differentiation happens in the channel
DESCRIPTION
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?TRANSCRIPT
Find 3 Take Aways
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Differentiation in the cloud
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Communicating
INVISIBLE the
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Get it right
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Get it wrong
Standing out from the crowd
The opportunity
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Differentiation = different thinking
“Every battle is won_ before it is fought.”
Sun Tzu 544 - 496 BC
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Differentiation
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Differentiation
Examples Differentiation
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Airline Industry
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Differentiation strategy
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Promise delivered?
New meaning
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Old meaning
“1000 songs in your pocket” - Steve Jobs
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Create Supporters
and Fans
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Excite, Engage, Energise
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Capture their attention
What is the best way to do
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Set their brains on fire
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Only way to not catch fire
Make ideas shareable
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Share-ability
Asking the impossible
Dominate your own category 3
Differentiate at Level 2 and Level 3 2
Competitive separation 1
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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?
Reference Who is your
Competitor?
Example
Slideshare
Dominate your own category 3
Differentiate at Level 2 and Level 3 2
Competitive separation 1
Avoid looking in
the wrong places
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It’s all about the target
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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
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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
Differentiation = your
Inner Advantage
Exercise
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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 ____________"
Example
43
How are we difference?
Dominate your own category 3
Differentiate at Level 2 and Level 3 2
Competitive separation 1
erent f
dif think
Commodity thinking
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One size fits all thinking
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Creative thinking
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Structured thinking
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The Difference is YOU!
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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
What is Your
FOLLOWER or
Being a follower
can be dangerous
Examples
Black socks
Pain vs Gain
PAIN Development
What is the problem
for which you are the
solution?
The 6M€ Question?
Rackspace
are The DIFFERENCE
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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
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“Genius is one percent inspiration and ninety-nine
percent perspiration.”
- Thomas A. Edison_
it Happen
it Happens
Success:
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Get it right
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Get it right
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David R Ednie President & CEO
SalesChannel Europe Ph: +33 676 60 09 25 (FR)
Email: [email protected] Website: www.saleschannel-europe.com
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Services