1. think in 3D! some simple ideas to help improve your competitiveness
17th september 2015

2. who the hell is andy hanselman?

3. i help businesses and their people
think in 3D!
@andyhanselman

4. Dramatically and Demonstrably Different!
that means being...
Dramatically and Demonstrably Different!
@andyhanselman

5. why...
3D?
@andyhanselman

6. @andyhanselman

7. @andyhanselman

8. @andyhanselman

9. the year before henry was born...
@andyhanselman

10. @andyhanselman

11. (and have been for over 20 years!)
i research, write about, talk about and work with high performance businesses
(and have been for over 20 years!)
@andyhanselman

14. Dramatically and Demonstrably Different
7 characteristics of
Dramatically and Demonstrably Different
businesses
@andyhanselman

15. today
only
£9.99!
£4.90 ebook available now!
@andyhanselman

16. what exactly is ‘marketing’?
@andyhanselman

17. classic definition of marketing
“marketing is a social and
managerial process by which
individuals and groups obtain
what they need and want
through creating and exchanging
products and value with others”
@andyhanselman

18. “finding, attracting and keeping the customers that you want while
my definition of marketing
“finding, attracting and
keeping the customers
that you want while
maximising your profits”
@andyhanselman

19. what are we up against when it comes to making it work
@andyhanselman

20. #7
trends...
@andyhanselman

21. we’re in ‘the age of abundance!
#1:
we’re in ‘the age of abundance!
@andyhanselman

22. “in every single industry there is now overcapacity of production and
lack of capacity in terms of people”
sir martin sorrell, chief executive wpp
@andyhanselman

23. @andyhanselman

24. Management Consultants Sheffield
@andyhanselman

25. 529,000!
(0.25 seconds)
@andyhanselman

26. @andyhanselman

27. customers are putting up more ‘barriers’!
#2:
customers are putting up more ‘barriers’!
@andyhanselman

30. there’s greater ‘transparency’!
#3:
there’s greater ‘transparency’!
@andyhanselman

32. @andyhanselman

33. customer expectations are rising!
#4:
customer expectations are rising!
@andyhanselman

34. 75%!
of uk customers think that customer service levels ‘are at an all time low’
source: henley business school
@andyhanselman 34

35. 90%
of business leaders believe customers are more demanding than they were a few years ago
@andyhanselman

36. “the beach was too sandy”

37. “no one told us there would be fish in the sea
“no one told us there would be fish in the sea. our children were startled”

38. “i think it should be explained in the brochure that the local store does not sell proper biscuits like custard creams or ginger nuts”

39. “it’s lazy of the local shopkeepers to close in the afternoons
“it’s lazy of the local shopkeepers to close in the afternoons. i often want to buy things in ‘siesta’ time. it should be banned”

40. they want what they want, when they want it, how they want it!
#5:
they want what they want, when they want it, how they want it!
@andyhanselman

41. @andyhanselman

42. @andyhanselman

43. 2minutes
= the average time the uk consumer is prepared to queue (compared to 5 minutes 6 years ago) Source: Barclaycard
@andyhanselman

44. 57% of customers will wait only 3 seconds or less for a website to load before abandoning it
source: “consumer response to travel site performance” study conducted by phocuswright and akamai
@andyhanselman

45. 74% of customers leave if a website doesn’t load on their smartphone in 5 seconds
source: “consumer response to travel site performance” study conducted by phocuswright and akamai
@andyhanselman

46. a one-second delay in load time would cost Amazon an estimated $1
a one-second delay in load time would cost Amazon an estimated $1.6 billion a year!
@andyhanselman

47. they don’t believe the hype!
#6:
they don’t believe the hype!
@andyhanselman

48. tell the truth in advertisements
76%
of consumers
don’t believe
that companies
tell the truth in advertisements
@andyhanselman

49. ‘word of mouth is increasing’!
#7:
‘word of mouth is increasing’!
@andyhanselman

50. so is ‘word of mouse’...
@andyhanselman

51. @andyhanselman

52. 93%
of customers identify word of mouth as the best, most reliable source about ideas and information on products and services - up 26 pts. vs. 25 years ago Source: NOP World

53. “79% who had a negative experience with a business told others about it”
source: right now report – customer service impact
@andyhanselman

55. so, what does it all mean?
@andyhanselman

56. you’ve got to work harder at building and maintaining.....
@andyhanselman

57. @andyhanselman

58. seriously.....
@andyhanselman

59. you’ve got do stuff that makes you ‘stand out’!
@andyhanselman

60. stuff that gets people talking!
@andyhanselman

61. why should I buy from you?
@andyhanselman

62. sit down if you heard anything like this....
our ‘expertise and experience’
our people
our location
our reputation
our quality
our pricing
our personal service
our customer care
our flexibility to customer needs
our ability to solve problems
our ‘uniqueness’
@andyhanselman

