The Dangers of One-Size-Fits-All Sales Messaging
Why Customer Acquisition and Customer Expansion Must Have Distinct Messaging Approaches To disrupt the status quo or reinforce it? Your answer to that question really depends on whether you’re selling into a new prospect or trying to keep and expand an existing customer. That’s because new research proves that the skills and messaging techniques required for the first scenario will backfire in the latter. In this webinar, Tim Riesterer, Chief Strategy Officer at Corporate Visions and Co-Author of The Three Value Conversations and the upcoming book The Expansion Sale, shares science-backed research designed to help you tell the right story for the right buying situation and finally do away with a one-size-fits-all approach to your customer conversations. You'll learn how to: - Disrupt Status Quo bias when you need to build new pipeline and win new business - Reinforce status quo bias when you are trying to renew and expand existing customers - Break free from one-size-fits-all approaches and get more situationally fluent with your messaging skills watch the full webinar recording here: https://corporatevisions.com/content-library/webinar-the-dangers-of-one-size-fits-all-sales-messaging/
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The Dangers of One-Size-Fits-All Sales Messaging
- 2. Customer Acquisition Customer Expansion
- 3. Customer Acquisition Customer Expansion
- 4. Customer Acquisition Customer Expansion ReinforceDefeat STATUS QUO BIAS
- 5. Customer Acquisition Customer Expansion ReinforceDefeat Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS
- 6. Customer Acquisition Customer Expansion ReinforceDefeat Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology Different Stories Different Skills
- 8. Why Change Messaging Model Introduce Unconsidered Needs Show Limitations of Current Approach Compare Improved New Approach Tell Before and After Success Story De-Stabilize Preferences Cost of Staying Same Clear Contrast Proof Story
- 9. Why Change Test Results 50 11 10 Different or Unique% Higher Quality+% More Likely to Purchase+%
- 16. NEEDS Identified Specified CAPABILITIES UNKNOWN STRENGTHS Commoditized Conversation + COST +COMPLEXITY
- 17. NEEDS Identified Specified CAPABILITIES UNKNOWN STRENGTHS Commoditized Conversation + COST +COMPLEXITY UNCONSIDERED NEEDS
- 18. NEEDS Identified Specified CAPABILITIES UNKNOWN STRENGTHS Commoditized Conversation + COST +COMPLEXITY UNCONSIDERED NEEDS Urgency and Uniqueness Lives Here
- 20. De-stabilize Preferences Cost of Same Clear Contrast Proof Story Status Quo Bias XReinforce X Reinforce XReinforce XReinforce
- 21. Document Results Review Prior Decision Process Mention Risk of Change Highlight Cost of Change Detail Your Competitive Advances Reinforce Preference Stability Reinforce Anticipated Regret and Blame Reinforce Perceived Cost of Change Reinforce Selection Difficulty Why Stay Messaging Model
- 22. Why Stay Test Results 10 13 11 Higher Favorability% Greater Intention to Renew+% Less Likely to Switch+%
- 23. VALUE TIME
- 27. VALUE TIME Competitor Current Impact DEAL Investment + Effort Potential Value? New Needs Incumbent Advantage
- 28. VALUE TIME Competitor Current Impact DEAL Investment + Effort Potential Value? New Needs Future Impact Incumbent Advantage
- 29. VALUE AtRisk! TIME Competitor Current Impact DEAL Investment + Effort Potential Value? New Needs AtRisk! Future Impact Why Stay?Incumbent Advantage
- 30. VALUE AtRisk! TIME Competitor Current Impact DEAL Investment + Effort Potential Value? New Needs AtRisk! Future Impact Projected Impact AtRisk! Incumbent Advantage Why Evolve? Why Stay?
- 31. Why Evolve Messaging Model
- 32. Why Evolve Test Results 10 13 16 More Convincing Case% More Willing to Update+% More Likely to Purchase+%
- 33. Customer Acquisition Customer Expansion ReinforceDefeat Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology Different Stories Different Skills