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

796 views
690 views

Published 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 information at the right time.

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
796
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
34
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

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

  1. 1. Messaging for ProductLaunch How do you g et a fire going?
  2. 2. Your Product Launch Challenge You 60% Status Quo Prospect Launch Why Us? Them
  3. 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. 4. Your Prospect’s BrainWhitepaper   New Brain Designed for Analysis Old Brain Designed for Survival Decision-Making Engine
  5. 5. How do you do this?
  6. 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. 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. 8. Use the Right Design Point Threats Solution Outcome at risk Problems Solution New End StateCustomer Status Quo Misses Solution
  9. 9. Big Idea #1 Develop Prospect-centric, Challenge-Focused Contentthat loosens the status quo and convinces the prospect they need to change.
  10. 10. Messaging Warning! There’s a risk: If you are using Personas and Voice of the Customer (VOC) to drive your message development.
  11. 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. 12. Whitepaper   Whitepaper  Whitepaper   Whitepaper   Whitepaper   Whitepaper   Whitepaper   Whitepaper   Whitepaper   Whitepaper   Whitepaper  
  13. 13. Your Prospect’s Brain Whitepaper   New Brain Designed for Analysisblah blahblah blah Old Brain Designed for Survival Decision-Making Engine
  14. 14. Speak to the Old Brain Visual Storytelling
  15. 15. Big Idea #2Use proven Visual Storytelling “message objects” for appealing to the old brain and breaking free from the written-word trap.
  16. 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. 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. 18. 88%Conversation NOT Presentation
  19. 19. YOU ARE HERE
  20. 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. 21. Skills Warning! There’s a risk: If your reps can’t deliver an engaging conversation when trying to differentiate your product launch.
  22. 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

×