differentiate or die

66
www.zencollegelife.com/blog/wp-content/uploads/2009/04/non_conformity.jpg

Upload: saleschannel-europe

Post on 16-May-2015

1.616 views

Category:

Business


0 download

DESCRIPTION

Differentiation is a strategic imperative. Effective differentiation will allow you to create "Competitive Separation" between you and your competitors. Avoid differentiation at your peril. Differentiate or Die!

TRANSCRIPT

Page 1: Differentiate or Die

www.zencollegelife.com/blog/wp-content/uploads/2009/04/non_conformity.jpg

Page 2: Differentiate or Die

Goal:

Help your customers move to the

Cloud using your Hosted Services

Page 3: Differentiate or Die

Differentiation in the cloud

www.flickr.com/photos/blackbeltjones/5449579698

Page 4: Differentiate or Die

Communicating

INVISIBLE the

Page 5: Differentiate or Die

www.flickr.com/photos/winemegup/3641912321

Get it right

Page 6: Differentiate or Die

www.flickr.com/photos/roome/3390682853

Get it wrong

Page 7: Differentiate or Die

Standing out from the crowd

Page 8: Differentiate or Die

The opportunity

www.flickr.com/photos/36182550@N08/3347465868

Page 9: Differentiate or Die

Differentiation = different thinking

Page 10: Differentiate or Die

“Every battle is won_ before it is fought.”

Sun Tzu 544 - 496 BC

Page 11: Differentiate or Die

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

Differentiation

Page 12: Differentiate or Die

www.flickr.com/photos/heraldpost/3817195392

Differentiation

Page 13: Differentiate or Die

Examples Differentiation

Page 14: Differentiate or Die

www.flickr.com/photos/flakepardigm/3905268262

Airline Industry

Page 15: Differentiate or Die

www.flickr.com/photos/av8pix/3345078410

Differentiation strategy

Page 16: Differentiate or Die

www.flickr.com/photos/alfonso1987/5407566809

Promise delivered?

Page 17: Differentiate or Die

www.flickr.com/photos/sharynmorrow/4659738421

We all want to be different

Page 18: Differentiate or Die

www.flickr.com/photos/sharynmorrow/4735489539

Differentiation Strategy

Page 19: Differentiate or Die

New meaning

www.flickr.com/photos/bertwerk/535959395 www.flickr.com/photos/srgblog/1391853732

Old meaning

Page 20: Differentiate or Die

“1000 songs in your pocket” - Steve Jobs

Page 21: Differentiate or Die

www.flickr.com/photos/cc_chapman/2745922377

Create Supporters

and Fans

Page 22: Differentiate or Die

www.flickr.com/photos/danielepaccaloni/4286225689

Excite, Engage, Energise

Page 23: Differentiate or Die

www.flickr.com/photos/kurafire/190169989

Capture their attention

Page 24: Differentiate or Die

What is the best way to do

Page 25: Differentiate or Die

www.flickr.com/photos/cayusa/2569878338

Set their brains on fire

Page 26: Differentiate or Die

www.flickr.com/photos/miikka_skaffari/4632166297

Only way to not catch fire

Page 27: Differentiate or Die
Page 28: Differentiate or Die

Make ideas shareable

www.flickr.com/photos/hyku/4835588728

Page 29: Differentiate or Die

Share-ability

Page 30: Differentiate or Die
Page 31: Differentiate or Die

Asking the impossible

Page 32: Differentiate or Die

Dominate your own category 3

Differentiate at Level 2 and Level 3 2

Competitive separation 1

Page 33: Differentiate or Die

SalesChannel Europe ©2011 All rights reserved 33

Competitor 2

Competitive Separation

YOU Competitor 1

Competitor 3

Competitive Set

Core

Goal: Use innovation and differentiation to break out of your traditional set of competitors

Unmatchable offer

* Question: Who is your Reference Competitor?

Page 34: Differentiate or Die

Reference Who is your

Competitor?

