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Defining Your Difference Eric Gagliano MarketMatch SVP, Client Management [email_address] 937-832-7894 x106
Welcome & Introduction Eric Gagliano, CFMP Senior Vice President & “What if…” Guy MarketMatch [email_address] 866-501-2233, ext. 106
Discussion Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Last Year’s Differentiation Brown Bag ,[object Object],[object Object],[object Object],[object Object],[object Object]
Forrester Research - Bottom 7 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2010 Survey of 4,500 bank customers “ My financial provider does what’s best for me, not just the bottom line.”
Forrester Research – Top Institutions ,[object Object],[object Object],[object Object],[object Object],2010 Survey of 4,500 bank customers “ My financial provider does what’s best for me, not just the bottom line.”
Why is this important? ,[object Object],[object Object],[object Object]
Purple Cow – Seth Godin
Step 1: Identify what is important to your market
What is Most Important to Customers ,[object Object],[object Object],[object Object],[object Object],Tangibles ,[object Object],[object Object],[object Object],[object Object],[object Object],Intangibles
Customer Experience Snapshot
Conduct a Quantitative Survey  ,[object Object],[object Object],[object Object],[object Object],100 completes is typically enough to be statistically relevant
Step 2: Don’t show how good you are  (everyone’s doing that) , show how DIFFERENT you are.
Questions to Ask ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mood Rating ,[object Object],[object Object],[object Object],[object Object],“ If guests ran into terrible traffic on the way over hear, or are in the midst of a marital dispute, we need to consider it out problem.  How else are we going to ensure that they have a sublime experience?” ~  Chef Patrick O’Connell
Step 3: Demonstrate how your differences allow you to be better than anyone else on the planet.
Differentiate through Value
Psychological Value Equation Value = (Expected benefits X Confidence they’ll get them) - Cost Value = (Expected benefits X  Confidence  they’ll get them) - Cost
A CASE STUDY
Set Standards
Take a Genuine Interest
Consultative Selling
Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Attrition Dropped from  31.74% to 17.67% in one year!
Keys ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Looking Ahead Next Brown  Bag Session… Always the 3 rd  Friday of each month.  Next session is October 15. Topic:   Budget Planning & Allocation:  5 Key Changes to Your 2011 Budget
Want more? Follow us on…
From the MarketMatch Team… Thank  You! Eric Gagliano MarketMatch SVP, Client Management [email_address] 937-832-7894 x106 Thank  You!

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