Brainshark City Tours 2012 - Stories That Sell Presentation Transcript
Breaking the Status Quo Barrier Convincing your prospects to do something different
Failure to create impact Only 14% of “benefits” 14% promoted create commercial impact 86%Relevant to YourProspect Unique to You
StatusYou 60% Quo No decision Yes BarrierIgnored ? Invaluable
Scientist for Tipping Point Morton M. Grodzins
What was the difference?
What the best are doing different
65 % 35 % Buying Vision Bake-Off -3 -2 -1 +1 +2 +3Status Quo Identify Define Identify Review MakeThreatened New Needs Solution Viable Vendors Approaches Decision “Why Change?” “Why Us” • Challenge assumptions • Our promise of what you get • Define new set of needs • How we do it • Align w/ Strengths your • Why we are the best option SELL A DISTINCT SELL YOUR POINT OF VIEW VALUE PROPOSITION
A decision to change New Brain Designed for Analysis Old Brain Designed for Survival Decision-Making Engine
“While our access to raw information hasgrown exponentially, our time to process this information has declined rapidly, which has placed an unprecedented premium on the act of meaning-making.” George Dyson (Futurist)
• Don’t play 20 questions• You got 30 seconds totell me something I don’talready know• You see more people wholook like me than I do• So act like it!
Risk/Loss Aversion Incumbent Advantage StatusAttention Scarcity Quo Barrier Change Burden
Context Creates Urgency
Which would you choose? A guaranteed gain of $75,000 An 80% chance of gaining $100,000 with a 20% chance of getting nothing
Which would you choose? A certain loss of $75,000 An 80% chance of losing $100,000 with a 20% chance of not losing anything