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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!
Citation preview
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Goal:
Help your customers move to the
Cloud using your Hosted Services
Differentiation in the cloud
www.flickr.com/photos/blackbeltjones/5449579698
Communicating
INVISIBLE the
www.flickr.com/photos/winemegup/3641912321
Get it right
www.flickr.com/photos/roome/3390682853
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?
www.flickr.com/photos/sharynmorrow/4659738421
We all want to be different
www.flickr.com/photos/sharynmorrow/4735489539
Differentiation Strategy
New meaning
www.flickr.com/photos/bertwerk/535959395 www.flickr.com/photos/srgblog/1391853732
Old meaning
“1000 songs in your pocket” - Steve Jobs
www.flickr.com/photos/cc_chapman/2745922377
Create Supporters
and Fans
www.flickr.com/photos/danielepaccaloni/4286225689
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
www.flickr.com/photos/miikka_skaffari/4632166297
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
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?
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
www.flickr.com/photos/sea-turtle/3568062665
It’s all about the target
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
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
Differentiation = your
Inner Advantage
Example
44
How are we difference?
Exercise
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 ____________"
Dominate your own category 3
Differentiate at Level 2 and Level 3 2
Competitive separation 1
erent f
dif think
Commodity thinking
www.flickr.com/photos/rooreynolds/5848100806
One size fits all thinking
www.flickr.com/photos/marcwathieu/3963792473
Creative thinking
www.flickr.com/photos/vek/5543548284
Structured thinking
www.flickr.com/photos/juhansonin/3703735824
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
www.flickr.com/photos/maestropastelero/258000448
The Difference is YOU!
Examples
Black socks
Pain vs Gain
What is the problem
for which you are the
solution?
The 6M€ Question?
Rackspace
are The DIFFERENCE
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
SalesChannel Europe ©2011 All rights reserved 62
“Genius is one percent inspiration and ninety-nine
percent perspiration.”
- Thomas A. Edison_
it Happen
it Happens
Success:
www.flickr.com/photos/winemegup/3641912321
Get it right
www.flickr.com/photos/littlebabyjesus/123838009
Get it right
www.flickr.com/photos/horacio/3781750
David R Ednie President & CEO
SalesChannel Europe Ph: +33 676 60 09 25 (FR)
Email: david@saleschannel-europe.com Website: www.saleschannel-europe.com
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Services
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