Date post: | 12-May-2015 |
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Find 3 Take Aways
www.flickr.com/photos/jamesjordan/3026672665
The world has changed?
4
“It is not the strongest of the species that
survive, nor the most intelligent, but rather
the one most adaptable to change.”
- Charles Darwin 1809 - 1882
5
“Digital Darwinism is the evolution of consumer behaviour when society and technology evolve faster than your ability to adapt.”
- Brian Solis _
The end of business as usual
www.flickr.com/photos/vek/4665924239
or be
Disrupted
www.flickr.com/photos/mwichary/3690887427
Disruptive change
Experimental thinking
www.flickr.com/photos/johnnyjet/3290272880
Anticipate change
www.flickr.com/photos/mwichary/3246110827
#1. Opportunity or threat?
www.flickr.com/photos/squeakywheel/252715820
www.flickr.com/photos/maestropastelero/258000448
#2. How are you going to
develop your business?
14
“If we are to achieve results never before
accomplished, we must employ
methods never before attempted.”
- Sir Francis Bacon
- Sir Francis Bacon (1561-1626)
A journey into the unknown
Differentiation in the cloud
www.flickr.com/photos/blackbeltjones/5449579698
Communicating
INVISIBLE the
Is this going to be
Small hint!
Game-Changer
The Game
The Game
Game Changer
Customers Economy
Cloud Services
New
Collaboration
Technology
The
PROBLEM
26
View _Allen_'s map
Taken in Paris, Ile-de-France (See more photos or videos here)
48°51' 58" N, 2°19' 30" E48.8660452.32488
How do you escape the Red Ocean?
The
SOLUTION
www.flickr.com/photos/76029035@N02/6829438075
Starts here
The real office
http://flickr.com/photos/laughingsquid/2395531279
The mobile office
Give people the
tools they need
www.flickr.com/photos/artwithrays/2743271943
or they will use their own
www.flickr.com/photos/casamatita/7034989405
Today’s Office worker
www.flickr.com/photos/venturebeatpix/6685333353
Today’s Office
New ways of Communicating
Information
New ways of consuming and sharing
www.flickr.com/photos/yourdon/5085610893
New ways of communicating
www.flickr.com/photos/yourdon/5022289365
Communicating on the go
Tomorrow’s office worker
www.flickr.com/photos/good_day/3086916806
www.flickr.com/photos/maxbraun/149270753
Tomorrow’s office worker
COLLABORATION Enterprise
Enablement
Prototype of Enterprise
Collaboration Enablement
A journey into the unknown
www.flickr.com/photos/winemegup/3641912321
Get it right
www.flickr.com/photos/roome/3390682853
Get it wrong
You feel like this?
47
A higher level perspective
A journey into the unknown
www.flickr.com/photos/mtsofan/3618271222
Show customers
how to get there
www.flickr.com/photos/19779889@N00/4098873568
The way forward is
never straight forward
www.flickr.com/photos/dotpolka/3710843358
There will be
obstacles ahead
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CLOUD
SaaS Delivery
Service
CLOUD = CUSTOMER
CLOUD = COLLABORATION
Enterprise COLLABORATION Enablement
What business are you in?
Product focus -> Business Solution focus 3
The Sales Cycle -> The Buyer’s Journey 2
B2B -> B2C 1
Driving the What is
The Post-PC Era
BYOD
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C-Generation
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SalesChannel Europe ©2013 All rights reserved 64
B to B B to C Customer volume Restricted clientele Large, diversified clientele
Reason for purchase B2B buyers buy for their company, are are therefore accountable.
B2C consumers buy for themselves or their family, for pleasure.
Buyer behavior
B2B buyers make reasoned purchases, using professional procedures.
In B2C, consumers can yield to impulse buying, or buy something theyÕve fallen in love with. The emotional component is important.
Product positioning must be very clear, with the sales arguments down pat and a focus on specific added value for the company.
You have to be able to get people to buy for fun, present the product attractively, stage it appropriately and use sales arguments that appeal to emotions.
Buying process
The B2B buying process is complex: first, it has to comply with business management practices (payment timelines, order approval, logistics, support and reporting) and second, the buying decision involves many players and requires internal decision-making processes that can be very long.
For the mass market, the buying process is simple because the act of buying is often the decision of a single person.
Means B2B buyers do not spend their own, but their company's money, so do not see the expense in the same light.
Price is one of the main criteria for end consumers, since it is their own money they are spending.
Relationship
Since B2B customers are fewer in number, representatives forge closer and more personalized links with them. Relational aspects are more important than emotional factors, and loyalty is crucial.
Relationships are more limited, with representatives often never seeing a particular customer again.
