0
Opportunity or Threat?
theProblem
Avoiding cloud-hypnosis                          www.flickr.com/photos/fusionpanda/822788491
Cyber threats are . . .
You need to double your protection                                     www.flickr.com/photos/teller/6558714295
Become a Trusted Advisor                           www.flickr.com/photos/sundazed/2976653570
Trusted Advisors -> Stickiness                                 www.flickr.com/photos/dave77459/2283763019
theBusinessOpportunity
Customer retentionwww.flickr.com/photos/26891884@N03/3307774924
Business continuity      www.flickr.com/photos/zigazou76/7670892420
“When the rate ofchange externally isgreater than the rateof change internally,you have a problem.”                - Jack ...
External speed of change                           www.flickr.com/photos/sergei24/306212854
Internal speed of change          www.flickr.com/photos/14degrees/440515255
Business
Capacity   to
to
New technology                 www.flickr.com/photos/notanartist/245108664
Remaining relevant in unfamiliar terrain                                      www.flickr.com/photos/copleys/2873472520
Specialised SMB Program and tools
Get ahead of the Competition                               www.flickr.com/photos/rogersmith/489158358
Stay ahead of the Competition               www.flickr.com/photos/8363028@N08/2665809719
An accident waiting to happen                                www.flickr.com/photos/matthewpaulson/5959345541
1 2 3         3 ideas for    today’s webinar
1   Differentiation happens in the Channel2   Paradigm Shift: Old -> New3   Becoming a Trusted Advisor
Standing out from the crowd
Differentiationwww.flickr.com/photos/29233640@N07/5131195458
Differentiation                  www.flickr.com/photos/heraldpost/3817195392
Avoid looking inthe wrong places                    www.flickr.com/photos/sea-turtle/3568062665
It’s all about the target
Differentiation: 3 Levels of Perceived Value                                                       Basic Product/Service: ...
Differentiation = your  Inner Advantage
Differentiation  www.flickr.com/photos/teller/5047463788
You are the difference         www.flickr.com/photos/salsaboy/7823646044
1   Differentiation happens in the Channel2   Paradigm Shift: Old -> New3   Becoming a Trusted Advisor
Paradigm shift                 www.flickr.com/photos/cogdog/6693486743
Trusted Advisor MindsetOld Paradigm                                         New ParadigmBe rational                       ...
1   Differentiation happens in the Channel2   Paradigm Shift: Old -> New3   Becoming a Trusted Advisor
Buyer Personas   www.flickr.com/photos/1suisse/3504595493
Identify early adopters        www.flickr.com/photos/pirateparrot/3176580968
They buy aTrusted Advisor   relationship
How do you build                   42
By being           43
You create by             44
Asking diagnostic questions                                         SalesChannel                                          ...
You can tell a person is clever      by their answers,you can tell a person is wise     by their questions                ...
Nothing redirectspeople’s thinkingbetter than a wellphrased question                     47
Not all questionswere created equal
Trusted Advisors1.“The shorter the      engage their question, the more likely wecustomerslong     are to get a with answe...
Diagnostic Questions - examples:                   SalesChannel Europe ©2012 All rights reserved   50
The shorter the1.“The shorter the  question, thethe more  question, more likely likely weget a to get a  we are to are lon...
They buy aTrusted Advisor   relationship
Eliminating barriers to success           53
Get it wrong               www.flickr.com/photos/roome/3390682853
Get it rightwww.flickr.com/photos/winemegup/3641912321
Get it right               www.flickr.com/photos/littlebabyjesus/123838009
www.flickr.com/photos/horacio/3781750
David R Ednie                      President & CEO                  SalesChannel Europe            Ph: +33 676 60 09 25 (F...
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 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 of "Achieving Competitive Advantage"

  1. 1. Opportunity or Threat?
  2. 2. theProblem
  3. 3. Avoiding cloud-hypnosis www.flickr.com/photos/fusionpanda/822788491
  4. 4. Cyber threats are . . .
  5. 5. You need to double your protection www.flickr.com/photos/teller/6558714295
  6. 6. Become a Trusted Advisor www.flickr.com/photos/sundazed/2976653570
  7. 7. Trusted Advisors -> Stickiness www.flickr.com/photos/dave77459/2283763019
  8. 8. theBusinessOpportunity
  9. 9. Customer retentionwww.flickr.com/photos/26891884@N03/3307774924
  10. 10. Business continuity www.flickr.com/photos/zigazou76/7670892420
  11. 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. 12. External speed of change www.flickr.com/photos/sergei24/306212854
  13. 13. Internal speed of change www.flickr.com/photos/14degrees/440515255
  14. 14. Business
  15. 15. Capacity to
  16. 16. to
  17. 17. New technology www.flickr.com/photos/notanartist/245108664
  18. 18. Remaining relevant in unfamiliar terrain www.flickr.com/photos/copleys/2873472520
  19. 19. Specialised SMB Program and tools
  20. 20. Get ahead of the Competition www.flickr.com/photos/rogersmith/489158358
  21. 21. Stay ahead of the Competition www.flickr.com/photos/8363028@N08/2665809719
  22. 22. An accident waiting to happen www.flickr.com/photos/matthewpaulson/5959345541
  23. 23. 1 2 3 3 ideas for today’s webinar
  24. 24. 1 Differentiation happens in the Channel2 Paradigm Shift: Old -> New3 Becoming a Trusted Advisor
  25. 25. Standing out from the crowd
  26. 26. Differentiationwww.flickr.com/photos/29233640@N07/5131195458
  27. 27. Differentiation www.flickr.com/photos/heraldpost/3817195392
  28. 28. Avoid looking inthe wrong places www.flickr.com/photos/sea-turtle/3568062665
  29. 29. It’s all about the target
  30. 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. 31. Differentiation = your Inner Advantage
  32. 32. Differentiation www.flickr.com/photos/teller/5047463788
  33. 33. You are the difference www.flickr.com/photos/salsaboy/7823646044
  34. 34. 1 Differentiation happens in the Channel2 Paradigm Shift: Old -> New3 Becoming a Trusted Advisor
  35. 35. Paradigm shift www.flickr.com/photos/cogdog/6693486743
  36. 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. 37. 1 Differentiation happens in the Channel2 Paradigm Shift: Old -> New3 Becoming a Trusted Advisor
  38. 38. Buyer Personas www.flickr.com/photos/1suisse/3504595493
  39. 39. Identify early adopters www.flickr.com/photos/pirateparrot/3176580968
  40. 40. They buy aTrusted Advisor relationship
  41. 41. How do you build 42
  42. 42. By being 43
  43. 43. You create by 44
  44. 44. Asking diagnostic questions SalesChannel Europe © 2009 SalesChannel Europe - All rights reserved
  45. 45. You can tell a person is clever by their answers,you can tell a person is wise by their questions 46
  46. 46. Nothing redirectspeople’s thinkingbetter than a wellphrased question 47
  47. 47. Not all questionswere created equal
  48. 48. Trusted Advisors1.“The shorter the engage their question, the more likely wecustomerslong are to get a with answer.”diagnostic questions 49
  49. 49. Diagnostic Questions - examples: SalesChannel Europe ©2012 All rights reserved 50
  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. 51. They buy aTrusted Advisor relationship
  52. 52. Eliminating barriers to success 53
  53. 53. Get it wrong www.flickr.com/photos/roome/3390682853
  54. 54. Get it rightwww.flickr.com/photos/winemegup/3641912321
  55. 55. Get it right www.flickr.com/photos/littlebabyjesus/123838009
  56. 56. www.flickr.com/photos/horacio/3781750
  57. 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
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