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 will deliver the business benefits they want.

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Differentiate or Die

  1. 1. Goal:Move SOHO & SMB customersto Office 365 and the Cloud
  2. 2. Find 3 Take Aways www.flickr.com/photos/jamesjordan/3026672665
  3. 3. Differentiationwww.flickr.com/photos/29233640@N07/5131195458
  4. 4. Differentiation www.flickr.com/photos/heraldpost/3817195392
  5. 5. Differentiation strategy www.flickr.com/photos/av8pix/3345078410
  6. 6. Promise delivered? www.flickr.com/photos/alfonso1987/5407566809
  7. 7. Avoid heavy lifting
  8. 8. Avoid known barriers
  9. 9. Avoid looking inthe wrong places www.flickr.com/photos/sea-turtle/3568062665
  10. 10. It’s all about the target
  11. 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. 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. 13. Get it rightwww.flickr.com/photos/melissa_xx/5760257189
  14. 14. Team celebration www.flickr.com/photos/clspeace/2143292403
  15. 15. Get it right www.flickr.com/photos/littlebabyjesus/123838009
  16. 16. Get it wrong www.flickr.com/photos/proimos/4199675334
  17. 17. Start all over again www.flickr.com/photos/selmanpinarli/407250078
  18. 18. One Critical Question:
  19. 19. How can youyour customerTo Buy Today?
  20. 20. Inspirationwww.flickr.com/photos/fras/4242146724
  21. 21. Customer Engagement Us Them NOW Our Their Past Future SalesChannel Europe ©2011 All rights reserved 22
  22. 22. “Will I go ahaedand activate yourO365 Account Today?”
  23. 23. …and the answer is? www.flickr.com/photos/rankenjordan/3403645155
  24. 24. www.flickr.com/photos/rankenjordan/3402723752
  25. 25. www.flickr.com/photos/rankenjordan/3401922415
  26. 26. Channel = You
  27. 27. are the channel
  28. 28. areThe DIFFERENCE
  29. 29. The Difference is YOU! www.flickr.com/photos/maestropastelero/258000448
  30. 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. 31. Get it right www.flickr.com/photos/littlebabyjesus/123838009
  32. 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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