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.

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.

3. Malcolm Gladwell – Tipping Point

4. Scientist for Tipping Point
Morton M. Grodzins

6. Malcolm Gladwell - Outliers

7. Scientist for Deliberate Practice
Dr. K. Anders Ericsson

10. Create a Buying Vision

15. Don’t Call the Baby Ugly

16. Make me Smarter

18. Which would you choose?

19. Which would you choose?

20. Are you messaging for a decision?

22. Haven’t got time
for the pain…

23. The pains I’m living with…
Are bigger than the pain of change.

25. Find Your Contrast

26. Missing Link?
Processes Systems
Buying Cycle
Marketing Automation
Lead Management
Content Management
Sales Framework
Sales Automation
Content
Marketing & Selling Messages
Coaching & Customer-facing Tools
Conversation Skills Training

27. 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 strengths
Solution Solution Solution
Describe the business impact, including
New End New End New End customer stories with contrast before and
State State State after the solution

28. 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?

29. Objective/ Objective/
Outcome #1 Outcome #2
Target
Customer
Status Quo
Profile
Objective/ • Desired outcome description
Outcome #3 • Compelling industry fact(s)
• Challenge framing questions

30. Challenge 3 Challenge 3
Challenge 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

31. Challenge 3 Challenge 3
Challenge 2
Challenge 2
Solution
Solution
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

32. 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
Sales
CVI Content
Consultant 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

33. Customer Conversation System

34. Who are you going to be?

35. 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.

36. 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.