www.zencollegelife.com/blog/wp-content/uploads/2009/04/non_conformity.

jpg
Goal:
Help your customers move to the
Cloud using your Hosted Services
Differentiation in the cloud
www.flickr.com/photos/blackbeltjones/5449579698
Communicating
the

INVISIBLE
 Get it right
www.flickr.com/photos/winemegup/3641912321
Get it wrong

www.flickr.com/photos/roome/3390682853
Standing out from the crowd
The opportunity
www.flickr.com/photos/36182550@N08/3347465868
Differentiation = different thinking
“Every battle is won_
before it is fought.”
Sun Tzu
544 - 496 BC
 Differentiation
www.flickr.com/photos/29233640@N07/5131195458
Differentiation

www.flickr.com/photos/heraldpost/3817195392
Differentiation
Examples
Airline Industry

www.flickr.com/photos/flakepardigm/3905268262
Differentiation strategy
www.flickr.com/photos/av8pix/3345078410
Promise delivered?
www.flickr.com/photos/alfonso1987/5407566809
We all want to be different
www.flickr.com/photos/sharynmorrow/4659738421
Differentiation Strategy

www.flickr.com/photos/sharynmorrow/4735489539
 New meaning

Old meaning
www.flickr.com/photos/bertwerk/535959395 www.flickr.com/photos/srgblog/1391853732
“1000 songs in your pocket”
- Steve Jobs
Create Supporters
and Fans

www.flickr.com/photos/cc_chapman/2745922377
Excite, Engage, Energise

www.flickr.com/photos/danielepaccaloni/4286225689
Capture their attention

www.flickr.com/photos/kurafire/190169989
What is the best
way to do
Set their brains on fire

www.flickr.com/photos/cayusa/2569878338
Only way to not catch fire

www.flickr.com/photos/miikka_skaffari/4632166297
Make ideas shareable
www.flickr.com/photos/hyku/4835588728
Share-ability
Asking the impossible
1 Competitive separation

2 Differentiate at Level 2 and Level 3

3 Dominate your own category

Competitive Separation

*
Core
Unmatchable offer

Competitor 1 YOU Goal: Use innovation and

differentiation to break out
Competitor 2 of your traditional set of
competitors
Competitor 3
Question: Who is your
Competitive Set Reference Competitor?

SalesChannel Europe ©2011 All rights reserved 33

Who is your
Reference
Competitor?
Example
Slideshare
1 Competitive separation

2 Differentiate at Level 2 and Level 3

3 Dominate your own category

 Avoid looking in
the wrong places

www.flickr.com/photos/sea-turtle/3568062665
It’s all about the target
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
• Systems
Product/Service
Services • Processes

Enhanced Services:
• People
• Perceived value
• High touch
• Exceed customer expectations
• Delight and astound customers

SalesChannel Europe ©2011 All rights reserved 40

Differentiation: 3 Levels of Perceived Value*

1 2 3
Basic Product or
Support Enhanced Service
Service

Focus Requirements/Specs Satisfaction Delight

Does the Is the
product/service product/service
How do they make
Customer Concern meet my convenient/efficient/
me feel?
needs/standards/ easy to access or
expectations? use?
Systems, processes,
Technology/Technical Leadership and
Key Elements policies, and
expertise Culture
structure
Controlled by Technical specialists Management Front line performers
Industry/Field/Trade/
Intellect and Emotional
Abilities 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 reserved 41
Differentiation = your
Inner Advantage
Example
How are we difference?
44
Exercise
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 ____________"

SalesChannel Europe ©2011 All rights reserved 46

1 Competitive separation

2 Differentiate at Level 2 and Level 3

3 Dominate your own category

 think
dif erent
f
Commodity thinking

www.flickr.com/photos/rooreynolds/5848100806
One size fits all thinking

www.flickr.com/photos/marcwathieu/3963792473
Creative thinking

www.flickr.com/photos/vek/5543548284
Structured thinking

www.flickr.com/photos/juhansonin/3703735824
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 Think like an engineer and feel like
an accountant an artist

SalesChannel Europe ©2011 All rights reserved 53

The Difference is YOU!

www.flickr.com/photos/maestropastelero/258000448
Examples
Black socks
Pain vs Gain
The 6M€ Question?

What is the problem

for which you are the
solution?
Rackspace
 are
The DIFFERENCE
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
• Systems
Product/Service
Services • Processes

Enhanced Services:
• People
• Perceived value
• High touch
• Exceed customer expectations
• Delight and astound customers

SalesChannel Europe ©2011 All rights reserved 61

 “Genius is one percent
inspiration and ninety-nine
percent perspiration.”
- Thomas A. Edison_

SalesChannel Europe ©2011 All rights reserved 62

Success:

it Happen

it Happens
 Get it right
www.flickr.com/photos/winemegup/3641912321
Get it right

www.flickr.com/photos/littlebabyjesus/123838009
 Your Hosted
Services

David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FR)
Email: david@saleschannel-europe.com
Website: www.saleschannel-europe.com
www.flickr.com/photos/horacio/3781750