Superior Essex - Differentiating in a Commoditized Market: Improving Your Story With Channel...
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September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL © Copyright Superior Essex Communica<ons LP | CONFIDENTIAL “Differen<a<ng in a Commodi<zed Market: Improving Your Story With Channel Partners and End Customers” Lindsay Allen, Vice President of Marke<ng
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Learn how Superior Essex revamped its sales messaging to more effectively tell its story in the crowded and commoditized communications wire and cable manufacturing market. By arming its sales team with effective messaging, Superior Essex created double digit sales growth while the industry was experiencing a decline.
Transcript of Superior Essex - Differentiating in a Commoditized Market: Improving Your Story With Channel...
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL © Copyright Superior Essex Communica<ons LP | CONFIDENTIAL
“Differen<a<ng in a Commodi<zed Market: Improving Your Story With Channel Partners and End Customers”
Lindsay Allen, Vice President of Marke<ng
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL 2
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
Typical Sales Support Tools
300 Page Master Product Catalog
30 Page Category Product Catalog
60 page Product Offering Overview Features, Advantages, Benefits
“If only our distributors knew us and our products better, then they’d stock them and we’d sell more!”
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
The Target Profile
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September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
2
25
30/0
X growth for in-building wireless market from 2011 to 2016 % minimum estimated profit by customer defections (can be 85%!) % higher cost through distribution – zero perceived value
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
SPSX You
Customer
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
Growth Profit Relevance
SPSX You
Customer
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
Growth Profit Relevance
SPSX You
!+1 +1 <2
Customer
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
Growth Profit Relevance
SPSX You
!
+1 +1 <2
Customer
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
Growth Profit Relevance
• Biz Planning Breadth System Sales
SPSX You
!+1 +1 <2
Customer
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
Growth Profit Relevance
• Biz Planning Breadth System Sales
• Inventory Mgmt
Quality Dedicated Team
SPSX You !
+1 +1 <2
Customer
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
Growth Profit Relevance
• Biz Planning Breadth System Sales
• Inventory Mgmt
Quality Dedicated Team
• Dist Commitment & Model Aligned Programs Registrations
SPSX You !
+1 +1 <2
Customer
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
Growth Profit Relevance
• Biz Planning Breadth System Sales
• Inventory Mgmt
Quality Dedicated Team
• Dist Commitment & Model Aligned Programs Registrations
SPSX You !
Customer
+1 +1 <2
>2
alue = You + SPSX
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL 15
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL 16
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL 17
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL 18
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
New Target Profile 19
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
New Set of Tools That Get Used
20
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
• Tech Support • Prod Installs • Warranty
• Cert. Installs • Performance • Security
• Mod. Design • Breadth Prod • Innovation
P
EE
F
PS
Energy Efficiency Flexibility Reliability Project Support
nCompass Lifetime Warranty
R
• Passive Air Flow • Aisle Containment • Innovative Design
t
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL 22
Did you know…
15/91
20
303 / 27
Users of internet through PC’s will shrink 15M users over next 4 years; while mobile internet user will increase by 91M
20 year campus warranty covers OSP cables, FAS, DAS cables and connectors and FTTP enclosures
303 Million smart connected devices shipped in Q4 ’12 – most in history in a given quarter – 27% growth YoY
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL 23
n
Complete.
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL 25
n
Complete.
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL 26
n
Complete.
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
n
Complete.
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
n
Complete.
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
n
Complete.
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
New Customer Focused Brochure
30
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
nCompass Print Media
Bicsi News Magazine – APR/MAY – JUN/JUL – AUG/SEP
31 May 20, 2013 | Monthly Marke<ng Mee<ng
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
The Results
33
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL
The Results
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+$79.5M (24.5% / year) Revenues +3.6% Market Share
+$14.9M (106% / year) Revenues +3.6% Market Share
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL 35
September, 2013 Fiber Premises Products | Superior Essex Communica<ons LP | CONFIDENTIAL 36
Thank-you
