Getting your customers to do something different

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Sales conversations have the biggest impact on a buyer's purchase decision. What are you doing to equip your salespeople with the right messages? Tim Riesterer shows how you can develop a distinct point of view that creates buying vision. (Presented at Sales & Marketing 2.0 Conference 2011 inSan Francisco, CA).

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Getting your customers to do something different

  1. 1. Getting YourCustomers toDo SomethingDifferent © 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. “Conversations are the medium wherethe bulk of your value is communicated” 53% Field Interactions’ Impact on Decisions
  3. 3. “Conversations are the medium wherethe bulk of your value is communicated”11-13% Sales calls add value according to executives
  4. 4. Messaging Matters
  5. 5. Messaging Matters Biggest Inhibitors to Achieving Quota 24.3 26 21.4 16 13.3 Insufficient Poor Sales Skills Too Many Information Gap Inability to Leads Products to Know (Industry, Communicate Solution, Etc.) Value MessagesSource: SiriusDecisions PMM Survey
  6. 6. Messaging Matters
  7. 7. Malcolm Gladwell
  8. 8. Scientist for Tipping Point Morton M. Grodzins
  9. 9. Malcolm Gladwell
  10. 10. Scientist for Deliberate Practice Dr. K. Anders Ericsson
  11. 11. Messaging Matters
  12. 12. Failure to create impact Only 14% of messaging 14% salespeople promote creates commercial impact 86%Relevant to Your Prospect Unique to You
  13. 13. Your new biggest competitor YouThey don’t see enough reason to do something different 20-60% Status Quo Sales Bake-off Call Them
  14. 14. 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 company and are at-risk and here’s offerings are better how you can fix that than the competition SELL THE PROBLEM SELL THE PRODUCT
  15. 15. Your new conversations You Challenge Re- AlignAssumptions Define Solution 20-60% Needs St Status Quo Sales Bake-off Call Them
  16. 16. Buying Vision Creation “Solution” Selling Customer Status Quo Customer Outcome Outcome Outcome Salespeople “Play 20 Questions” at Risk at Risk at Risk ? Pre-Determine Executive-Level Outcomes ?? ? ? ? ? ? ? ? Threat Threat Threat ?? ? ? ? ? Problem Problem Problem ? ? ? ? ? Miss Miss MissReveal threats, risks, problems and missed Wait to hear a couple keywords andopportunities that put each outcome at risk then jump into prepared products and need to be solved presentation and competitive matrix Your Your Your Solution Solution Solution Align strengths of products, services, programs to solve the re-defined needs and “engineer“ desired outcomes
  17. 17. Do you have a music problem?
  18. 18. I don’t have a music problem!
  19. 19. Maybe a 10 CD changer?
  20. 20. 1000 songs in your pocket
  21. 21. …I DID HAVE A MUSIC PROBLEM!
  22. 22. Messaging Matters
  23. 23. You need a messaging system Customer Conversations Messages Tools Skills DEVELOP DEPLOY DELIVERMARKETING SALES Integrated Approach
  24. 24. On purpose vs. by accident
  25. 25. I2Y
  26. 26. Who do you want to be?Messaging Matters
  27. 27. Where to Learn MoreABOUT US LE T’S TALK!www.corporatevisions.com Twitter: @ corpv er @TRiesterCONTACT US+1 775-831-1322 Facebook:cvimarketing@corpv.com acebook.c om/ www.f sions c orporateviABOUT THE BOOKwww.conversationsthatwin.com

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