What is your differentiation Strategy? 3 key questions you must answer: 1) Why are you different? 2) How are you different? 3) Why are your unique advantages vital benefits for your customers and future customers?

2. Find 3 Take Aways
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3. Differentiation in the cloud
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4. Communicating
the
INVISIBLE

5. Get it right
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6. Get it wrong
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7. Standing out from the crowd

8. The opportunity
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9. Differentiation = different thinking

10. “Every battle is won_
before it is fought.”
Sun Tzu
544 - 496 BC

11. Differentiation
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12. Differentiation
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13. Differentiation
Examples

14. Airline Industry
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15. Differentiation strategy
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16. Promise delivered?
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17. New meaning
Old meaning
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18. “1000 songs in your pocket”
- Steve Jobs

19. Create Supporters
and Fans
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20. Excite, Engage, Energise
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21. Capture their attention
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22. What is the best
way to do

23. Set their brains on fire
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24. Only way to not catch fire
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25. Make ideas shareable
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26. Share-ability

28. Asking the impossible

29. 1 Competitive separation
2 Differentiate at Level 2 and Level 3
3 Dominate your own category

30. Competitive Separation
*
Core
Unmatchable offer
Competitor 1 YOU Goal: Use innovation and
differentiation to break out
Competitor 2 of your traditional set of
competitors
Competitor 3
Question: Who is your
Competitive Set Reference Competitor?
SalesChannel Europe ©2011 All rights reserved 30

31. Who is your
Reference
Competitor?

32. Example

33. Slideshare

34. 1 Competitive separation
2 Differentiate at Level 2 and Level 3
3 Dominate your own category

35. Avoid looking in
the wrong places
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36. It’s all about the target

37. Differentiation: 3 Levels of Perceived Value
Basic Product/Service:
3
• Technology
Enhanced Services • Price performance
• Product quality
2 Support Services
Basic Support Services:
• Levels of support
1Product/Service
Basic
Your Hosted
• Quality of service
• Systems
Product/Service
Services • Processes
Enhanced Services:
• People
• Perceived value
• High touch
• Exceed customer expectations
• Delight and astound customers
SalesChannel Europe ©2011 All rights reserved 37

38. 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 *www.jimclemmer.com/blog/2011/04/12/the-three-rings-of-perceived-value-an-integrated-customer-focus
SalesChannel Europe ©2011 All rights reserved 38

39. Differentiation = your
Inner Advantage

40. Exercise

41. Differentiation exercise
Are you remarkable?
"...but what really blew me away...” exercise
"I was pleased that we got what we paid for, that the service
worked just like it was supposed to, that they honored their
contract from start to finish, that the user experience was simple
and powerful like they promised, that there have been no glitches,
hick-ups, outages or crashes and that all our support issues have
been resolved quickly and painlessly. But what really blew me
away was ____________"
SalesChannel Europe ©2011 All rights reserved 41

42. Example

43. How are we difference?
43

44. 1 Competitive separation
2 Differentiate at Level 2 and Level 3
3 Dominate your own category

45. think
dif erent
f

46. Commodity thinking
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47. One size fits all thinking
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48. Creative thinking
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49. Structured thinking
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50. The Difference is YOU!
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51. Differentiation Mindset
Old Paradigm New Pardigm
Be rational Be passionate
Be cautious Lead, don’t follow
Aim to satisfy Aim to surprise
Be practical Be unreasonable
Innovate when necessary Innovate incessantly
Get it mostly right Sweat the details
Think like an engineer and feel like Think like an engineer and feel like
an accountant an artist
SalesChannel Europe ©2011 All rights reserved 51

52. What is
Your

53. or
FOLLOWER

54. Being a follower
can be dangerous

55. Examples

56. Black socks

57. Pain vs Gain

58. PAIN Development

59. The 6M€ Question?
What is the problem
for which you are the
solution?

60. Rackspace

61. are
The DIFFERENCE

62. Differentiation: 3 Levels of Perceived Value
Basic Product/Service:
3
• Technology
Enhanced Services • Price performance
• Product quality
2 Support Services
Basic Support Services:
• Levels of support
1Product/Service
Basic
Your Hosted
• Quality of service
• Systems
Product/Service
Services • Processes
Enhanced Services:
• People
• Perceived value
• High touch
• Exceed customer expectations
• Delight and astound customers
SalesChannel Europe ©2011 All rights reserved 62

63. “Genius is one percent
inspiration and ninety-nine
percent perspiration.”
- Thomas A. Edison_
SalesChannel Europe ©2011 All rights reserved 63

64. Success:
it Happen
it Happens

65. Get it right
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66. Get it right
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67. Your Hosted
Services
David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FR)
Email: david@saleschannel-europe.com
Website: www.saleschannel-europe.com
www.flickr.com/photos/horacio/3781750