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You Want Me to Say That? Creative Ways to Motivate the Field to Adopt Your Messaging

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Bob Ainsbury, …

Bob Ainsbury,
V.P. of Healthcare Strategy,
Infor

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  • Healthcare and crisis in the headline
  • Leonardo wouldn’t draw this
  • He would draw this
  • MRI scanners growing
  • Obesity brings chronic conditions– Heart disease, hypertension, and scurge diabetes JC Penney XtraXtra LargeAging pop – 10,000Hell
  • Even Rocky – called Silver TsunamiEnough stats - timelapse
  • Look at this from our teamUncertainty, change and complexity, dear audience, was the Situation…time for science
  • Death slopeFacilitators don’t win competitive sales
  • We needed our sales people to become warriors in a complex industry with complicated products, and we needed them to shed their old but comfortable and successful “stump speech”.
  • “Will these messages radically improve the sales team’s ability to close business?”And “Will these messages materially increase our sales velocity?”.
  • The whole purpose of the messages is to create something that the sales person can personally deliver...
  • smart and influential
  • The question was, “who should we choose?”
  • They felt included without us falling into the consensus trap.Corp Visions Credit
  • The result was a cool interesting and lizard brain tickling, status quo-busting, competition crushing, differentiated message!
  • sales enablement is a campaign
  • To understand the right way to do sales enablement, its really important that you understand the sales persons point of view. Sales people are successful when they truly understand their customers. Similarly, field enablement people must understand the way their sales people think and act.
  • Its surprising how few people outside sales understand people in sales. I often hear that salespeople are lazy and change averse. Not true. They pay close attention, for example, to money and risk.
  • Common wisdom is that as far sales enablement goes “less the better”. But common wisdom is dead wrong.
  • These statistics would suggest that less, far less, is better.But a critical factor that separates great salespeople from the pack is ‘confidence’. Not blind-faith-confidence, but I-am-informed-I-have-a-grasp-on-the-situation confidence.
  • confidence hump
  • Marketing folk love messaging….bring on the horses
  • How to get a meeting with the chief medical officer at a hospital. And how to say provocative perspectives that will get, and hold, there attention.
  • So as you think about enabling the sales team, if you want to really create sales velocity, you need to go beyond just messaging.
  • When you have done all that, they will be truly informed and trulyconfident.
  • We wanted them to be confident in our new messages, and that meant they needed to understand what was happening in the industry.
  • if you want different results, behave differently.
  • Show video 1 -
  • I never get enough questions on this important topic. Why? Because too few marketing people care about the trench warfare in sales.
  • Frenzy Wave. It turns out, that try as they might, enterprise sales people do more business in the last 3 weeks of a quarter than they do in the prior 14 weeks
  • If an opportunity is under threat, then bring on the horses.
  • The lesson is, different opportunities will demand different messaging adoption strategies.
  • Show video 2 – remember think differently.Rehearse, rehearse, rehearse, get in the field
  • Shocking I know
  • All too often there is a chasm between the marketing and sales teams. This is a common situation in many large companies. The first way to change things is to have really impactful messages. They matter.
  • But then, get inside the minds of your sales people. Understand what’s important to them, go beyond the message and teach them about the industry, the competition, your products. Understand when they are busy, understand how to get their attention. Do this and you will transform the way messages are adopted.
  • enablement piece for all of you
  • I hope the presentation and the online cliff notes will help you be more creative and more effective in getting your sales organization to adopt you messages. Thank-you.

