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Creating Attention-Grabbing Stories to Establish Your Credibility

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Engaging buyers with a compelling and captivating value-based story builds trust and rapport, creates a foundation for meaningful conversations and demonstrates your track record as a reputable salesperson. Grabbing a prospect’s attention with a story that elicits an emotional response they can relate to and involves a business issue they are wrestling with reinforces a key ValueSelling Framework® principle: People make emotional buying decisions for logical reasons.

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Creating Attention-Grabbing Stories to Establish Your Credibility

  1. 1. Creating Attention Grabbing Stories to Establish Your Credibility Presented by Julie Thomas President & CEO, ValueSelling Associates Complimentary Webinar August 22, 2018 This document contains proprietary information of ValueSelling Associates. Its receipt or possession does not convey any rights to reproduce or disclose its contents or to manufacture, use, or sell anything it may describe. Reproduction, disclosure, or use without specific written authorization of ValueSelling Associates is strictly forbidden.
  2. 2. Follow and engage with us! ValueSelling- Associates ValueSellingAssoc ValueSelling Associates @Valuselling © ValueSelling Associates, Inc. 2018. All rights reserved. #ValueSelling #VSAWebinar
  3. 3. “Stories are powerful because they transport us into other people’s worlds but, in doing that, they change the way our brains work and potentially change our brain chemistry — and that’s what it means to be a social creature.” Paul Zak “The Business of Story”
  4. 4. Creating Attention Grabbing Stories to Establish Your Credibility • How to engage executives in high-level conversations • How to create value-based stories that captivate and create interest • How to deliver any story with confidence © ValueSelling Associates, Inc. 2018. All rights reserved. What we will learn today
  5. 5. What percentage of sales meetings do executive buyers consider to be valuable? What do you think? © ValueSelling Associates, Inc. 2018. All rights reserved.
  6. 6. Surprisingly, only 20% (2 out of 10) executive buyers What do you think? Source: Forrester Research © ValueSelling Associates, Inc. 2018. All rights reserved.
  7. 7. How do we get in door? Prospects are constantly protecting themselves © ValueSelling Associates, Inc. 2018. All rights reserved.
  8. 8. Barrier to Executive Access who you are. your company. your company’s product. what your company stands for. your company’s record. your company’s customers. your company’s reputation. I don’t know… Now – what was it you wanted to sell me? © ValueSelling Associates, Inc. 2018. All rights reserved.
  9. 9. Relevant Messaging: Story Research and Business Acumen Value Based Stories Practice with Confidence Source information on prospects and their industry from partners, past customers and business journals. This produces an educated sales team and consistent rigorous sales approach that links using the prospect's business acumen. Articulate a compelling value proposition by telling the story of past successes of when you solved similar business issues and problems with measurable outcomes. © ValueSelling Associates, Inc. 2018. All rights reserved. Elevate your confidence by practicing the Value Based stories and delivering in a compelling way enticing engagement. 1 2 3
  10. 10. What percentage of the buying decision have executives already made before having a conversation with a supplier? © ValueSelling Associates, Inc. 2018. All rights reserved. What do you think?
  11. 11. “B2B customers today progress more than 70% of the way through the decision-making process before ever engaging a sales representative.” © ValueSelling Associates, Inc. 2018. All rights reserved. What do you think? Source: Demand Gen Report, 2017 B2B Buyer’s Survey
  12. 12. Sales Leader Buyers: Engagement Level by Phase 42 43 47 39 38 23 13 17 11 6 2 12 6 EARLY - EDUCATION PHASE MIDDLE - SOLUTION PHASE LATE - DECISION PHASE Fully Significantly Moderately Not At All Slightly Understand Current Issues Establish Objective Set Strategy Set Vendor Criteria Explore Options Selection Implement Plan Measure Results Level of Involvement in the Purchase Decision Process
  13. 13. Senior Executives: Factors by Relative Importance Criteria Average Score (1-5) Demonstrated accountability/responsibility 4.48 Understood business goals/objectives 4.40 Listened before proposing solutions 4.36 Worked well with your staff 3.76 Structured agenda for meeting 3.48 Source of information about competitors 2.72 © ValueSelling Associates, Inc. 2018. All rights reserved.
  14. 14. What would you like them to think about you? • Experienced • Knowledgeable • Professional • Value their time • Credible • Candid © ValueSelling Associates, Inc. 2018. All rights reserved. • Likeable • Trusted Advisor • Understands how to martial resources
  15. 15. Research – Identify Source of Information Local Information Business Journals Industry Information Associations, Trade Press Partners Co-marketing opportunities, Other local sales people Internal Data Marketing campaigns, Past customers Customer Clients Networking Past Client Relationships Social Networking LinkedIn, Twitter, Facebook, Google+, and endless more 1 2 3 4 5 6 7 8 © ValueSelling Associates, Inc. 2018. All rights reserved.
  16. 16. What’s the best way to do that? Value Based Stories (Credibility Introduction) For the right contact level 1. Understanding of high level Business Issue (BI) or drivers 2. Problems in addressing the BI 3. Value / Result / Impact / Outcomes Credible Experience Professional Trustworthy Knowledgeable © ValueSelling Associates, Inc. 2018. All rights reserved.
