Defining Your Difference

Defining Your Difference Eric Gagliano MarketMatch SVP, Client Management [email_address] 937-832-7894 x106

Welcome & Introduction Eric Gagliano, CFMP Senior Vice President & “What if…” Guy MarketMatch [email_address] 866-501-2233, ext. 106

Discussion Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Last Year’s Differentiation Brown Bag ,[object Object],[object Object],[object Object],[object Object],[object Object]

Forrester Research - Bottom 7 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2010 Survey of 4,500 bank customers “ My financial provider does what’s best for me, not just the bottom line.”

Forrester Research – Top Institutions ,[object Object],[object Object],[object Object],[object Object],2010 Survey of 4,500 bank customers “ My financial provider does what’s best for me, not just the bottom line.”

Why is this important? ,[object Object],[object Object],[object Object]

Step 1: Identify what is important to your market

What is Most Important to Customers ,[object Object],[object Object],[object Object],[object Object],Tangibles ,[object Object],[object Object],[object Object],[object Object],[object Object],Intangibles

Conduct a Quantitative Survey ,[object Object],[object Object],[object Object],[object Object],100 completes is typically enough to be statistically relevant

Step 2: Don’t show how good you are (everyone’s doing that) , show how DIFFERENT you are.

Questions to Ask ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Mood Rating ,[object Object],[object Object],[object Object],[object Object],“ If guests ran into terrible traffic on the way over hear, or are in the midst of a marital dispute, we need to consider it out problem. How else are we going to ensure that they have a sublime experience?” ~ Chef Patrick O’Connell

Step 3: Demonstrate how your differences allow you to be better than anyone else on the planet.

Psychological Value Equation Value = (Expected benefits X Confidence they’ll get them) - Cost Value = (Expected benefits X Confidence they’ll get them) - Cost

Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Attrition Dropped from 31.74% to 17.67% in one year!

Keys ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Looking Ahead Next Brown Bag Session… Always the 3 rd Friday of each month. Next session is October 15. Topic: Budget Planning & Allocation: 5 Key Changes to Your 2011 Budget

From the MarketMatch Team… Thank You! Eric Gagliano MarketMatch SVP, Client Management [email_address] 937-832-7894 x106 Thank You!

Defining Your Difference

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