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

Like this? Share it with your network

Share

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

on

  • 940 views

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 ...

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.

Statistics

Views

Total Views
940
Views on SlideShare
692
Embed Views
248

Actions

Likes
0
Downloads
14
Comments
0

2 Embeds 248

http://conference.corporatevisions.com 247
http://www.sbdcstage.com 1

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

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

  • 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. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   2  
  • 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. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL  
  • 5. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   The  Target  Profile   5  
  • 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. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   SPSX You Customer
  • 8. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   Growth Profit Relevance SPSX You Customer
  • 9. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   Growth Profit Relevance SPSX You ! +1 +1<2 Customer
  • 10. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   Growth Profit Relevance SPSX You ! +1 +1<2 Customer
  • 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. 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. 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. 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. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   15  
  • 16. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   16  
  • 17. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   17  
  • 18. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   18  
  • 19. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   New  Target  Profile   19  
  • 20. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   New  Set  of  Tools  That  Get  Used   20  
  • 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. 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. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   23   n Complete.
  • 24. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL  
  • 25. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   25   n Complete.
  • 26. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   26   n Complete.
  • 27. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   n Complete.
  • 28. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   n Complete.
  • 29. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   n Complete.
  • 30. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   New  Customer  Focused  Brochure   30  
  • 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. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL  
  • 33. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   The  Results   33  
  • 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. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   35  
  • 36. September,  2013   Fiber  Premises  Products    |    Superior  Essex  Communica<ons  LP    |    CONFIDENTIAL   36   Thank-you