Find 3 Take Aways                    www.flickr.com/photos/jamesjordan/3026672665
Differentiation in the cloud            www.flickr.com/photos/blackbeltjones/5449579698
Communicating     theINVISIBLE
Get it rightwww.flickr.com/photos/winemegup/3641912321
Get it wrong               www.flickr.com/photos/roome/3390682853
Standing out from the crowd
The opportunity                  www.flickr.com/photos/36182550@N08/3347465868
Differentiation = different thinking
“Every battle is won_ before it is fought.”                Sun Tzu                544 - 496 BC
Differentiationwww.flickr.com/photos/29233640@N07/5131195458
Differentiation                  www.flickr.com/photos/heraldpost/3817195392
DifferentiationExamples
Airline Industrywww.flickr.com/photos/flakepardigm/3905268262
Differentiation strategy          www.flickr.com/photos/av8pix/3345078410
Promise delivered?                     www.flickr.com/photos/alfonso1987/5407566809
New meaningOld meaning        www.flickr.com/photos/bertwerk/535959395   www.flickr.com/photos/srgblog/1391853732
“1000 songs in your pocket”                     - Steve Jobs
Create Supporters    and Fans                    www.flickr.com/photos/cc_chapman/2745922377
Excite, Engage, Energise                           www.flickr.com/photos/danielepaccaloni/4286225689
Capture their attention                          www.flickr.com/photos/kurafire/190169989
What is the best  way to do
Set their brains on fire         www.flickr.com/photos/cayusa/2569878338
Only way to not catch fire          www.flickr.com/photos/miikka_skaffari/4632166297
Make ideas shareable                       www.flickr.com/photos/hyku/4835588728
Share-ability
Asking the impossible
1   Competitive separation2   Differentiate at Level 2 and Level 33   Dominate your own category
Competitive Separation                                             *                          Core                        ...
Who is yourReferenceCompetitor?
Example
Slideshare
1   Competitive separation2   Differentiate at Level 2 and Level 33   Dominate your own category
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: 3 Levels of Perceived Value*                   1                               2                         ...
Differentiation = your  Inner Advantage
Exercise
Differentiation exerciseAre you remarkable?"...but what really blew me away...” exercise"I was pleased that we got what we...
Example
How are we difference?                    43
1   Competitive separation2   Differentiate at Level 2 and Level 33   Dominate your own category
thinkdif erent  f
Commodity thinking     www.flickr.com/photos/rooreynolds/5848100806
One size fits all thinking          www.flickr.com/photos/marcwathieu/3963792473
Creative thinking                    www.flickr.com/photos/vek/5543548284
Structured thinking                      www.flickr.com/photos/juhansonin/3703735824
The Difference is YOU!                         www.flickr.com/photos/maestropastelero/258000448
Differentiation Mindset  Old Paradigm                               New Pardigm  Be rational                              ...
What is Your
orFOLLOWER
Being a followercan be dangerous
Examples
Black socks
Pain vs Gain
PAIN Development
The 6M€ Question? What is the problemfor which you are the      solution?
Rackspace
areThe DIFFERENCE
Differentiation: 3 Levels of Perceived Value                                                       Basic Product/Service: ...
“Genius is one percentinspiration and ninety-nine     percent perspiration.”                        - Thomas A. Edison_   ...
Success:           it Happen           it Happens
Get it rightwww.flickr.com/photos/winemegup/3641912321
Get it right               www.flickr.com/photos/littlebabyjesus/123838009
Your Hosted                        Services                               David R Ednie                          President...
Differentiation Happens in The Channel
Differentiation Happens in The Channel
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Differentiation Happens in The Channel

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What is your differentiation Strategy?
3 key questions you must answer:
1) Why are you different?
2) How are you different?
3) Why are your unique advantages vital benefits for your customers and future customers?

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Differentiation Happens in The Channel

