competitive advantages & your customer’s voice copyright © 2013 by smart advantage, inc. all...

COMPETITIVE ADVANTAGES & YOUR CUSTOMER’S VOICE

Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

Smart Advantage Process


1. Keynote presentation: July 20, 2012,

Seattle, WA

2. Smart Advantage sessions: March 12-13, 2013,

Aspen, CO

3. Market research review: July 18-19, 2013

Smart Advantage Team


Craig Mowrey

Senior Partner

Brian Neff

Senior Consultant

Smart Advantage Process


Today’s Map

1. Review Principles of Competitive Advantage (page 3)

2. Market Research findings

Tomorrow’s Agenda

3. Review and Refine Statements for Top Attributes

4. Communication Opportunities

5. What's Next


Why is Competitive Advantage Important?

● Arms the Sales Force

● Foundational to Operational/Strategic decision making

● Makes your message RELEVANT


Increase Your Revenues

Strengths Relevant Selling

Differentiators


● Unique Selling Position (USP)

● Distinguishing features/services

● Competitive edge

● Differentiator

ANSWERS “ WHY US?”


Board Answers to “#1 Competitive Advantage”

● Customized document & imaging solutions

● Customized & accurate billing

● Track all assets

● Umbrella provides our customers one number to call

● Understand customer needs

● 30 years of consistency

● Sustainability

● Security

● Relationship

● In-house leasing

● Large, locally-owned company


BLAHBLAHBLAH

First Step

Identify

Deliverables


Deliverables

●Anything and everything you do to add

value to your product/service, but…

●Not a line item on an invoice


Deliverables


● Speed of resolution

● Measurable service response time

● Customized billing, program

● On time delivery

● High retention rate

● Industry certifications

● Experience of technicians

● Vendor relationships

● Frequency of repair callbacks

● On-board training

Full list on Page 5

Value Equation

Value =

Deliverable X Relevance

x Confidencex Confidence

Price

Benefit =

BenefitBenefit

Benefit


The Mantra

Build Confidence

Remove Risk

Minimize “Price”


Second Step

Deliverables

to

Competitive Advantages

(pages 6 - 7)


Criteria

●Objective, not subjective

●Quantifiable, not arbitrary

●Cannot be, or is not currently,claimed by the competition

●Not a “given,” or “cliché”


ClichésGoogle Search

World Class Quality 1,560,000

The Company You Can Trust 3,720,000

Exceed Your Expectations 9,720,000

Family Owned and Operated 16,300,000


Customer - centric 7,380,000

Customer - oriented 29,500,000

Customer - focused 77,200,000


ClichésGoogle Search

BLAHBLAHBLAH

Criteria

●Objective, not subjective

●Quantifiable, not arbitrary

●Cannot be, or is not currently,claimed by the competition

●Not a “given,” or “cliché”


● True (Provable)

● Past Tense or Fact

● Relevant to yourCustomer

Criteria


Deliverables Statements


● Speed of resolution:

In 2012, we responded to over 95.2% of emergency calls within one hour

● Training:

For more than 10 years, we have invested 25 hours/month in training each of our service technicians.



Differentiators


How to determine which ones matter


Today’s Map



Tomorrow’s Agenda



5. What's Next


Market Research

• Double Blind

• Contact lists provided by CDA members

• 10 - 12 Minutes

• All Data in Raw Numbers or %

• Statistical validity


Contact Lists

Region Customers Prospects

Northeast (NE) - 3 400 431

Southeast (SE) - 3 375 358

Central - 6 738 690

West - 3 383 367


Contact Lists

Region Customers Prospects173 Customers

Completed127 Prospects

Completed

Northeast (NE) - 3 400 431 48 27

Southeast (SE) - 3 375 358 46 29

Central - 6 738 690 42 33

West - 3 383 367 37 38


Market Research


West Central

SE

NE

Statistical Validity


If there are 1,000,000 potential customers, how accurate is a survey of 300 companies?

Confidence Level Error Rate

90% confidence level 4.8%



Survey Results

Completed Interviews 300

No answer / busy signal 783

Disconnected Phone 263

Wrong number 132

Respondent not available 3,097

Initial refusal 519

Voice mail 2,051

Total Calls Made = 7,467Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

DemographicsQ1: # of employees in your company?


One Response AcceptedTotal(300)

< 25 148

26 – 50 41

51 – 100 27

101 – 300 47

301 – 1,000 18

1,001+ 19

DemographicsQ1: # of employees in your company?



< 25 148

26 – 100 68

> 101 82

DemographicsQ2: Annual spend on copiers, printers & related supplies?



