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Defining Your Difference

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Break through the marketplace noise and emerge as the premiere choice in banking. We will discuss ways to identify what makes you different, the questions to ask and how to communicate it to the marketplace.

Economía y finanzasEmpresariales
1 de 27
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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