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.

Business Technology

Goal:
Move SOHO & SMB customers
to Office 365 and the Cloud

Find 3 Take Aways

www.flickr.com/photos/jamesjordan/3026672665

Differentiation
www.flickr.com/photos/29233640@N07/5131195458

Differentiation

www.flickr.com/photos/heraldpost/3817195392

Differentiation strategy
www.flickr.com/photos/av8pix/3345078410

Promise delivered?
www.flickr.com/photos/alfonso1987/5407566809

Avoid looking in
the wrong places

www.flickr.com/photos/sea-turtle/3568062665

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

Differentiation: 3 Levels of Perceived Value

1 2 3
Basic Product or
Support Enhanced Service
Service

Focus Requirements/Specs Satisfaction Delight
Does the Is the
product/service product/service
How do they make
Customer Concern meet my convenient/efficient/
me feel?
needs/standards/ easy to access or
expectations? use?
Systems, processes,
Technology/Technical Leadership and
Key Elements policies, and
expertise Culture
structure
Controlled by Technical specialists Management Front line performers
Industry/Field/Trade/
Intellect and Emotional
Abilities Needed Clinical Knowledge or
Reasoning (IQ) Intelligence (EQ)
Skills
SalesChannel Europe ©2011 All rights reserved 13

Get it right

www.flickr.com/photos/melissa_xx/5760257189

Team celebration

www.flickr.com/photos/clspeace/2143292403

Get it right

www.flickr.com/photos/littlebabyjesus/123838009

Get it wrong

www.flickr.com/photos/proimos/4199675334

Start all over again

www.flickr.com/photos/selmanpinarli/407250078

How can you

your customer
To Buy Today?

Inspiration
www.flickr.com/photos/fras/4242146724

Customer Engagement

Us Them

NOW

Our Their
Past Future

SalesChannel Europe ©2011 All rights reserved 22

“Will I go ahaed
and activate your
O365 Account
Today?”

…and the answer is?

www.flickr.com/photos/rankenjordan/3403645155

www.flickr.com/photos/rankenjordan/3402723752

www.flickr.com/photos/rankenjordan/3401922415

The Difference is YOU!

www.flickr.com/photos/maestropastelero/258000448

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

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Differentiate or Die

2. Goal: Move SOHO & SMB customers to Office 365 and the Cloud

3. Find 3 Take Aways www.flickr.com/photos/jamesjordan/3026672665

4. Differentiation www.flickr.com/photos/29233640@N07/5131195458

5. Differentiation www.flickr.com/photos/heraldpost/3817195392

6. Differentiation strategy www.flickr.com/photos/av8pix/3345078410

7. Promise delivered? www.flickr.com/photos/alfonso1987/5407566809

8. Avoid heavy lifting

9. Avoid known barriers

10. Avoid looking in the wrong places www.flickr.com/photos/sea-turtle/3568062665

11. It’s all about the target

12. 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

13. Differentiation: 3 Levels of Perceived Value 1 2 3 Basic Product or Support Enhanced Service Service Focus Requirements/Specs Satisfaction Delight Does the Is the product/service product/service How do they make Customer Concern meet my convenient/efficient/ me feel? needs/standards/ easy to access or expectations? use? Systems, processes, Technology/Technical Leadership and Key Elements policies, and expertise Culture structure Controlled by Technical specialists Management Front line performers Industry/Field/Trade/ Intellect and Emotional Abilities Needed Clinical Knowledge or Reasoning (IQ) Intelligence (EQ) Skills SalesChannel Europe ©2011 All rights reserved 13

14. Get it right www.flickr.com/photos/melissa_xx/5760257189

15. Team celebration www.flickr.com/photos/clspeace/2143292403

16. Get it right www.flickr.com/photos/littlebabyjesus/123838009

17. Get it wrong www.flickr.com/photos/proimos/4199675334

18. Start all over again www.flickr.com/photos/selmanpinarli/407250078

19. One Critical Question:

20. How can you your customer To Buy Today?

21. Inspiration www.flickr.com/photos/fras/4242146724

23. “Will I go ahaed and activate your O365 Account Today?”

24. …and the answer is? www.flickr.com/photos/rankenjordan/3403645155

25. www.flickr.com/photos/rankenjordan/3402723752

26. www.flickr.com/photos/rankenjordan/3401922415

27. Channel = You

28. are the channel

29. are The DIFFERENCE

30. The Difference is YOU! www.flickr.com/photos/maestropastelero/258000448

31. 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

32. Get it right www.flickr.com/photos/littlebabyjesus/123838009

33. 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

Differentiate or Die

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