Avoid the race to the bottom on price by moving from the customer's thinking from price to value. Transform your business by exiting Level 1 thinking and move the conversation to Level 2 and Level 3 of Perceived value. Lead with your core uniqueness, lead with your people and their passion, not your products.

1. www.flickr.com/photos/lobraumeister/3168287411

2. “We are different”
www.flickr.com/photos/theplanetdotcom/4879425518

3. “We are really different”
www.flickr.com/photos/traftery/4773457853

4. Commodity

5. A race to the bottom

6. Race to the bottom
www.flickr.com/photos/left-hand/2922904230

7. Race to the bottom

8. Race to the bottom
www.flickr.com/photos/carquestguy/4335716783

9. Race to the bottom
www.flickr.com/photos/roblee/348548738

10. Price vs Value
www.flickr.com/photos/josephrobertson/419101649

11. Being commoditised
www.flickr.com/photos/bronv/4412939449

12. Escape the Red Ocean
12

13. Navigate to Blue Oceans
13

14. Creative thinking
www.flickr.com/photos/left-hand/4032334382

15. Transformational thinking
www.flickr.com/photos/fotoosvanrobin/2545857883

16. Managing the inevitable
www.flickr.com/photos/vek/4665924239

17. Get it right
www.flickr.com/photos/winemegup/3641912321

18. Get it wrong
www.flickr.com/photos/roome/3390682853

19. OK, but how?
www.flickr.com/photos/ores2k/394359583

20. It is not about
the CLOUD
It is not about
Technology

21. It is not about

22. It is about

23. Tomorrow’s
PROBLEMS

24. The 6M€ Question?
What is the problem
for which you are the
solution?

25. Running shoes
www.flickr.com/photos/evaxebra/5620076409

26. Feet solutions
www.flickr.com/photos/pmtorrone/4573661684

27. Technology and innovation
www.flickr.com/photos/rhinoneal/3907394091

28. Avoid Willy Wonka thinking
www.flickr.com/photos/uaba/2923459060

29. Think like a Rock Star
www.flickr.com/photos/feiticeira_org/4602640594

31. 1 Competitive separation
2 Differentiate at Level 2 and Level 3
3 Dominate your own category

32. 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 32

33. Who is your
Reference
Competitor?

34. Example

35. Slideshare

36. 1 Competitive separation
2 Differentiate at Level 2 and Level 3
3 Dominate your own category

37. Avoid looking in
the wrong places
www.flickr.com/photos/sea-turtle/3568062665

38. Perceived value
www.flickr.com/photos/vox_efx/3767822998

39. It’s all about the target

40. 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 40

41. 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 41

42. Differentiation = your
Inner Advantage

43. Example

44. How are we difference?
44

45. Exercise

46. 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 46

47. 1 Competitive separation
2 Differentiate at Level 2 and Level 3
3 Dominate your own category

48. think
dif erent
f

49. Commodity thinking
www.flickr.com/photos/rooreynolds/5848100806

50. One size fits all thinking
www.flickr.com/photos/marcwathieu/3963792473

51. Creative thinking
www.flickr.com/photos/vek/5543548284

52. Structured thinking
www.flickr.com/photos/juhansonin/3703735824

53. 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 53

54. The Difference is YOU!
www.flickr.com/photos/maestropastelero/258000448

55. Examples

56. Dilemma of choice

57. Differentiation

58. Black socks

59. Pain vs Gain

60. The 6M€ Question?
What is the problem
for which you are the
solution?

61. Rackspace

62. are
The DIFFERENCE

63. 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 63

64. 1 Competitive separation
2 Differentiate at Level 2 and Level 3
3 Dominate your own category

65. “Genius is one percent
inspiration and ninety-nine
percent perspiration.”
- Thomas A. Edison_
SalesChannel Europe ©2011 All rights reserved 65

66. Success:
it Happen
it Happens

67. Think like a Rock Star
www.flickr.com/photos/feiticeira_org/4602640594

68. Disciplined effort and
resilient thinking

69. Victory feels like this
www.flickr.com/photos/rhinoneal/2573461339

70. Get it right
www.flickr.com/photos/winemegup/3641912321

71. Get it right
www.flickr.com/photos/littlebabyjesus/123838009

72. 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
www.flickr.com/photos/horacio/3781750