achieving competitive advantage
DESCRIPTION
Achieving Competitive Advantage means increasing your competitive separation relative to your competitors. That means differentiating your offer at Level 2 and Level 3 of your customer's perception of value. It's not about your product, it's about the service and support that your customers get (Level 2). The ultimate point of differentiation is the End2End Customer Experience (Level 3). Design and align all customer touchpoints to maximise the E2E Customer Experience.TRANSCRIPT
Opportunity or Threat?
Problem the
Avoiding cloud-hypnosis
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Cyber threats are . . .
You need to double your protection
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Become a Trusted Advisor
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Trusted Advisors -> Stickiness
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Business the
Opportunity
Customer retention
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Business continuity
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“When the rate of change externally is greater than the rate of change internally, you have a problem.”
- Jack Welch
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External speed of change
Internal speed of change
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Business
Capacity to
to
New technology
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Remaining relevant in unfamiliar terrain
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Specialised SMB Program and tools
Get ahead of the Competition
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Stay ahead of the Competition
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An accident waiting to happen
1 2 3
3 ideas for today’s webinar
Becoming a Trusted Advisor 3
Paradigm Shift: Old -> New 2
Differentiation happens in the Channel 1
Standing out from the crowd
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Differentiation
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Differentiation
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
End2End Customer Experience
Differentiation: 3 Levels of Perceived Value
1
2
3
Basic Product/Service
Support Services: • Levels of support • Quality of service • Systems • Processes
Differentiation = your
Inner Advantage
Differentiation
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You are the difference
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Becoming a Trusted Advisor 3
Paradigm Shift: Old -> New 2
Differentiation happens in the Channel 1
Paradigm shift
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Trusted Advisor Mindset
Old Paradigm
Be rational
Be cautious
Aim to satisfy
Be practical
Innovate when necessary
Get it mostly right
Think like an engineer and
feel like an accountant
New Paradigm
Be passionate
Lead, don’t follow
Aim to surprise
Be unreasonable
Innovate incessantly
Sweat the details
Think like an engineer and
feel like an artist
Becoming a Trusted Advisor 3
Paradigm Shift: Old -> New 2
Differentiation happens in the Channel 1
Buyer Personas
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Identify early adopters
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Trusted Advisor relationship
They buy a
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How do you build
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By being
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You create
by
© 2009 SalesChannel Europe - All rights reserved
SalesChannel Europe
Asking diagnostic questions
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You can tell a person is clever by their answers,
you can tell a person is wise by their questions
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Nothing redirects people’s thinking better than a well phrased question
Not all questions
were created equal
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1.“The shorter the
question, the more likely
we are to get a long
answer.”
Trusted Advisors
engage their
customers with
diagnostic questions
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Diagnostic Questions - examples:
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1.“The shorter the
question, the more likely
we are to get a long
answer.”
The shorter the
question, the more
likely we are to get a
long answer
Trusted Advisor relationship
They buy a
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Eliminating barriers to success
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Get it wrong
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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 (FRA)
Email: [email protected] Website: www.saleschannel-europe.com