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Differentiate or Die
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Differentiate or Die

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Why should a customer buy from you? If you can't answer this question with ease and in a compelling and convincing way, don't expect your customer to find the answer for you. "Differentiate or Die" …

Why should a customer buy from you? If you can't answer this question with ease and in a compelling and convincing way, don't expect your customer to find the answer for you. "Differentiate or Die" will show you 3 simple steps to standing out from the crowd in an increasing competitive marketplace.

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  1. Find 3 Take Awayswww.flickr.com/photos/jamesjordan/3026672665
  2. The world has changed?
  3. 4“It is not the strongestof the species thatsurvive, nor the mostintelligent, but ratherthe one mostadaptable to change.”- Charles Darwin1809 - 1882
  4. 5“Digital Darwinismis the evolution ofconsumer behaviourwhen society andtechnology evolvefaster than yourability to adapt.”- Brian Solis _
  5. The end of business as usualwww.flickr.com/photos/vek/4665924239
  6. or beDisrupted
  7. www.flickr.com/photos/mwichary/3690887427Disruptive change
  8. Experimental thinkingwww.flickr.com/photos/johnnyjet/3290272880
  9. Anticipate changewww.flickr.com/photos/mwichary/3246110827
  10. #1. Opportunity or threat?www.flickr.com/photos/squeakywheel/252715820
  11. www.flickr.com/photos/maestropastelero/258000448#2. How are you going todevelop your business?
  12. 14“If we are to achieveresults never beforeaccomplished, wemust employmethods neverbefore attempted.”- Sir Francis Bacon- Sir Francis Bacon (1561-1626)
  13. A journey into the unknown
  14. Differentiation in the cloudwww.flickr.com/photos/blackbeltjones/5449579698
  15. CommunicatingINVISIBLEthe
  16. Is this going to be
  17. Small hint!
  18. Game-Changer
  19. The Game
  20. The Game
  21. Game ChangerCustomers EconomyCloud ServicesNewCollaborationTechnology
  22. ThePROBLEM
  23. 26How do you escape the Red Ocean?
  24. TheSOLUTION
  25. www.flickr.com/photos/76029035@N02/6829438075Starts here
  26. The real officehttp://flickr.com/photos/laughingsquid/2395531279
  27. The mobile office
  28. Give people thetools they need
  29. www.flickr.com/photos/artwithrays/2743271943or they will use their own
  30. www.flickr.com/photos/casamatita/7034989405Today’s Office worker
  31. www.flickr.com/photos/venturebeatpix/6685333353Today’s Office
  32. New ways ofCommunicatingInformationNew ways ofconsuming and sharing
  33. www.flickr.com/photos/yourdon/5085610893New ways of communicating
  34. www.flickr.com/photos/yourdon/5022289365Communicating on the go
  35. Tomorrow’s office workerwww.flickr.com/photos/good_day/3086916806
  36. www.flickr.com/photos/maxbraun/149270753Tomorrow’s office worker
  37. COLLABORATIONEnterpriseEnablement
  38. Prototype of EnterpriseCollaboration Enablement
  39. A journey into the unknown
  40. www.flickr.com/photos/winemegup/3641912321Get it right
  41. www.flickr.com/photos/roome/3390682853Get it wrong
  42. You feel like this?
  43. 47A higher level perspective
  44. A journey into the unknownwww.flickr.com/photos/mtsofan/3618271222
  45. Show customershow to get therewww.flickr.com/photos/19779889@N00/4098873568
  46. The way forward isnever straight forwardwww.flickr.com/photos/dotpolka/3710843358
  47. There will beobstacles aheadwww.flickr.com/photos/executionsinfo/2115921367
  48. CLOUDSaaSDeliveryService
  49. CLOUD =CUSTOMER
  50. CLOUD =COLLABORATION
  51. EnterpriseCOLLABORATIONEnablementWhat business are you in?
  52. Product focus -> Business Solution focus3The Sales Cycle -> The Buyer’s Journey2B2B -> B2C1
  53. Driving theWhat is
  54. The Post-PC Era
  55. BYODwww.flickr.com/photos/betchaboy/5508595958
  56. C-Generationwww.flickr.com/photos/csaila/3648816968
  57. SalesChannel Europe ©2013 All rights reserved 64B to B B to CCustomer volume Restricted clientele Large, diversified clienteleReason for purchaseB2B buyers buy for their company, are are thereforeaccountable.B2C consumers buy for themselves or their family, forpleasure.Buyer behaviorB2B buyers make reasoned purchases, usingprofessional procedures.In B2C, consumers can yield to impulse buying, or buysomething theyÕve fallen in love with. The emotionalcomponent is important.Product positioning must be very clear, with the salesarguments down pat and a focus on specific added valuefor the company.You have to be able to get people to buy for fun, presentthe product attractively, stage it appropriately and usesales arguments that appeal to emotions.Buying processThe B2B buying process is complex: first, it has tocomply with business management practices (paymenttimelines, order approval, logistics, support andreporting) and second, the buying decision involvesmany players and requires internal decision-makingprocesses that can be very long.For the mass market, the buying process is simple becausethe act of buying is often the decision of a single person.MeansB2B buyers do not spend their own, but their companysmoney, so do not see the expense in the same light.Price is one of the main criteria for end consumers, since itis their own money they are spending.RelationshipSince B2B customers are fewer in number,representatives forge closer and more personalized linkswith them. Relational aspects are more important thanemotional factors, and loyalty is crucial.Relationships are more limited, with representatives oftennever seeing a particular customer again.ProductsB2B products are often complex, since they have tomeet many requirements and involve a large number ofpeople. It can also involve wholesaling.Products are sold at the retail level. They involve all types,from very simple to very complex.B2B Shifts to B2C
