Executive Briefing:Creating andDelivering aDifferentiatedCustomerConversation                                             ...
Last bastion of differentiation                                   FIELDCustomer conversations have moreimpact than all oth...
65 %                               35 %             Buying Vision                            Bake-Off  -3               -2...
A customer conversation system is needed              Customer Conversations       Messages        Tools            Skills...
Documented Experience and Impact
65 %                       35 %o Building a Buying Visiono Creating a Conversation System
Failure to create impact                                      Only 14% of                                14%   “benefits” ...
Not adding valueOnly 10% of salescalls are worthexecutive’s time              10%                          90%
The impact of parity                                  YouThey don’t see enough reason to    do something different        ...
Re-thinking your approach                              You    2.5Your real competitor is   “Status Quo”                   ...
Haven’t got time  for the pain…
Your new conversations                                          You Challenge Re-Define AlignAssumptions Needs Solution   ...
Traditional Discovery                            Buying Vision            Customer                               Customer ...
Did you know you had a music problem?
Deal Creation NOT Discovery                               AGREEFRAMEChallengeStatus Quo                      20           ...
You Need a Distinct   Point of View
Distinct Point of View
The Hero Model                                              The Hero Model:                                               ...
Documenting impact145 115 90 10 XDeals Previously   Days    ROIClosed Stalled
Documenting impact100% 11              90       1  Hit      Missed    Days    ThingNumber    Quarters          changed
Distinct Point of View
Typical Brain ActivityInformation                              How the    100%              - --------------------- about ...
Typical Brain ActivityHOT OPENING         SPIKE IT!          HOT CLOSE                                        100%  70%   ...
Grabbers get attentiono Number Plays-Make numbers tell a story that disrupts status quo-Tell them something  they don’t kn...
Distinct Point of View                  CONTEXT:        Give them enough reason to do             something different
Context Creates Urgency
Messaging for New Brain vsinformation vs Old Brainmessaging fora decision
Which would you choose? A guaranteed gain of $75,000 An 80% chance of gaining $100,000 with a 20% chance of getting nothing
Which would you choose? A certain loss of $75,000 An 80% chance of losing $100,000 with a 20% chance of not losing anything
Pain and Impacto Documentationo Visualization
Distinct Point of View
The need for contrast
ContrastBig Picture•   Make the    complex,    simple•   Make the    abstract,    concrete
ProofProof Points• 3rd party testimony  validates story• Outside research  that corroborates  your story
Distinct Point of View
65 %                       35 %o Building a Buying Visiono Creating a Conversation System
A customer conversation system is needed              Customer Conversations       Messages        Tools            Skills...
Conversation Roadmap                                    Customer Status Quo                          Outcome         Outco...
Conversation Roadmap
Most important corporate asset
Your iTunes library
Roadmap is your Source Document
Customer Conversations     Messages        Tools            Skills    DEVELOP        DEPLOY            DELIVER     Message...
90   Percentage of marketing     content that go unused40   Hours a month salespeople     spend creating their own     Pos...
Buying Cycle-Relevant Tools                                      BUYING CYCLE                                             ...
Emails with Impact                     • Attention-getting                     • Insightful                     • Excite t...
Call Guides• Cheat Sheet• Chunked• Adaptable
Cue-Cards            • Cheat Sheets
Point-of-View Pitch• Problem• Change• Solution
Solution Briefs                  • Client-facing                  • Solves pains                  • Addresses             ...
Confirmation of Needs Email                         • “Champion Letter”                         • Purposeful structure    ...
• Modular            Solution Presentation• Customer-focused• Concise
Support the Buying Cycle
Customer Conversations     Messages        Tools            Skills    DEVELOP        DEPLOY            DELIVER     Message...
Corporate Visions Skills Training             Buying Vision                               Bake-Off  -3               -2   ...
Power Deal Creation™                                    AGREEFRAMEChallengeStatus Quo  EXCITE                             ...
Power Messaging®           agenda             grabberlaunch          big picture              credentials                 ...
Your customer conversation system            Customer Conversations     Messages        Tools            Skills    DEVELOP...
Documenting impact    92% 96 % 36%                   2    Use         High    EBITDA     YearsConsistently   Impact   Incr...
