The document discusses differentiating messages for customers. It emphasizes placing the customer at the center and focusing on customer-relevant messages rather than company-focused messages. It also stresses the importance of tailoring messages to different moments in the customer's buying cycle and providing salespeople with just-in-time access to relevant brand content. The overall goal is to de-commoditize products and services by deeply understanding customer needs and problems.

1. CHOICE

8. Why customers quit
1% die
3% move away
5% develop other friendships
9% for competitive reasons
14 % because of service dissatisfaction
68% ATTITUDE OF INDIFFERENCE
TO CUSTOMER FROM SUPPLIER.

9. Summary
Protect existing business
Focus on niches
Double edge sword of technology
Environmental issues
Differentiate.

10. Different & Better
January 2010

11. Where does differentiation occur?

12. Differentiation
Product & Delivery
Value to Price Ratio
Field Interaction with sales
Company & Brand Impact

13. Differentiation
Field interactions with sales
Product & Delivery
Company & Brand Impact
Value to Price Ratio

17. OTAKU

18. Different & Better
January 2010

19. Who should we be talking to?

20. Company & Brand Impact

24. Change the message to suit the buyer
Executive
Conversation
MEANS
DOES
IS
Technical
Conversation

25. Differentiating the
Message

26. Customer thinks....
“It doesn’t matter what product you buy.
Most products are now good enough to
serve the majority of users
most of the time.”
Source: Simon Hayward VP & Gartner Fellow

27. Differentiating your message is hard
More confusion less clarity
Customers are overloaded with messaging & promotions
Shorter window of opportunity
Difficult to capitalise on even subtle product / service difference
More credible competition
Proliferation or consolidation creates markets filled with similar
products.

28. Clues!

29. Marketing and Sales

30. How Will You Promote Your Business?

31. Scary Numbers
33% Information increase per year
53% Customers decision based on interaction in the field.
90% Marketing tools unused
x No. of sales people / channels = No of different
messages
______
Source - Booz Allen Hamilton and Corporate Visions inc

32. What’s broken?
1. Brand messages do not Customer relevant messages
reflect desired customer
conversations
2. Communication tools do Messages for and at key
not match the consultative moments
buying cycle
3. Brand content is not
presented to sales people in JIT access.
the way they want to learn.

33. Placing your customer at the centre
1. Brand messages do not Customer relevant messages
reflect desired customer
conversations
2. Communication tools do Messages for and at key
not match the consultative moments
buying cycle
3. Brand content is not
presented to sales people in JIT access.
the way they want to learn.

34. # 1 writers tool

35. Brand Message Outline
GOALS
Provide a repeatable messaging
process
Produce high-quality, consistent,
distinctive customer messages
Drive your brand message down
to a street level conversation.

36. Company Relevant v Customer Relevant
Company - Relevant Customer - Relevant
Talk about who we are What do our customers want to
accomplish?
Label our core competencies What’s keeping them from optimally
achieving this?
Showcase our leadership in these areas What relevant point of view or insight
can we share?
Highlight the capabilities that make this How do our capabilities deliver a
possible solution?
Describe some generic customer What distinctive value can that bring to
benefits our customers?
Here are some examples of our latest Here are some examples of where
breakthroughs we’ve done this before
Attempt to sell by: Empower buyers to:
Promoting core competencies - Achieve goals
Making capabilities presentations - Solve problems
Convincing and persuading. - Satisfy needs.

37. Company – Relevant Positioning
I’m with Coverall Cleaning Services we’ve been in business 25 years and have over 1,500 franchise locations.
We are the leader in healthcare cleaning, providing services to cover 8,000 medical facilities
We’ve led the way in adopting the latest cleaning technologies such as micro-fibre, multi-coloured cleaning tools, flat mops and
back-pack vacuums, as well as P&G hospital-grade chemicals that help us provide a healthcare quality clean.
How satisfied are you with your cleaning service?
Are you getting the value you want for the price?
Can we get 10 minutes of your time to measure your facility and give you a quote and see if we can do better?
There is no obligation.
Based on our measurements, we’ll be able to give you an immediate quote to see if we’d be a good fit.
If you sign up that day, we can even offer a special first-month FREE offer.
I’ll be in your area next week when would be a convenient time to meet?

38. Customer - Relevant
Example: Would you delegate the
I’m with Coverall Cleaning Services and we are calling Medical Facilities Managers to find out whether you feel your after hours
cleaning services are contributing positively to your patient and staff safety objectives.
conversation? conversation
A recent CDC study indicated that of the infections caught inside healthcare facilities by patients and staff,
1/3 were due to improper disinfecting and cross-contamination due to poor cleaning techniques.
Were you aware of that?
What if you could leave work each night with complete confidence that your after-hours cleaning service personnel are trained,
certified and following proper disinfecting process
as well as using the latest tools and techniques proven to reduce cross-contamination
How might this help you with your goal of ensuring your facility is doing all it can to ensure patient and staff are safe?
What impact could it have if you weren’t sure of these things?
We use micro-fibre technologies in our cloths and mops instead of cotton and wet mopping.
Studies show we can reduce bacteria by 99% compared to 30% with traditional techniques.
In addition, our multi-colour cloth and mop system has been proven to help avoid cross-contamination.
Basically it means that no longer will your cleaners mistakenly wipe off your phones with the same rag they use to wipe off the toilets.
Can we get together for 30 minutes to assess your after hours cleaning approach
and then provide you with a recommendation for ensuring you are maximizing the positive impact on patient and staff safety goals?