Transcript

  • 1. You want me to say that?! Creative Ways to Motivate the Field to Adopt Your Messaging
  • 2. Ri s i n g Ch r o n i cCo n d i t i o n s
  • 3. Ri s i n g Ch r o n i cCo n d i t i o n s Si l v e r T s u n a mi G o v e r n me n t Co l l e c t i o n s Po p u l a t i o n Di s s a t i s f a c t i o n $
  • 4. He a l t h c a r e CF O T i me l a p s e2000 2006 2012
  • 5. 2% -17%
  • 6. Third Annual“Celebrities that want to look like Bob” Charity Event
  • 7. Cr e a t i v e wa y s t omo t i v at e t h e f i e l d t o a d o p t y o u rme s s a g i n g
  • 8. Survey
  • 9. 3rd Largest EnterpriseSoftware Vendor $400 Million$3 Billion 1,500 Customers70,000 Customers 350 employees13 Industries 100 in sales
  • 10. He a l t h c a r e I n d u s t r y f a c i n g C o mp e t i t t e c t o n i c s h i f t s i o n g e t t i n g s e r i o u sPr o d u c t l i n e C O M P L E X I Tb a l l o o n Y C o mp a n y i n g u n d e r n e w ma n a g e me n t Re t o o l i n g Sa l e s Op e r a t i o n s
  • 11. Wa r r i o rFa c i l i t a t o r S i mp l i c i C o mp l e x i t y t y
  • 12. O L D WA Y – M E S S A G I N GB A C K WA R DWe h a v e 1,000+C u s t o me r sL a r g e s t ma r k e t s h a r ei n t h e wo r l dS t a b l e c o mp a n y w i t hs t r o n g f i n a n c e s
  • 13. N E W WA Y – M E S S A G I N GF O R WA R DWe c a n s e e o v e r t h en e x t r i d g eWe w i l l t a k e y o u t ot h e p r o mi s e d l a n d
  • 14. 1. T o g a t h e r , o r g a n i z e a n d c o m m u n i c a t e a l l u s e f u l h e a l t h c a r e i n f o r ma t i o n a t t h e mo me n t o f d e c i s i o n ma k i n g2.T o p r o v i d e s y s t e ms t h a t e n s u r e c o n s i s t e n c y a n d a l i g n me n t a c r o s s t h e e n t e r p r i s e , w h i l e p r o mo t i n g a g i l i t y . A g i l i t y t h a t e n a b l e s t h e wh o l e o r g a n i z a t i o n t o q u i c k l y a d a p t i n u n i s on.
  • 15. o u d i s c o v e r t h a t y o u a r e r i d i n g as e , t h e b e s t s t r a t e g y i s t o d i s mo u n t
  • 16. De v e l o pp o we r f u ln e wme s s a g i n g Ge t t h e s a l e s t e a m t o e mb r a c e t h a t me s s a g i n g
  • 17. D e v e l o p i n g T h e Me s s a g i n g Ex e c u t i v e I n t e r e s t Br a n d i n g Cr e a t i v e Pr o g r e s s Re v e a l s L a u n c h Pl a n s
  • 18. S a l e s E n a b l e me n t We b e x Th e p o r t a l i su p d a t e d ! He r e i s y o u r T i me t a b l e
  • 19. De v e l o pp o we r f u ln e wme s s a g i n g Ge t t h e s a l e s t e a m t o e mb r a c e t h a t me s s a g i n g
  • 20. Fi r s t t h i n g s f i r s t Th eme s s a g e s h a v e t o wo r k !
  • 21. Ta s t i n e s s o f So u p # Co o k s i n t h e Ki t c h e n
  • 22. Ca n d i d a t e s Po o l 1: H e r o e s s u c c e s s f u l s a l e s p e o p l e p e o p l e t h a t r e a l l y h e l p t h e m s e l l h e r o e s
  • 23. Po o l 2: P e o p l e t h a t l o o k l i k e t h i s
  • 24. 1. A p p l y i t i n t h e r e a l wo r l d2. T u n e a n d S i mp l i f y3. R i n s e a n d Re p e a t
  • 25. 1. T o g a t h e r , o r g a n i z e a n d c o mmu n i c a t e a l l u s e f u l h e a l t h c a r e i n f o r ma t i o n a t t h e mo me n t o f d e c i s i o n ma k i n g2. T o p r o v i d e s y s t e ms t h a t e n s u r e c ons i s t e nc y a n d a l i g n me n t a c r o s s t h e e n t e r p r i s e , w h i l e p r o mo t i n g a g i l i t y . Ag i l i t y t h a t e n a b l e s t h e wh o l e o r g a n i z a t i o n t o q u i c k l y a d a p t i n uni s on.
