• Like

Effectively Launching New Products To, and Through, Your Field Organization

  • 476 views
Uploaded on

Most companies plan an integrated Marketing Communications strategy when launching new products, but those efforts have the potential to fall flat if the seller is able to deliver the right …

Most companies plan an integrated Marketing Communications strategy when launching new products, but those efforts have the potential to fall flat if the seller is able to deliver the right information at the right time.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
476
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
27
Comments
0
Likes
2

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Messaging for ProductLaunch How do you g et a fire going?
  • 2. Your Product Launch Challenge You 60% Status Quo Prospect Launch Why Us? Them
  • 3. Pick the Right Starting Point 65 % Buying Vision 35 % Bake-Off You 60% Status Quo St Product LaunchWhy Change? Why Us? Yes#1 Yes#3 Why Now? Yes#2 Them
  • 4. Your Prospect’s BrainWhitepaper   New Brain Designed for Analysis Old Brain Designed for Survival Decision-Making Engine
  • 5. How do you do this?
  • 6. Customer Conversation System Message it Great Messages Tools Skills Develop Deploy Deliver status quo- in distinctive, with compelling,busting messages relevant tools memorable skill Marketing Sales Integrated Approach
  • 7. Wake the Old Brain Your messaging needs to: •  Make the status quo unsafe •  Challenge current assumptions •  Create urgency for change •  Show desired outcomes at risk
  • 8. Use the Right Design Point Threats Solution Outcome at risk Problems Solution New End StateCustomer Status Quo Misses Solution
  • 9. Big Idea #1 Develop Prospect-centric, Challenge-Focused Contentthat loosens the status quo and convinces the prospect they need to change.
  • 10. Messaging Warning! There’s a risk: If you are using Personas and Voice of the Customer (VOC) to drive your message development.
  • 11. Customer Conversation System Message it Great Messages Tools Skills Develop Deploy Deliver status quo- in distinctive, with compelling,busting messages relevant tools memorable skill Marketing Sales Integrated Approach
  • 12. Whitepaper   Whitepaper  Whitepaper   Whitepaper   Whitepaper   Whitepaper   Whitepaper   Whitepaper   Whitepaper   Whitepaper   Whitepaper  
  • 13. Your Prospect’s Brain Whitepaper   New Brain Designed for Analysisblah blahblah blah Old Brain Designed for Survival Decision-Making Engine
  • 14. Speak to the Old Brain Visual Storytelling
  • 15. Big Idea #2Use proven Visual Storytelling “message objects” for appealing to the old brain and breaking free from the written-word trap.
  • 16. Tools Warning! There’s a risk: If you aren’t using videos to coach salespeople and tell prospects your story in a product launch.
  • 17. Customer Conversation System Message it Great Messages Tools Skills Develop Deploy Deliver status quo- in distinctive, with compelling,busting messages relevant tools memorable skill Marketing Sales Integrated Approach
  • 18. 88%Conversation NOT Presentation
  • 19. YOU ARE HERE
  • 20. Big Idea #3 Integrate product launch messaging and tools withhigh-impact conversation and presentation skills training that ensure salespeople are role-playing your new story.
  • 21. Skills Warning! There’s a risk: If your reps can’t deliver an engaging conversation when trying to differentiate your product launch.
  • 22. Customer Conversation System Message it Great Messages Tools Skills Develop Deploy Deliver status quo- in distinctive, with compelling,busting messages relevant tools memorable skill Marketing Sales Integrated Approach