differentiate or die
DESCRIPTION
Why should a customer buy from you? If you can't answer this question with ease and in a compelling and convincing way, don't expect your customer to find the answer for you. "Differentiate or Die" will show you 3 simple steps to standing out from the crowd in an increasing competitive marketplace.TRANSCRIPT
Find 3 Take Aways
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The world has changed?
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“It is not the strongest of the species that
survive, nor the most intelligent, but rather
the one most adaptable to change.”
- Charles Darwin 1809 - 1882
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“Digital Darwinism is the evolution of consumer behaviour when society and technology evolve faster than your ability to adapt.”
- Brian Solis _
The end of business as usual
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or be
Disrupted
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Disruptive change
Experimental thinking
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Anticipate change
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#1. Opportunity or threat?
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#2. How are you going to
develop your business?
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“If we are to achieve results never before
accomplished, we must employ
methods never before attempted.”
- Sir Francis Bacon
- Sir Francis Bacon (1561-1626)
A journey into the unknown
Differentiation in the cloud
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Communicating
INVISIBLE the
Is this going to be
Small hint!
Game-Changer
The Game
The Game
Game Changer
Customers Economy
Cloud Services
New
Collaboration
Technology
The
PROBLEM
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View _Allen_'s map
Taken in Paris, Ile-de-France (See more photos or videos here)
48°51' 58" N, 2°19' 30" E48.8660452.32488
How do you escape the Red Ocean?
The
SOLUTION
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Starts here
The real office
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The mobile office
Give people the
tools they need
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or they will use their own
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Today’s Office worker
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Today’s Office
New ways of Communicating
Information
New ways of consuming and sharing
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New ways of communicating
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Communicating on the go
Tomorrow’s office worker
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Tomorrow’s office worker
COLLABORATION Enterprise
Enablement
Prototype of Enterprise
Collaboration Enablement
A journey into the unknown
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Get it right
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Get it wrong
You feel like this?
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A higher level perspective
A journey into the unknown
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Show customers
how to get there
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The way forward is
never straight forward
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There will be
obstacles ahead
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CLOUD
SaaS Delivery
Service
CLOUD = CUSTOMER
CLOUD = COLLABORATION
Enterprise COLLABORATION Enablement
What business are you in?
Product focus -> Business Solution focus 3
The Sales Cycle -> The Buyer’s Journey 2
B2B -> B2C 1
Driving the What is
The Post-PC Era
BYOD
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C-Generation
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SalesChannel Europe ©2013 All rights reserved 64
B to B B to C Customer volume Restricted clientele Large, diversified clientele
Reason for purchase B2B buyers buy for their company, are are therefore accountable.
B2C consumers buy for themselves or their family, for pleasure.
Buyer behavior
B2B buyers make reasoned purchases, using professional procedures.
In B2C, consumers can yield to impulse buying, or buy something theyÕve fallen in love with. The emotional component is important.
Product positioning must be very clear, with the sales arguments down pat and a focus on specific added value for the company.
You have to be able to get people to buy for fun, present the product attractively, stage it appropriately and use sales arguments that appeal to emotions.
Buying process
The B2B buying process is complex: first, it has to comply with business management practices (payment timelines, order approval, logistics, support and reporting) and second, the buying decision involves many players and requires internal decision-making processes that can be very long.
For the mass market, the buying process is simple because the act of buying is often the decision of a single person.
Means B2B buyers do not spend their own, but their company's money, so do not see the expense in the same light.
Price is one of the main criteria for end consumers, since it is their own money they are spending.
Relationship
Since B2B customers are fewer in number, representatives forge closer and more personalized links with them. Relational aspects are more important than emotional factors, and loyalty is crucial.
Relationships are more limited, with representatives often never seeing a particular customer again.
Products B2B products are often complex, since they have to meet many requirements and involve a large number of people. It can also involve wholesaling.
Products are sold at the retail level. They involve all types, from very simple to very complex.
B2B Shifts to B2C
Corporate Consumers Connected Customers
1
2
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Connected customers
Product focus -> Business Solution focus 3
The Sales Cycle -> The Buyer’s Journey 2
B2B -> B2C 1
Consumerization
Consumerization
Commoditization
Race to the bottom
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Focus on the Buyer
and not Price
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The Buying Process
Search
Find
Qualify
Try
Buy
Activate
Manage
Up-sell
Support
Refer
Start with the Buyer’s Journey
Differentiate
Now or Never
Moments
Make or Break
Moments
Multiplier
Moments
Keep or Lose
Moments
A Acquire
B Base
Example The Buyer’s Journey
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Constant Contact
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Constant Contact
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Eliminating barriers to sale
Unchain your mind
Product focus -> Business Solution focus 3
The Sales Cycle -> The Buyer’s Journey 2
B2B -> B2C 1
Standing out from the crowd
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Differentiation
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Differentiation
Opportunity platform
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Differentiation = different thinking
“Every battle is won_ before it is fought.”
Sun Tzu 544 - 496 BC
Strategy before
Technology
before
erent f
dif think
Change your thinking
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The hard way
AND thinking
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AND thinking
AND Thinking
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AND Thinking
AND thinking
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Constraint-based
thinking
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Recurrent constraints
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Collective constraint based thinking
Bring about the possible
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Resilient thinking
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Child-like thinking
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Create simple offers with
3 clear business benefits
Design an E2E Customer Experience
Products Services Experience Customer
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Your Cloud Services
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Basic Product/Service: • Technology • Price performance • Product quality
E2E Customer Experience: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers
1
2 Support Services
3 E2E
Customer Experience
Differentiation: 3 Levels of Perceived Value
Basic Product/Service
Support Services: • Levels of support • Quality of service • Systems • Processes
are The DIFFERENCE
Example Differentiation
Rackspace
Sales & Marketing
Machin
e
By building a
Tipping the
“Victory in marketing doesn’t happen when you sell something, but when you
cultivate advocates for your
brand.” - Steve Knox, CEO of Tremors,
P&G’s Word of Mouth Business Unit
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Advocates are your
best influencers
Trusted Advisor
Becoming a…
Help them achieve
Value Migration
C o - C r e a t e Brainstorm, learn, create
Share, contribute, improve
Chat, talk, exchange information and ideas
• Efficiency, productivity, creativity, innovation • Effectiveness, more desired outcomes • Motivated, Engaged and Energised • Sense of satisfaction, contribution, feel valued • Maximise Discretionary effort • Sense of purpose, meaning and fulfilment
Connect
Communicate
Collaborate
Presence, click to connect, anytime/anywhere
Drivers of adoption
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Social media
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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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“Genius is one percent inspiration and ninety- nine percent perspiration.” - Thomas A. Edison
Help customers achieve Value Migration 8
Differentiate at Level 2 and Level 3 4
Innovate or Die 1
Focus on the Challenges facing Customers 2
Aligning with The Buyer’s Journey 5
Create Compelling Value Propositions 3
Design the End2End Customer Experience 6
Tipping the Funnel 7
Eco-system thinking 9
Become a Cloud Trusted Advisor 10
Get it right
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YOU
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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
Your Cloud
Services