Differentiation strategies and differentiation analysis Hessah Alshammari.
Differentiation Happens in The Channel
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Transcript of Differentiation Happens in The Channel
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Find 3 Take Aways
www.flickr.com/photos/jamesjordan/3026672665
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Differentiation in the cloud
www.flickr.com/photos/blackbeltjones/5449579698
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Communicating
INVISIBLE the
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Get it right
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Get it wrong
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Standing out from the crowd
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The opportunity
www.flickr.com/photos/36182550@N08/3347465868
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Differentiation = different thinking
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“Every battle is won_ before it is fought.”
Sun Tzu 544 - 496 BC
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Differentiation
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Differentiation
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Examples Differentiation
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Airline Industry
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Differentiation strategy
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Promise delivered?
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New meaning
www.flickr.com/photos/bertwerk/535959395 www.flickr.com/photos/srgblog/1391853732
Old meaning
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“1000 songs in your pocket” - Steve Jobs
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www.flickr.com/photos/cc_chapman/2745922377
Create Supporters
and Fans
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www.flickr.com/photos/danielepaccaloni/4286225689
Excite, Engage, Energise
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Capture their attention
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What is the best way to do
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Set their brains on fire
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www.flickr.com/photos/miikka_skaffari/4632166297
Only way to not catch fire
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Make ideas shareable
www.flickr.com/photos/hyku/4835588728
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Share-ability
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Asking the impossible
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Dominate your own category 3
Differentiate at Level 2 and Level 3 2
Competitive separation 1
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SalesChannel Europe ©2011 All rights reserved 30
Competitor 2
Competitive Separation
YOU Competitor 1
Competitor 3
Competitive Set
Core
Goal: Use innovation and differentiation to break out of your traditional set of competitors
Unmatchable offer
* Question: Who is your Reference Competitor?
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Reference Who is your
Competitor?
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Example
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Slideshare
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Dominate your own category 3
Differentiate at Level 2 and Level 3 2
Competitive separation 1
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Avoid looking in
the wrong places
www.flickr.com/photos/sea-turtle/3568062665
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It’s all about the target
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SalesChannel Europe ©2011 All rights reserved 37
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
Enhanced Services
Differentiation: 3 Levels of Perceived Value
1
2
3
Basic Product/Service
Your Hosted
Services
Support Services: • Levels of support • Quality of service • Systems • Processes
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SalesChannel Europe ©2011 All rights reserved 38
Basic Product or
Service Support Enhanced Service
Focus Requirements/Specs Satisfaction Delight
Customer Concern
Does the product/service meet my needs/standards/ expectations?
Is the product/service convenient/efficient/easy to access or use?
How do they make me feel?
Key Elements Technology/Technical expertise
Systems, processes, policies, and structure
Leadership and Culture
Controlled by Technical specialists Management Front line performers
Abilities Needed Industry/Field/Trade/ Clinical Knowledge or Skills
Intellect and Reasoning (IQ)
Emotional Intelligence (EQ)
1 2 3
Differentiation: 3 Levels of Perceived Value*
*www.jimclemmer.com/blog/2011/04/12/the-three-rings-of-perceived-value-an-integrated-customer-focus
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Differentiation = your
Inner Advantage
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Exercise
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SalesChannel Europe ©2011 All rights reserved 41
Differentiation exercise
Are you remarkable?
"...but what really blew me away...” exercise
"I was pleased that we got what we paid for, that the service worked just like it was supposed to, that they honored their contract from start to finish, that the user experience was simple and powerful like they promised, that there have been no glitches, hick-ups, outages or crashes and that all our support issues have been resolved quickly and painlessly. But what really blew me away was ____________"
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Example
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43
How are we difference?
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Dominate your own category 3
Differentiate at Level 2 and Level 3 2
Competitive separation 1
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erent f
dif think
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Commodity thinking
www.flickr.com/photos/rooreynolds/5848100806
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One size fits all thinking
www.flickr.com/photos/marcwathieu/3963792473
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Creative thinking
www.flickr.com/photos/vek/5543548284
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Structured thinking
www.flickr.com/photos/juhansonin/3703735824
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The Difference is YOU!
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SalesChannel Europe ©2011 All rights reserved 51
Differentiation Mindset
Old Paradigm New Pardigm
Be rational Be passionate
Be cautious Lead, don’t follow
Aim to satisfy Aim to surprise
Be practical Be unreasonable
Innovate when necessary Innovate incessantly
Get it mostly right Sweat the details
Think like an engineer and feel like
an accountant
Think like an engineer and feel like
an artist
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What is Your
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FOLLOWER or
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Being a follower
can be dangerous
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Examples
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Black socks
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Pain vs Gain
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PAIN Development
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What is the problem
for which you are the
solution?
The 6M€ Question?
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Rackspace
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are The DIFFERENCE
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SalesChannel Europe ©2011 All rights reserved 62
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
Enhanced Services
Differentiation: 3 Levels of Perceived Value
1
2
3
Basic Product/Service
Your Hosted
Services
Support Services: • Levels of support • Quality of service • Systems • Processes
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SalesChannel Europe ©2011 All rights reserved 63
“Genius is one percent inspiration and ninety-nine
percent perspiration.”
- Thomas A. Edison_
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it Happen
it Happens
Success:
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www.flickr.com/photos/winemegup/3641912321
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 (FR)
Email: [email protected] Website: www.saleschannel-europe.com
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