7/23/2012 1 SMPS R001 Developing a Differentiation Strategy: Marketing Your Innovative Practices 06WB89 Anne Crowe Kroger, MBA, CPSM July 24, 2012 Credit(s) earned on completion of this course will be reported to AIA CES for AIA members. Certificates of Completion for both AIA members and non‐AIA members are available upon request. This course is registered with AIA CES for continuing professional education. As such, it does not include content that may be deemed or construed to be an approval or endorsement by the AIA of any material of construction or any method or manner of handling, using, distributing, or dealing in any material or product. _______________________________________ Questions related to specific materials, methods, and services will be addressed at the conclusion of this presentation.
12
Embed
Differentiation Strategy Final - Webinars, Webcasts, LMS ...eo2.commpartners.com/users/smps/downloads/120724_July_Handout… · Developing a Differentiation Strategy: Marketing Your
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
7/23/2012
1
SMPSR001
Developing a Differentiation Strategy: Marketing Your Innovative Practices06WB89
Anne Crowe Kroger, MBA, CPSM July 24, 2012
Credit(s) earned on completion of this course will be reported to AIA CES for AIA members. Certificates of Completion for both AIA members and non‐AIA members are available upon request.
This course is registered with AIA CES for continuing professional education. As such, it does not include content that may be deemed or construed to be an approval or endorsement by the AIA of any material of construction or any method or manner ofhandling, using, distributing, or dealing in any material or product._______________________________________Questions related to specific materials, methods, and services will be addressed at the conclusion of this presentation.
7/23/2012
2
Questions for the Audience
?
Strategy
• Roadmap to achieve corporate vision• Gain competitive advantage• Long term
Fundamentals of Strategy
• Who are our customers?• How do we create value for them?• How do we do it more effectively and efficiently than anyone else?
• What are customer needs?
7/23/2012
3
Differentiation
• Differentiation is about understanding clients and how your service(s) can meet their needs.
“Anything can be turned into a value‐added product or service for a well‐defined or newly
created market.” Tom Peters
Why Differentiation Strategy?
• Meet customer needs• Avoid commoditization• Rise about pack
What’s Needed to Differentiate?
• Change the message• Research customer needs• Better product/process development• Strong sales team
7/23/2012
4
Questions to Ask Yourself
• What sets your firm apart from competition?• What do your clients rave about?• What’s different about your firm than the competition
“ Every action, no matter how far from the firing line, must be processed through the customer’s eyes. Will this make it easier for the customer? Faster? Better? Less expensive?” Tom Peters
Client Experience
Client Experience
7/23/2012
6
Dilemma for Service Firms
• Experience• Signaling
Change Experience from Start
• Social media • Brochure• Ads• Website• Salespeople• Architects/PEs• Billing