Achieving Competitive Advantage
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Achieving Competitive Advantage

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Achieving Competitive Advantage means increasing your competitive separation relative to your competitors. That means differentiating your offer at Level 2 and Level 3 of your customer's perception......

Achieving Competitive Advantage means increasing your competitive separation relative to your competitors. That means differentiating your offer at Level 2 and Level 3 of your customer's perception of value. It's not about your product, it's about the service and support that your customers get (Level 2). The ultimate point of differentiation is the End2End Customer Experience (Level 3). Design and align all customer touchpoints to maximise the E2E Customer Experience.

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Transcript

  • 1. Opportunity or Threat?
  • 2. theProblem
  • 3. Avoiding cloud-hypnosis www.flickr.com/photos/fusionpanda/822788491
  • 4. Cyber threats are . . .
  • 5. You need to double your protection www.flickr.com/photos/teller/6558714295
  • 6. Become a Trusted Advisor www.flickr.com/photos/sundazed/2976653570
  • 7. Trusted Advisors -> Stickiness www.flickr.com/photos/dave77459/2283763019
  • 8. theBusinessOpportunity
  • 9. Customer retentionwww.flickr.com/photos/26891884@N03/3307774924
  • 10. Business continuity www.flickr.com/photos/zigazou76/7670892420
  • 11. “When the rate ofchange externally isgreater than the rateof change internally,you have a problem.” - Jack Welch 12 www.flickr.com/photos/nathaninsandiego/3466495191
  • 12. External speed of change www.flickr.com/photos/sergei24/306212854
  • 13. Internal speed of change www.flickr.com/photos/14degrees/440515255
  • 14. Business
  • 15. Capacity to
  • 16. to
  • 17. New technology www.flickr.com/photos/notanartist/245108664
  • 18. Remaining relevant in unfamiliar terrain www.flickr.com/photos/copleys/2873472520
  • 19. Specialised SMB Program and tools
  • 20. Get ahead of the Competition www.flickr.com/photos/rogersmith/489158358
  • 21. Stay ahead of the Competition www.flickr.com/photos/8363028@N08/2665809719
  • 22. An accident waiting to happen www.flickr.com/photos/matthewpaulson/5959345541
  • 23. 1 2 3 3 ideas for today’s webinar
  • 24. 1 Differentiation happens in the Channel2 Paradigm Shift: Old -> New3 Becoming a Trusted Advisor
  • 25. Standing out from the crowd
  • 26. Differentiationwww.flickr.com/photos/29233640@N07/5131195458
  • 27. Differentiation www.flickr.com/photos/heraldpost/3817195392
  • 28. Avoid looking inthe wrong places www.flickr.com/photos/sea-turtle/3568062665
  • 29. It’s all about the target
  • 30. Differentiation: 3 Levels of Perceived Value Basic Product/Service: End2End 3 • Technology Customer Experience • Price performance • Product quality 2 Support Services Basic Support Services: • Levels of support 1 Product/Service Basic • Quality of service • Systems Product/Service • Processes Enhanced Services: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers SalesChannel Europe ©2012 All rights reserved 31
  • 31. Differentiation = your Inner Advantage
  • 32. Differentiation www.flickr.com/photos/teller/5047463788
  • 33. You are the difference www.flickr.com/photos/salsaboy/7823646044
  • 34. 1 Differentiation happens in the Channel2 Paradigm Shift: Old -> New3 Becoming a Trusted Advisor
  • 35. Paradigm shift www.flickr.com/photos/cogdog/6693486743
  • 36. Trusted Advisor MindsetOld Paradigm New ParadigmBe rational Be passionateBe cautious Lead, don’t followAim to satisfy Aim to surpriseBe practical Be unreasonableInnovate when necessary Innovate incessantlyGet it mostly right Sweat the detailsThink like an engineer and Think like an engineer andfeel like an accountant feel like an artist SalesChannel Europe ©2012 All rights reserved 37
  • 37. 1 Differentiation happens in the Channel2 Paradigm Shift: Old -> New3 Becoming a Trusted Advisor
  • 38. Buyer Personas www.flickr.com/photos/1suisse/3504595493
  • 39. Identify early adopters www.flickr.com/photos/pirateparrot/3176580968
  • 40. They buy aTrusted Advisor relationship
  • 41. How do you build 42
  • 42. By being 43
  • 43. You create by 44
  • 44. Asking diagnostic questions SalesChannel Europe © 2009 SalesChannel Europe - All rights reserved
  • 45. You can tell a person is clever by their answers,you can tell a person is wise by their questions 46
  • 46. Nothing redirectspeople’s thinkingbetter than a wellphrased question 47
  • 47. Not all questionswere created equal
  • 48. Trusted Advisors1.“The shorter the engage their question, the more likely wecustomerslong are to get a with answer.”diagnostic questions 49
  • 49. Diagnostic Questions - examples: SalesChannel Europe ©2012 All rights reserved 50
  • 50. The shorter the1.“The shorter the question, thethe more question, more likely likely weget a to get a we are to are long answer.” long answer 51
  • 51. They buy aTrusted Advisor relationship
  • 52. Eliminating barriers to success 53
  • 53. Get it wrong www.flickr.com/photos/roome/3390682853
  • 54. Get it rightwww.flickr.com/photos/winemegup/3641912321
  • 55. Get it right www.flickr.com/photos/littlebabyjesus/123838009
  • 56. www.flickr.com/photos/horacio/3781750
  • 57. David R Ednie President & CEO SalesChannel Europe Ph: +33 676 60 09 25 (FRA)Email: david@saleschannel-europe.comWebsite: www.saleschannel-europe.com www.flickr.com/photos/horacio/3781750