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Differentiate or Die

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Differentiate or Die! Differentiation happens at Level 2 and Level 3. Get out of selling the technical characteristics of the product in Level 1. Show buyers how your service and support offerings …

Differentiate or Die! Differentiation happens at Level 2 and Level 3. Get out of selling the technical characteristics of the product in Level 1. Show buyers how your service and support offerings will deliver the business benefits they want.

Published in: Business, Technology
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Transcript

  • 1. Goal:Move SOHO & SMB customersto Office 365 and the Cloud
  • 2. Find 3 Take Aways www.flickr.com/photos/jamesjordan/3026672665
  • 3. Differentiationwww.flickr.com/photos/29233640@N07/5131195458
  • 4. Differentiation www.flickr.com/photos/heraldpost/3817195392
  • 5. Differentiation strategy www.flickr.com/photos/av8pix/3345078410
  • 6. Promise delivered? www.flickr.com/photos/alfonso1987/5407566809
  • 7. Avoid heavy lifting
  • 8. Avoid known barriers
  • 9. Avoid looking inthe wrong places www.flickr.com/photos/sea-turtle/3568062665
  • 10. It’s all about the target
  • 11. Differentiation: 3 Levels of Perceived Value Basic Product/Service: 3 Enhanced Services • Technology • Price performance • Product quality 2 Support Services Support Services: Basic 1Product/Service Basic • Systems • Processes Product/Service • Quality of service Enhanced Services: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers SalesChannel Europe ©2011 All rights reserved 12
  • 12. Differentiation: 3 Levels of Perceived Value 1 2 3 Basic Product or Support Enhanced Service ServiceFocus Requirements/Specs Satisfaction Delight Does the Is the product/service product/service How do they makeCustomer Concern meet my convenient/efficient/ me feel? needs/standards/ easy to access or expectations? use? Systems, processes, Technology/Technical Leadership andKey Elements policies, and expertise Culture structureControlled by Technical specialists Management Front line performers Industry/Field/Trade/ Intellect and EmotionalAbilities Needed Clinical Knowledge or Reasoning (IQ) Intelligence (EQ) Skills SalesChannel Europe ©2011 All rights reserved 13
  • 13. Get it rightwww.flickr.com/photos/melissa_xx/5760257189
  • 14. Team celebration www.flickr.com/photos/clspeace/2143292403
  • 15. Get it right www.flickr.com/photos/littlebabyjesus/123838009
  • 16. Get it wrong www.flickr.com/photos/proimos/4199675334
  • 17. Start all over again www.flickr.com/photos/selmanpinarli/407250078
  • 18. One Critical Question:
  • 19. How can youyour customerTo Buy Today?
  • 20. Inspirationwww.flickr.com/photos/fras/4242146724
  • 21. Customer Engagement Us Them NOW Our Their Past Future SalesChannel Europe ©2011 All rights reserved 22
  • 22. “Will I go ahaedand activate yourO365 Account Today?”
  • 23. …and the answer is? www.flickr.com/photos/rankenjordan/3403645155
  • 24. www.flickr.com/photos/rankenjordan/3402723752
  • 25. www.flickr.com/photos/rankenjordan/3401922415
  • 26. Channel = You
  • 27. are the channel
  • 28. areThe DIFFERENCE
  • 29. The Difference is YOU! www.flickr.com/photos/maestropastelero/258000448
  • 30. Differentiation: 3 Levels of Perceived Value Basic Product/Service: 3 Enhanced Services • Technology • Price performance • Product quality 2 Support Services Support Services: Basic 1Product/Service Basic • Systems • Processes Product/Service • Quality of service Enhanced Services: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers SalesChannel Europe ©2011 All rights reserved 31
  • 31. Get it right www.flickr.com/photos/littlebabyjesus/123838009
  • 32. 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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