The most important “P”: People How multi-dimensional relationships lead to customer valued innovation, enhanced loyalty & positive business results Presented by: Michael Happe VP and GM - Toro Commercial Business The Toro Company

People is the missing “P” Frequently taken for granted, often underutilized… …and (in our view) the most Important #1

What’s in it for me? People are important to every business! Multi-Dimensional Relationships can have a significant impact on your results. Alignment of Resources around Relationships can have a powerful impact on the quality and depth of: 1.Voice of Customer Input for Customer Valued Innovation 2.Customer Loyalty 3.Business Results 4.Employee Engagement People can clearly differentiate you from Competition! (MDRs are impossible to replicate – especially when done well)

What are Multi-Dimensional Relationships? Relationships you build (i.e. the company’s “social network”) that positively influence your brand from the: –Inside –Outside –Via Direct Connections –Via Indirect Connections

Five Key Areas of Focus… Who does the Decision Maker Listen to? Who impacts your customer the most? –Channel Partners –Industry Associations –Key Influencers –Collaborators Agencies Researchers Suppliers –Employees –Other Customers Customers & [other customers] Employees Distribution Channel Strategic Collaborators Industry Associations Key Influencers The inter-connections are hard to visualize and can take years & constant attention to solidify, but they are difficult if not impossible to replicate!

Channel Partners Partnership vs Transactional –Exclusive Relationships –Extensive Training / Professional Development –Leadership Retreats / Meetings –Channel Advisory Boards –Continuous Improvement Initiatives –Customer Satisfaction Metrics –Co-op Market Development for Relationship Events –Recognition / Incentive Programs Distribution Channel

Industry Associations Trade Show Event Support Quarterly Partnership Meetings Board of Director Service Committee Involvement Sharing Connections –Channel/Chapter connections –Content resources Industry Associations

Strategic Collaborators Develop Long-term Partnerships –With Key Suppliers –With Agencies/Vendors –With Research Partners Invite them into the Customer’s World Leverage their growing knowledge of your Customers Expand perceived expertise to external resources Strategic Collaborators

Key Influencers 1 on 1 Assignments (e.g. Corporate Accounts) Create and Activate around Dedicated Events Association Leadership Development Host Meetings at your site Connect them and they will connect you Make them part of the VOC process Key Influencers

Other Customers Peer Testimonials Carry Ultimate Credibility Create Group Relationship Events –Combine Business & Pleasure –Smaller can be much Bigger! –Listen and Encourage Group Discussion Win Over Industry “Beacons” Other Customers

Five Key Areas of Focus… Who does the Decision Maker Listen to? Who impacts your customer the most? –Channel Partners –Industry Associations –Key Influencers –Collaborators Agencies Researchers Suppliers –Employees –Other Customers Customers & [other customers] Employees Distribution Channel Strategic Collaborators Industry Associations Key Influencers The inter-connections are hard to visualize and can take years & constant attention to solidify, but they are difficult if not impossible to replicate!

Resource Alignment & Integrated Marketing Technicians Owners Superintendents Decision Makers Brand Continuity (Integrated Marketing) Marketing Messages Channel Programs Key Events Association Support Direct Contact Key Influencers Marketing Resource Allocations Integrated Marketing Programs intended to build the brand throughout the “social network” require both a singular theme and targeted messages Resource alignment for each key buyer persona/group must be viewed both independently and collectively. Investment & activation - visible at all levels!

Integrated Marketing – Example The key to building a consistent & powerful Brand Can you create a relevant “theme” or “promise” that resonates across multiple decision making personas? Is there a “visual theme” that can also work in concert with the “promise” to help pull the brand together visually? Are the messages targeted at each decision maker group tailored to the specific audience and consistent with the overall brand theme? Are all key elements of the Marketing Mix helping to build the overall brand or are they “one-off” efforts that borrow from the brand? Do all campaign elements stay true to a brand standard?

Product Advertisements Benefit Theme Count on it! Featured Product Small Product Beautiful Course Anywhere USA Less is More! (Examples)

Owner Advertisements Value Category Featured Experts Theme Count on it! Benefit Small Product Beautiful Course Anywhere USA Less is More! (Examples)

Moving forward to “The Right Choice” Value Category Theme Count on it! Benefit (Examples)

Return on Relationships Voice of Customer Input for Customer Valued Innovation Frequency of Discussion Around Customer’s Problems, Needs and Constraints Increases Exponentially Consistent Ability to Leverage Confidential VOC “Collection” Opportunities Efficient Solution “Validation” Process Customer Loyalty Most People Would Prefer to Do Business with Trusted “Friends” Suppliers That Own the “Discovery Advantage” Have Edge on Competition Surprises DWWSWWD Earns Repeat Business Business Results High Customer Satisfaction & Zealotry Equals Profits Higher Retention Spending = Lower Conversion & Recapture $ Increased Ability to Manage Sales Opportunities Employee Engagement Much More Fun to Sell Relationships Than Widgets Second Family / Home Emerges

Easy to say, hard to do… Why? Identify ALL the stakeholders in the buying process and understand their roles Investing in relationships requires buy-in and discipline: –Internal: The company culture needs to “get-it” “Consumed” by & passionate about customer needs Relationship skills are critical and must be sustained –External: Channel Partners / Collaborators must act consistently and understand their value proposition Learn the “dance steps” Know when to say “no” It is a long-term commitment –Customers and Influencers know when it is (or isn’t) genuine –Finding the right balance of time and $ resources will take trial and error –Two way accountability is imperative Never burn bridges –It’s a small world –Taking the high road in defeat can pay off in the long run

The model is always ON The only way it truly works is if the model is always on! The social network of relationships is a continuous loop of understanding, serving, partnering, caring, and resolving… Serving Partnering Under- standing Caring & Resolving