The most important “P”: People

How multi-dimensional relationships How multi-dimensional relationships lead to customer valued innovation, lead to customer valued innovation, enhanced loyalty & positive business resultsenhanced loyalty & positive business results

Presented by:

Michael HappeVP and GM - Toro Commercial BusinessThe 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 Innovation2. Customer Loyalty3. Business Results4. 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

DistributionChannel

StrategicCollaborators

IndustryAssociations

KeyInfluencers

The inter-connections are hard to visualize The inter-connections are hard to visualize and can take years & constant attention to solidify, and can take years & constant attention to solidify, but they are difficult if not impossible to replicate!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

IndustryAssociations

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

StrategicCollaborators

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

KeyInfluencers

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

DistributionChannel

StrategicCollaborators

IndustryAssociations

KeyInfluencers

The inter-connections are hard to visualize The inter-connections are hard to visualize and can take years & constant attention to solidify, and can take years & constant attention to solidify, but they are difficult if not impossible to replicate!but they are difficult if not impossible to replicate!

Resource Alignment & Integrated Marketing

TechniciansTechnicians

OwnersOwners

SuperintendentsSuperintendents

DecisionDecisionMakersMakers

Brand ContinuityBrand Continuity(Integrated Marketing)(Integrated Marketing)

• Marketing Messages

• Channel Programs

• Key Events

• Association Support

• Direct Contact

• Key Influencers

Marketing Resource AllocationsMarketing Resource AllocationsMarketing Resource AllocationsMarketing Resource Allocations

11

22

33

• 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!

Product Advertisements

Benefit

Theme Count on it!

Featured Product

• Small Product• Beautiful Course• Anywhere USA• Less is More!

(Examples)

Owner Advertisements

ValueCategory

FeaturedExperts

Theme Count on it!

Benefit

• Small Product• Beautiful Course• Anywhere USA• Less is More!

(Examples)

Moving forward to “The Right Choice”

ValueCategory

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 worksis if the model is always on!

The social network of relationships is a continuous loopof understanding,serving, partnering,caring, and resolving…

Serving

Partnering

Under- standing

Caring & Resolving