  58. CorporateConsumersConnectedCustomers12
  59. www.flickr.com/photos/cc511/1975196563Connected customers
  60. Product focus -> Business Solution focus3The Sales Cycle -> The Buyer’s Journey2B2B -> B2C1
  61. Consumerization
  62. Consumerization
  63. Commoditization
  64. Race to the bottomwww.flickr.com/photos/carquestguy/4335716783
  65. Focus on the Buyerand not Pricewww.flickr.com/photos/poptech2006/2972685098
  66. SalesChannel Europe ©2013 All rights reserved 73The Buying Process
  67. SearchFindQualifyTryBuyActivateManageUp-sellSupportReferStart with the Buyer’s JourneyDifferentiateNow or NeverMomentsMake or BreakMomentsMultiplierMomentsKeep or LoseMomentsAAcquireBBase
  68. ExampleThe Buyer’s Journey
  69. 76Constant Contact
  70. 77Constant Contact
  71. 78Eliminating barriers to sale
  72. Unchain your mind
  73. Product focus -> Business Solution focus3The Sales Cycle -> The Buyer’s Journey2B2B -> B2C1
  74. Standing out from the crowd
  75. www.flickr.com/photos/29233640@N07/5131195458Differentiation
  76. www.flickr.com/photos/heraldpost/3817195392Differentiation
  77. Opportunity platformwww.flickr.com/photos/36182550@N08/3347465868
  78. Differentiation = different thinking
  79. “Every battle is won_before it is fought.”Sun Tzu544 - 496 BC
  80. StrategybeforeTechnology
  81. before
  82. erentfdifthink
  83. Change your thinkingwww.flickr.com/photos/oriol_gascon/2172565951
  84. The hard way
  85. AND thinking
  86. www.flickr.com/photos/artwithrays/3919906312AND thinking
  87. AND Thinkingwww.flickr.com/photos/thelastminute/4754410169
  88. www.flickr.com/photos/carolyncoles/3097883695AND Thinking
  89. AND thinkingwww.flickr.com/photos/koffiemetkoek/238250538
  90. Constraint-basedthinkingwww.flickr.com/photos/squonk/651697384
  91. Recurrent constraintswww.flickr.com/photos/johnduffell/3646401418
  92. Collective constraint based thinking
  93. Bring about the possiblewww.flickr.com/photos/morberg/3842815564
  94. Resilient thinkingwww.flickr.com/photos/stewartmorris/5743763864
  95. Child-like thinkingwww.flickr.com/photos/toekneesan/3847444842
  96. Create simple offers with3 clear business benefits
  97. Design an E2E Customer ExperienceProducts ServicesExperienceCustomer
  98. SalesChannel Europe ©2013 All rights reservedYour CloudServices106Basic Product/Service:• Technology• Price performance• Product qualityE2E Customer Experience:• People• Perceived value• High touch• Exceed customer expectations• Delight and astound customers12 Support Services3E2ECustomer ExperienceDifferentiation: 3 Levels of Perceived ValueBasicProduct/ServiceSupport Services:• Levels of support• Quality of service• Systems• Processes
  99. areThe DIFFERENCE
  100. ExampleDifferentiation
  101. Rackspace
  102. Sales & MarketingMachinBy building a
  103. Tippingthe
  104. “Victory in marketing doesn’t happenwhen you sell something, but when youcultivate advocates for yourbrand.”- Steve Knox, CEO of Tremors,P&G’s Word of Mouth Business Unitwww.flickr.com/photos/hyku/4837236187
  105. Advocates are yourbest influencers
  106. Trusted AdvisorBecoming a…
  107. Help them achieveValue Migration
  108. Co-Create Brainstorm, learn, createShare, contribute, improveChat, talk, exchange information and ideas• Efficiency, productivity, creativity, innovation• Effectiveness, more desired outcomes• Motivated, Engaged and Energised• Sense of satisfaction, contribution, feel valued• Maximise Discretionary effort• Sense of purpose, meaning and fulfilmentConnectCommunicateCollaboratePresence, click to connect, anytime/anywhere
  109. Drivers of adoptionwww.flickr.com/photos/daniele_sartori/2371157397
  110. Social media
  111. 121“When the rate ofchange externally isgreater than the rateof change internally,you have a problem.”- Jack Welchwww.flickr.com/photos/nathaninsandiego/3466495191
  112. www.flickr.com/photos/sergei24/306212854External speed of change
  113. Internal speed of changewww.flickr.com/photos/14degrees/440515255
  114. “Genius is one percentinspiration and ninety-nine percent perspiration.”- Thomas A. Edison
  115. Help customers achieve Value Migration8Differentiate at Level 2 and Level 34Innovate or Die1Focus on the Challenges facing Customers2Aligning with The Buyer’s Journey5Create Compelling Value Propositions3Design the End2End Customer Experience6Tipping the Funnel7Eco-system thinking9Become a Cloud Trusted Advisor10
  116. Get it rightwww.flickr.com/photos/winemegup/3641912321
  117. www.flickr.com/photos/horacio/3781750YOU
  118. www.flickr.com/photos/horacio/3781750David R EdniePresident & CEOSalesChannel EuropePh: +33 676 60 09 25 (FRA)Email: david@saleschannel-europe.comWebsite: www.saleschannel-europe.comYour CloudServices

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