  1. 1. Find 3 Take Aways www.flickr.com/photos/jamesjordan/3026672665
  2. 2. Differentiation in the cloud www.flickr.com/photos/blackbeltjones/5449579698
  3. 3. Communicating theINVISIBLE
  4. 4. Get it rightwww.flickr.com/photos/winemegup/3641912321
  5. 5. Get it wrong www.flickr.com/photos/roome/3390682853
  6. 6. Standing out from the crowd
  7. 7. The opportunity www.flickr.com/photos/36182550@N08/3347465868
  8. 8. Differentiation = different thinking
  9. 9. “Every battle is won_ before it is fought.” Sun Tzu 544 - 496 BC
  10. 10. Differentiationwww.flickr.com/photos/29233640@N07/5131195458
  11. 11. Differentiation www.flickr.com/photos/heraldpost/3817195392
  12. 12. DifferentiationExamples
  13. 13. Airline Industrywww.flickr.com/photos/flakepardigm/3905268262
  14. 14. Differentiation strategy www.flickr.com/photos/av8pix/3345078410
  15. 15. Promise delivered? www.flickr.com/photos/alfonso1987/5407566809
  16. 16. New meaningOld meaning www.flickr.com/photos/bertwerk/535959395 www.flickr.com/photos/srgblog/1391853732
  17. 17. “1000 songs in your pocket” - Steve Jobs
  18. 18. Create Supporters and Fans www.flickr.com/photos/cc_chapman/2745922377
  19. 19. Excite, Engage, Energise www.flickr.com/photos/danielepaccaloni/4286225689
  20. 20. Capture their attention www.flickr.com/photos/kurafire/190169989
  21. 21. What is the best way to do
  22. 22. Set their brains on fire www.flickr.com/photos/cayusa/2569878338
  23. 23. Only way to not catch fire www.flickr.com/photos/miikka_skaffari/4632166297
  24. 24. Make ideas shareable www.flickr.com/photos/hyku/4835588728
  25. 25. Share-ability
  26. 26. Asking the impossible
  27. 27. 1 Competitive separation2 Differentiate at Level 2 and Level 33 Dominate your own category
  28. 28. Competitive Separation * Core Unmatchable offer Competitor 1 YOU Goal: Use innovation and differentiation to break out Competitor 2 of your traditional set of competitors Competitor 3 Question: Who is your Competitive Set Reference Competitor? SalesChannel Europe ©2011 All rights reserved 30
  29. 29. Who is yourReferenceCompetitor?
  30. 30. Example
  31. 31. Slideshare
  32. 32. 1 Competitive separation2 Differentiate at Level 2 and Level 33 Dominate your own category
  33. 33. Avoid looking inthe wrong places www.flickr.com/photos/sea-turtle/3568062665
  34. 34. It’s all about the target
  35. 35. Differentiation: 3 Levels of Perceived Value Basic Product/Service: 3 • Technology Enhanced Services • Price performance • Product quality 2 Support Services Basic Support Services: • Levels of support 1Product/Service Basic Your Hosted • Quality of service • Systems Product/Service Services • Processes Enhanced Services: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers SalesChannel Europe ©2011 All rights reserved 37
  36. 36. 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 *www.jimclemmer.com/blog/2011/04/12/the-three-rings-of-perceived-value-an-integrated-customer-focus SalesChannel Europe ©2011 All rights reserved 38
  37. 37. Differentiation = your Inner Advantage
  38. 38. Exercise
  39. 39. Differentiation exerciseAre you remarkable?"...but what really blew me away...” exercise"I was pleased that we got what we paid for, that the serviceworked just like it was supposed to, that they honored theircontract from start to finish, that the user experience was simpleand powerful like they promised, that there have been no glitches,hick-ups, outages or crashes and that all our support issues havebeen resolved quickly and painlessly. But what really blew meaway was ____________" SalesChannel Europe ©2011 All rights reserved 41
  40. 40. Example
  41. 41. How are we difference? 43
  42. 42. 1 Competitive separation2 Differentiate at Level 2 and Level 33 Dominate your own category
  43. 43. thinkdif erent f
  44. 44. Commodity thinking www.flickr.com/photos/rooreynolds/5848100806
  45. 45. One size fits all thinking www.flickr.com/photos/marcwathieu/3963792473
  46. 46. Creative thinking www.flickr.com/photos/vek/5543548284
  47. 47. Structured thinking www.flickr.com/photos/juhansonin/3703735824
  48. 48. The Difference is YOU! www.flickr.com/photos/maestropastelero/258000448
  49. 49. Differentiation Mindset Old Paradigm New Pardigm Be rational Be passionate Be cautious Lead, don’t follow Aim to satisfy Aim to surprise Be practical Be unreasonable Innovate when necessary Innovate incessantly Get it mostly right Sweat the details Think like an engineer and feel like Think like an engineer and feel like an accountant an artist SalesChannel Europe ©2011 All rights reserved 51
  50. 50. What is Your
  51. 51. orFOLLOWER
  52. 52. Being a followercan be dangerous
  53. 53. Examples
  54. 54. Black socks
  55. 55. Pain vs Gain
  56. 56. PAIN Development
  57. 57. The 6M€ Question? What is the problemfor which you are the solution?
  58. 58. Rackspace
  59. 59. areThe DIFFERENCE
  60. 60. Differentiation: 3 Levels of Perceived Value Basic Product/Service: 3 • Technology Enhanced Services • Price performance • Product quality 2 Support Services Basic Support Services: • Levels of support 1Product/Service Basic Your Hosted • Quality of service • Systems Product/Service Services • Processes Enhanced Services: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers SalesChannel Europe ©2011 All rights reserved 62
  61. 61. “Genius is one percentinspiration and ninety-nine percent perspiration.” - Thomas A. Edison_ SalesChannel Europe ©2011 All rights reserved 63
  62. 62. Success: it Happen it Happens
  63. 63. Get it rightwww.flickr.com/photos/winemegup/3641912321
  64. 64. Get it right www.flickr.com/photos/littlebabyjesus/123838009
  65. 65. Your Hosted Services David R Ednie President & CEO SalesChannel Europe Ph: +33 676 60 09 25 (FR)Email: david@saleschannel-europe.comWebsite: www.saleschannel-europe.com www.flickr.com/photos/horacio/3781750
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