Times are Changing! … Are You Ready? BE DiFFERENT or be dead Canadian Association of Movers Nov 15, 2010

Times are Changing! …

Are You Ready?BE DiFFERENT or be dead

Canadian Association of Movers Nov 15, 2010

BE DiFFERENT Agenda

How to …

*** DISTINGUISH*** DOMINATE

***GROW *** SURVIVE

It’s all about creating…

UNIQUENESSDISTINCTIONREMARKABILITYGASPWORTHINESS INDISPENSABILITYMEMORABILITYUNFORGETTABILITYAUTHENTICITY; JOY

The Competitive Herd…

• The herd is growing at a breathless rate• All seek the edge; advantage• And yet… undifferentiation is happening• Copying trumps uniqueness• Product myopia: Incremental

feature creep• ‘Round-the Corners’ to

appeal to the many

The Competitive Herd…

• Benchmarking – shortfall gaps closed rather than differences created or enhanced.

• Communications clutter – Old media down; Social Media up– Blogs, Google searches, Texts,

e-mails growing at a breathless rate

– Herd is clamoring for attention

Distinguish & Dominate

• To stand-out from the Herd…• If you can’t deliver VALUE which is

– RELEVANT (something people really care about), AND

– UNIQUE (something that ONLY you provide)• You are in serious trouble!• In other words…..


• If you’re not ReMARKABLE, you’re CoMMON, IgNORED and InVISIBLE

• If you’re not DiFFERENT, you’re DiSPENSABLE

• If you’re not DiFFERENT, you’re DEAD (or soon will be)


• “You don’t become indispensable merely because you are different. But the only way to be indispensable is to be different” – Seth Godin, Linchpin

BE DiFFERENT Themes

• Strategy – Focus on EXECUTION• Marketing – Create VALUE Packages for The

WHO • Service – SERVE your Fans & deliver

Dazzling service experiences to them• Sales – Develop intimate RELATIONSHIPS

BE DiFFERENT - Strategy

• DISTINGUISH = EXECUTE• Dumb down your Strategy and ACT! • Answer 3 questions & you have your

strategy– HOW BIG do you want to be? – Top Line $$– WHO do you want to SERVE? – The WHO– HOW will you compete and WIN? VALUE;

RELEVANCE; UNIQUENESS – The WHAT

The ONLY Statement

• The ultimate manifestation of BE DiFFERENT is the ability to express your distinction in The ONLY Statement

• “We are the ONLY ones that….”

The ONLY Statement

• “You don’t want merely to be the best of the best. You want to be the ONLY one’s who do what you do” – Jerry Garcia, The Grateful Dead

The ‘ONLY’ Statement

MUG Solutions, Vancouver:‘We provide the ONLY solution that permanently stops people from depositing biohazard contaminants through manhole covers.’

Business Network News, CTV Global Media“…is Canada’s ONLY television service devoted exclusively to business, finance and the markets”

The ONLY Process

• The WHO – WHO to SERVE?• The WHAT – WHAT do you provide that is

relevant, compelling, remarkable, ‘gaspworthy’ and UNIQUE?

• The ONLY – craft your ONLY Statement• The TEST – is your ONLY RELEVANT? Is it

TRUE?• The Action – determine key steps to implement

your ONLY


• Be ANAL about Execution– 20% plan; 80% execute– Plan ‘just about right’;– Execute flawlessly– Bre Pettis on Done…


• Cut the CRAP– Cut list/Keep list– Beware of custodians of the past– Eliminate the ‘Grunge’ preventing progress– Customer Moments

are untouchable


• Focus. Focus. Focus– Roy’s Rule of 3– Focus on the critical few

• Plan on the RunLearn and adjust your strategy

as you goBe ‘good’ at anticipating;

‘great’ at reactingPlan, Execute, Learn, Adjust, Execute …


• Beware of Benchmarking– Best of class = ‘highest common

denominator’ to BE DiFFERENT from

– Baseline to Distinguish– Copying = enemy of BE DiFFERENT– Domination = distancing yourself from the

herd– BM to Improve, Yes, but NOT to Distinguish

BE DiFFERENT Themes




Marketing Today…

– LAZY & BORING– UNDIFFERENTIATED; INVISIBLE– PRODUCT FEATURE CREEP– BENCHMARKING TO COPY– MASS MARKET MANIA– ROUND-THE-CORNERS

FOCUS– TECHNO ADULATION– VALUE BLUR

BE DiFFERENT - Marketing

• DISTINGUISH & DOMINATE = #1.CREATE VALUE …• We are in the Value Creation Business, right?• Common sense but the competitive

herd generally doesn’t do it – the blur thinks product supply & price

A Word on VALUE…

• It’s NOT about what we produce, our technology and the cool things it can do

• It IS about – The impact what we produce

has on The WHO and their lives– The benefits they derive– The memories created– The experiences, Joy delivered


