Effectively Launching New Products To, and Through, Your Field Organization

•

5 likes•1,125 views

Most companies plan an integrated Marketing Communications strategy when launching new products, but those efforts have the potential to fall flat if the seller is able to deliver the right information at the right time.

Business Technology

Messaging for Product
Launch

How do you g et a fire going?

Your Product Launch Challenge

You

60%
Status Quo
Prospect
Launch
Why Us?

Them

Pick the Right Starting Point

65 %
Buying Vision
35 %
Bake-Off
You

60%
Status Quo
St
Product
Launch
Why Change? Why Us?
Yes#1 Yes#3

Why Now?
Yes#2 Them

Your Prospect’s Brain
Whitepaper

New Brain
Designed for Analysis

Old Brain
Designed for Survival
Decision-Making Engine

Customer Conversation System

Message it Great

Messages Tools Skills
Develop Deploy Deliver
status quo- in distinctive, with compelling,
busting messages relevant tools memorable skill

Marketing Sales
Integrated Approach

Wake the Old Brain

Your messaging needs to:
•  Make the status quo unsafe
•  Challenge current assumptions
•  Create urgency for change
•  Show desired outcomes at risk

Use the Right Design Point

Threats Solution
Outcome
at risk Problems Solution New End
State
Customer Status Quo
Misses Solution

Big Idea #1
Develop Prospect-centric,
Challenge-Focused Content
that loosens the status quo and
convinces the prospect they
need to change.

Messaging Warning!

There’s a risk: If
you are using
Personas and
Voice of the
Customer (VOC)
to drive your
message
development.

Whitepaper

Whitepaper

Whitepaper
Whitepaper

Whitepaper

Whitepaper

Whitepaper

Whitepaper

Whitepaper

Whitepaper

Whitepaper

Your Prospect’s Brain
Whitepaper

New Brain
Designed for Analysis

blah blah
blah blah
Old Brain
Designed for Survival
Decision-Making Engine

Speak to the Old Brain
Visual Storytelling

Big Idea #2
Use proven Visual Storytelling
“message objects” for
appealing to the old brain
and breaking free from the
written-word trap.

Tools Warning!

There’s a risk: If
you aren’t using
videos to coach
salespeople and
tell prospects
your story in a
product launch.

Big Idea #3
Integrate product launch
messaging and tools with
high-impact conversation and
presentation skills training
that ensure salespeople are
role-playing your new story.

Skills Warning!

There’s a risk: If
your reps can’t
deliver an
engaging
conversation
when trying to
differentiate your
product launch.

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[Note: This is a partial preview. To download this presentation, visit: https://www.oeconsulting.com.sg/training-presentations] Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit. Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability. LEARNING OBJECTIVES 1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments. 2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts. 3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations. CONTENTS 1. Introduction and Key Concepts of Sustainability 2. Principles and Practices of Sustainability 3. Measures and Reporting in Sustainability 4. Sustainability Implementation & Best Practices To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations

Sustainability: Balancing the Environment, Equity & Economy

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Transforming Max Life Insurance with PMaps Job-Fit Assessments- Case Study

Sustainability: Balancing the Environment, Equity & Economy

Introduction to Amazon company 111111111111

Effectively Launching New Products To, and Through, Your Field Organization

1. Messaging for Product Launch How do you g et a fire going?

2. Your Product Launch Challenge You 60% Status Quo Prospect Launch Why Us? Them

3. Pick the Right Starting Point 65 % Buying Vision 35 % Bake-Off You 60% Status Quo St Product Launch Why Change? Why Us? Yes#1 Yes#3 Why Now? Yes#2 Them

4. Your Prospect’s Brain Whitepaper New Brain Designed for Analysis Old Brain Designed for Survival Decision-Making Engine

5. How do you do this?

6. Customer Conversation System Message it Great Messages Tools Skills Develop Deploy Deliver status quo- in distinctive, with compelling, busting messages relevant tools memorable skill Marketing Sales Integrated Approach

7. Wake the Old Brain Your messaging needs to: •  Make the status quo unsafe •  Challenge current assumptions •  Create urgency for change •  Show desired outcomes at risk

8. Use the Right Design Point Threats Solution Outcome at risk Problems Solution New End State Customer Status Quo Misses Solution

9. Big Idea #1 Develop Prospect-centric, Challenge-Focused Content that loosens the status quo and convinces the prospect they need to change.

10. Messaging Warning! There’s a risk: If you are using Personas and Voice of the Customer (VOC) to drive your message development.

11. Customer Conversation System Message it Great Messages Tools Skills Develop Deploy Deliver status quo- in distinctive, with compelling, busting messages relevant tools memorable skill Marketing Sales Integrated Approach

12. Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper

13. Your Prospect’s Brain Whitepaper New Brain Designed for Analysis blah blah blah blah Old Brain Designed for Survival Decision-Making Engine

14. Speak to the Old Brain Visual Storytelling

15. Big Idea #2 Use proven Visual Storytelling “message objects” for appealing to the old brain and breaking free from the written-word trap.

16. Tools Warning! There’s a risk: If you aren’t using videos to coach salespeople and tell prospects your story in a product launch.

17. Customer Conversation System Message it Great Messages Tools Skills Develop Deploy Deliver status quo- in distinctive, with compelling, busting messages relevant tools memorable skill Marketing Sales Integrated Approach

18. 88% Conversation NOT Presentation

19. YOU ARE HERE

20. Big Idea #3 Integrate product launch messaging and tools with high-impact conversation and presentation skills training that ensure salespeople are role-playing your new story.

21. Skills Warning! There’s a risk: If your reps can’t deliver an engaging conversation when trying to differentiate your product launch.

22. Customer Conversation System Message it Great Messages Tools Skills Develop Deploy Deliver status quo- in distinctive, with compelling, busting messages relevant tools memorable skill Marketing Sales Integrated Approach

Effectively Launching New Products To, and Through, Your Field Organization

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