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Transcript of COMPETITIVE ADVANTAGES & YOUR CUSTOMER’S VOICE Copyright © 2013 by Smart Advantage, Inc. All...
COMPETITIVE ADVANTAGES & YOUR CUSTOMER’S VOICE
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Smart Advantage Process
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
1. Keynote presentation: July 20, 2012,
Seattle, WA
2. Smart Advantage sessions: March 12-13, 2013,
Aspen, CO
3. Market research review: July 18-19, 2013
Smart Advantage Process
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
1. Keynote presentation: July 20, 2012,
Seattle, WA
2. Smart Advantage sessions: March 12-13, 2013,
Aspen, CO
3. Market research review: July 18-19, 2013
Smart Advantage Team
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Craig Mowrey
Senior Partner
Brian Neff
Senior Consultant
Smart Advantage Process
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Today’s Map
1. Review Principles of Competitive Advantage (page 3)
2. Market Research findings
Tomorrow’s Agenda
3. Review and Refine Statements for Top Attributes
4. Communication Opportunities
5. What's Next
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Today’s Map
1. Review Principles of Competitive Advantage (page 3)
2. Market Research findings
Tomorrow’s Agenda
3. Review and Refine Statements for Top Attributes
4. Communication Opportunities
5. What's Next
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Why is Competitive Advantage Important?
● Arms the Sales Force
● Foundational to Operational/Strategic decision making
● Makes your message RELEVANT
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Increase Your Revenues
Strengths Relevant Selling
Differentiators
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
● Unique Selling Position (USP)
● Distinguishing features/services
● Competitive edge
● Differentiator
ANSWERS “ WHY US?”
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Board Answers to “#1 Competitive Advantage”
● Customized document & imaging solutions
● Customized & accurate billing
● Track all assets
● Umbrella provides our customers one number to call
● Understand customer needs
● 30 years of consistency
● Sustainability
● Security
● Relationship
● In-house leasing
● Large, locally-owned company
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
BLAHBLAHBLAH
First Step
Identify
Deliverables
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Deliverables
●Anything and everything you do to add
value to your product/service, but…
●Not a line item on an invoice
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Deliverables
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
● Speed of resolution
● Measurable service response time
● Customized billing, program
● On time delivery
● High retention rate
● Industry certifications
● Experience of technicians
● Vendor relationships
● Frequency of repair callbacks
● On-board training
Full list on Page 5
Value Equation
Value =
Deliverable X Relevance
x Confidencex Confidence
Price
Benefit =
BenefitBenefit
Benefit
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
The Mantra
Build Confidence
Remove Risk
Minimize “Price”
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Second Step
Deliverables
to
Competitive Advantages
(pages 6 - 7)
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Criteria
●Objective, not subjective
●Quantifiable, not arbitrary
●Cannot be, or is not currently,claimed by the competition
●Not a “given,” or “cliché”
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
ClichésGoogle Search
World Class Quality 1,560,000
The Company You Can Trust 3,720,000
Exceed Your Expectations 9,720,000
Family Owned and Operated 16,300,000
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Customer - centric 7,380,000
Customer - oriented 29,500,000
Customer - focused 77,200,000
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
ClichésGoogle Search
BLAHBLAHBLAH
Criteria
●Objective, not subjective
●Quantifiable, not arbitrary
●Cannot be, or is not currently,claimed by the competition
●Not a “given,” or “cliché”
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
● True (Provable)
● Past Tense or Fact
● Relevant to yourCustomer
Criteria
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Deliverables Statements
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
● Speed of resolution:
In 2012, we responded to over 95.2% of emergency calls within one hour
● Training:
For more than 10 years, we have invested 25 hours/month in training each of our service technicians.
Increase Your Revenues
Strengths Relevant Selling
Differentiators
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
How to determine which ones matter
Copyright © 2012 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Today’s Map
1. Review Principles of Competitive Advantage (page 3)
2. Market Research findings
Tomorrow’s Agenda
3. Review and Refine Statements for Top Attributes
4. Communication Opportunities
5. What's Next
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Today’s Map
1. Review Principles of Competitive Advantage (page 3)
2. Market Research findings
Tomorrow’s Agenda
3. Review and Refine Statements for Top Attributes
4. Communication Opportunities
5. What's Next
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Market Research
• Double Blind
• Contact lists provided by CDA members
• 10 - 12 Minutes
• All Data in Raw Numbers or %
• Statistical validity
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Contact Lists
Region Customers Prospects
Northeast (NE) - 3 400 431
Southeast (SE) - 3 375 358
Central - 6 738 690
West - 3 383 367
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Contact Lists
Region Customers Prospects173 Customers
Completed127 Prospects
Completed
Northeast (NE) - 3 400 431 48 27
Southeast (SE) - 3 375 358 46 29
Central - 6 738 690 42 33
West - 3 383 367 37 38
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Market Research
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West Central
SE
NE
Statistical Validity
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If there are 1,000,000 potential customers, how accurate is a survey of 300 companies?
