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Conversations that win executive insights slide deck
The document discusses strategies to overcome indecision in competitive markets by emphasizing the importance of addressing the status quo, identifying new needs, and articulating a compelling value proposition. It highlights the necessity of framing conversations with concrete concepts, context for urgency, and clear contrasts to drive decision-making. Additionally, it touches on the effectiveness of visual storytelling and differentiated messaging to enhance customer engagement and conversion rates.
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Conversations that win executive insights slide deck
- 1. Overcome ‘no decision’ Anddifferentiate in competitive markets
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- 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. + + + = = = - - - - / / / Problems
- 6. + + + = = = - - - - / / / Problems Problem Solver ?
- 7. + + + = = = - - - - / / / Problems Problem Finder ? Problem Solver
- 8. New Brain Designed forAnalysis Old Brain Designed for Survival Decision-Making Engine Messaging for a Decision
- 9. Make their CurrentSituation Unsafe
- 10. Don’t Call theBaby Ugly
- 11. Make Them FeelSmarter – Not Stupid
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- 13. • Don’t play 20questions • 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. Your conversations need: 1) Concreteconcepts force consideration
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- 16. Which would youchoose? A guaranteed gain of £75,000 An 80% chance of gaining £100,000 with a 20% chance of getting nothing
- 17. Which would youchoose? A certain loss of £75,000 An 80% chance of losing £100,000 with a 20% chance of not losing anything
- 18. Fundamental Attribution Error Tendencyto overestimate the effect of disposition and underestimate the effect of situation on how a person behaves Social Psychologists have known this…
- 19. The pains I’m living with… Are bigger than the pain of change…
- 20. Your conversations need: 1) Concreteconcepts force consideration 2) Context for loss creates urgency
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- 23. Literally show contrast NewWayStatus Quo From To 23
- 24. Your conversations need: 1) Concreteconcepts force consideration 2) Context for loss creates urgency 3) Contrast for gain creates value
- 25. Concrete Context Contrast YourDistinct Point of View SAFE? UN-SAFE! NEW SAFE
- 26. Concrete Context Contrast YourDistinct Point of View SAFE? UN-SAFE! NEW SAFE
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- 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
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- 30. Concrete– Action Context –Urgent Contrast – Value Why Visual Stories
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- 34. AVOID THE HAMMOCK
- 35. Which visual storyworks best? 1 2 3
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- 37. Opportunity to beDifferent POWERPOINT WHITEBOARDING vs. 87% 13% 69% ad hoc 31% pre-built 4% On -purpose
- 38. 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”
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- 41. 50% 29% 15% higher lead conversion rate shortertime- 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
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- 43. Scien>st for Tipping Point Morton M. Grodzins
- 44. What was the difference? Gladwell messaged it great! WHO ARE YOU GOING TO BE?
- 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 Capturing Value by getting paid for the value create and avoiding discounting DIFFERENTIATION CUSTOMER CONVERSATION CONTINUUM IDENTIFY NEWNEEDS MAXIMIZATION
- 46. 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
- 47. 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