Breaking the Status Quo Barrier   Convincing your prospects to do        something different
Failure to create impact                                      Only 14% of                                      “benefits” ...
StatusYou        60%             Quo          No decision                           Yes           BarrierIgnored     ?    ...
Malcolm Gladwell
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   ...
A decision to change           New Brain           Designed for Analysis              Old Brain              Designed for ...
Make the Status Quo Unsafe
Don’t Call the Baby Ugly
Make me Smarter
Attention Aversion                     Risk/Loss Scarcity                                          Incumbent Advantage    ...
“While our access to raw information hasgrown exponentially, our time to process this information has declined rapidly, wh...
•  Don’t play 20 questions•  You got 30 seconds totell me something I don’talready know•  You see more people wholook like...
Risk/Loss Aversion                                          Incumbent Advantage                      StatusAttention Scarc...
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
Risk/Loss Burden                      Change Aversion                                        Incumbent Advantage          ...
The pains I’m living with…Are bigger than the pain of change…
Risk/Loss Aversion                     Incumbent Advantage                                            Incumbent Advantage ...
Find your Contrast
Cont       rast              = Va                  lue
Y          Status    BREAKING THROUGH             Quo          Barrier                       Y
The Hero Model      The Hero Model:      based on The Hero with A Thousand Faces      by Joseph Campbell      •  The world...
Distinct Point of View
Typical Brain ActivityInformation                          How the    100%          - --------------------- about you     ...
Typical Brain ActivityHOT OPENING        SPIKE IT!           HOT CLOSE                                        100%  70%   ...
Grabbers•  Number Plays•  Metaphors
Distinct Point of View                  CONTEXT:        Give them enough reason to do             something different
Pain and Impact•  Documentation•  Visualization
Distinct Point of View
ContrastBig Picture•    Make the     complex,     simple•    Make the     abstract,     concrete
Validate your ContrastProof Points•  3rd party testimony  validates story•  External studies
Distinct Point of View
Who are you going to be?“People are information-rich and theory-poor.If you can give them a way of organizing theirexperie...
CHICAGO,Marketing and Sales                                    SEPT. 18-20Messaging Conference                            ...
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Brainshark City Tours 2012 - Stories That Sell

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Brainshark City Tours 2012 - Stories That Sell

  1. 1. Breaking the Status Quo Barrier Convincing your prospects to do something different
  2. 2. Failure to create impact Only 14% of “benefits” 14% promoted create commercial impact 86%Relevant to YourProspect Unique to You
  3. 3. StatusYou 60% Quo No decision Yes BarrierIgnored ? Invaluable
  4. 4. Malcolm Gladwell
  5. 5. Scientist for Tipping Point Morton M. Grodzins
  6. 6. What was the difference?
  7. 7. What the best are doing different
  8. 8. 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
  9. 9. A decision to change New Brain Designed for Analysis Old Brain Designed for Survival Decision-Making Engine
  10. 10. Make the Status Quo Unsafe
  11. 11. Don’t Call the Baby Ugly
  12. 12. Make me Smarter
  13. 13. Attention Aversion Risk/Loss Scarcity Incumbent Advantage StatusAttention Scarcity Quo Barrier Change Burden
  14. 14. “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)
  15. 15. •  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!
  16. 16. Risk/Loss Aversion Incumbent Advantage StatusAttention Scarcity Quo Barrier Change Burden
  17. 17. Context Creates Urgency
  18. 18. Which would you choose? A guaranteed gain of $75,000 An 80% chance of gaining $100,000 with a 20% chance of getting nothing
  19. 19. 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
  20. 20. Risk/Loss Burden Change Aversion Incumbent Advantage StatusAttention Scarcity Quo Barrier Change Burden
  21. 21. The pains I’m living with…Are bigger than the pain of change…
  22. 22. Risk/Loss Aversion Incumbent Advantage Incumbent Advantage StatusAttention Scarcity Quo Barrier Change Burden
  23. 23. Find your Contrast
  24. 24. Cont rast = Va lue
  25. 25. Y Status BREAKING THROUGH Quo Barrier Y
  26. 26. The Hero Model The Hero Model: based on The Hero with A Thousand Faces by Joseph Campbell •  The world is normal •  Something changes •  Hero struggles •  Enter: the mentor •  Hero accepts the quest
  27. 27. Distinct Point of View
  28. 28. Typical Brain ActivityInformation How the 100% - --------------------- about you customer is helped 70% 20%
  29. 29. Typical Brain ActivityHOT OPENING SPIKE IT! HOT CLOSE 100% 70% 20%
  30. 30. Grabbers•  Number Plays•  Metaphors
  31. 31. Distinct Point of View CONTEXT: Give them enough reason to do something different
  32. 32. Pain and Impact•  Documentation•  Visualization
  33. 33. Distinct Point of View
  34. 34. ContrastBig Picture•  Make the complex, simple•  Make the abstract, concrete
  35. 35. Validate your ContrastProof Points•  3rd party testimony validates story•  External studies
  36. 36. Distinct Point of View
  37. 37. Who are you going to be?“People are information-rich and theory-poor.If you can give them a way of organizing theirexperience, then their minds are wide open.” — Gladwell
  38. 38. CHICAGO,Marketing and Sales SEPT. 18-20Messaging Conference ONLY $399 1.  Marketing Messaging & Content Creation 2.  Sales Conversation Delivery Billy Ben 3.  Power Coaching Beane Zander Workshop http://conference.corporatevisions.com

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