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 You” • Make the status quo unsafe • Here’s what we do • Define new set of needs • How we think we do it better • Align w/ your Strengths • Why we are the best option SELL A PROBLEM SELL A PRODUCT
Problem Finder vs. Problem Solver Opportunity to move others hinges more on helping them see their situations in fresh more revealing ways and to identify problems they didn’t realize they had. Dan Pink “To Sell is Human”
Define your target “status quo” why it’s safe and where there are gaps Customer Status QuoOutcome Outcome Outcome Identify executive outcomes and at risk at risk at risk strategic objectives that may be at riskThreats Threats Threats Reveal threats, problems and missed opportunities that need to be solved toProblems Problems Problems eliminate the risk Misses Misses Misses New Needs New Needs New Needs Re-define the needs and point to your relevant and advantaged strengths that solve for each challenge aboveSolution Solution Solution Describe the positive business impact, including customer stories with contrastNew End New End New End before and after the solution State State State
Conversation Roadmap A repeatable messaging development methodology for creating problem-oriented messaging that aligns with consultative, solution selling processes
A disciplined, approach for structuring andaligning the typicallyunstructured process of developing customer-focusedmarketing and sales messaging.
Pre-built, Purposeful DEPLOY Tools
Targeted Whiteboards -3 -2 -1 +1 +2 +3Status Quo Identify Define Identify Review MakeThreatened New Needs Solution Viable Vendors Approaches Decision “Why Change?” “Why You” Point of View Whiteboard Solu4on Diﬀeren4a4on Whiteboard Loosen the status quo Separate yourself from compe>tors