Achieving Competitive Advantage means increasing your competitive separation relative to your competitors. That means differentiating your offer at Level 2 and Level 3 of your customer's perception of value. It's not about your product, it's about the service and support that your customers get (Level 2). The ultimate point of differentiation is the End2End Customer Experience (Level 3). Design and align all customer touchpoints to maximise the E2E Customer Experience.

2. Opportunity or Threat?

3. the
Problem

4. Avoiding cloud-hypnosis
www.flickr.com/photos/fusionpanda/822788491

5. Cyber threats are . . .

6. You need to double your protection
www.flickr.com/photos/teller/6558714295

7. Become a Trusted Advisor
www.flickr.com/photos/sundazed/2976653570

8. Trusted Advisors -> Stickiness
www.flickr.com/photos/dave77459/2283763019

9. the
Business
Opportunity

10. Customer retention
www.flickr.com/photos/26891884@N03/3307774924

11. Business continuity
www.flickr.com/photos/zigazou76/7670892420

12. “When the rate of
change externally is
greater than the rate
of change internally,
you have a problem.”
- Jack Welch
12
www.flickr.com/photos/nathaninsandiego/3466495191

13. External speed of change
www.flickr.com/photos/sergei24/306212854

14. Internal speed of change
www.flickr.com/photos/14degrees/440515255

15. Business

16. Capacity
to

17. to

18. New technology
www.flickr.com/photos/notanartist/245108664

19. Remaining relevant in unfamiliar terrain
www.flickr.com/photos/copleys/2873472520

20. Specialised SMB Program and tools

21. Get ahead of the Competition
www.flickr.com/photos/rogersmith/489158358

22. Stay ahead of the Competition
www.flickr.com/photos/8363028@N08/2665809719

23. An accident waiting to happen
www.flickr.com/photos/matthewpaulson/5959345541

24. 1 2 3
3 ideas for
today’s webinar

25. 1 Differentiation happens in the Channel
2 Paradigm Shift: Old -> New
3 Becoming a Trusted Advisor

26. Standing out from the crowd

27. Differentiation
www.flickr.com/photos/29233640@N07/5131195458

28. Differentiation
www.flickr.com/photos/heraldpost/3817195392

29. Avoid looking in
the wrong places
www.flickr.com/photos/sea-turtle/3568062665

30. It’s all about the target

31. Differentiation: 3 Levels of Perceived Value
Basic Product/Service:
End2End
3
• Technology
Customer Experience • Price performance
• Product quality
2 Support Services
Basic Support Services:
• Levels of support
1
Product/Service
Basic • Quality of service
• Systems
Product/Service • Processes
Enhanced Services:
• People
• Perceived value
• High touch
• Exceed customer expectations
• Delight and astound customers
SalesChannel Europe ©2012 All rights reserved 31

32. Differentiation = your
Inner Advantage

33. Differentiation
www.flickr.com/photos/teller/5047463788

34. You are the difference
www.flickr.com/photos/salsaboy/7823646044

35. 1 Differentiation happens in the Channel
2 Paradigm Shift: Old -> New
3 Becoming a Trusted Advisor

36. Paradigm shift
www.flickr.com/photos/cogdog/6693486743

37. Trusted Advisor Mindset
Old Paradigm New Paradigm
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 Think like an engineer and
feel like an accountant feel like an artist
SalesChannel Europe ©2012 All rights reserved 37

38. 1 Differentiation happens in the Channel
2 Paradigm Shift: Old -> New
3 Becoming a Trusted Advisor

39. Buyer Personas
www.flickr.com/photos/1suisse/3504595493

40. Identify early adopters
www.flickr.com/photos/pirateparrot/3176580968

41. They buy a
Trusted Advisor
relationship

42. How do you build
42

43. By being
43

44. You create
by
44

45. Asking diagnostic questions SalesChannel
Europe
© 2009 SalesChannel Europe - All rights reserved

46. You can tell a person is clever
by their answers,
you can tell a person is wise
by their questions
46

47. Nothing redirects
people’s thinking
better than a well
phrased question
47

48. Not all questions
were created equal

49. Trusted Advisors
1.“The shorter the
engage their
question, the more likely
wecustomerslong
are to get a with
answer.”
diagnostic questions
49

50. Diagnostic Questions - examples:
SalesChannel Europe ©2012 All rights reserved 50

51. The shorter the
1.“The shorter the
question, thethe more
question, more likely
likely weget a to get a
we are to are long
answer.”
long answer
51

52. They buy a
Trusted Advisor
relationship

53. Eliminating barriers to success
53

54. Get it wrong
www.flickr.com/photos/roome/3390682853

55. Get it right
www.flickr.com/photos/winemegup/3641912321

56. Get it right
www.flickr.com/photos/littlebabyjesus/123838009

57. www.flickr.com/photos/horacio/3781750

58. 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