec qualities before broaching such an extreme topic. When we are convinced that IBM is interested in the possibility of Nidec as a spindle motor supplier, we can discuss the actual details of the arrangement. Use a persuasive vocabulary- Three important words stand out in the mind of IBM commodity managers and engineers: money, quality and technology. Throughout our presentation, we will continuously use these words to point out Nidec’s features and describe how they will benefit IBM. ...