  17. 17. What makes a great Value-based Story? © ValueSelling Associates, Inc. 2018. All rights reserved.
  18. 18. What makes a story that sells? Blend facts and narrative Create an emotional connection Their decision creates the value The story is not about you The issues and problems become the villain Your solution and partnership is the path to value End with a call to action Relevance Client is the hero Issues and Problems
  19. 19. Credibility • Earning the right to warrant the listener’s time • First few minutes of meeting (after “pleasantries”) – 2 to 4 minutes • Creating interest in both you and your offering – You have something worth their time – You can add value to their organization – You can add value to them © ValueSelling Associates, Inc. 2018. All rights reserved.
  20. 20. Credibility Introduction Outline • Call objective (agenda, time allotment) • Relevant background information – Other conversations (if applicable) • Brief overview of your company – High level snapshot (15 to 20 seconds) • Reference story (if appropriate) – Similar situation, Business Issue, Problems – Required Solution – Result/impact/Value (of partnering with Toastmasters) • Transition (to begin discovery) © ValueSelling Associates, Inc. 2018. All rights reserved.
  21. 21. The Reference Story: A key to credibility Ideally includes: • The buyer’s Business Issue • The Problems they faced • Their partnership with YOU • How your Solution uniquely matched that vision • The Value realized/achieved – BI/Problem: “Our clients tell us they face challenges, including…” – Solution: “One in particular said what they need is…” – Value: “By partnering with us, they able to…”are © ValueSelling Associates, Inc. 2018. All rights reserved.
  22. 22. 22© ValueSelling Associates, Inc. 2018. All rights reserved. End with Transition and call to action • Can we discuss your situation? • Can you share what is going on here to determine if we can add similar value? • Create your own call to action
  23. 23. OPEN PROBE CONFIRM P R O B L E M S O L U T I O N V A L U E P O W E R P L A N • © 1993-2016 ValueSelling Associates, Inc. OPEN PROBE CONFIRM OPEN PROBE CONFIRM OPEN PROBE CONFIRM OPEN PROBE CONFIRM CUSTOMER’S BUSIN ESS ISSUE Customer high level problem set: • • • 1. 2. 1. 2. CONTACT NAME INDIVIDUAL & TITLE Value/Result realized by partnering with you: (#’s, $’s, %’s): • • • Capture Your Personal Reference Story to Establish Credibility 1 2 3 4 Building Credibility © ValueSelling Associates, Inc. 2018. All rights reserved.
  24. 24. Is it Worth the Effort – You Be the Judge Value Stories After a presentation 63% of attendees remember stories. Only 5% remember statistics Research 71% of sales leaders say their reps lack ability to connect solution to business issues Training & Practice High performing sales teams are 2.5x more likely to receive outstanding sales training 1: SiriusDecisions 2: Chip & Dan Heath 3: https://www.salesforce.com/blog/2017/11/15-sales-statistics.html © ValueSelling Associates, Inc. 2018. All rights reserved.
  25. 25. 1%of salespeople don’t pitch, they ask the right questions. Source: Inc.com The top © ValueSelling Associates, Inc. 2018. All rights reserved.
  26. 26. “If I were given one hour to save the planet, I would spend 59 minutes defining the problem and one minute resolving it.” -Albert Einstein
  27. 27. Individually Capture One Thing You Will… … over the next 10 days as a result of today’s session. © ValueSelling Associates, Inc. 2018. All rights reserved.
  28. 28. Confidence (con·fi·dence) noun the feeling or belief that one can rely on someone or something; firm trust. • the state of feeling certain about the truth of something. • a feeling of self-assurance arising from one's appreciation of one's own abilities or qualities. Deliver Value- based Stories with Confidence © ValueSelling Associates, Inc. 2018. All rights reserved.
  29. 29. Plan of Action © 2018 ValueSelling Associates, Inc. All rights reserved. • Find a client win and gather the details for the story – Leverage the ValuePrompter as a template for content • Establish your credibility – create a “Value” based story – Leverage examples and build your own personal stories • Practice telling the value stories with confidence – Practice the story, make it a conversation not a pitch © ValueSelling Associates, Inc. 2018. All rights reserved.
  30. 30. © 2017 ValueSelling Associates, Inc. All rights reserved. © ValueSelling Associates, Inc. 2017. All rights reserved. Questions? © ValueSelling Associates, Inc. 2018. All rights reserved.
  31. 31. © 2017 ValueSelling Associates, Inc. All rights reserved. At the end of today’s webinar Go to valueselling.com > resources > webinars to download today’s slides © ValueSelling Associates, Inc. 2018. All rights reserved.
  32. 32. Let’s meet in Las Vegas! Join me at Sales 3.0 Conference October 25 – 26 | Caesars Palace Email webinar@valueselling.com to receive a free conference ticket (valued over $800) © ValueSelling Associates, Inc. 2018. All rights reserved.
  33. 33. © 2017 ValueSelling Associates, Inc. All rights reserved. 8/22/2018© ValueSelling Associates, Inc. 2017-2018. All rights reserved.33 How to Create Sales Cadences to Drive Top-of-Funnel Growth September 20, 2018 | 10:00 AM Pacific Save the date! © ValueSelling Associates, Inc. 2018. All rights reserved.
  34. 34. Follow and engage with us! ValueSelling- Associates ValueSellingAssoc ValueSelling Associates @Valuselling © ValueSelling Associates, Inc. 2018. All rights reserved.
  35. 35. Thank you! © ValueSelling Associates, Inc. 2018. All rights reserved. Julie Thomas julie@valueselling.com + 1 858 945 5824

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