Summary on the concepts in the book "The New Market Leaders: Who's Winning and How in the Battle for Customers" by Fred Wiersema. Basic idea is that all clients fall into one of 4 groups, and one needs specific actions to target each group. This slideshow was develop for a strategic brainstorming session for a Fund Management Company.

1. The New
Market Leaders
Werner Opperman
werner@opperman.me
The Battle for CustomersBased on the book “The New Market Leaders:
Who's Winning and How in the Battle for
Customers” by Fred Wiersema

2. Measure of New Market
Leader
• Largest Companies
• Survey
• Market Share

3. Measure One – Sales Growth
• The ability to win Battles for
Customers – REPEATABLY
• To Remain a Market Leader
• Need to grow twice the rate of
peers

4. Measure Two - Profit
• Sales Growth at what cost?
• Growth at expense of Profitability
• Grow Profit Margin

5. The Playing Field
• Competitors proliferate
• All secrets are open secrets
• Innovation is universal
• Information overwhelms and
depreciates
• Easy growth makes hard times
• Customers have less time than
ever

6. The Leaders
• Create a larger-than-life market
presence
• Make sure customers realize the
full value of their products and
innovations
• Market leaders seek out customers
who stretch their capabilities
• Market leaders act boldly in
everything they do

7. Who are the Customers
Searchers Collaborators
Streamliners Delegators
Eager to
Change
Seeking
stability
Self-Reliant Ready for help

8. Searchers
• Self-Reliant
• Open to new experiences
• Invest time
• Read Consumer Reports
• Driven by Curiosity
• Want to be in the forefront

9. Entice the Searchers
• Offer Choices
• Saturate Customers with
Information
• Stay ahead of the Curve
• Enrich their Buying Experience

10. Streamliners
• Self-reliant & change averse
• Shop for themselves but streamline
the process
• Want narrow choice, form buying
habits
• Will endure a lot before change

11. Reassure the Streamliners
• Deliver dependability
• Make routines routine
• Lead the way

12. Delegators
• Change averse
• Help seeking
• Do not want to get personally
involved
• Prefer to delegate
– To suppliers
– Intermediaries

13. Free Up the Delegators
• Choose for the customer
• Enthrall your customers with what
you do best
• Run the whole show
• Take the Pain out of innovation

14. Collaborators
• Change-ripe
• Hire expertise
• Insist on staying personally
involved
• Trust in their own abilities

15. Team up with the
Collaborators
• Get customers up and running
• Help customers break new ground
• Become the customers Trusted
companion
• Interlock your operation and
foretunes

16. Who are the Customers
Searchers Collaborators
Streamliners Delegators
Eager to
Change
Seeking
stability
Self-Reliant Ready for help
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