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Differentiation Happens in The Channel
 

Differentiation Happens in The Channel

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What is your differentiation Strategy? ...

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 Differentiation Happens in The Channel Presentation Transcript

    • 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 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
    • 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: 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
    • 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
    • Differentiation = your Inner Advantage
    • Exercise
    • 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
    • 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 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
    • 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: 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
    • “Genius is one percentinspiration and ninety-nine percent perspiration.” - Thomas A. Edison_ SalesChannel Europe ©2011 All rights reserved 63
    • 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 & 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