63. usp’s?
@andyhanselman

64. = ‘usual stuff people say’!
@andyhanselman

65. ‘3 iDeas’
to consider.....
@andyhanselman

66. ‘iDea 1’...
@andyhanselman

67. 3D characteristic #2:
‘think in 3D’!
@andyhanselman

68. Dramatic Difference:
“an unmatchable ‘bundle’ of products, services, skills, methods and practices that differentiate a business
from its competitors”
@andyhanselman

69. Different (‘better than’)
‘as
good as’
‘Dramatically
&
Demonstrably
Different’
‘worse
than’
Different (‘better than’)
‘Dramatically Different
‘as
bad as’
‘3D’
‘-1D’
‘0D’
‘1D’
‘2D’
@andyhanselman

70. @andyhanselman

72. Dramatic Difference ? Demonstrate it ? what is your... how do you...
@andyhanselman

73. @andyhanselman

74. ‘iDea 2’...
@andyhanselman

75. delight your customers! level of service you provide
3D characteristic #3:
delight your customers!
surprise them with the
level of service you provide
@andyhanselman

76. now that’s customer delight!
@andyhanselman

77. the 6 ingredients of customer delight
@andyhanselman

78. produces a ‘wow’ reaction appears spontaneous or unexpected
it’s the personal touch
makes clients feel valued
it’s genuine
creates a talking point
@andyhanselman

79. @andyhanselman

80. @andyhanselman

81. @andyhanselman

82. @andyhanselman

83. @andyhanselman

84. @andyhanselman

85. @andyhanselman

86. complete this sentence...
“yes, they dealt with me professionally, but what completely blew me away was.....”
@andyhanselman

87. ‘iDea 3’...
@andyhanselman

88. foster ‘devotion’ through consistency
@andyhanselman

89. high expectations low expectations
‘disappointed’
‘devoted’
a ‘poor’
experience
a ‘great’
experience
‘delighted’
‘disaffected’
low expectations
@andyhanselman

90. Approach customers with a personalized warm welcome
Probe politely to understand all the customer’s needs
Present a solution for the customer to take home today
Listen for and resolve any issues or concerns
End with a fond farewell and an invitation to return
@andyhanselman

91. Rub up your customers the wrong way Yes, go on, all the way
Apathy is encouraged
Never bother to try and make them smile
Approach them with indifference
Infer it’s them who are the problem
Remember, we’re right behind you to help you do this
@andyhanselman

92. “i never had control, and I never wanted it
“i never had control, and I never wanted it. if you create an environment where the people truly participate, you don’t need control”
herb kelleher, founder, southwest airlines
“there may be 50 ways to leave your lover, but there are only 4 ways out of this airplane.”
“your bags will be available on carrousel x. if you do not find them, they will be available in 2-3 weeks on eBay.”
“in order to enhance the appearance of your flight crew, we will be dimming the cabin lights.”
@andyhanselman

93. “we entrust every single ritz-carlton staff member, without approval from their general manager, to spend up to $2,000 on a guest. and that's not per year. it's per incident”
simon f cooper, president ritz carlton
@andyhanselman

95. conclusions
@andyhanselman

96. ‘iDea 1’...
@andyhanselman

97. 3D characteristic #2:
‘think in 3D’!

98. ‘iDea 2’...
@andyhanselman

99. delight your customers! level of service you provide
3D characteristic #3:
delight your customers!
surprise them with the
level of service you provide
@andyhanselman

100. ‘iDea 3’...
@andyhanselman

101. foster ‘devotion’ through consistency
@andyhanselman

102. bonus!!!
‘iDea 4’...
@andyhanselman

103. take action, not notes!
@andyhanselman

104. so.... what are you going to do?
@andyhanselman

105. “advertising is the tax you pay for being unremarkable”
robert stephens, founder, the geek squad
@andyhanselman

106. “don’t be afraid not to follow the herd – because where the herd’s gone, the food is already eaten”
bob dylan

107. “stand out”
and “Deliver”!
@andyhanselman

108. if you can’t Demonstrate you’re Dramatically Different,
you’re invisible!
@andyhanselman

109. free e-books....
visit...
@andyhanselman

110. Andy’s 3D Thoughts......
3 iDeas in 3 minutes in your inbox every Monday morning to help you think in 3D!
@andyhanselman

111. 3D Diagnostic......
a FREE (for friends!) innovative online assessment tool to see how your business measures up against the 7 characteristics of 3D businesses!
@andyhanselman

112. Andy’s 3D Thoughts......
3 iDeas in 3 minutes in your inbox every Monday morning to help you think in 3D!
@andyhanselman

113. people can be divided into three groups
@andyhanselman

114. those who make things happen
those who watch things happen
those who ask ‘what happened’?
@andyhanselman

115. “don’t just stand there….. do something!”
dick dastardly
@andyhanselman

116. MISSING YOU ALREADY!
@andyhanselman

117. get my slides and other resources at: andyhanselmanconsulting
@andyhanselman