The document discusses strategies for overcoming status quo barriers and convincing prospects to do something different. It notes that most "benefits" promoted do not create commercial impact and only 14% are relevant to prospects. It then provides tips for sellers such as making the status quo unsafe, avoiding directly calling the current option ugly, making prospects smarter rather than themselves look smarter, and addressing attention scarcity by not playing 20 questions. The document advocates finding contrasts to demonstrate value and outlines the typical hero's journey model. It stresses the importance of having a distinct point of view and context to motivate change.
8. 65 % 35 %
Buying Vision Bake-Off
-3 -2 -1 +1 +2 +3
Status Quo Identify Define Identify Review Make
Threatened New Needs Solution Viable Vendors Approaches Decision
“Why Change?” “Why Us”
• Challenge assumptions • Our promise of what you get
• Define new set of needs • How we do it
• Align w/ Strengths
your • Why we are the best option
SELL A DISTINCT SELL YOUR
POINT OF VIEW VALUE PROPOSITION
9. A decision to change
New Brain
Designed for Analysis
Old Brain
Designed for Survival
Decision-Making Engine
13. Attention Aversion
Risk/Loss Scarcity
Incumbent Advantage
Status
Attention Scarcity
Quo
Barrier
Change Burden
14. “While our access to raw information has
grown exponentially, our time to process this
information has declined rapidly, which has
placed an unprecedented premium
on the act of meaning-making.”
George Dyson (Futurist)
15. • 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!
16. Risk/Loss Aversion
Incumbent Advantage
Status
Attention Scarcity
Quo
Barrier
Change Burden
26. 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
37. Who are you going to be?
“People are information-rich and theory-poor.
If you can give them a way of organizing their
experience, then their minds are wide open.”
— Gladwell
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