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Insights

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Breaking thru the status quo barrier

Breaking thru the status quo barrier

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Insights Insights Presentation Transcript

  • 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.
  • Last bastion of differentiation FIELDCustomer conversations have moreimpact than all others combined BRAND PRODUCTSPRICE9% 19% 19% 53%
  • 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 View slide
  • 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 View slide
  • Documented Experience and Impact
  • 65 % 35 %o Building a Buying Visiono Creating a Conversation System
  • Failure to create impact Only 14% of 14% “benefits” promoted create commercial impactRelevant to YourProspect 86% Unique to You
  • 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 20-60% Status Quo Sales Bake-off Call Them
  • Re-thinking your approach You 2.5Your real competitor is “Status Quo” 20-60% Status Quo 6 Sales Bake-off Call Them 1.5
  • Haven’t got time for the pain…
  • Your new conversations You Challenge Re-Define AlignAssumptions Needs Solution 20-60% St Status Quo Sales Bake-off Call Them
  • 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
  • Did you know you had a music problem?
  • Deal Creation NOT Discovery AGREEFRAMEChallengeStatus Quo 20 Questions EXCITE EXPLORECustomer Stories with Contrast Define the Pain and Re-define Needs
  • You Need a Distinct Point of View
  • Distinct Point of View
  • 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.
  • 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 you customer is helped 70% 20%
  • Typical Brain ActivityHOT OPENING SPIKE IT! HOT CLOSE 100% 70% 20%
  • 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
  • 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 DEVELOP DEPLOY DELIVER Messages Tools that Conversations that Matter Get Used that Win MARKETING SALES Integrated Approach
  • 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
  • Conversation Roadmap
  • Most important corporate asset
  • Your iTunes library
  • Roadmap is your Source Document
  • Customer Conversations Messages Tools Skills DEVELOP DEPLOY DELIVER Messages Tools that Conversations that Matter Get Used that WinMARKETING SALES Integrated Approach
  • 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
  • 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
  • Emails with Impact • Attention-getting • Insightful • Excite to hear more
  • Call Guides• Cheat Sheet• Chunked• Adaptable
  • Cue-Cards • Cheat Sheets
  • Point-of-View Pitch• Problem• Change• Solution
  • Solution Briefs • Client-facing • Solves pains • Addresses objectives
  • Confirmation of Needs Email • “Champion Letter” • Purposeful structure • Differentiates
  • • Modular Solution Presentation• Customer-focused• Concise
  • Support the Buying Cycle
  • Customer Conversations Messages Tools Skills DEVELOP DEPLOY DELIVER Messages Tools that Conversations that Matter Get Used that WinMARKETING SALES Integrated Approach
  • 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™
  • Power Deal Creation™ AGREEFRAMEChallengeStatus Quo EXCITE EXPLORECustomer Stories with Contrast Identify Opportunities and Re-define Needs
  • 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
  • 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
  • Documenting impact 92% 96 % 36% 2 Use High EBITDA YearsConsistently Impact Increase
  • What do these have in common? Forrest Gump Silence of the Lambs Kramer vs. Kramer
  • 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.