1. Connecting with
online
1

2. A brand new day

3. A fresh perspective
3

4. 4

5. SaaS = Game Changer
5

6. Customers The Economy
SaaS
6

7. Game Changer +
Financial Crisis =
SaaS
OPPORTUNITY 7

8. Hosted Services Value Proposition
Large Upfront Costs Manageable Recurring
[CapEx] Costs [OpEx]
Trial, Evaluation, Usage,
Reduced Risks Learn from experience of
Other Users
Reduced Time to
Deployment
Provision
[Free delivery]
Pay for it because
Use it because you
OWN it Customer realizes
value
8

9. 9

10. Conventional Thinking
1 Time to Market
2 Competitive Advantage
3 Products / Services
10

11. 1
Time to Market
Time to Revenue
Time to Value
(Realized by customer)
It’s all about them
It’s all about us
11

12. Two Critical Moments of Truth:
1) Purchase
2) Usage
12

13. The Web-Centric Buying Process
1. Search (What are the Options?)
2. Find
3. Self Qualify / Trial
Multiple Interactions, Web, Phone, Chat, etc.
4. Make the buying decision
5. Buy
6. Activate
7. Self-Manage
8. Self-Support
9. Self-Upsell / Cross-Sell
10. Interact with others
11. Refer and promote

14. 14

15. 15

16. Anticipate
16

17. External Focus

18. See reality

19. 2
Competitive Advantage
Value Innovation
Value Advantage
Formule1: Value Innovation Curve Formule1: Value Innovation Curve
Value Eliminate Reduce Raise Value Eliminate Reduce Raise Create
High
High
Formule1 Formule1
Average Average
Value Curve Hotel ** Value Curve Hôtel **
Value Curve Hotel * Value Curve Hôtel *
Low
Low
Key Elements Key Elements
copyright Kim & Mauborgne copyright Kim & Mauborgne
127 129
19

20. 1. WHO ARE OUR
CUSTOMERS?
20

21. 21

22. Photo Portrait - Personas

23. 2. WHAT DO
THEY WANT?
23

24. What do our customers want?
24

25. What do they really want?
25

26. 3 Time Horizons
26

27. How do we foresee our customers future needs?
27

28. Listen
28

29. Avoid obvious mistakes
29

30. 3. HOW DO
THEY BUY?
30

31. Buyer Personas

32. 32

33. 33

34. Persona-Based Website
34

35. 3
Products/Services
Applications/Solutions
Customer Experience
Who are our customers? Buyer Behaviour (people)
What do they want? • Personal values
• Market segmentation • Buying preferences
• Customer segmentation • Brand and Image
• Customer profiling • Culture and Identity
• Buyer behaviour • Value alignment
• Buying personas
35

36. Messaging
36

37. 37

38. 38

39. 39

40. Get their attention
Keep their attention
40

41. Get their attention
41

42. Connect with different Personas
42

43. I think we captured their attention!
43

44. Humanize
44

45. 45

46. 46

47. Personalize
47

48. Connecting with people
on their terms
48

49. Create Community
49

50. Engage
50

51. 51

52. Engage
52

53. Competing for Connecting
Customers With People
53

54. Stand out from the crowd
54

55. David R Ednie
President & CEO 31 rue Robert de Flers
75015 Paris
France
T : +33 (0)6 76 60 09 25
E : david@saleschannel-europe.com
W: www.saleschannel-europe.com
B: http://saleschannel.blogspot.com
55