Jan 15, 2015
The world has changed?
Questions?
Two
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1. Reality or illusion?
2. Opportunity or threat?
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going to be
Is this
Easy?
Small hint!
Game-Changer
The Game
The Game
Game Changer
Customers Economy
Cloud Services
YOU
A journey into the unknown
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Get it right
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Get it wrong
You feel like this?
18
A fresh perspective
CLOUD
SaaS Delivery
Service
Quality of Service -> E2E Customer Experience 3
The Sales Cycle -> The Buyer’s Journey 2
B2B -> B2C 1
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Gartner Hype Cycle for Cloud Computing, 2012
Driving the What is
The Post-PC area
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Smartphone sales surpasses PC sales in 2011
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Welcome to the Digital World
*Derek Thompson is a senior editor at The Atlantic
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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 behaviour
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
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Bring Your Own Devices
Quality of Service -> E2E Customer Experience 3
The Sales Cycle -> The Buyer’s Journey 2
B2B -> B2C 1
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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
35
Constant Contact
36
Constant Contact
37
Eliminating barriers to sale
Quality of Service -> E2E Customer Experience 3
The Sales Cycle -> The Buyer’s Journey 2
B2B -> B2C 1
Quality of Service
Customer Satisfaction
End2End
Customer Experience
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Basic Product/Service: • Technology • Price performance • Product quality
E2E Customer Experience: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers
Basic Product/Service
Support Services
E2E Customer Experience
Differentiation: 3 Levels of Perceived Value
1
2
3
YOU
Basic Product/Service
Support Services: • Levels of support • Quality of service • Systems • Processes
Example
Rackspace
WHAT
HOW and
erent f
dif think
Child-like thinking
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(r)Evolution Re-imagine
Re-think
Re-align Re-design Re-invent
Re-engage
Re-peat Re-peat
Re-peat Re-peat
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“When the rate of change externally is greater than the rate of change internally, you have a problem.”
- Jack Welch
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External speed of change
Internal speed of change
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Trusted Advisor
Becoming …
Drivers of adoption
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Get it right
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www.flickr.com/photos/horacio/3781750
YOU
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David R Ednie President & CEO
SalesChannel Europe Ph: +33 676 60 09 25 (FRA)
Email: [email protected] Website: www.saleschannel-europe.com
YOU