Más contenido relacionado La actualidad más candente (14) Similar a Differentiation Happens in The Channel (20) Más de SalesChannel International (20) Differentiation Happens in The Channel2. Find 3 Take Aways
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24. Only way to not catch fire
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29. 1 Competitive separation
2 Differentiate at Level 2 and Level 3
3 Dominate your own category
30. Competitive Separation
*
Core
Unmatchable offer
Competitor 1 YOU Goal: Use innovation and
differentiation to break out
Competitor 2 of your traditional set of
competitors
Competitor 3
Question: Who is your
Competitive Set Reference Competitor?
SalesChannel Europe ©2011 All rights reserved 30
34. 1 Competitive separation
2 Differentiate at Level 2 and Level 3
3 Dominate your own category
37. Differentiation: 3 Levels of Perceived Value
Basic Product/Service:
3
• Technology
Enhanced Services • Price performance
• Product quality
2 Support Services
Basic Support Services:
• Levels of support
1Product/Service
Basic
Your Hosted
• Quality of service
• Systems
Product/Service
Services • Processes
Enhanced Services:
• People
• Perceived value
• High touch
• Exceed customer expectations
• Delight and astound customers
SalesChannel Europe ©2011 All rights reserved 37
38. Differentiation: 3 Levels of Perceived Value*
1 2 3
Basic Product or
Support Enhanced Service
Service
Focus Requirements/Specs Satisfaction Delight
Does the Is the
product/service product/service
How do they make
Customer Concern meet my convenient/efficient/
me feel?
needs/standards/ easy to access or
expectations? use?
Systems, processes,
Technology/Technical Leadership and
Key Elements policies, and
expertise Culture
structure
Controlled by Technical specialists Management Front line performers
Industry/Field/Trade/
Intellect and Emotional
Abilities Needed Clinical Knowledge or
Reasoning (IQ) Intelligence (EQ)
Skills *www.jimclemmer.com/blog/2011/04/12/the-three-rings-of-perceived-value-an-integrated-customer-focus
SalesChannel Europe ©2011 All rights reserved 38
41. Differentiation exercise
Are you remarkable?
"...but what really blew me away...” exercise
"I was pleased that we got what we paid for, that the service
worked just like it was supposed to, that they honored their
contract from start to finish, that the user experience was simple
and powerful like they promised, that there have been no glitches,
hick-ups, outages or crashes and that all our support issues have
been resolved quickly and painlessly. But what really blew me
away was ____________"
SalesChannel Europe ©2011 All rights reserved 41
44. 1 Competitive separation
2 Differentiate at Level 2 and Level 3
3 Dominate your own category
47. One size fits all thinking
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51. Differentiation Mindset
Old Paradigm New Pardigm
Be rational Be passionate
Be cautious Lead, don’t follow
Aim to satisfy Aim to surprise
Be practical Be unreasonable
Innovate when necessary Innovate incessantly
Get it mostly right Sweat the details
Think like an engineer and feel like Think like an engineer and feel like
an accountant an artist
SalesChannel Europe ©2011 All rights reserved 51
62. Differentiation: 3 Levels of Perceived Value
Basic Product/Service:
3
• Technology
Enhanced Services • Price performance
• Product quality
2 Support Services
Basic Support Services:
• Levels of support
1Product/Service
Basic
Your Hosted
• Quality of service
• Systems
Product/Service
Services • Processes
Enhanced Services:
• People
• Perceived value
• High touch
• Exceed customer expectations
• Delight and astound customers
SalesChannel Europe ©2011 All rights reserved 62
63. “Genius is one percent
inspiration and ninety-nine
percent perspiration.”
- Thomas A. Edison_
SalesChannel Europe ©2011 All rights reserved 63
66. Get it right
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67. Your Hosted
Services
David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FR)
Email: david@saleschannel-europe.com
Website: www.saleschannel-europe.com
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