< $25,000 211

$25,000 – $50,000 46

$50,001 – $100,000 21

$100,001 – $500,000 15

$500,001 – $1,000,000 3

$1,000,000+ 4

Demographics


Q3: Are you a Decision Maker or Influencer?

One Response Accepted

Total(300)

Decision Maker 134

Influencer 166

Demographics




Total(300)

Customer(173)

Decision Maker 134 76 44%

Influencer 166 97 56%

Demographics




Total(300)

Customer(173)

Prospect(127)

Decision Maker 134 76 44% 58 46%

Influencer 166 97 56% 69 54%

Competitive Intelligence


Q5: Which best describes your role/function?


DecisionMaker(134)

Influencer(166)

Administrator 105 27 78

IT Manager 40 28 12

Purchasing Manager 27 14 13

Assistant / Secretary 25 3 22

Owner 23 20 3

Office Manager 16 6 10

Finance 16 11 5

35 additional titles provided



Q5: Which best describes your role/function?


DecisionMaker(134)

Influencer(166)

Administrator 105 27 78

IT Manager 40 28 12

Purchasing Manager 27 14 13

Assistant / Secretary 25 3 22

Owner 23 20 3

Office Manager 16 6 10

Finance 16 11 5

Market Research Structure


How do you buy?

Who do you buy from?

Why do you buy from them?

Q6 – Q12

Q13 Buying attributes tested



Q6: How does your company typically acquire copiers/supplies?


From an independent dealer 202

From a manufacturer 52

From both a dealer and a manufacturer

46



Both (46)Manufacturers (52)Dealers (202)

Q6: Buy or Lease

Primary

Who

Why

WhoWho

WhyWhy



How does your company typically acquire copiers/supplies?

Total(300)

From an independent dealer 229 + 5**

From a manufacturer 66 + 5**

** 5 respondents weren’t able to identify a dealer or a manufacturer as being a primary supplier.



Who (manufacturer) do you buy from?

Multiple Responses AcceptedTotal(71)

Ricoh Ikon 16

Canon 13

Xerox 12

Konica Minolta 9

Toshiba 7

Sharp 6

HP 5

Kyocera Mita 3

Lexmark 2

5 companies mentioned once



Why have you chosen to work with a manufacturer, instead of a dealer?


NE(17)

SE(10)

Central(16)

West(23)

Price 28 42% 4 1 12 11

Good service 8 12% 2 1 0 5

Always used them 8 12% 3 2 1 2

They’re faster 3 5% 1 0 1 1

Have best products 3 5% 0 0 1 2

18 other responses



How does your company typically acquire copiers/supplies?

Total(300)

From an independent dealer 229 + 5**

From a manufacturer 66 + 5**

** 5 respondents weren’t able to identify a dealer or a manufacturer as being a primary supplier.



Why have you chosen to work with a dealer, instead of a manufacturer?


Good service 72 24%

Price 54 18%

They’re local 50 17%

Used them for years 26 9%

Convenient 9 3%

Larger selection/options 9 3%

Sales rep was helpful 6 2%

37 other responses



Why have you chosen to work with:

(Q9) A DEALERTotal(229)

Good service 72 24%

Price 54 18%

(Q11) A MANUFACTURER

Total(66)

Price 28 42%

Good service 8 12%

28 Attributes / Services Tested

Q13 = 20 Attributes

Q16 = 8 Services


Most Important – Your Votes

Time for you to Vote!


Most Important – CDA Company Votes

1. Resolves issues quickly

2. Speed of response to service requests

3. Provides accurate invoices


How do you message around these now?

