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Differentiate or Die
 

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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    Differentiate or Die Differentiate or Die Presentation Transcript

    • Find 3 Take Awayswww.flickr.com/photos/jamesjordan/3026672665
    • The world has changed?
    • 4“It is not the strongestof the species thatsurvive, nor the mostintelligent, but ratherthe one mostadaptable to change.”- Charles Darwin1809 - 1882
    • 5“Digital Darwinismis the evolution ofconsumer behaviourwhen society andtechnology evolvefaster than yourability to adapt.”- Brian Solis _
    • The end of business as usualwww.flickr.com/photos/vek/4665924239
    • or beDisrupted
    • www.flickr.com/photos/mwichary/3690887427Disruptive change
    • Experimental thinkingwww.flickr.com/photos/johnnyjet/3290272880
    • Anticipate changewww.flickr.com/photos/mwichary/3246110827
    • #1. Opportunity or threat?www.flickr.com/photos/squeakywheel/252715820
    • www.flickr.com/photos/maestropastelero/258000448#2. How are you going todevelop your business?
    • 14“If we are to achieveresults never beforeaccomplished, wemust employmethods neverbefore attempted.”- Sir Francis Bacon- Sir Francis Bacon (1561-1626)
    • A journey into the unknown
    • Differentiation in the cloudwww.flickr.com/photos/blackbeltjones/5449579698
    • CommunicatingINVISIBLEthe
    • Is this going to be
    • Small hint!
    • Game-Changer
    • The Game
    • The Game
    • Game ChangerCustomers EconomyCloud ServicesNewCollaborationTechnology
    • ThePROBLEM
    • 26How do you escape the Red Ocean?
    • TheSOLUTION
    • www.flickr.com/photos/76029035@N02/6829438075Starts here
    • The real officehttp://flickr.com/photos/laughingsquid/2395531279
    • The mobile office
    • Give people thetools they need
    • www.flickr.com/photos/artwithrays/2743271943or they will use their own
    • www.flickr.com/photos/casamatita/7034989405Today’s Office worker
    • www.flickr.com/photos/venturebeatpix/6685333353Today’s Office
    • New ways ofCommunicatingInformationNew ways ofconsuming and sharing
    • www.flickr.com/photos/yourdon/5085610893New ways of communicating
    • www.flickr.com/photos/yourdon/5022289365Communicating on the go
    • Tomorrow’s office workerwww.flickr.com/photos/good_day/3086916806
    • www.flickr.com/photos/maxbraun/149270753Tomorrow’s office worker
    • COLLABORATIONEnterpriseEnablement
    • Prototype of EnterpriseCollaboration Enablement
    • A journey into the unknown
    • www.flickr.com/photos/winemegup/3641912321Get it right
    • www.flickr.com/photos/roome/3390682853Get it wrong
    • You feel like this?
    • 47A higher level perspective
    • A journey into the unknownwww.flickr.com/photos/mtsofan/3618271222
    • Show customershow to get therewww.flickr.com/photos/19779889@N00/4098873568
    • The way forward isnever straight forwardwww.flickr.com/photos/dotpolka/3710843358
    • There will beobstacles aheadwww.flickr.com/photos/executionsinfo/2115921367
    • CLOUDSaaSDeliveryService
    • CLOUD =CUSTOMER
    • CLOUD =COLLABORATION
    • EnterpriseCOLLABORATIONEnablementWhat business are you in?
    • Product focus -> Business Solution focus3The Sales Cycle -> The Buyer’s Journey2B2B -> B2C1
    • Driving theWhat is
    • The Post-PC Era
    • BYODwww.flickr.com/photos/betchaboy/5508595958
    • C-Generationwww.flickr.com/photos/csaila/3648816968
    • 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
    • CorporateConsumersConnectedCustomers12
    • www.flickr.com/photos/cc511/1975196563Connected customers
    • Product focus -> Business Solution focus3The Sales Cycle -> The Buyer’s Journey2B2B -> B2C1
    • Consumerization
    • Consumerization
    • Commoditization
    • Race to the bottomwww.flickr.com/photos/carquestguy/4335716783
    • Focus on the Buyerand not Pricewww.flickr.com/photos/poptech2006/2972685098
    • SalesChannel Europe ©2013 All rights reserved 73The Buying Process
    • SearchFindQualifyTryBuyActivateManageUp-sellSupportReferStart with the Buyer’s JourneyDifferentiateNow or NeverMomentsMake or BreakMomentsMultiplierMomentsKeep or LoseMomentsAAcquireBBase
    • ExampleThe Buyer’s Journey
    • 76Constant Contact
    • 77Constant Contact
    • 78Eliminating barriers to sale
    • Unchain your mind
    • Product focus -> Business Solution focus3The Sales Cycle -> The Buyer’s Journey2B2B -> B2C1
    • Standing out from the crowd
    • www.flickr.com/photos/29233640@N07/5131195458Differentiation
    • www.flickr.com/photos/heraldpost/3817195392Differentiation
    • Opportunity platformwww.flickr.com/photos/36182550@N08/3347465868
    • Differentiation = different thinking
    • “Every battle is won_before it is fought.”Sun Tzu544 - 496 BC
    • StrategybeforeTechnology
    • before
    • erentfdifthink
    • Change your thinkingwww.flickr.com/photos/oriol_gascon/2172565951
    • The hard way
    • AND thinking
    • www.flickr.com/photos/artwithrays/3919906312AND thinking
    • AND Thinkingwww.flickr.com/photos/thelastminute/4754410169
    • www.flickr.com/photos/carolyncoles/3097883695AND Thinking
    • AND thinkingwww.flickr.com/photos/koffiemetkoek/238250538
    • Constraint-basedthinkingwww.flickr.com/photos/squonk/651697384
    • Recurrent constraintswww.flickr.com/photos/johnduffell/3646401418
    • Collective constraint based thinking
    • Bring about the possiblewww.flickr.com/photos/morberg/3842815564
    • Resilient thinkingwww.flickr.com/photos/stewartmorris/5743763864
    • Child-like thinkingwww.flickr.com/photos/toekneesan/3847444842
    • Create simple offers with3 clear business benefits
    • Design an E2E Customer ExperienceProducts ServicesExperienceCustomer
    • 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
    • areThe DIFFERENCE
    • ExampleDifferentiation
    • Rackspace
    • Sales & MarketingMachinBy building a
    • Tippingthe
    • “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
    • Advocates are yourbest influencers
    • Trusted AdvisorBecoming a…
    • Help them achieveValue Migration
    • 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
    • Drivers of adoptionwww.flickr.com/photos/daniele_sartori/2371157397
    • Social media
    • 121“When the rate ofchange externally isgreater than the rateof change internally,you have a problem.”- Jack Welchwww.flickr.com/photos/nathaninsandiego/3466495191
    • www.flickr.com/photos/sergei24/306212854External speed of change
    • Internal speed of changewww.flickr.com/photos/14degrees/440515255
    • “Genius is one percentinspiration and ninety-nine percent perspiration.”- Thomas A. Edison
    • 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
    • Get it rightwww.flickr.com/photos/winemegup/3641912321
    • www.flickr.com/photos/horacio/3781750YOU
    • 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