  • 26. get systems to work together better
  • 27. get people to work together better
  • 28. b u t ..... s u p p o r t e v e r yd i s c u s s i o n c o n t e x t
  • 29. De v e l o pp o we r f u ln e wme s s a g i n g Ge t t h e s a l e s t e a m t o e mb r a c e t h a t me s s a g i n g
  • 30. Th e t r a d i t i o n a l a p p r o a c h Me s s a g eD e v e l o p me n t Fi e l d E n a b l e me n t
  • 31. Th e y Wo n t L e a r n b y Do i n g Re t a i n L o n g Me s s a g e s Th e y a r e I n d e p e n d e n t Th e y Ar eMo t i v a t e d b y Mo n e y Th e y a r e Se l e c t i v e Mo s t d o Th i n g s a t Th e y a r e t h e L a s t Bu s y Mi n u t e
  • 32. H o w mu c h i n f o r ma t i o n c a nt h e s a l e s t e a m a b s o r b ?
  • 33. Th e y Wo n t L e a r n b y Do i n g Re t a i n L o n g Me s s a ge s Th e y a r e I n d e p e n d e n t Th e y Ar eMo t i v a t e d b y Mo n e y Th e y a r e Se l e c t i v e Mo s t d o Th i n g s a t Th e y a r e t h e L a s t b u s y Mi n u t e PM
  • 34. 75% 15-20% 8-10% 1986 1997 2006Ro b e r t K e l l e y , C a r n e g i e -M e l l o n U n i v e r s i t y , 20 Y e a r L o n g i t u
  • 35. Co n f i d e n c e I n f o r m a t i o n
  • 36. Th e y Wo n t R e t a i nL o n g Me s s a g e s Th e y a r e I n d e p e n d e n t
  • 37. Co n f i d e n c e I n f o r m a t i o n
  • 38. So , wh i l e we we r e d e e p i n t o t h e m e s s a g i n g ... Me s s a g eD e v e l o p me n t Fi e l d E n a b l e me n t
  • 39. Th e y Wo n t L e a r n b y Do i n g Re t a i n L o n g Me s s a g e s Th e y a r e I n d e p e n d e n t Th e y Ar eMo t i v a t e d b y Mo n e y Th e y a r e Se l e c t i v e Mo s t d o Th i n g s a t Th e y a r e t h e L a s t Bu s y Mi n u t e
  • 40. i f y o u wa n t d i f f e r e n t r e s u l t s , b e h a v ed i f f e r e n t l y
  • 41. Wh e n w i l lt h e y p a ya t t e n t i on ?
  • 42. Th e y Wo n t L e a r n b y Do i n g Re t a i n L o n g Me s s a g e s Th e y a r e I n d e p e n d e n t Th e y Ar eMo t i v a t e d b y Mo n e y Th e y a r e Se l e c t i v e Mo s t d o Th i n g s a t Th e y a r e t h e L a s t b u s y Mi n u t e
  • 43. Fr e n z y Qu a r t e r s
  • 44. Wi l l i n g n e s s t o Re - Me s s a g e St a g e o f a Sa l e s Pu r s u i t
  • 45. Wi l l i n g n e s s t o Re - Me s s a g e St a g e o f a Sa l e s Pu r s u i t
  • 46. Th e y Wo n t L e a r n b y Do i n g Re t a i n L o n g Me s s a g e s Th e y a r e I n d e p e n d e n t Th e y Ar eMo t i v a t e d b y Mo n e y Th e y a r e Se l e c t i v e Mo s t d o Th i n g s a t Th e y a r e t h e L a s t b u s y Mi n u t e
  • 47. Click here to insert stuff about workshops
  • 48. Do n ’t n o tc h a n g ee v e r y t h i ng(a t o n c e )
  • 49. Th e y Wo n t L e a r n b y Do i n g Re t a i n L o n g Me s s a g e s Th e y a r e I n d e p e n d e n t Th e y Ar eMo t i v a t e d b y Mo n e y Th e y a r e Se l e c t i v e Mo s t d o Th i n g s a t Th e y a r e t h e L a s t b u s y Mi n u t e
  • 50. Th e y Wo n t L e a r n b y Do i n g Re t a i n Mu c h Th e y a r e I n d e p e n d e n t Th e y Ar eMo t i v a t e d b y Mo n e y Th e y a r e Se l e c t i v e Mo s t d o Th i n g s a t Th e y a r e t h e L a s t b u s y Mi n u t e
  • 51. D o n ’t g e t me s t a r t e d , t h e y c a n ’t s e l l ,t h e y d o n ’t e v e n t a l k t o c u s t o me r sWe g i v e t h e m a n a w e s o m e t o o l k i t ,b u t t h e y ma k e u p t h e r e o w n s t u f f ,a n d t h e n t h e y b l a me u s
  • 52. http://www.ainsbury.com/corporatevisions
  • 53. T HE END
  • 54. www.ainsbury.com