What do these have in common?       Forrest Gump       Silence of the Lambs       Kramer vs. Kramer
www.conversationsthatwin.com                                                       © 2011 Corporate Visions, Inc. All righ...
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Breaking thru the status quo barrier

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Insights

  1. 1. Executive Briefing:Creating andDelivering aDifferentiatedCustomerConversation © 2011 Corporate Visions, Inc. All rights reserved.Corporate Visions, 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. 2. Last bastion of differentiation FIELDCustomer conversations have moreimpact than all others combined BRAND PRODUCTSPRICE9% 19% 19% 53%
  3. 3. 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 Us” Your Desired Outcomes Why our offerings are at-risk and here’s are better than how you can fix that the competition Sell the Problem Sell the Product
  4. 4. A customer conversation system is needed Customer Conversations Messages Tools Skills DEVELOP DEPLOY DELIVER Messages Tools that Conversations that Matter Get Used that Win MARKETING SALES Integrated Approach
  5. 5. Documented Experience and Impact
  6. 6. 65 % 35 %o Building a Buying Visiono Creating a Conversation System
  7. 7. Failure to create impact Only 14% of 14% “benefits” promoted create commercial impactRelevant to YourProspect 86% Unique to You
  8. 8. Not adding valueOnly 10% of salescalls are worthexecutive’s time 10% 90%
  9. 9. The impact of parity YouThey don’t see enough reason to do something different 20-60% Status Quo Sales Bake-off Call Them
  10. 10. Re-thinking your approach You 2.5Your real competitor is “Status Quo” 20-60% Status Quo 6 Sales Bake-off Call Them 1.5
  11. 11. Haven’t got time for the pain…
  12. 12. Your new conversations You Challenge Re-Define AlignAssumptions Needs Solution 20-60% St Status Quo Sales Bake-off Call Them
  13. 13. Traditional Discovery Buying Vision Customer Customer Status Quo Salespeople “Play 20 Questions” Outcome Outcome Outcome ? at Risk at Risk at Risk ?? ? ? ? ? ? ? ? ? Pre-Determine Executive-Level Outcomes?? ? ? ? ? Threat Threat Threat ? ? ? ? ? Problem Problem Problem Miss Miss MissBased on customer response configure Reveal threats, risks, problems and missed a solution to identified pains from opportunities that put each outcome at risk among the product portfolio and need to be solved Your Your Your Solution Solution Solution Align strengths of products, services, programs to solve the re-defined needs and “engineer“ desired outcomes
  14. 14. Did you know you had a music problem?
  15. 15. Deal Creation NOT Discovery AGREEFRAMEChallengeStatus Quo 20 Questions EXCITE EXPLORECustomer Stories with Contrast Define the Pain and Re-define Needs
  16. 16. You Need a Distinct Point of View
  17. 17. Distinct Point of View
  18. 18. The Hero Model The Hero Model: based on The Hero with A Thousand Faces by Joseph Campbell • The world is normal • Something changes • Hero struggles • Enter: the mentor • Hero accepts the quest © 2011 Corporate Visions, Inc. All rights reserved.Corporate Visions, 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.