Confidence Level Error Rate
90% confidence level 4.8%
95% confidence level 5.7%
99% confidence level 7.4%
Survey Results
Completed Interviews 300
No answer / busy signal 783
Disconnected Phone 263
Wrong number 132
Respondent not available 3,097
Initial refusal 519
Voice mail 2,051
Total Calls Made = 7,467Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
DemographicsQ1: # of employees in your company?
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
One Response AcceptedTotal(300)
< 25 148
26 – 50 41
51 – 100 27
101 – 300 47
301 – 1,000 18
1,001+ 19
DemographicsQ1: # of employees in your company?
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
One Response AcceptedTotal(300)
< 25 148
26 – 100 68
> 101 82
DemographicsQ2: Annual spend on copiers, printers & related supplies?
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
One Response AcceptedTotal(300)
< $25,000 211
$25,000 – $50,000 46
$50,001 – $100,000 21
$100,001 – $500,000 15
$500,001 – $1,000,000 3
$1,000,000+ 4
Demographics
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Q3: Are you a Decision Maker or Influencer?
One Response Accepted
Total(300)
Decision Maker 134
Influencer 166
Demographics
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Q3: Are you a Decision Maker or Influencer?
One Response Accepted
Total(300)
Customer(173)
Decision Maker 134 76 44%
Influencer 166 97 56%
Demographics
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Q3: Are you a Decision Maker or Influencer?
One Response Accepted
Total(300)
Customer(173)
Prospect(127)
Decision Maker 134 76 44% 58 46%
Influencer 166 97 56% 69 54%
Competitive Intelligence
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Q5: Which best describes your role/function?
One Response AcceptedTotal(300)
DecisionMaker(134)
Influencer(166)
Administrator 105 27 78
IT Manager 40 28 12
Purchasing Manager 27 14 13
Assistant / Secretary 25 3 22
Owner 23 20 3
Office Manager 16 6 10
Finance 16 11 5
35 additional titles provided
Competitive Intelligence
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Q5: Which best describes your role/function?
One Response AcceptedTotal(300)
DecisionMaker(134)
Influencer(166)
Administrator 105 27 78
IT Manager 40 28 12
Purchasing Manager 27 14 13
Assistant / Secretary 25 3 22
Owner 23 20 3
Office Manager 16 6 10
Finance 16 11 5
Market Research Structure
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
How do you buy?
Who do you buy from?
Why do you buy from them?
Q6 – Q12
Q13 Buying attributes tested
Competitive Intelligence
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Q6: How does your company typically acquire copiers/supplies?
One Response AcceptedTotal(300)
From an independent dealer 202
From a manufacturer 52
From both a dealer and a manufacturer
46
Market Research Structure
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Both (46)Manufacturers (52)Dealers (202)
Q6: Buy or Lease
Primary
Who
Why
WhoWho
WhyWhy
Competitive Intelligence
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
How does your company typically acquire copiers/supplies?
Total(300)
From an independent dealer 229 + 5**
From a manufacturer 66 + 5**
** 5 respondents weren’t able to identify a dealer or a manufacturer as being a primary supplier.
Competitive Intelligence
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Who (manufacturer) do you buy from?
Multiple Responses AcceptedTotal(71)
Ricoh Ikon 16
Canon 13
Xerox 12
Konica Minolta 9
Toshiba 7
Sharp 6
HP 5
Kyocera Mita 3
Lexmark 2
5 companies mentioned once
Competitive Intelligence
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Why have you chosen to work with a manufacturer, instead of a dealer?
Multiple Responses AcceptedTotal(66)
NE(17)
SE(10)
Central(16)
West(23)
Price 28 42% 4 1 12 11
Good service 8 12% 2 1 0 5
Always used them 8 12% 3 2 1 2
They’re faster 3 5% 1 0 1 1
Have best products 3 5% 0 0 1 2
18 other responses
Competitive Intelligence
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
How does your company typically acquire copiers/supplies?