Comparison of RankRank Order

Resolves issues quickly 1

Speed of response to service requests 2

Is able to repair copiers on first visit 3

Orders delivered are accurate 4

Provides accurate invoices 4

Delivers product and supplies on time 6

The experience of the technicians 7

Provides performance guarantees 8

Offers high degree of data security with software 9

Able to improve your equipment reliability 10


20 Attributes + 8 Services


Top 2 Box

Resolves issues quickly 1 91%

Speed of response to service requests 2 90

Is able to repair copiers on first visit 3 89

Orders delivered are accurate 4 85

Provides accurate invoices 4 85

Delivers product and supplies on time 6 84

The experience of the technicians 7 82

Provides performance guarantees 8 74

Offers high degree of data security with software 9 71

Able to improve your equipment reliability 10 68




Top 2 Box

Company has strong financial stability 11 65%

Has strong network stability 12 64

Offers automatic replenishment of supplies 13 60

Provides training to your staff on product functions 14 58

High client retention rate 15 56

Offers customized solutions for your business to increase efficiency 16 55

Offers consulting which helps cut costs 17 48

Has a 24/7 Help Desk 18 46

Offers remote repairs, no technician needs to come on site 19 44




Top 2 Box

Has reporting tools for your usage 20 35%

Provides back file scanning 21 34

Offers ongoing education via webinars, lunch & learns, podcasts 22 29

Offers managed print services 23 25

Offers document management software 24 24

Offers managed IT services 25 22

Supports mobile technology 26 19

Software that tracks all of your assets 27 17

Offers customized apps 28 11




Comparison of Rank Research






Delivers product and supplies on time 6

The experience of the technicians 7

Provides performance guarantees 8

Offers high degree of data security with software 9

Able to improve your equipment reliability 10



Comparison of Rank Research CDA

Resolves issues quickly 1 1

Speed of response to service requests 2 2

Is able to repair copiers on first visit 3 6

Orders delivered are accurate 4 4

Provides accurate invoices 4 3

Delivers product and supplies on time 6 5

The experience of the technicians 7 9

Provides performance guarantees 8 15

Offers high degree of data security with software 9 11

Able to improve your equipment reliability 10 7



Company has strong financial stability 11

Has strong network stability 12

Offers automatic replenishment of supplies 13

Provides training to your staff on product functions 14

High client retention rate 15

Offers customized solutions for your business to increase efficiency

16

Offers consulting which helps cut costs 17

Has a 24/7 Help Desk 18

Offers remote repairs, meaning no technician needs to come on site

19




Company has strong financial stability 11 13

Has strong network stability 12 14

Offers automatic replenishment of supplies 13 24

Provides training to your staff on product functions 14 8

High client retention rate 15 12

Offers customized solutions for your business to increase efficiency

16 10

Offers consulting which helps cut costs 17 16

Has a 24/7 Help Desk 18 27

Offers remote repairs, meaning no technician needs to come on site

19 18




Has reporting tools for your usage 20

Provides back file scanning 21

Offers ongoing education via webinars, lunch and learns, podcasts 22

Offers managed print services 23

Offers document management software 24

Offers managed IT services 25

Supports mobile technology 26

Software that tracks all of your assets 27

Offers customized apps 28




Has reporting tools for your usage 20 20

Provides back file scanning 21 26

Offers ongoing education via webinars, lunch and learns, podcasts 22 25

Offers managed print services 23 19

Offers document management software 24 20

Offers managed IT services 25 22

Supports mobile technology 26 23

Software that tracks all of your assets 27 16

Offers customized apps 28 28



Rank Comparison of RankCustomer

(173)Prospect

(127)

1 Resolves issues quickly 94% 88%

2 Speed of response to service requests 92 87

3 Is able to repair copiers on first visit 90 90

4 Orders delivered are accurate 87 82

4 Provides accurate invoices 82 88

6 Delivers product and supplies on time 84 85

7 The experience of the technicians 80 84

8 Provides performance guarantees 76 72

9 Offers high degree of data security with software 70 72

10 Supplier is able to improve your equipment reliability 64 73


Top 10 Attributes – Customer vs. Prospect

Rank Comparison of RankDecision Maker(134)

Influencer(166)

1 Resolves issues quickly 92% 91%

2 Speed of response to service requests 89 90

3 Is able to repair copiers on first visit 87 91

4 Orders delivered are accurate 81 87

4 Provides accurate invoices 84 86

6 Delivers product and supplies on time 84 85

7 The experience of the technicians 80 80

8 Provides performance guarantees 72 77

9 Offers high degree of data security with software 66 75

10 Supplier is able to improve your equipment reliability 66 69


Top 10 Attributes – Decision Maker vs. Influencer

Rank Comparison of Rank1-25 EES

(148)26-100 EES

(68)100+ EES

(84)

1 Resolves issues quickly 91% 93% 92%

2 Speed of response to service requests 89 93 88

3 Is able to repair copiers on first visit 88 88 93

4 Orders delivered are accurate 85 82 86

4 Provides accurate invoices 83 87 86

6 Delivers product and supplies on time 85 87 82

7 The experience of the technicians 80 85 82

8 Provides performance guarantees 78 74 68

9 Offers high degree of data security with software 70 72 71

10 Supplier is able to improve your equipment reliability 70 66 67


Top 10 Attributes – By # of Employees

Top 10 Attributes – By RegionRank Comparison of Rank NE SE Central West

1 Resolves issues quickly 1 1 1 1

2 Speed of response to service requests 2 2 3 1

3 Is able to repair copiers on first visit 4 3 1 1

4 Orders delivered are accurate 2 5 5 6

4 Provides accurate invoices 4 7 4 4

6 Delivers product and supplies on time 6 4 7 4

7 The experience of the technicians 7 6 6 7

8 Provides performance guarantees 8 8 8 8

9 Offers high degree of data security with software 11 9 9 8

10 Able to improve your equipment reliability 9 10 10 10


Q14: Anything Else?