Products B2B products are often complex, since they have to meet many requirements and involve a large number of people. It can also involve wholesaling.
Products are sold at the retail level. They involve all types, from very simple to very complex.
B2B Shifts to B2C
Corporate Consumers Connected Customers
1
2
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Connected customers
Product focus -> Business Solution focus 3
The Sales Cycle -> The Buyer’s Journey 2
B2B -> B2C 1
Consumerization
Consumerization
Commoditization
Race to the bottom
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Focus on the Buyer
and not Price
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SalesChannel Europe ©2013 All rights reserved 73
The Buying Process
Search
Find
Qualify
Try
Buy
Activate
Manage
Up-sell
Support
Refer
Start with the Buyer’s Journey
Differentiate
Now or Never
Moments
Make or Break
Moments
Multiplier
Moments
Keep or Lose
Moments
A Acquire
B Base
Example The Buyer’s Journey
76
Constant Contact
77
Constant Contact
78
Eliminating barriers to sale
Unchain your mind
Product focus -> Business Solution focus 3
The Sales Cycle -> The Buyer’s Journey 2
B2B -> B2C 1
Standing out from the crowd
www.flickr.com/photos/29233640@N07/5131195458
Differentiation
www.flickr.com/photos/heraldpost/3817195392
Differentiation
Opportunity platform
www.flickr.com/photos/36182550@N08/3347465868
Differentiation = different thinking
“Every battle is won_ before it is fought.”
Sun Tzu 544 - 496 BC
Strategy before
Technology
before
erent f
dif think
Change your thinking
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The hard way
AND thinking
www.flickr.com/photos/artwithrays/3919906312
AND thinking
AND Thinking
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www.flickr.com/photos/carolyncoles/3097883695
AND Thinking
AND thinking
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Constraint-based
thinking
www.flickr.com/photos/squonk/651697384
Recurrent constraints
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Collective constraint based thinking
Bring about the possible
www.flickr.com/photos/morberg/3842815564
Resilient thinking
www.flickr.com/photos/stewartmorris/5743763864
Child-like thinking
www.flickr.com/photos/toekneesan/3847444842
Create simple offers with
3 clear business benefits
Design an E2E Customer Experience
Products Services Experience Customer
SalesChannel Europe ©2013 All rights reserved
Your Cloud Services
106
Basic Product/Service: • Technology • Price performance • Product quality
E2E Customer Experience: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers
1
2 Support Services
3 E2E
Customer Experience
Differentiation: 3 Levels of Perceived Value
Basic Product/Service
Support Services: • Levels of support • Quality of service • Systems • Processes
are The DIFFERENCE
Example Differentiation
Rackspace
Sales & Marketing
Machin
e
By building a
Tipping the
“Victory in marketing doesn’t happen when you sell something, but when you
cultivate advocates for your
brand.” - Steve Knox, CEO of Tremors,
P&G’s Word of Mouth Business Unit
www.flickr.com/photos/hyku/4837236187
Advocates are your
best influencers
Trusted Advisor
Becoming a…
Help them achieve
Value Migration
C o - C r e a t e Brainstorm, learn, create
Share, contribute, improve
Chat, talk, exchange information and ideas
• Efficiency, productivity, creativity, innovation • Effectiveness, more desired outcomes • Motivated, Engaged and Energised • Sense of satisfaction, contribution, feel valued • Maximise Discretionary effort • Sense of purpose, meaning and fulfilment
Connect
Communicate
Collaborate
Presence, click to connect, anytime/anywhere
Drivers of adoption
www.flickr.com/photos/daniele_sartori/2371157397
Social media
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“When the rate of change externally is greater than the rate of change internally, you have a problem.”
- Jack Welch
www.flickr.com/photos/nathaninsandiego/3466495191
www.flickr.com/photos/sergei24/306212854
External speed of change
Internal speed of change
www.flickr.com/photos/14degrees/440515255
“Genius is one percent inspiration and ninety- nine percent perspiration.” - Thomas A. Edison
Help customers achieve Value Migration 8
Differentiate at Level 2 and Level 3 4
Innovate or Die 1
Focus on the Challenges facing Customers 2
Aligning with The Buyer’s Journey 5
Create Compelling Value Propositions 3
Design the End2End Customer Experience 6
Tipping the Funnel 7
Eco-system thinking 9
Become a Cloud Trusted Advisor 10
Get it right
www.flickr.com/photos/winemegup/3641912321
www.flickr.com/photos/horacio/3781750
YOU
www.flickr.com/photos/horacio/3781750
David R Ednie President & CEO
SalesChannel Europe Ph: +33 676 60 09 25 (FRA)
Email: [email protected] Website: www.saleschannel-europe.com
Your Cloud
Services