Total(300)
From an independent dealer 229 + 5**
From a manufacturer 66 + 5**
** 5 respondents weren’t able to identify a dealer or a manufacturer as being a primary supplier.
Competitive Intelligence
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Why have you chosen to work with a dealer, instead of a manufacturer?
Multiple Responses AcceptedTotal(229)
Good service 72 24%
Price 54 18%
They’re local 50 17%
Used them for years 26 9%
Convenient 9 3%
Larger selection/options 9 3%
Sales rep was helpful 6 2%
37 other responses
Competitive Intelligence
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Why have you chosen to work with:
(Q9) A DEALERTotal(229)
Good service 72 24%
Price 54 18%
(Q11) A MANUFACTURER
Total(66)
Price 28 42%
Good service 8 12%
28 Attributes / Services Tested
Q13 = 20 Attributes
Q16 = 8 Services
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Most Important – Your Votes
Time for you to Vote!
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Most Important – CDA Company Votes
1. Resolves issues quickly
2. Speed of response to service requests
3. Provides accurate invoices
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
How do you message around these now?
Comparison of RankRank Order
Resolves issues quickly 1
Speed of response to service requests 2
Is able to repair copiers on first visit 3
Orders delivered are accurate 4
Provides accurate invoices 4
Delivers product and supplies on time 6
The experience of the technicians 7
Provides performance guarantees 8
Offers high degree of data security with software 9
Able to improve your equipment reliability 10
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
20 Attributes + 8 Services
Comparison of RankRank Order
Top 2 Box
Resolves issues quickly 1 91%
Speed of response to service requests 2 90
Is able to repair copiers on first visit 3 89
Orders delivered are accurate 4 85
Provides accurate invoices 4 85
Delivers product and supplies on time 6 84
The experience of the technicians 7 82
Provides performance guarantees 8 74
Offers high degree of data security with software 9 71
Able to improve your equipment reliability 10 68
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
20 Attributes + 8 Services
Comparison of RankRank Order
Top 2 Box
Company has strong financial stability 11 65%
Has strong network stability 12 64
Offers automatic replenishment of supplies 13 60
Provides training to your staff on product functions 14 58
High client retention rate 15 56
Offers customized solutions for your business to increase efficiency 16 55
Offers consulting which helps cut costs 17 48
Has a 24/7 Help Desk 18 46
Offers remote repairs, no technician needs to come on site 19 44
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
20 Attributes + 8 Services
Comparison of RankRank Order
Top 2 Box
Has reporting tools for your usage 20 35%
Provides back file scanning 21 34
Offers ongoing education via webinars, lunch & learns, podcasts 22 29
Offers managed print services 23 25
Offers document management software 24 24
Offers managed IT services 25 22
Supports mobile technology 26 19
Software that tracks all of your assets 27 17
Offers customized apps 28 11
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
20 Attributes + 8 Services
20 Attributes + 8 Services
Comparison of Rank Research
Resolves issues quickly 1
Speed of response to service requests 2
Is able to repair copiers on first visit 3
Orders delivered are accurate 4
Provides accurate invoices 4
Delivers product and supplies on time 6
The experience of the technicians 7
Provides performance guarantees 8
Offers high degree of data security with software 9
Able to improve your equipment reliability 10
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
20 Attributes + 8 Services
Comparison of Rank Research CDA
Resolves issues quickly 1 1
Speed of response to service requests 2 2
Is able to repair copiers on first visit 3 6
Orders delivered are accurate 4 4
Provides accurate invoices 4 3
Delivers product and supplies on time 6 5
The experience of the technicians 7 9
Provides performance guarantees 8 15
Offers high degree of data security with software 9 11
Able to improve your equipment reliability 10 7
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Comparison of Rank Research
Company has strong financial stability 11
Has strong network stability 12
Offers automatic replenishment of supplies 13
Provides training to your staff on product functions 14
High client retention rate 15
Offers customized solutions for your business to increase efficiency
16
Offers consulting which helps cut costs 17
Has a 24/7 Help Desk 18
Offers remote repairs, meaning no technician needs to come on site
19
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
20 Attributes + 8 Services
Comparison of Rank Research CDA
Company has strong financial stability 11 13
Has strong network stability 12 14
Offers automatic replenishment of supplies 13 24
Provides training to your staff on product functions 14 8
