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Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
Breaking the Status Quo Barrier (Messaging Matters webinar series)
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Breaking the Status Quo Barrier (Messaging Matters webinar series)

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Statistics show that the most dangerous competitor you face is the status quo — it’s your prospects deciding to do nothing. If you want to grow your business, you’ll need to challenge your customers …

Statistics show that the most dangerous competitor you face is the status quo — it’s your prospects deciding to do nothing. If you want to grow your business, you’ll need to challenge your customers to do something different. And you need to turn more opportunities from "no decision" into decisions that favor you. The best way to do this is to establish the buying vision in the first place.

Published in: Business, Technology
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  • Neil, you have captured the essence of the problem I was speaking about. It’s extremely difficult to get customers to identify underlying and unrealized problems. Because they are, well, underlying and unrealized. At the risk of over-quoting Steve Jobs, he had a lot to say on this matter: “It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.” And then another time, he was quoted as saying, “You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.” Customer insight is essential, but the best insight is probably developed by your own people observing them as you solve their problems because it is what your customers do, not what they say, that might be the best indication of what they need.
    -Tim Riesterer
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  • Thank you for a thought provoking presentation. I do want to take issue with some of your comments regarding the value of Voice of the Customer programs. I agree that typical VoC programs that focus on the product features (do you like the green version or the blue version) have limited value and will result in incremental product improvements. However, market research that provides insights into underlying and perhaps unrealized customer needs can be extremely valuable. This type of research is the foundation for the impactful messaging that you reference in your talk. Conducting this research requires a skilled interviewer with strong listening skills.

    Neil Baron
    Baron Strategic Partners
    www.baronstrategic.com
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  • Watch this presentation. Here's the link to the webinar replay: http://win.corporatevisions.com/12.02.11BreakingtheStatusQuoBarrier_RecordedWebinarRegistration.html
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  • 1. © 2011 Corporate Visions, Inc. All rights reserved. Corporate Visions, Power Messaging, Power Positioning and Be Different. Where It Counts. Your Message. are registered trademarks or trademarks of Corporate Visions, Inc. All other trademarks are the property of their respective owners.
  • 2. Malcolm Gladwell – Tipping Point
  • 3. Scientist for Tipping Point Morton M. Grodzins
  • 4. Malcolm Gladwell - Outliers
  • 5. Scientist for Deliberate Practice Dr. K. Anders Ericsson
  • 6. Create a Buying Vision
  • 7. Don’t Call the Baby Ugly
  • 8. Make me Smarter
  • 9. Which would you choose?
  • 10. Which would you choose?
  • 11. Are you messaging for a decision?
  • 12. Haven’t got time for the pain…
  • 13. The pains I’m living with…Are bigger than the pain of change.
  • 14. Find Your Contrast
  • 15. Missing Link?Processes SystemsBuying Cycle Marketing AutomationLead Management Content ManagementSales Framework Sales Automation Content Marketing & Selling Messages Coaching & Customer-facing Tools Conversation Skills Training
  • 16. Buying Vision Messaging Roadmap Customer Status Quo Define your target “status quos” Outcome Outcome Outcome at risk at risk at risk Identify executive outcomes at-risk Threats Threats Threats Reveal threats, problems and missed Problems Problems Problems opportunities for each outcome that need to Misses Misses Misses be solved to reach desired outcome New Needs New Needs New Needs Re-define the needs and point to a solution that aligns those needs to your unique or advantaged strengthsSolution Solution Solution Describe the business impact, includingNew End New End New End customer stories with contrast before and State State State after the solution
  • 17. Target Customer Status Quo Profile•  What are they doing today?•  Why do they consider it safe?•  Where are the gaps that will make it unsafe?
  • 18. Objective/ Objective/Outcome #1 Outcome #2 Target Customer Status Quo Profile Objective/ •  Desired outcome description Outcome #3 •  Compelling industry fact(s) •  Challenge framing questions
  • 19. Challenge 3 Challenge 3Challenge 2 Challenge 2 Objective/ Objective/ Outcome #1 Outcome #2 Target Customer Status Quo Profile Objective/ Outcome #3 •  Pain/impact/risk description Challenge 1 Challenge 3 •  Urgent industry validation Challenge 2 •  Solution explore questions
  • 20. Challenge 3 Challenge 3 Challenge 2 Challenge 2 SolutionSolution Story Story Objective/ Objective/ Outcome #1 Outcome #2 Target Customer Status Quo Profile Objective/ Outcome #3 •  Your strengths that solve Challenge 1 Challenge 3 •  What customer does better Challenge 2 •  What this means Solution Solution (value) Story Story •  Story with Solution contrast proof Story
  • 21. Corporate Visions Customer Conversation System CVI Delivery Cross-­‐func7onal  workshop  with  Products,   Consultant Marke7ng  and  Sales  to  iden7fy  your  “dis7nct   point  of  view”  and  develop  differen7ated  sales-­‐ Executive ready  messaging  and  stories.   Marketing 1 Product Power Positioning® Messaging Workshop Sales SalesCVI ContentConsultant Sales Conversation Competency Skills Training Sales Tools 3 Power Messaging® 2 Point-of-View Pitch Sales Skills training Complete  set  of  sales  conversa7on  and   presenta7on  skills  training  programs  for   early-­‐stage  deal  crea7on  and  later  stage   Conversation Roadmap solu7on  differen7a7on.   Power Tools® DemandGen and Sales-Ready Development  of  a  core,  detailed  source   messaging  document  (Conversa7on  Roadmap),   CVI Content early-­‐stage,  execu7ve  interac7ve  presenta7on   Consultant (Point-­‐of-­‐View  Pitch)  and  a  range  of  buying  cycle-­‐ relevant  demand  genera7on  and  selling  tools   Integrated Campaign Content
  • 22. Customer Conversation System
  • 23. Who are you going to be?
  • 24. Got Questions? Join us on LinkedIn to continue the conversation http://www.linkedin.com/groups?about=&gid=4101593 Webinar Recording Available on www.corporatevisions.com/events© 2011 Corporate Visions, Inc. All rights reserved. Corporate Visions, Power Messaging, Power Positioning and Be Different. Where It Counts. Your Message. are registered trademarks or trademarks of Corporate Visions, Inc. All other trademarks are the property of their respective owners.
  • 25. Measure the ROI of Your Training Initiatives How to take the guesswork out of ROI measurement for marketing and sales training initiatives December 15, 2011, 10-11 a.m. Pacific Register www.corporatevisions.com/events Speaker: Scott Watson, Founder of Beyond ROI© 2011 Corporate Visions, Inc. All rights reserved. Corporate Visions, Power Messaging, Power Positioning and Be Different. Where It Counts. Your Message. are registered trademarks or trademarks of Corporate Visions, Inc. All other trademarks are the property of their respective owners.

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