Differentiate or Die
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Why should a customer buy from you? If you can't answer this question with ease and in a compelling and convincing way, don't expect your customer to find the answer for you. "Differentiate or Die" will show you 3 simple steps to standing out from the crowd in an increasing competitive marketplace.
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Differentiate or Die
- 2. Find 3 Take Aways www.flickr.com/photos/jamesjordan/3026672665
- 3. The world has changed?
- 4. 4 “It is not the strongest of the species that survive, nor the most intelligent, but rather the one most adaptable to change.” - Charles Darwin 1809 - 1882
- 5. 5 “Digital Darwinism is the evolution of consumer behaviour when society and technology evolve faster than your ability to adapt.” - Brian Solis _
- 6. The end of business as usual www.flickr.com/photos/vek/4665924239
- 12. #1. Opportunity or threat? www.flickr.com/photos/squeakywheel/252715820
- 13. www.flickr.com/photos/maestropastelero/258000448 #2. How are you going to develop your business?
- 14. 14 “If we are to achieve results never before accomplished, we must employ methods never before attempted.” - Sir Francis Bacon - Sir Francis Bacon (1561-1626)
- 15. A journey into the unknown
- 16. Differentiation in the cloud www.flickr.com/photos/blackbeltjones/5449579698
- 18. Is this going to be
- 19. Small hint!
- 21. Game-Changer
- 22. The Game
- 23. The Game
- 24. Game Changer Customers Economy Cloud Services New Collaboration Technology
- 25. The PROBLEM
- 26. 26 How do you escape the Red Ocean?
- 27. The SOLUTION
- 31. Give people the tools they need
- 32. www.flickr.com/photos/artwithrays/2743271943 or they will use their own
- 35. New ways of Communicating Information New ways of consuming and sharing
- 36. www.flickr.com/photos/yourdon/5085610893 New ways of communicating
- 41. Prototype of Enterprise Collaboration Enablement
- 42. A journey into the unknown
- 46. You feel like this?
- 47. 47 A higher level perspective
- 48. A journey into the unknown www.flickr.com/photos/mtsofan/3618271222
- 49. Show customers how to get there www.flickr.com/photos/19779889@N00/4098873568
- 50. The way forward is never straight forward www.flickr.com/photos/dotpolka/3710843358
- 51. There will be obstacles ahead www.flickr.com/photos/executionsinfo/2115921367
- 53. CLOUD = CUSTOMER
- 57. Product focus -> Business Solution focus3 The Sales Cycle -> The Buyer’s Journey2 B2B -> B2C1
- 59. The Post-PC Era
- 64. SalesChannel Europe ©2013 All rights reserved 64 B to B B to C Customer volume Restricted clientele Large, diversified clientele Reason for purchase B2B buyers buy for their company, are are therefore accountable. B2C consumers buy for themselves or their family, for pleasure. Buyer behavior B2B buyers make reasoned purchases, using professional procedures. In B2C, consumers can yield to impulse buying, or buy something theyÕve fallen in love with. The emotional component is important. Product positioning must be very clear, with the sales arguments down pat and a focus on specific added value for the company. You have to be able to get people to buy for fun, present the product attractively, stage it appropriately and use sales arguments that appeal to emotions. Buying process The B2B buying process is complex: first, it has to comply with business management practices (payment timelines, order approval, logistics, support and reporting) and second, the buying decision involves many players and requires internal decision-making processes that can be very long. For the mass market, the buying process is simple because the act of buying is often the decision of a single person. Means B2B buyers do not spend their own, but their company's money, so do not see the expense in the same light. Price is one of the main criteria for end consumers, since it is their own money they are spending. Relationship Since B2B customers are fewer in number, representatives forge closer and more personalized links with them. Relational aspects are more important than emotional factors, and loyalty is crucial. Relationships are more limited, with representatives often never seeing a particular customer again. Products B2B products are often complex, since they have to meet many requirements and involve a large number of people. It can also involve wholesaling. Products are sold at the retail level. They involve all types, from very simple to very complex. B2B Shifts to B2C
- 67. Product focus -> Business Solution focus3 The Sales Cycle -> The Buyer’s Journey2 B2B -> B2C1
- 68. Consumerization
- 69. Consumerization
- 70. Commoditization
- 71. Race to the bottom www.flickr.com/photos/carquestguy/4335716783
- 72. Focus on the Buyer and not Price www.flickr.com/photos/poptech2006/2972685098
- 73. SalesChannel Europe ©2013 All rights reserved 73 The Buying Process
- 74. Search Find Qualify Try Buy Activate Manage Up-sell Support Refer Start with the Buyer’s Journey Differentiate Now or Never Moments Make or Break Moments Multiplier Moments Keep or Lose Moments AAcquire BBase
- 78. 78 Eliminating barriers to sale
- 80. Product focus -> Business Solution focus3 The Sales Cycle -> The Buyer’s Journey2 B2B -> B2C1
- 81. Standing out from the crowd
- 85. Differentiation = different thinking
- 86. “Every battle is won_ before it is fought.” Sun Tzu 544 - 496 BC
- 88. before
- 91. The hard way
- 92. AND thinking
- 99. Collective constraint based thinking
- 100. Bring about the possible www.flickr.com/photos/morberg/3842815564
- 103. Create simple offers with 3 clear business benefits
- 104. Design an E2E Customer Experience Products Services Experience Customer
- 106. SalesChannel Europe ©2013 All rights reserved Your Cloud Services 106 Basic Product/Service: • Technology • Price performance • Product quality E2E Customer Experience: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers 1 2 Support Services 3 E2E Customer Experience Differentiation: 3 Levels of Perceived Value Basic Product/Service Support Services: • Levels of support • Quality of service • Systems • Processes
- 107. are The DIFFERENCE
- 109. Rackspace
- 111. Sales & Marketing Machin By building a
- 113. Tipping the
- 114. “Victory in marketing doesn’t happen when you sell something, but when you cultivate advocates for your brand.” - Steve Knox, CEO of Tremors, P&G’s Word of Mouth Business Unit www.flickr.com/photos/hyku/4837236187
- 115. Advocates are your best influencers
- 117. Help them achieve Value Migration
- 118. Co-Create Brainstorm, learn, create Share, contribute, improve Chat, talk, exchange information and ideas • Efficiency, productivity, creativity, innovation • Effectiveness, more desired outcomes • Motivated, Engaged and Energised • Sense of satisfaction, contribution, feel valued • Maximise Discretionary effort • Sense of purpose, meaning and fulfilment Connect Communicate Collaborate Presence, click to connect, anytime/anywhere
- 120. Social media
- 121. 121 “When the rate of change externally is greater than the rate of change internally, you have a problem.” - Jack Welch www.flickr.com/photos/nathaninsandiego/3466495191
- 123. Internal speed of change www.flickr.com/photos/14degrees/440515255
- 124. “Genius is one percent inspiration and ninety- nine percent perspiration.” - Thomas A. Edison
- 125. Help customers achieve Value Migration8 Differentiate at Level 2 and Level 34 Innovate or Die1 Focus on the Challenges facing Customers2 Aligning with The Buyer’s Journey5 Create Compelling Value Propositions3 Design the End2End Customer Experience6 Tipping the Funnel7 Eco-system thinking9 Become a Cloud Trusted Advisor10
- 130. www.flickr.com/photos/horacio/3781750 David R Ednie President & CEO SalesChannel Europe Ph: +33 676 60 09 25 (FRA) Email: david@saleschannel-europe.com Website: www.saleschannel-europe.com Your Cloud Services