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!
2. Goal:Help your customers move to theCloud using your Hosted Services 3. Differentiation in the cloudwww.flickr.com/photos/blackbeltjones/5449579698 4. Communicating theINVISIBLE 5. Get it rightwww.flickr.com/photos/winemegup/3641912321 6. Get it wrong www.flickr.com/photos/roome/3390682853 7. Standing out from the crowd 8. The opportunitywww.flickr.com/photos/36182550@N08/3347465868 9. Differentiation = different thinking 10. Every battle is won_ before it is fought.Sun Tzu544 - 496 BC 11. Differentiationwww.flickr.com/photos/29233640@N07/5131195458 12. Differentiationwww.flickr.com/photos/heraldpost/3817195392 13. DifferentiationExamples 14. Airline Industry www.flickr.com/photos/flakepardigm/3905268262 15. Differentiation strategywww.flickr.com/photos/av8pix/3345078410 16. Promise delivered? www.flickr.com/photos/alfonso1987/5407566809 17. We all want to be differentwww.flickr.com/photos/sharynmorrow/4659738421 18. Differentiation Strategy www.flickr.com/photos/sharynmorrow/4735489539 19. New meaningOld meaning www.flickr.com/photos/bertwerk/535959395 www.flickr.com/photos/srgblog/1391853732 20. 1000 songs in your pocket - Steve Jobs 21. Create Supportersand Fanswww.flickr.com/photos/cc_chapman/2745922377 22. Excite, Engage, Energise www.flickr.com/photos/danielepaccaloni/4286225689 23. Capture their attentionwww.flickr.com/photos/kurafire/190169989 24. What is the bestway to do 25. Set their brains on firewww.flickr.com/photos/cayusa/2569878338 26. Only way to not catch firewww.flickr.com/photos/miikka_skaffari/4632166297 27. Make ideas shareable www.flickr.com/photos/hyku/4835588728 28. Share-ability 29. Asking the impossible 30. 1 Competitive separation2 Differentiate at Level 2 and Level 33 Dominate your own category 31. Competitive Separation *Core Unmatchable offerCompetitor 1 YOU Goal: Use innovation and differentiation to break outCompetitor 2 of your traditional set of competitorsCompetitor 3 Question: Who is yourCompetitive SetReference Competitor?SalesChannel Europe 2011 All rights reserved33 32. Who is yourReferenceCompetitor? 33. Example 34. Slideshare 35. 1 Competitive separation2 Differentiate at Level 2 and Level 33 Dominate your own category 36. Avoid looking inthe wrong placeswww.flickr.com/photos/sea-turtle/3568062665 37. Its all about the target 38. Differentiation: 3 Levels of Perceived Value Basic Product/Service: 3 Technology Enhanced Services Price performance Product quality 2 Support Services Basic Support Services: Levels of support 1Product/Service Basic Your Hosted Quality of service SystemsProduct/ServiceServices Processes Enhanced Services: People Perceived value High touch Exceed customer expectations Delight and astound customersSalesChannel Europe 2011 All rights reserved 40 39. Differentiation: 3 Levels of Perceived Value* 1 2 3 Basic Product orSupportEnhanced Service ServiceFocusRequirements/Specs SatisfactionDelight Does the Is the product/serviceproduct/serviceHow do they makeCustomer Concern meet myconvenient/efficient/me feel? needs/standards/ easy to access or expectations?use?Systems, processes, Technology/Technical Leadership andKey Elementspolicies, and expertiseCulturestructureControlled byTechnical specialists Management Front line performers Industry/Field/Trade/ Intellect andEmotionalAbilities Needed Clinical Knowledge or Reasoning (IQ) Intelligence (EQ) Skills *www.jimclemmer.com/blog/2011/04/12/the-three-rings-of-perceived-value-an-integrated-customer-focus SalesChannel Europe 2011 All rights reserved41 40. Differentiation = yourInner Advantage 41. Example 42. How are we difference?44 43. Exercise 44. Differentiation exerciseAre you remarkable?"...but what really blew me away... exercise"I was pleased that we got what we paid for, that the serviceworked just like it was supposed to, that they honored theircontract from start to finish, that the user experience was simpleand powerful like they promised, that there have been no glitches,hick-ups, outages or crashes and that all our support issues havebeen resolved quickly and painlessly. But what really blew meaway was ____________" SalesChannel Europe 2011 All rights reserved 46 45. 1 Competitive separation2 Differentiate at Level 2 and Level 33 Dominate your own category 46. thinkdif erentf 47. Commodity thinking www.flickr.com/photos/rooreynolds/5848100806 48. One size fits all thinkingwww.flickr.com/photos/marcwathieu/3963792473 49. Creative thinkingwww.flickr.com/photos/vek/5543548284 50. Structured thinkingwww.flickr.com/photos/juhansonin/3703735824 51. Differentiation MindsetOld Paradigm New PardigmBe rationalBe passionateBe cautiousLead, dont followAim to satisfy Aim to surpriseBe practical Be unreasonableInnovate when necessaryInnovate incessantlyGet it mostly rightSweat the detailsThink like an engineer and feel like Think like an engineer and feel likean accountantan artist SalesChannel Europe 2011 All rights reserved53 52. The Difference is YOU! www.flickr.com/photos/maestropastelero/258000448 53. Examples 54. Black socks 55. Pain vs Gain 56. The 6M Question? What is the problemfor which you are thesolution? 57. Rackspace 58. areThe DIFFERENCE 59. Differentiation: 3 Levels of Perceived Value Basic Product/Service: 3 Technology Enhanced Services Price performance Product quality 2 Support Services Basic Support Services: Levels of support 1Product/Service Basic Your Hosted Quality of service SystemsProduct/ServiceServices Processes Enhanced Services: People Perceived value High touch Exceed customer expectations Delight and astound customersSalesChannel Europe 2011 All rights reserved 61 60. Genius is one percentinspiration and ninety-nine percent perspiration.- Thomas A. Edison_SalesChannel Europe 2011 All rights reserved 62 61. Success: it Happen it Happens 62. Get it rightwww.flickr.com/photos/winemegup/3641912321 63. Get it right www.flickr.com/photos/littlebabyjesus/123838009 64. Your HostedServices David R EdniePresident & CEOSalesChannel Europe Ph: +33 676 60 09 25 (FR)Email: firstname.lastname@example.orgWebsite: www.saleschannel-europe.com www.flickr.com/photos/horacio/3781750