Superior Essex - Differentiating in a Commoditized Market: Improving Your Story With Channel Partners and End Customers
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Learn how Superior Essex revamped its sales messaging to more effectively tell its story in the crowded and commoditized communications wire and cable manufacturing market. By arming its sales team with effective messaging, Superior Essex created double digit sales growth while the industry was experiencing a decline.
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Superior Essex - Differentiating in a Commoditized Market: Improving Your Story With Channel Partners and End Customers
- 1. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL © Copyright Superior Essex Communica<ons LP | CONFIDENTIAL “Differen<a<ng in a Commodi<zed Market: Improving Your Story With Channel Partners and End Customers” Lindsay Allen, Vice President of Marke<ng
- 2. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL 2
- 3. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL Typical Sales Support Tools 300 Page Master Product Catalog 30 Page Category Product Catalog 60 page Product Offering OverviewFeatures, Advantages, Benefits “If only our distributors knew us and our products better, then they’d stock them and we’d sell more!”
- 4. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
- 5. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL The Target Profile 5
- 6. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL 2 25 30/0 X growth for in-building wireless market from 2011 to 2016 % minimum estimated profit by customer defections (can be 85%!) % higher cost through distribution – zero perceived value
- 7. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL SPSX You Customer
- 8. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL Growth Profit Relevance SPSX You Customer
- 9. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL Growth Profit Relevance SPSX You ! +1 +1<2 Customer
- 10. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL Growth Profit Relevance SPSX You ! +1 +1<2 Customer
- 11. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL Growth Profit Relevance • Biz Planning Breadth System Sales SPSX You ! +1 +1<2 Customer
- 12. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL Growth Profit Relevance • Biz Planning Breadth System Sales • Inventory Mgmt Quality Dedicated Team SPSX You ! +1 +1<2 Customer
- 13. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL Growth Profit Relevance • Biz Planning Breadth System Sales • Inventory Mgmt Quality Dedicated Team • Dist Commitment & Model Aligned Programs Registrations SPSX You ! +1 +1<2 Customer
- 14. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL Growth Profit Relevance • Biz Planning Breadth System Sales • Inventory Mgmt Quality Dedicated Team • Dist Commitment & Model Aligned Programs Registrations SPSX You ! Customer +1 +1<2 >2 alue = You + SPSX
- 15. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL 15
- 16. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL 16
- 17. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL 17
- 18. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL 18
- 19. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL New Target Profile 19
- 20. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL New Set of Tools That Get Used 20
- 21. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL • Tech Support • Prod Installs • Warranty • Cert. Installs • Performance • Security • Mod. Design • Breadth Prod • Innovation P EE F PS Energy Efficiency Flexibility Reliability Project Support nCompass Lifetime Warranty R • Passive Air Flow • Aisle Containment • Innovative Design t
- 22. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL 22 Did you know… 15/91 20 303 / 27 Users of internet through PC’s will shrink 15M users over next 4 years; while mobile internet user will increase by 91M 20 year campus warranty covers OSP cables, FAS, DAS cables and connectors and FTTP enclosures 303 Million smart connected devices shipped in Q4 ’12 – most in history in a given quarter – 27% growth YoY
- 23. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL 23 n Complete.
- 24. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
- 25. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL 25 n Complete.
- 26. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL 26 n Complete.
- 27. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL n Complete.
- 28. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL n Complete.
- 29. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL n Complete.
- 30. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL New Customer Focused Brochure 30
- 31. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL nCompass Print Media Bicsi News Magazine – APR/MAY – JUN/JUL – AUG/SEP 31 May 20, 2013 |
- 32. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
- 33. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL The Results 33
- 34. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL The Results 34 +$79.5M (24.5% / year) Revenues +3.6% Market Share +$14.9M (106% / year) Revenues +3.6% Market Share
- 35. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL 35
- 36. September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL 36 Thank-you