differentiation happens in the channel

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

Avoid looking in

the wrong places

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It’s all about the target


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


Your Hosted

Services

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


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


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?

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!


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


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

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


Support Services

Enhanced Services

Differentiation: 3 Levels of Perceived Value

1

2

3


Your Hosted

Services

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


“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

Your Hosted

Services

differentiation happens in the channel

Business

differentiation strategywww

differentiation exerciseare

productservice basic

levels of support

competitive separation2

customerssaleschannel

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