39. De-Commoditise your
messages

40. De-Commoditise your
messages

41. Placing your customer at the centre
1. Brand messages do not Customer relevant messages
reflect desired customer
conversations
2. Communication tools do Messages for and at key
not match the consultative moments
buying cycle
3. Brand content is not
presented to sales people in JIT access.
the way they want to learn.

42. Buying cycle relevant conversations

43. Placing your customer at the centre
1. Brand messages do not Customer relevant messages
reflect desired customer
conversations
2. Communication tools do Messages for and at key
not match the consultative moments
buying cycle
3. Brand content is not
presented to sales people in JIT access.
the way they want to learn.

44. Situation Relevant Access
1. What Market 2. Select a Decision Maker
Administrative Chief Financial Officers
Engineering Business Line Supervisors
Manufacturing Directors of Human Resources
Financial
Services
Education
Healthcare 3. Identify the key Objective
Retail Improve the quality of candidates for temporary
Call Centre positions
Accounting Provide quicker placement (‘Fill rate’)
Reduce turnover of temporary staff
Speed ramp-up and productivity
Improve temporary staffing process management
Manage cost of temporary staffing support
Enable staffing vendor consolidation to save money.

45. We need to “reduce turnover of temporary staff”
We need to reduce turnover of temporary Proof:
Related challenges
staff
ABC Global – Glos.
Getting temporaries that are not a good fit with the assignment or Reduced staff turnover
culture from 75% to 5% in their
Temporary staff doesn’t have a broad enough skill set to flex with the call centre
job
requirements
Temporaries are too easily lured away before finishing the job. Our Insights:
In fact:
• Pre-Screening &
It costs up to 30% of a positions first year salary to replace and retain Assessment
after
turnover – not including the time, frustration, and potential de- •Realistic job previews
motivation •Free skills training
of other employees who are affected by turnover.
•Stay put bonuses
Probing questions
Are you struggling with temporary administrative staff who are unreliable, unhappy with their
assignments, a poor cultural fit, or who leave too quickly for better job offers?
How does frequent turnover of temporary staff impact your company in terms of training and re-
training
time? Customer continuity? Morale of other employees?
What is your best method for recruiting temp employees? Are you usually hiring to fill a
temporary
position, or hoping to find someone who will fit the job and culture as a long term employee?

46. We need to “reduce turnover of temporary staff”
We need to reduce turnover of temporary staffto do?
Diagnostic Questions
What do you want
Conversation starter
How often do you find that administrative or temporary employees
do not have the proper skills for the position? Appt setting script
What do you do if a temporary person is not a good cultural fit for Solution brief
your work environment?
What impact does that have on supervisors who struggle with temps
who are unhappy or unreliable?. Our Insights:
• Pre-Screening &
Solution Scenario: Assessment
What if you only received candidates that had passed a rigorous pre- •Realistic job previews
screening process matching their skills and personality to the position? •Free skills training
•Stay put bonuses
Value Creation Statement:
Our Pre-screening and Testing process thoroughly assess and qualify the candidate that’s
the best fit for the job.
Proper screening and testing has been shown to lower turnover by 4x in the first 90 days.

47. The Message Process
1. Brand messages do not Customer relevant messages
reflect desired customer
conversations
2. Communication tools do Messages for and at key
not match the moments
consultative
buying cycle
3. Brand content is not JIT access.
presented to sales people
in
the way they want to
learn.

48. Niche Markets &
Segments

49. Mass Advertising Theory
Buy ads get
increased
More choice awareness /
distribution
Less time
Buy more Sell more
Ignore. ads products
Make more
profit
The model no longer works

50. Viral Marketing Theory
Make
something
WORTH
Remarkable TALKING
ABOUT
Hard to ignore
Get Tell someone
PERMISSIO who
Not N to tell them
about your
next fashion
WANTS TO
HEAR
from you
spamming.
They do your
MARKETING
for you
Start small and watch it grow

51. The Message Process

52. Th Message Process

53. The Message Process

54. The Message Process

55. The Message Process

56. Trends
Extremely wealthy people have moved up a gear
More old people
Mismatch between housing stock and household
Greater diversity of origins
Marginalisation of rural Britain.
Source: Experian - Mosaic 2009

57. Effect of the Recession
Alpha Territory
Some affected but by no means all
Active Retirement
Lower interest rates + loss of capital value
= Savage reductions in disposable
income.
Professional Reward
Having to support their children for longer
Diversion of investment into property.
Source: Experian - Mosaic 2009

80. “Marketing is about
...conducting a dialogue over time with a specific group of customers
...whose needs you get to understand in depth and for whom you
develop a specific offer
...with a (sustainable) differential advantage over the offers of your
competitors.”
“When you have something to shout about, then shout!
If not;
then shut up until you do.”
Prof. Malcolm MacDonald
Cranfield University.

81. Mineral Water!