Breaking the Status Quo Barrier

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Statistics show that the most dangerous competitor you face is the status quo — it’s your prospects deciding to do nothing. If you want to grow your business, you’ll need to challenge your customers to do something different and turn more opportunities from "no decision" into decisions that favor you. The best way to do this is to establish the buying vision in the first place.

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Breaking the Status Quo Barrier

  1. 1. Breaking the Status Quo Barrier Your ability to sell more depends on convincing your prospects to do something different© 2011 Corporate Visions, Inc. All rights reserved. Corporate Visions, Power Messaging, 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. Risk/Loss AversionY Y Incumbent Advantage Status Attention Scarcity QuoYou Barrier YES Change Burden 60% No decision ?Ignored Invaluable
  3. 3. Malcolm Gladwell – Tipping Point
  4. 4. Scientist for Tipping Point Morton M. Grodzins
  5. 5. What made the difference?
  6. 6. 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” • Challenge assumptions • Our promise of what you get • Do Something different/now • How we do it • Align w/ Strengths your • Why we are the best option SELL A DISTINCT SELL YOUR POINT OF VIEW VALUE PROPOSITION
  7. 7. Create a Buying VisionY Status DISTINCT POINT OF VIEW Quo Barrier Y
  8. 8. Risk/Loss Aversion Incumbent Advantage StatusAttention Scarcity Quo Barrier Change Burden
  9. 9. Risk/Loss Aversion Incumbent Advantage StatusAttention Scarcity Quo Barrier Change Burden
  10. 10. 3 Years 900,002 Months blog entries posted every day1 Week 300,0001 Billion Tweets hours of video posted every day1 Week
  11. 11. • Don’t play 20 questions• You got 30 seconds totell me something I don’talready know• You see more people wholook like me than I do• So act like it!
  12. 12. Don’t Call the Baby Ugly
  13. 13. Get Attention with Insights
  14. 14. Risk/Loss Aversion Incumbent Advantage StatusAttention Scarcity Quo Barrier Change Burden
  15. 15. Which would you choose? A guaranteed gain of $75,000 An 80% chance of gaining $100,000 with a 20% chance of getting nothing
  16. 16. 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
  17. 17. Are you messaging for a decision? New Brain Designed for Analysis Old Brain Designed for Survival Decision-Making Engine
  18. 18. Risk/Loss Aversion Incumbent Advantage StatusAttention Scarcity Quo Barrier Change Burden
  19. 19. Haven’t gottime for the pain…
  20. 20. The pains I’m living with…Are bigger than the pain of change…
  21. 21. Risk/Loss Aversion Incumbent Advantage StatusAttention Scarcity Quo Barrier Change Burden
  22. 22. Find your Contrast
  23. 23. Your Distinct Point of View Starts Here Customer Status Quo Define your target “status quos” Outcome Outcome Outcome at risk at risk at risk Identify executive outcomes at-risk Threats Threats Threats Reveal threats, problems and missedProblems Problems Problems opportunities for each outcome that need to Misses Misses Misses be solved to reach desired outcome New Needs New Needs New Needs Re-define the needs and point to a solution that aligns those needs to your unique or advantaged strengthsSolution Solution Solution Describe the business impact, includingNew End New End New End customer stories with contrast before and State State State after the solution
  24. 24. Target Customer Status Quo Profile• What are they doing today?• Why do they consider it safe?• Where are the gaps that will make it unsafe?
  25. 25. Objective/ Objective/Outcome #1 Outcome #2 Target Customer Status Quo Profile Objective/ • Desired outcome description Outcome #3 • Compelling industry fact(s) • Challenge framing questions
  26. 26. Challenge 3Challenge 2 Objective/ Objective/ Outcome #1 Outcome #2 Target Customer Status Quo Profile Objective/ Outcome #3 • Pain/impact/risk description Challenge 1 Challenge 3 • Urgent industry validation Challenge 2 • Solution explore questions
  27. 27. Challenge 3 Challenge 2Solution Story Objective/ Objective/ Outcome #1 Outcome #2 Target Customer Status Quo Profile Objective/ Outcome #3 • Your strengths that solve Challenge 1 Challenge 3 • What customer does better Challenge 2 • What this means Solution Solution (value) Story Story • Story with Solution contrast proof Story
  28. 28. Conversation Roadmap Customer Customer CustomerOutcome/Objective #1 Outcome/Objective #2 Outcome/Objective #3 Three Challenge-Solution Stories for each Outcome/Objective
  29. 29. Who are you going to be?
  30. 30. What the best are doing different

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