Opportunity or Threat?

Problem the

Avoiding cloud-hypnosis

www.flickr.com/photos/fusionpanda/822788491

Cyber threats are . . .

You need to double your protection

www.flickr.com/photos/teller/6558714295

Become a Trusted Advisor

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Trusted Advisors -> Stickiness

www.flickr.com/photos/dave77459/2283763019

Business the

Opportunity

Customer retention

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Business continuity

www.flickr.com/photos/zigazou76/7670892420

12

“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

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External speed of change

Internal speed of change

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Business

Capacity to

to

New technology

www.flickr.com/photos/notanartist/245108664

Remaining relevant in unfamiliar terrain

www.flickr.com/photos/copleys/2873472520

Specialised SMB Program and tools

Get ahead of the Competition

www.flickr.com/photos/rogersmith/489158358

www.flickr.com/photos/8363028@N08/2665809719

Stay ahead of the Competition

www.flickr.com/photos/matthewpaulson/5959345541

An accident waiting to happen

1 2 3

3 ideas for today’s webinar

Becoming a Trusted Advisor 3

Paradigm Shift: Old -> New 2

Differentiation happens in the Channel 1

Standing out from the crowd

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Differentiation

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Differentiation

Avoid looking in

the wrong places

www.flickr.com/photos/sea-turtle/3568062665

It’s all about the target

SalesChannel Europe ©2012 All rights reserved 31

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

End2End Customer Experience

Differentiation: 3 Levels of Perceived Value

1

2

3

Basic Product/Service

Support Services: • Levels of support • Quality of service • Systems • Processes

Differentiation = your

Inner Advantage

Differentiation

www.flickr.com/photos/teller/5047463788

You are the difference

www.flickr.com/photos/salsaboy/7823646044

Becoming a Trusted Advisor 3

Paradigm Shift: Old -> New 2

Differentiation happens in the Channel 1

Paradigm shift

www.flickr.com/photos/cogdog/6693486743

SalesChannel Europe ©2012 All rights reserved 37

Trusted Advisor Mindset

Old Paradigm

Be rational

Be cautious

Aim to satisfy

Be practical

Innovate when necessary

Get it mostly right

Think like an engineer and

feel like an accountant

New Paradigm

Be passionate

Lead, don’t follow

Aim to surprise

Be unreasonable

Innovate incessantly

Sweat the details

Think like an engineer and

feel like an artist

Becoming a Trusted Advisor 3

Paradigm Shift: Old -> New 2

Differentiation happens in the Channel 1

Buyer Personas

www.flickr.com/photos/1suisse/3504595493

Identify early adopters

www.flickr.com/photos/pirateparrot/3176580968

Trusted Advisor relationship

They buy a

42

How do you build

43

By being

44

You create

by

© 2009 SalesChannel Europe - All rights reserved

SalesChannel Europe

Asking diagnostic questions

46

You can tell a person is clever by their answers,

you can tell a person is wise by their questions

47

Nothing redirects people’s thinking better than a well phrased question

Not all questions

were created equal

49

1.“The shorter the

question, the more likely

we are to get a long

answer.”

Trusted Advisors

engage their

customers with

diagnostic questions

SalesChannel Europe ©2012 All rights reserved 50

Diagnostic Questions - examples:

51

1.“The shorter the

question, the more likely

we are to get a long

answer.”

The shorter the

question, the more

likely we are to get a

long answer

Trusted Advisor relationship

They buy a

53

Eliminating barriers to success

www.flickr.com/photos/roome/3390682853

Get it wrong

www.flickr.com/photos/winemegup/3641912321

Get it right

www.flickr.com/photos/littlebabyjesus/123838009

Get it right

www.flickr.com/photos/horacio/3781750

www.flickr.com/photos/horacio/3781750

David R Ednie President & CEO

SalesChannel Europe Ph: +33 676 60 09 25 (FRA)

Email: david@saleschannel-europe.com Website: www.saleschannel-europe.com