The document outlines a strategy to transition Soho and SMB customers to Office 365 and the cloud, emphasizing differentiation through three levels of perceived value: basic product/service, enhanced services, and support services. It highlights the importance of understanding customer needs, exceeding expectations, and engaging customers effectively in the sales process. Key elements include technology, price performance, product quality, and the significance of having knowledgeable front-line staff.

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

3. Find 3 Take Aways
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4. Differentiation
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5. Differentiation
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6. Differentiation strategy
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7. Promise delivered?
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8. Avoid heavy lifting

9. Avoid known barriers

10. Avoid looking in
the wrong places
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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
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15. Team celebration
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16. Get it right
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17. Get it wrong
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18. Start all over again
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19. One Critical
Question:

20. How can you
your customer
To Buy Today?

21. Inspiration
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22. Customer Engagement
Us Them
NOW
Our Their
Past Future
SalesChannel Europe ©2011 All rights reserved 22

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

24. …and the answer is?
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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!
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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