High client retention rate 15 12
Offers customized solutions for your business to increase efficiency
16 10
Offers consulting which helps cut costs 17 16
Has a 24/7 Help Desk 18 27
Offers remote repairs, meaning no technician needs to come on site
19 18
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
20 Attributes + 8 Services
Comparison of Rank Research
Has reporting tools for your usage 20
Provides back file scanning 21
Offers ongoing education via webinars, lunch and learns, podcasts 22
Offers managed print services 23
Offers document management software 24
Offers managed IT services 25
Supports mobile technology 26
Software that tracks all of your assets 27
Offers customized apps 28
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
20 Attributes + 8 Services
Comparison of Rank Research CDA
Has reporting tools for your usage 20 20
Provides back file scanning 21 26
Offers ongoing education via webinars, lunch and learns, podcasts 22 25
Offers managed print services 23 19
Offers document management software 24 20
Offers managed IT services 25 22
Supports mobile technology 26 23
Software that tracks all of your assets 27 16
Offers customized apps 28 28
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
20 Attributes + 8 Services
Rank Comparison of RankCustomer
(173)Prospect
(127)
1 Resolves issues quickly 94% 88%
2 Speed of response to service requests 92 87
3 Is able to repair copiers on first visit 90 90
4 Orders delivered are accurate 87 82
4 Provides accurate invoices 82 88
6 Delivers product and supplies on time 84 85
7 The experience of the technicians 80 84
8 Provides performance guarantees 76 72
9 Offers high degree of data security with software 70 72
10 Supplier is able to improve your equipment reliability 64 73
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Top 10 Attributes – Customer vs. Prospect
Rank Comparison of RankDecision Maker(134)
Influencer(166)
1 Resolves issues quickly 92% 91%
2 Speed of response to service requests 89 90
3 Is able to repair copiers on first visit 87 91
4 Orders delivered are accurate 81 87
4 Provides accurate invoices 84 86
6 Delivers product and supplies on time 84 85
7 The experience of the technicians 80 80
8 Provides performance guarantees 72 77
9 Offers high degree of data security with software 66 75
10 Supplier is able to improve your equipment reliability 66 69
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Top 10 Attributes – Decision Maker vs. Influencer
Rank Comparison of Rank1-25 EES
(148)26-100 EES
(68)100+ EES
(84)
1 Resolves issues quickly 91% 93% 92%
2 Speed of response to service requests 89 93 88
3 Is able to repair copiers on first visit 88 88 93
4 Orders delivered are accurate 85 82 86
4 Provides accurate invoices 83 87 86
6 Delivers product and supplies on time 85 87 82
7 The experience of the technicians 80 85 82
8 Provides performance guarantees 78 74 68
9 Offers high degree of data security with software 70 72 71
10 Supplier is able to improve your equipment reliability 70 66 67
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Top 10 Attributes – By # of Employees
Top 10 Attributes – By RegionRank Comparison of Rank NE SE Central West
1 Resolves issues quickly 1 1 1 1
2 Speed of response to service requests 2 2 3 1
3 Is able to repair copiers on first visit 4 3 1 1
4 Orders delivered are accurate 2 5 5 6
4 Provides accurate invoices 4 7 4 4
6 Delivers product and supplies on time 6 4 7 4
7 The experience of the technicians 7 6 6 7
8 Provides performance guarantees 8 8 8 8
9 Offers high degree of data security with software 11 9 9 8
10 Able to improve your equipment reliability 9 10 10 10
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Q14: Anything Else?
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Multiple Responses AcceptedTotal(300)
Nothing else 280
Customer service 7
Price 6
Performance 5
Location 1
Web interface 1
Competitive IntelligenceQ12: What was the most important factor in choosing a supplier of
copier hardware and supplies
Multiple Responses AcceptedTotal(300)
Customer service 112
Price 100
Performance 55
Reputation 11
Ease of use 9
Location 8
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Q12 vs. Q14 Comparison
Multiple Responses AcceptedTotal(300)
Nothing else 280
Customer service 7
Price 6
Performance 5
Location 1
Web interface 1
Multiple Responses AcceptedTotal(300)
Customer service 112
Price 100
Performance 55
Reputation 11
Ease of use 9
Location 8
Q12 – What’s most important?
Q14 – What else is important?
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Competitive Intelligence
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Q15: Who’s best at the attributes most important to you?
Up to 3 Responses Accepted
Total(300)
Named a Regional Dealer
194
Named a Manufacturer
152
Didn’t know / refused
9
Competitive Intelligence
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Q15: Who’s best at the attributes most important to you?
