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Conversations that win executive insights slide deck

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- Overcome the “no decision” trap by developing messages that create a buying vision for your prospects and a sense of urgency for them to change, change now, and change with you.
- Turn your selling conversations and presentations into a differentiated buying experience that sets you apart from your competitors.
- Protect and maximize your margins by creating and capturing value throughout the entire sales cycle.

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Conversations that win executive insights slide deck

  1. 1. Overcome ‘no decision’ And differentiate in competitive markets
  2. 2. ENGAGE YOU THEM No Decision WHY YOU? 24% 60% 16%
  3. 3. ENGAGE YOU THEM No Decision WHY YOU? 24% 60% 16% WHY CHANGE? MISSING!!
  4. 4. PROBLEM FINDER StatusQuo Threatened Identify NewNeeds Define Solution Identify ViableVendors Review Approaches Make Decision 65 “Why Change?” “Why You” PROBLEM SOLVER 35% % BUYING VISION BAKE-OFF -3 -1 +1 +2 +3-2 • Make the status quo unsafe • Define new set of needs • Align w/ your Strengths • Confirm you have problems • How we solve them better • Proposed value you will receive
  5. 5.   +   +   +   =   =   =   -   -   -   -   /   /   /   Problems
  6. 6.   +   +   +   =   =   =   -   -   -   -   /   /   /   Problems   Problem Solver ?
  7. 7.   +   +   +   =   =   =   -   -   -   -   /   /   /   Problems   Problem Finder ?   Problem Solver
  8. 8. New Brain Designed for Analysis Old Brain Designed for Survival Decision-Making Engine Messaging for a Decision
  9. 9. Make their Current Situation Unsafe
  10. 10. Don’t Call the Baby Ugly
  11. 11. Make Them Feel Smarter – Not Stupid
  12. 12. Ability to Process “Meaning- Maker”
  13. 13. • Don’t play 20 questions • You got 30 seconds to tell me something I don’t already know • You see more people who look like me than I do • So act like it!
  14. 14. Your conversations need: 1) Concrete concepts force consideration
  15. 15. Context  Creates  Urgency  
  16. 16. Which would you choose? A guaranteed gain of £75,000 An 80% chance of gaining £100,000 with a 20% chance of getting nothing
  17. 17. 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
  18. 18. Fundamental Attribution Error Tendency to overestimate the effect of disposition and underestimate the effect of situation on how a person behaves Social Psychologists have known this…
  19. 19. The  pains  I’m  living  with…   Are bigger than the pain of change…
  20. 20. Your conversations need: 1) Concrete concepts force consideration 2) Context for loss creates urgency
  21. 21. Find your Contrast
  22. 22. Contrast=Value    
  23. 23. Literally show contrast New WayStatus Quo From To 23  
  24. 24. Your conversations need: 1) Concrete concepts force consideration 2) Context for loss creates urgency 3) Contrast for gain creates value
  25. 25. Concrete Context Contrast Your Distinct Point of View SAFE? UN-SAFE! NEW SAFE
  26. 26. Concrete Context Contrast Your Distinct Point of View SAFE? UN-SAFE! NEW SAFE
  27. 27. 145 115 Deals Closed 90 10 Previously Stalled Days X ROI ADP
  28. 28. 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  
  29. 29. 10% 65%
  30. 30. Concrete– Action Context – Urgent Contrast – Value Why Visual Stories
  31. 31. 70% 20% 100% Hot Spike Hot
  32. 32. AVOID     THE  HAMMOCK  
  33. 33. Which visual story works best? 1 2 3
  34. 34. Visual Types POWERPOINT WHITEBOARDING vs. 87% 13% 88% Conversation 12% Presentation
  35. 35. Opportunity to be Different POWERPOINT WHITEBOARDING vs. 87% 13% 69% ad hoc 31% pre-built 4% On -purpose
  36. 36. StatusQuo Threatened Identify NewNeeds Define Solution Identify ViableVendors Review Approaches Make Decision -3 -1 +1 +2 +3-2 Targeted Whiteboards “Why Change?” Point  of  View  Whiteboard   Loosen  the  status  quo       Solu>on  Whiteboard   Separate  yourself  from  compeDtors     “Why You”
  37. 37. Delivery Coaching Video Demo Sales Guide
  38. 38. Delivery Training Prepare See Practice Deliver Understand Believe Comfortable Confident
  39. 39. 50% 29% 15% higher lead conversion rate shorter time- to-productivity shorter average sales cycles 50% 29% 15% higher lead conversion rate shorter time- to-productivity shorter average sales cycles 50% 29% 15% higher lead conversion rate shorter time- to-productivity shorter average sales cycles 50% 29% 15% higher lead conversion rate shorter time- to-productivity shorter sales cycles Validating the Opportunity
  40. 40. Malcolm  Gladwell  
  41. 41. Scien>st  for  Tipping  Point   Morton  M.  Grodzins  
  42. 42. What  was  the  difference?   Gladwell messaged it great! WHO ARE YOU GOING TO BE?
  43. 43. STATUSQUO THREATENED DEFINE SOLUTION REVIEW VENDORS CHOOSE SOLUTION -3 -1 +1 +2 +3-2 NEED IT! TERMSAND CONDITIONS Creating Value by loosening the status quo and separating you from competitors Capturing Value by getting paid for the value create and avoiding discounting DIFFERENTIATION CUSTOMER CONVERSATION CONTINUUM IDENTIFY NEWNEEDS MAXIMIZATION
  44. 44. STATUSQUO THREATENED DEFINE SOLUTION REVIEW VENDORS CHOOSE SOLUTION -3 -1 +1 +2 +3-2 NEED IT! TERMSAND CONDITIONS Creating Value by loosening the status quo and separating you from competitors DIFFERENTIATION CUSTOMER CONVERSATION CONTINUUM IDENTIFY NEWNEEDS MAXIMIZATION Capturing Value by getting paid for the value create and avoiding discounting
  45. 45. STATUSQUO THREATENED DEFINE SOLUTION REVIEW VENDORS CHOOSE SOLUTION -3 -1 +1 +2 +3-2 NEED IT! TERMSAND CONDITIONS Creating Value by loosening the status quo and separating you from competitors DIFFERENTIATION CUSTOMER CONVERSATION CONTINUUM IDENTIFY NEWNEEDS MAXIMIZATION Capturing Value by getting paid for the value create and avoiding discounting

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