Differentiate or Die
33
-
Upload
david-ednie -
Category
Business
-
view
1.210 -
download
3
description
Differentiate or Die! Differentiation happens at Level 2 and Level 3. Get out of selling the technical characteristics of the product in Level 1. Show buyers how your service and support offerings will deliver the business benefits they want.
Transcript of Differentiate or Die
Goal: Move SOHO & SMB customers to Office 365 and the Cloud
Find 3 Take Aways
www.flickr.com/photos/jamesjordan/3026672665
www.flickr.com/photos/29233640@N07/5131195458
Differentiation
www.flickr.com/photos/heraldpost/3817195392
Differentiation
www.flickr.com/photos/av8pix/3345078410
Differentiation strategy
www.flickr.com/photos/alfonso1987/5407566809
Promise delivered?
Avoid heavy lifting
Avoid known barriers
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 12
Basic Product/Service: • Technology • Price performance • Product quality
Enhanced Services: • People • Perceived value • High touch • Exceed customer expectaRons • Delight and astound customers
Support Services: • Systems • Processes • Quality of service
Basic Product/Service
Support Services
Enhanced Services
DifferenRaRon: 3 Levels of Perceived Value
1 2
3
Basic Product/Service
SalesChannel Europe ©2011 All rights reserved 13
Basic Product or Service Support Enhanced Service
Focus Requirements/Specs SaRsfacRon Delight
Customer Concern
Does the product/service meet my needs/standards/ expectaRons?
Is the product/service convenient/efficient/easy to access or use?
How do they make me feel?
Key Elements Technology/Technical experRse
Systems, processes, policies, and structure
Leadership and Culture
Controlled by Technical specialists Management Front line performers
AbiliAes Needed Industry/Field/Trade/ Clinical Knowledge or Skills
Intellect and Reasoning (IQ)
EmoRonal Intelligence (EQ)
1 2 3 DifferenRaRon: 3 Levels of Perceived Value
www.flickr.com/photos/melissa_xx/5760257189
Get it right
Team celebration
www.flickr.com/photos/clspeace/2143292403
www.flickr.com/photos/liclebabyjesus/123838009
Get it right
Get it wrong
www.flickr.com/photos/proimos/4199675334
www.flickr.com/photos/selmanpinarli/407250078
Start all over again
Question: One Critical
INSPIRE How can you
To Buy Today? your customer
Inspiration www.flickr.com/photos/fras/4242146724
SalesChannel Europe ©2011 All rights reserved 22
Us
OurPast
Them
Their Future
NOW
Customer Engagement
O365 Account
“Will I go ahaed
Today?”
and activate your
www.flickr.com/photos/rankenjordan/3403645155
…and the answer is?
www.flickr.com/photos/rankenjordan/3402723752
www.flickr.com/photos/rankenjordan/3401922415
Channel = You
YOU are the channel
YOU are
The DIFFERENCE
www.flickr.com/photos/maestropastelero/258000448
The Difference is YOU!
SalesChannel Europe ©2011 All rights reserved 31
Basic Product/Service: • Technology • Price performance • Product quality
Enhanced Services: • People • Perceived value • High touch • Exceed customer expectaRons • Delight and astound customers
Support Services: • Systems • Processes • Quality of service
Basic Product/Service
Support Services
Enhanced Services
DifferenRaRon: 3 Levels of Perceived Value
1 2
3
Basic Product/Service
www.flickr.com/photos/liclebabyjesus/123838009
Get it right
www.flickr.com/photos/horacio/3781750
Taking care!of business….!
David R Ednie President & CEO
SalesChannel Europe Ph: +33 676 60 09 25 (FRA)
Email: david@saleschannel-‐europe.com Website: www.saleschannel-‐europe.com
