Controlling the Market
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Controlling the Market

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Slides from the Activate Group presentation of "Controlling the Market" presented by John Spence on March 30, 2011.

Slides from the Activate Group presentation of "Controlling the Market" presented by John Spence on March 30, 2011.

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    Controlling the Market Controlling the Market Presentation Transcript

    • Controlling The Market How Successful Companies Take Market Share from the Competition
    • I will not waste one minute of your time…
      • I have a ton to cover and I will go pretty fast.
      • Please take lots of notes, think/work hard and feel free to ask questions or give comments at ANY time.
      • I am happy to answer any of your questions, offer advice and recommend books at any time after this session.
      • [email_address]
      • The slides are already posted at:
      • www.SlideShare.net/johnspence
    • A few of my clients:
    • For the past 21 years…
    • What does this mean to me? How can I use this idea? What can I do right away? I am NOT a guru…
    • To get the most from our session together… It is absolutely critical that you be brutally honest with yourself today. So let's get started with a little self-test on page 2
    • The 6 Keys to Controlling the Market
      • People
      • VOC
      • MOT
      • WOM
      • Kaizen
      • Execution
    • The Four – I’s
      • Ignorance
      • Inflexibility
      • Indifference
      • Inconsistency
      Page 2
    • How to avoid the Four I’s
      • Aggressive external market focus.
      • Ridiculously high level of customer focus.
      • Keep the “Main Things” the main things.
      • Bullish on knowledge sharing and learning.
      • Teamwork is mandatory – not optional
      • Passion and commitment at all levels.
      • Foster a healthy paranoia.
      • Revel in change.
      Page 2
    •  
    • The Pattern of Business Success
    • (T + C + ECF) x DE = Success
    • Talent + Culture Talent
    • Cecil Van Tuyl
      • “ It is all about people, people, people. You can kid yourself about a lot of things in your business, but at the end of the day it will always come down to people.”
      • The number one factor in increasing the level of highly satisfied and engaged CUSTOMERS in your business is…
      The level of highly satisfied and engaged EMPLOYEES in your business.
    • Job + Organizational Engagement = Employee Engagement
    • Actively Disengaged Employees… 22%
    • Key Drivers of Customer Satisfaction and Loyalty T olerate N othing L ess From: Practice What You Preach by Maister Global study: 16 countries 529 companies 15,589 respondents Chart: 4 Workshop: 5 Financial Performance Quality P&S & Customer Relationship Employee Satisfaction Empowerment High Standards Long-term Orientation Enthusiasm, Commitment, Respect Training & Development Fair Compensation CR= 104.12% increase in profits CR= .404 CR=.334 CR=.277 CR=.275 CR=.249 CR=.280 Coaching CR=.285 CR=.371 CR=.365 CR=.191 CR=.247
    • Customer satisfaction drives customer loyalty… and customer loyalty drives profitability A 5% increase in loyalty among your best customers… Can produce a profit increase of 25% – 85% I hate you I don’t care about you I love you 100% 90 80 70 60 50 40 30 20 Extremely Dissatisfied Somewhat Dissatisfied Slightly Dissatisfied Satisfied Very Satisfied Zone of Defection Zone of Indifference Zone of Affection Loyalty Customer Satisfaction Terrorist Evangelist
    • Actively disengaged employees can reduce revenues by up to 22%, while highly satisfied and engaged employees can drive profits up by as much as a 189% Culture = Cash
    • What do engaged employees look like?
      • They give more discretionary effort.
      • They consistently exceed expectations.
      • They take more responsibility and initiative.
      • They receive better customer service ratings.
      • They offer more ideas for improvement.
      • They promote and model teamwork.
      • They volunteer more for extra assignments.
      • They anticipate and adapt better to change.
      • They persist at difficult work over time.
      • They speak well of the organization.
      1 - 10 Workshop: 6
    • The key elements of a winning culture: Employees
      • Fun
      • Family
      • Friends
      • Fair
      Freedom Pride Praise Meaning Accomplishment 1 -10 Workshop: 7
    • What Employees Want
      • Focus me
      • Know me
      • Care about me
      • Hear me
      • Help me feel proud
      • Equip me
      • Help me see my value
      • Help me grow
      • Help me see my importance
    • The Six Universal Drivers of Engagement
      • Caring, competent, and engaging leaders.
      • Effective managers who keep employees informed, aligned and engaged.
      • Effective teamwork at ALL levels.
      • Job enrichment and professional growth.
      • Valuing employee contributions.
      • Concern for employee well being.
      • 1 - 10
      Workshop: 7
    • 1,300,000 interviews : Basic 4 + 1 Page 8
    • E xtreme C ustomer F ocus
    • Web of Value: VOC + MOT + WOM Page 8
    • 6. Extreme Customer Focus VOC
    • M oments O f T ruth Page 8
    • VOC + MOT Workshop: Page 9
    • WOM = Your BEST form of advertising! 78.9% 23.4%
    • 43% - 74% of purchasing decision = WOM/T
    • You MUST have a WOM Referral System From John Jantsch: The Referral Engine Identify Ideal Customer Refer Ideal Customer
    • WOM page 10: Best Ideas from the Group
    • Things have changed… 2008 2010
    • Now you MUST deliver…
      • The highest possible quality…
      • At the lowest possible price…
      • Immediately --- or sooner…
      • All while giving consistently superior customer service for an outstanding “Total Buying and Owning Experience.”
    • Kaizen For those who are prepared… Chaos brings opportunity.
    • The Evergreen Project
      • 10 year study of 160 top companies
      • 40 distinct industries
      • 200 management practices
      • Winners, climbers, tumblers, losers
      • Winners had an average Total Return to Shareholders of 945% ...
      • The Losers only averaged a TRS of 62%
      From: What (really) Works by Joyce, Nohria, Roberson
    • The Four Primary Practices:
      • A sharply focused, clearly communicated and well-understood strategy for growth.
      • Flawless operational execution that consistently delivers the value proposition.
      • A performance-oriented culture that does not tolerate mediocrity.
      • A fast, flexible, flat organization that reduces bureaucracy and simplifies work.
      Workshop 11
    • The Secondary Management Practices:
      • Talent = find and keep the best people.
      • Key leaders show commitment and enthusiasm for the business.
      • Embrace strategic innovation.
      • Master the power of partnerships.
      From: What (really) Works by Joyce, Nohria, Roberson Workshop 11
    • 10 – 15%
    • Where are we going and how will we behave on the way? Focus Differentiation “ No” Guiding Collation Vision + Values Strategy Objectives Initiatives Programs Procedures / Protocols Repeatable Process Clear / consistent / relentless Training + time / money / supplies / people Measure / Track Communicate Transparency Accountability Celebrate Success Eliminate Mediocrity Workshop 12
    • The 6 Keys to Controlling the Market
      • People
      • VOC
      • MOT
      • WOM
      • Kaizen
      • Execution
    • Strategy Map / Word Cloud: Pages 13 & 14
    • Final Workshop: Pages 15 - 17
    •  
    • T HANK Y OU If you have any questions at all please do not hesitate to send a note or call. My email address is: john@johnspence.com My twitter address is: @awesomelysimple Also, you might find value in the ideas I share in my blog. You can sign up for it at: www.blog.johnspence.com Lastly, these slides have already been uploaded to: www.slideshare.net/johnspence