• DISTINGUISH & DOMINATE = #2. FOCUS ON YOUR FANS

• The people who care about what you do, who are connected and will ‘Sneeze’ you to others

• Shed mass market thinking• The ‘average’ customer doesn’t exist• Covet small and smaller customer groups


• The smaller the group, the more you know about each person in the group

• AND the more relevant you can become in what you provide them• R (Individual) = 1/Size of Group• ‘the Rule of 150… a simple rule of thumb that distinguishes a

group with real social authority from a group with little power at all’ – Malcolm Gladwell, The Tipping Point


• Focus on expanding your loyal Fan base• Know your Top 10 FANS: high value customers • Know your ‘Sneezers’ and ‘Mavens’ who will spread the word• Enable them to communicate among themselves and with

you• It’s about viral word-of-mouth epidemics


• Another thought… do you have any BE DiFFERENT customers?– Eccentric – Quirky– Outliers– Weird

• Look for unique Fans and serve THEM!


• DISTINGUISH & DOMINATE = #3. PACKAGE VALUE • Move from a product focus to VALUE-BASED

PACKAGES • Objective: DiFFERENT Branding • PREMIUM Pricing• Discounted bundles NOT ALLOWED

A Shift in emphasis…

The WHO

The Many

Value Pak

Product

VALUE Paks…

• VALUE Paks– Holistic perspective of The WHO: broader than a

features/benefit mind-set; the TOTAL person/organization– Problems solved– Experiences delivered – Happiness & Joy created– Memories produced

VALUE Pak…

‘The Ultimate Moving Experience’:Move on-time, on budget, secure (anchor)Real Estate Service Home Maintenance PlanCommunity Introduction

PackageFurniture Deals‘First Dinner on us’ Gift


• VALUE Paks … Powered by– Customer Learning – continuous learning process– More than Market Research – To discover the Secrets of The WHO – Customer Secrets – Intimate, deep

knowledge of the person– Ask questions and LISTEN

BE DiFFERENT Themes




BE DiFFERENT – Serving

• DISTINGUISH & DOMINATE = SERVANT LEADERSHIP

• Serve customers don’t ‘service’ them• Service cars not people!• Its not about imposing service policy on

them; its about serving them in a way that creates delightful experiences

• Allow the customer to control you


• Serving = CORE SERVICE + …– What they GET from you.. Dial tone, clean hotel

rooms, good food, completed flights – Satisfy ‘em– Meet expectations 24X7X52 – You get C’s– If not, they will leave you in a HEARTBEAT– And SCREAM how BAD you are to anyone who

will listen!


• Serving = CORE SERVICE + SERVICE EXPERIENCE– How they FEEL – DAZZLE ‘em with it– Make it GASPWORTHY– Leave ‘em BREATHLESS– You get A’s – Loyalty, Raving Fans & Sneezers


VARY THE TREATMENTVary how you treat people; BE Flexible Same treatment for all = mixed level of

satisfaction Different treatment = constant level of

satisfactionEach person is DiFFERENT I won’t GASP if I am treated like a cog


• The Dazzle Factors …1. Hire Human Being Lovers – Hire for

Goosebumps!2. Kill Dumb Rules3. Be flexible: empower Frontline to bend rules

and ‘say yes’ 4. Provide Dazzling Recovery from your

Service Blunders: Fix your screw-up and WOW ‘em – do the unexpected (secrets)

Service Recovery

Customer

Loyalty

Time

Build Loyalty

Destroy Loyalty

24 hrs

BE DiFFERENT Themes




Roy’s Sales Report Card

× Human indifference× Too much flogging× Not enough problem solving× Resistance to follow-up × Little Customer Advocacy × Virtually no Secret gathering× Insufficient commitment to Recovery

BE DiFFERENT – Sales

• DISTINGUISH & DOMINATE = RELATIONSHIPS & INTIMACY– Sell Relationships NOT Products – Build intimate relationships with

your FANS– Engage NOT Transact

• Long term success is about BONDING not flogging

BE DiFFERENT – Sales

• Build compensation plan on Relationship – building behaviors– Start at 80% sales revenue; 20% RB– Increase RB component over time

• Get customers to rate sales people on RB competencies: Customer Report Card

BE DiFFERENT Themes

• Strategy – Execute. Execute. Execute.• Marketing – Value Creation FOR Fans,

VALUE Paks, Experiences AND Happiness • Service – Servant leadership, Dazzling

Experiences• Sales – Intimate Relationships

3 DiFFERENT Things…

What 3 things will you do DiFFERENTLY?1.2.3.

THANKS for the Invite

http://www.flickr.com/photos/wwworks/4759535970/

Documents

Times are Changing! … Are You Ready? BE DiFFERENT or be dead Canadian Association of Movers Nov 15, 2010