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Achieving Competitive Advantage
The document discusses the importance of differentiation in business and the shifting paradigm from traditional approaches to becoming a trusted advisor. It emphasizes the need for companies to adapt to external changes faster than their internal changes and to establish strong relationships with customers through effective engagement. Additionally, it highlights the role of diagnostic questions in building trust and facilitating better communication.
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- 4. Avoiding cloud-hypnosis www.flickr.com/photos/fusionpanda/822788491
- 5. Cyber threats are. . .
- 6. You need todouble your protection www.flickr.com/photos/teller/6558714295
- 7. Become a TrustedAdvisor www.flickr.com/photos/sundazed/2976653570
- 8. Trusted Advisors ->Stickiness www.flickr.com/photos/dave77459/2283763019
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- 11. Business continuity www.flickr.com/photos/zigazou76/7670892420
- 12. “When the rateof change externally is greater than the rate of change internally, you have a problem.” - Jack Welch 12 www.flickr.com/photos/nathaninsandiego/3466495191
- 13. External speed ofchange www.flickr.com/photos/sergei24/306212854
- 14. Internal speed ofchange www.flickr.com/photos/14degrees/440515255
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- 16. Capacity to
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- 18. New technology www.flickr.com/photos/notanartist/245108664
- 19. Remaining relevant inunfamiliar terrain www.flickr.com/photos/copleys/2873472520
- 20. Specialised SMB Programand tools
- 21. Get ahead ofthe Competition www.flickr.com/photos/rogersmith/489158358
- 22. Stay ahead ofthe Competition www.flickr.com/photos/8363028@N08/2665809719
- 23. An accident waitingto happen www.flickr.com/photos/matthewpaulson/5959345541
- 24. 1 2 3 3 ideas for today’s webinar
- 25. 1 Differentiation happens in the Channel 2 Paradigm Shift: Old -> New 3 Becoming a Trusted Advisor
- 26. Standing out fromthe crowd
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- 28. Differentiation www.flickr.com/photos/heraldpost/3817195392
- 29. Avoid looking in thewrong places www.flickr.com/photos/sea-turtle/3568062665
- 30. It’s all aboutthe target
- 31. Differentiation: 3 Levelsof Perceived Value Basic Product/Service: End2End 3 • Technology Customer Experience • Price performance • Product quality 2 Support Services Basic Support Services: • Levels of support 1 Product/Service Basic • Quality of service • Systems Product/Service • Processes Enhanced Services: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers SalesChannel Europe ©2012 All rights reserved 31
- 32. Differentiation = your Inner Advantage
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- 34. You are thedifference www.flickr.com/photos/salsaboy/7823646044
- 35. 1 Differentiation happens in the Channel 2 Paradigm Shift: Old -> New 3 Becoming a Trusted Advisor
- 36. Paradigm shift www.flickr.com/photos/cogdog/6693486743
- 37. Trusted Advisor Mindset OldParadigm New Paradigm 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 Think like an engineer and feel like an accountant feel like an artist SalesChannel Europe ©2012 All rights reserved 37
- 38. 1 Differentiation happens in the Channel 2 Paradigm Shift: Old -> New 3 Becoming a Trusted Advisor
- 39. Buyer Personas www.flickr.com/photos/1suisse/3504595493
- 40. Identify early adopters www.flickr.com/photos/pirateparrot/3176580968
- 41. They buy a TrustedAdvisor relationship
- 42. How do youbuild 42
- 43. By being 43
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- 45. Asking diagnostic questions SalesChannel Europe © 2009 SalesChannel Europe - All rights reserved
- 46. You can tella person is clever by their answers, you can tell a person is wise by their questions 46
- 47. Nothing redirects people’s thinking betterthan a well phrased question 47
- 48. Not all questions werecreated equal
- 49. Trusted Advisors 1.“The shorterthe engage their question, the more likely wecustomerslong are to get a with answer.” diagnostic questions 49
- 50. Diagnostic Questions -examples: SalesChannel Europe ©2012 All rights reserved 50
- 51. The shorter the 1.“Theshorter the question, thethe more question, more likely likely weget a to get a we are to are long answer.” long answer 51
- 52. They buy a TrustedAdvisor relationship
- 53. Eliminating barriers tosuccess 53
- 54. Get it wrong www.flickr.com/photos/roome/3390682853
- 55.
- 56. Get it right www.flickr.com/photos/littlebabyjesus/123838009
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- 58. David R Ednie President & CEO SalesChannel Europe Ph: +33 676 60 09 25 (FRA) Email: david@saleschannel-europe.com Website: www.saleschannel-europe.com www.flickr.com/photos/horacio/3781750