Up to 3 Responses Accepted
Total(300)
NE(75)
SE(75)
Central(75)
West(75)
Named a Regional Dealer
194 40 65 50 39
Named a Manufacturer
152 45 20 37 50
Didn’t know / refused
9 2 1 3 3
Competitive IntelligenceQ17: Do you currently outsource your IT services?
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One Response Accepted
Total(300)
Yes 110
No 190
Competitive IntelligenceQ17: Do you currently outsource your IT services?
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One Response Accepted
Total(300)
1-25 EES(148)
26-100 EES(68)
100+ EES(84)
Yes 110 73 25 12
No 190 75 43 72
Market Research Structure
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
No (190)Yes (110)
Q17: Outsource IT?
No (99)
Why?
Why Not?Planning on changing suppliers?
Yes (11)
Competitive IntelligenceQ20: Why not?
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Multiple Responses AcceptedTotal(99)
Satisfied with service 78
Timing 15
Been with them a long time 6
7 other answers given
Competitive Intelligence
Q21: Are you planning on changing copier suppliers?
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
One Response AcceptedTotal(300)
Yes 16
No 273
Not sure 11
Competitive IntelligenceQ23: Why not?
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Multiple Responses AcceptedTotal(273)
Satisfied 205
Timing 71
Been using a long time 21
We own our copiers 3
8 other reasons given
Competitive IntelligenceQ24: If there is one thing you would recommend a supplier of
copiers improve, what would it be?
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Multiple Responses AcceptedTotal(300)
Dealer(202)
Manufacturer(52)
Both(46)
Nothing / everything is good
116 39% 74 23 19
Service 91 30% 58 16 17
Price 36 12% 30 4 2
Speed 34 11% 24 7 3
Improve equipment performance
29 10% 21 5 3
Supplies (better) 14 5% 9 3 2
CONCLUSION
Your market needs better communication.
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Q15: Who’s best at the attributes most important to you
Total(300)
Named a Regional Dealer 194
Named a Manufacturer 152
CONCLUSION
You don’t need different messages:
• Customer / Prospect
• Decision Maker / Influencer
• By Region
• Size of Company
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Increase Your Revenues
Strengths Relevant Selling
Differentiators
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Opportunities
Opportunities
1. Better convey your “good service” vs. manufacturers.
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Q11: MANUFACTURER
Total(66)
Price 28 42%
Good service 8 12%
Q9: DEALER Total(229)
Good service 72 24%
Price 54 18%
Opportunities
2. Measure what they value, hold staff accountable, and tout your results:
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Resolves issues quickly 1
Speed of response to service requests 2
Is able to repair copiers on first visit 3
Orders delivered are accurate 4
Provides accurate invoices 4
Opportunities
3. Small companies may not know that CDA companies provide IT services. How do you locate them and define your IT services?
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Q17: Looking to change IT services
Total(300)
1-25 EES(148)
26-100 EES(68)
100+ EES(84)
Yes 110 73 25 12
No 190 75 43 72
Opportunities
4. Change marketing materials to reflect RELEVANT competitive advantages.
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Opportunities
4. Change marketing materials to reflect RELEVANT competitive advantages.
5. Price is less important than you may think – sell your value proposition to command higher margins.
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Q12: What’s most important?Total(300)
Customer service 37%
Price 33%
Q14: What else is important?Total(300)
Nothing else 93%
Customer service 2%
Price 2%
Opportunities
Today’s Map
1. Review Principles of Competitive Advantage (page 3)
2. Market Research findings
Tomorrow’s Agenda
3. Review and Refine Statements for Top Attributes
4. Communication Opportunities
5. What's Next
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Today’s Map
1. Review Principles of Competitive Advantage (page 3)
2. Market Research findings
3. Homework
Tomorrow’s Agenda
4. Review and Refine Statements for Top Attributes
5. Communication Opportunities
6. What's Next
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
Homework
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RankAttribute Drafted Statements
1 Resolves Issues Quickly
2Speed of Response to
Service Requests
3Able to Repair Copiers on
First Visit
4(tie)
Orders Delivered Are Accurate
Provides Accurate Invoices
Homework
Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.
RankAttribute Drafted Statements
1 Resolves Issues Quickly In 2012, we responded to over 95.2% of emergency calls within one hour
2Speed of Response to
Service Requests
3Able to Repair Copiers on
First Visit
4(tie)
Orders Delivered Are Accurate
Provides Accurate Invoices
Tomorrow
Sit with someone from your team.
If you are not with someone, buddy-up with someone at similar
company
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Smart Advantage
is available immediately following this session:
Questions and
Ongoing Work
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