Superior Essex - Differentiating in a Commoditized Market: Improving Your Story With Channel Partners and End Customers

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Learn how Superior Essex revamped its sales messaging to more effectively tell its story in the crowded and commoditized communications wire and cable manufacturing market. By arming its sales team with effective messaging, Superior Essex created double digit sales growth while the industry was experiencing a decline.

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Superior Essex - Differentiating in a Commoditized Market: Improving Your Story With Channel Partners and End Customers

  1. 1. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   ©  Copyright  Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   “Differen<a<ng  in  a  Commodi<zed  Market:  Improving  Your  Story   With  Channel  Partners  and  End  Customers”   Lindsay  Allen,  Vice  President  of  Marke<ng  
  2. 2. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   2  
  3. 3. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   Typical  Sales  Support  Tools   300 Page Master Product Catalog 30 Page Category Product Catalog 60 page Product Offering OverviewFeatures, Advantages, Benefits “If only our distributors knew us and our products better, then they’d stock them and we’d sell more!”
  4. 4. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL  
  5. 5. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   The  Target  Profile   5  
  6. 6. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   2 25 30/0 X growth for in-building wireless market from 2011 to 2016 % minimum estimated profit by customer defections (can be 85%!) % higher cost through distribution – zero perceived value
  7. 7. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   SPSX You Customer
  8. 8. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   Growth Profit Relevance SPSX You Customer
  9. 9. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   Growth Profit Relevance SPSX You ! +1 +1<2 Customer
  10. 10. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   Growth Profit Relevance SPSX You ! +1 +1<2 Customer
  11. 11. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   Growth Profit Relevance •  Biz Planning Breadth System Sales SPSX You ! +1 +1<2 Customer
  12. 12. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   Growth Profit Relevance •  Biz Planning Breadth System Sales •  Inventory Mgmt Quality Dedicated Team SPSX You ! +1 +1<2 Customer
  13. 13. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   Growth Profit Relevance •  Biz Planning Breadth System Sales •  Inventory Mgmt Quality Dedicated Team •  Dist Commitment & Model Aligned Programs Registrations SPSX You ! +1 +1<2 Customer
  14. 14. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   Growth Profit Relevance •  Biz Planning Breadth System Sales •  Inventory Mgmt Quality Dedicated Team •  Dist Commitment & Model Aligned Programs Registrations SPSX You ! Customer +1 +1<2 >2 alue = You + SPSX
  15. 15. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   15  
  16. 16. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   16  
  17. 17. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   17  
  18. 18. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   18  
  19. 19. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   New  Target  Profile   19  
  20. 20. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   New  Set  of  Tools  That  Get  Used   20  
  21. 21. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   •  Tech Support •  Prod Installs •  Warranty •  Cert. Installs •  Performance •  Security •  Mod. Design •  Breadth Prod •  Innovation P EE F PS Energy Efficiency Flexibility Reliability Project Support nCompass Lifetime Warranty R •  Passive Air Flow •  Aisle Containment •  Innovative Design t
  22. 22. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   22   Did  you  know…   15/91 20 303 / 27 Users of internet through PC’s will shrink 15M users over next 4 years; while mobile internet user will increase by 91M 20 year campus warranty covers OSP cables, FAS, DAS cables and connectors and FTTP enclosures 303 Million smart connected devices shipped in Q4 ’12 – most in history in a given quarter – 27% growth YoY
  23. 23. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   23   n Complete.
  24. 24. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL  
  25. 25. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   25   n Complete.
  26. 26. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   26   n Complete.
  27. 27. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   n Complete.
  28. 28. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   n Complete.
  29. 29. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   n Complete.
  30. 30. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   New  Customer  Focused  Brochure   30  
  31. 31. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   nCompass  Print  Media   Bicsi  News  Magazine   –  APR/MAY   –  JUN/JUL   –  AUG/SEP   31  May  20,  2013    |    
  32. 32. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL  
  33. 33. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   The  Results   33  
  34. 34. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   The  Results   34   +$79.5M (24.5% / year) Revenues +3.6% Market Share +$14.9M (106% / year) Revenues +3.6% Market Share
  35. 35. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   35  
  36. 36. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   36   Thank-you

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