Page 35: Differentiate or Die

Example

Page 36: Differentiate or Die

Slideshare

Page 37: Differentiate or Die

Dominate your own category 3

Differentiate at Level 2 and Level 3 2

Competitive separation 1

Page 38: Differentiate or Die

Avoid looking in

the wrong places

www.flickr.com/photos/sea-turtle/3568062665

Page 39: Differentiate or Die

It’s all about the target

Page 40: Differentiate or Die

SalesChannel Europe ©2011 All rights reserved 40

Basic Product/Service: • Technology • Price performance • Product quality

Enhanced Services: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers

Basic Product/Service

Support Services

Enhanced Services

Differentiation: 3 Levels of Perceived Value

1

2

3

Basic Product/Service

Your Hosted

Services

Support Services: • Levels of support • Quality of service • Systems • Processes

Page 41: Differentiate or Die

SalesChannel Europe ©2011 All rights reserved 41

Basic Product or

Service Support Enhanced Service

Focus Requirements/Specs Satisfaction Delight

Customer Concern

Does the product/service meet my needs/standards/ expectations?

Is the product/service convenient/efficient/easy to access or use?

How do they make me feel?

Key Elements Technology/Technical expertise

Systems, processes, policies, and structure

Leadership and Culture

Controlled by Technical specialists Management Front line performers

Abilities Needed Industry/Field/Trade/ Clinical Knowledge or Skills

Intellect and Reasoning (IQ)

Emotional Intelligence (EQ)

1 2 3

Differentiation: 3 Levels of Perceived Value*

*www.jimclemmer.com/blog/2011/04/12/the-three-rings-of-perceived-value-an-integrated-customer-focus

Page 42: Differentiate or Die

Differentiation = your

Inner Advantage

Page 43: Differentiate or Die

Example

Page 44: Differentiate or Die

44

How are we difference?

Page 45: Differentiate or Die

Exercise

Page 46: Differentiate or Die

SalesChannel Europe ©2011 All rights reserved 46

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 ____________"

Page 47: Differentiate or Die

Dominate your own category 3

Differentiate at Level 2 and Level 3 2

Competitive separation 1

Page 48: Differentiate or Die

erent f

dif think

Page 49: Differentiate or Die

Commodity thinking

www.flickr.com/photos/rooreynolds/5848100806

Page 50: Differentiate or Die

One size fits all thinking

www.flickr.com/photos/marcwathieu/3963792473

Page 51: Differentiate or Die

Creative thinking

www.flickr.com/photos/vek/5543548284

Page 52: Differentiate or Die

Structured thinking

www.flickr.com/photos/juhansonin/3703735824

Page 53: Differentiate or Die

SalesChannel Europe ©2011 All rights reserved 53

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

an accountant

Think like an engineer and feel like

an artist

Page 54: Differentiate or Die

www.flickr.com/photos/maestropastelero/258000448

The Difference is YOU!

Page 55: Differentiate or Die

Examples

Page 56: Differentiate or Die

Black socks

Page 57: Differentiate or Die

Pain vs Gain

Page 58: Differentiate or Die

What is the problem

for which you are the

solution?

The 6M€ Question?

Page 59: Differentiate or Die

Rackspace

Page 60: Differentiate or Die

are The DIFFERENCE

Page 61: Differentiate or Die

SalesChannel Europe ©2011 All rights reserved 61

Basic Product/Service: • Technology • Price performance • Product quality

Enhanced Services: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers

Basic Product/Service

Support Services

Enhanced Services

Differentiation: 3 Levels of Perceived Value

1

2

3

Basic Product/Service

Your Hosted

Services

Support Services: • Levels of support • Quality of service • Systems • Processes

Page 62: Differentiate or Die

SalesChannel Europe ©2011 All rights reserved 62

“Genius is one percent inspiration and ninety-nine

percent perspiration.”

- Thomas A. Edison_

Page 63: Differentiate or Die

it Happen

it Happens

Success:

Page 64: Differentiate or Die

www.flickr.com/photos/winemegup/3641912321

Get it right

Page 65: Differentiate or Die

www.flickr.com/photos/littlebabyjesus/123838009

Get it right

Page 66: Differentiate or Die

www.flickr.com/photos/horacio/3781750

David R Ednie President & CEO

SalesChannel Europe Ph: +33 676 60 09 25 (FR)

Email: [email protected] Website: www.saleschannel-europe.com

Your Hosted

Services