Nothing else 280

Customer service 7

Price 6

Performance 5

Location 1

Web interface 1

Competitive IntelligenceQ12: What was the most important factor in choosing a supplier of

copier hardware and supplies


Customer service 112

Price 100

Performance 55

Reputation 11

Ease of use 9

Location 8


Q12 vs. Q14 Comparison


Nothing else 280

Customer service 7

Price 6

Performance 5

Location 1

Web interface 1


Customer service 112

Price 100

Performance 55

Reputation 11

Ease of use 9

Location 8

Q12 – What’s most important?

Q14 – What else is important?




Q15: Who’s best at the attributes most important to you?

Up to 3 Responses Accepted

Total(300)

Named a Regional Dealer

194

Named a Manufacturer

152

Didn’t know / refused

9



Q15: Who’s best at the attributes most important to you?

Up to 3 Responses Accepted

Total(300)

NE(75)

SE(75)

Central(75)

West(75)

Named a Regional Dealer

194 40 65 50 39

Named a Manufacturer

152 45 20 37 50

Didn’t know / refused

9 2 1 3 3

Competitive IntelligenceQ17: Do you currently outsource your IT services?



Total(300)

Yes 110

No 190

Competitive IntelligenceQ17: Do you currently outsource your IT services?



Total(300)

1-25 EES(148)

26-100 EES(68)

100+ EES(84)

Yes 110 73 25 12

No 190 75 43 72



No (190)Yes (110)

Q17: Outsource IT?

No (99)

Why?

Why Not?Planning on changing suppliers?

Yes (11)

Competitive IntelligenceQ20: Why not?



Satisfied with service 78

Timing 15

Been with them a long time 6

7 other answers given


Q21: Are you planning on changing copier suppliers?



Yes 16

No 273

Not sure 11

Competitive IntelligenceQ23: Why not?



Satisfied 205

Timing 71

Been using a long time 21

We own our copiers 3

8 other reasons given

Competitive IntelligenceQ24: If there is one thing you would recommend a supplier of

copiers improve, what would it be?



Dealer(202)

Manufacturer(52)

Both(46)

Nothing / everything is good

116 39% 74 23 19

Service 91 30% 58 16 17

Price 36 12% 30 4 2

Speed 34 11% 24 7 3

Improve equipment performance

29 10% 21 5 3

Supplies (better) 14 5% 9 3 2

CONCLUSION

Your market needs better communication.


Q15: Who’s best at the attributes most important to you

Total(300)

Named a Regional Dealer 194

Named a Manufacturer 152

CONCLUSION

You don’t need different messages:

• Customer / Prospect

• Decision Maker / Influencer

• By Region

• Size of Company




Differentiators


Opportunities

Opportunities

1. Better convey your “good service” vs. manufacturers.


Q11: MANUFACTURER

Total(66)

Price 28 42%

Good service 8 12%

Q9: DEALER Total(229)

Good service 72 24%

Price 54 18%

Opportunities

2. Measure what they value, hold staff accountable, and tout your results:







Opportunities

3. Small companies may not know that CDA companies provide IT services. How do you locate them and define your IT services?


Q17: Looking to change IT services

Total(300)

1-25 EES(148)

26-100 EES(68)

100+ EES(84)

Yes 110 73 25 12

No 190 75 43 72

Opportunities

4. Change marketing materials to reflect RELEVANT competitive advantages.


5. Price is less important than you may think – sell your value proposition to command higher margins.


Q12: What’s most important?Total(300)

Customer service 37%

Price 33%

Q14: What else is important?Total(300)

Nothing else 93%

Customer service 2%

Price 2%

Opportunities

Today’s Map



Tomorrow’s Agenda



5. What's Next


Today’s Map



3. Homework

Tomorrow’s Agenda



6. What's Next


Homework


RankAttribute Drafted Statements

1 Resolves Issues Quickly

2Speed of Response to

Service Requests

3Able to Repair Copiers on

First Visit

4(tie)

Orders Delivered Are Accurate

Provides Accurate Invoices

Homework


RankAttribute Drafted Statements

1 Resolves Issues Quickly In 2012, we responded to over 95.2% of emergency calls within one hour

2Speed of Response to

Service Requests

3Able to Repair Copiers on

First Visit

4(tie)

Orders Delivered Are Accurate

Provides Accurate Invoices

Tomorrow

Sit with someone from your team.

If you are not with someone, buddy-up with someone at similar

company


Smart Advantage

is available immediately following this session:

Questions and

Ongoing Work


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competitive advantages & your customer’s voice copyright © 2013 by smart advantage, inc. all...

Documents

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market research review

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customers voice copyright

competitive advantages

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