  19. 19. Documenting impact145 115 90 10 XDeals Previously Days ROIClosed Stalled
  20. 20. Documenting impact100% 11 90 1 Hit Missed Days ThingNumber Quarters changed
  21. 21. Distinct Point of View
  22. 22. Typical Brain ActivityInformation How the 100% - --------------------- about you customer is helped 70% 20%
  23. 23. Typical Brain ActivityHOT OPENING SPIKE IT! HOT CLOSE 100% 70% 20%
  24. 24. Grabbers get attentiono Number Plays-Make numbers tell a story that disrupts status quo-Tell them something they don’t know that makes them want to know more
  25. 25. Distinct Point of View CONTEXT: Give them enough reason to do something different
  26. 26. Context Creates Urgency
  27. 27. Messaging for New Brain vsinformation vs Old Brainmessaging fora decision
  28. 28. Which would you choose? A guaranteed gain of $75,000 An 80% chance of gaining $100,000 with a 20% chance of getting nothing
  29. 29. Which would you choose? A certain loss of $75,000 An 80% chance of losing $100,000 with a 20% chance of not losing anything
  30. 30. Pain and Impacto Documentationo Visualization
  31. 31. Distinct Point of View
  32. 32. The need for contrast
  33. 33. ContrastBig Picture• Make the complex, simple• Make the abstract, concrete
  34. 34. ProofProof Points• 3rd party testimony validates story• Outside research that corroborates your story
  35. 35. Distinct Point of View
  36. 36. 65 % 35 %o Building a Buying Visiono Creating a Conversation System
  37. 37. A customer conversation system is needed Customer Conversations Messages Tools Skills DEVELOP DEPLOY DELIVER Messages Tools that Conversations that Matter Get Used that Win MARKETING SALES Integrated Approach
  38. 38. Conversation Roadmap Customer Status Quo Outcome Outcome Outcome• Structured process at risk at risk at risk• Customer-focused Threats Threats Threats• Sales-ready Problems Problems Problems Misses Misses Misses• Repeatable New Needs New Needs New Needs Solution Solution Solution New End New End New End State State State
  39. 39. Conversation Roadmap
  40. 40. Most important corporate asset
  41. 41. Your iTunes library
  42. 42. Roadmap is your Source Document
  43. 43. Customer Conversations Messages Tools Skills DEVELOP DEPLOY DELIVER Messages Tools that Conversations that Matter Get Used that WinMARKETING SALES Integrated Approach
  44. 44. 90 Percentage of marketing content that go unused40 Hours a month salespeople spend creating their own Possible number of different messages being delivered and effort being wasted
  45. 45. Buying Cycle-Relevant Tools BUYING CYCLE Review Status Quo Define a Need Determine Solutions Options SALES CYCLECreating Demand Qualifying Solving Closing SALES ACTIVITY Follow-up Present Introduce Conduct Meeting Solution Meeting GetAppointment Call Prep Solution Call Guides Point-of-View Confirmation of Presentation Emails Briefs Pitch Needs Email
  46. 46. Emails with Impact • Attention-getting • Insightful • Excite to hear more
  47. 47. Call Guides• Cheat Sheet• Chunked• Adaptable
  48. 48. Cue-Cards • Cheat Sheets
  49. 49. Point-of-View Pitch• Problem• Change• Solution
  50. 50. Solution Briefs • Client-facing • Solves pains • Addresses objectives
  51. 51. Confirmation of Needs Email • “Champion Letter” • Purposeful structure • Differentiates
  52. 52. • Modular Solution Presentation• Customer-focused• Concise
  53. 53. Support the Buying Cycle
  54. 54. Customer Conversations Messages Tools Skills DEVELOP DEPLOY DELIVER Messages Tools that Conversations that Matter Get Used that WinMARKETING SALES Integrated Approach
  55. 55. Corporate Visions Skills Training Buying Vision Bake-Off -3 -2 -1 +1 +2 +3Status Quo Identify Define Identify Review MakeThreatened New Needs Solution Viable Vendors Approaches Decision Get prospects to do Create a different something different buying experience Power Deal Creation™ Power Messaging® Make Your Investment Payoff Power Coaching™
  56. 56. Power Deal Creation™ AGREEFRAMEChallengeStatus Quo EXCITE EXPLORECustomer Stories with Contrast Identify Opportunities and Re-define Needs
  57. 57. Power Messaging® agenda grabberlaunch big picture credentials 1 2 3body Grabbers Pain Points Power Position Customer Stories Proof Pointsclose review power positions call to Action public positive feedback
  58. 58. Your customer conversation system Customer Conversations Messages Tools Skills DEVELOP DEPLOY DELIVER Messages Tools that Conversations that Matter Get Used that WinMARKETING SALES Integrated Approach
  59. 59. Documenting impact 92% 96 % 36% 2 Use High EBITDA YearsConsistently Impact Increase
  60. 60. What do these have in common? Forrest Gump Silence of the Lambs Kramer vs. Kramer
  61. 61. www.conversationsthatwin.com © 2011 Corporate Visions, Inc. All rights reserved. Corporate Visions, 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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