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The document outlines an approach for creating differentiated customer conversations that focus on building a buying vision and redefining customer needs. It emphasizes challenging the status quo, documenting customer pain points and impacts, and using contrast and proof points to sell solutions rather than just products. The goal is to structure conversations around outcomes rather than questions, and develop an integrated system of messages, tools and skills to deliver impactful conversations.
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- 1. Executive Briefing: Creating and Deliveringa Differentiated Customer Conversation © 2011 Corporate Visions, Inc. All rights reserved. Corporate Visions, Power Positioning and Be Different. Where It Counts. Your Message. are registered trademarks or trademarks of Corporate Visions, Inc. All other trademarks are the property of their respective owners.
- 2. Last bastion ofdifferentiation FIELD Customer conversations have more impact than all others combined BRAND PRODUCTS PRICE 9% 19% 19% 53%
- 3. 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” Your Desired Outcomes Why our offerings are at-risk and here’s are better than how you can fix that the competition Sell the Problem Sell the Product
- 4. A customer conversationsystem is needed Customer Conversations Messages Tools Skills DEVELOP DEPLOY DELIVER Messages Tools that Conversations that Matter Get Used that Win MARKETING SALES Integrated Approach
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- 6. 65 % 35 % o Building a Buying Vision o Creating a Conversation System
- 7. Failure to createimpact Only 14% of 14% “benefits” promoted create commercial impact Relevant to Your Prospect 86% Unique to You
- 8. Not adding value Only10% of sales calls are worth executive’s time 10% 90%
- 9. The impact ofparity You They don’t see enough reason to do something different 20-60% Status Quo Sales Bake-off Call Them
- 10. Re-thinking your approach You 2.5 Your real competitor is “Status Quo” 20-60% Status Quo 6 Sales Bake-off Call Them 1.5
- 11. Haven’t got time for the pain…
- 12. Your new conversations You Challenge Re-Define Align Assumptions Needs Solution 20-60% St Status Quo Sales Bake-off Call Them
- 13. Traditional Discovery Buying Vision Customer Customer Status Quo Salespeople “Play 20 Questions” Outcome Outcome Outcome ? at Risk at Risk at Risk ?? ? ? ? ? ? ? ? ? Pre-Determine Executive-Level Outcomes ?? ? ? ? ? Threat Threat Threat ? ? ? ? ? Problem Problem Problem Miss Miss Miss Based on customer response configure Reveal threats, risks, problems and missed a solution to identified pains from opportunities that put each outcome at risk among the product portfolio and need to be solved Your Your Your Solution Solution Solution Align strengths of products, services, programs to solve the re-defined needs and “engineer“ desired outcomes
- 14. Did you knowyou had a music problem?
- 15. Deal Creation NOTDiscovery AGREE FRAME Challenge Status Quo 20 Questions EXCITE EXPLORE Customer Stories with Contrast Define the Pain and Re-define Needs
- 16. You Need aDistinct Point of View
- 17.
- 18. 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 © 2011 Corporate Visions, Inc. All rights reserved. Corporate Visions, Power Positioning and Be Different. Where It Counts. Your Message. are registered trademarks or trademarks of Corporate Visions, Inc. All other trademarks are the property of their respective owners.
- 19. Documenting impact 145 11590 10 X Deals Previously Days ROI Closed Stalled
- 20. Documenting impact 100% 11 90 1 Hit Missed Days Thing Number Quarters changed
- 21.
- 22. Typical Brain Activity Information How the 100% - --------------------- about you customer is helped 70% 20%
- 23. Typical Brain Activity HOTOPENING SPIKE IT! HOT CLOSE 100% 70% 20%
- 24. Grabbers get attention oNumber Plays -Make numbers tell a story that disrupts status quo -Tell them something they don’t know that makes them want to know more
- 25. Distinct Point ofView CONTEXT: Give them enough reason to do something different
- 26.
- 27. Messaging for NewBrain vs information vs Old Brain messaging for a decision
- 29. Which would youchoose? A guaranteed gain of $75,000 An 80% chance of gaining $100,000 with a 20% chance of getting nothing
- 30. Which would youchoose? A certain loss of $75,000 An 80% chance of losing $100,000 with a 20% chance of not losing anything
- 31. Pain and Impact oDocumentation o Visualization
- 32.
- 33. The need forcontrast
- 35. Contrast Big Picture • Make the complex, simple • Make the abstract, concrete
- 36. Proof Proof Points • 3rdparty testimony validates story • Outside research that corroborates your story
- 37.
- 38. 65 % 35 % o Building a Buying Vision o Creating a Conversation System
- 39. A customer conversationsystem is needed Customer Conversations Messages Tools Skills DEVELOP DEPLOY DELIVER Messages Tools that Conversations that Matter Get Used that Win MARKETING SALES Integrated Approach
- 40. Conversation Roadmap Customer Status Quo Outcome Outcome Outcome • Structured process at risk at risk at risk • Customer-focused Threats Threats Threats • Sales-ready Problems Problems Problems Misses Misses Misses • Repeatable New Needs New Needs New Needs Solution Solution Solution New End New End New End State State State
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- 44. Roadmap is yourSource Document
- 45. Customer Conversations Messages Tools Skills DEVELOP DEPLOY DELIVER Messages Tools that Conversations that Matter Get Used that Win MARKETING SALES Integrated Approach
- 46. 90 Percentage of marketing content that go unused 40 Hours a month salespeople spend creating their own Possible number of different messages being delivered and effort being wasted
- 47. Buying Cycle-Relevant Tools BUYING CYCLE Review Status Quo Define a Need Determine Solutions Options SALES CYCLE Creating Demand Qualifying Solving Closing SALES ACTIVITY Follow-up Present Introduce Conduct Meeting Solution Meeting Get Appointment Call Prep Solution Call Guides Point-of-View Confirmation of Presentation Emails Briefs Pitch Needs Email
- 48. Emails with Impact • Attention-getting • Insightful • Excite to hear more
- 49. Call Guides • CheatSheet • Chunked • Adaptable
- 50. Cue-Cards • Cheat Sheets
- 51. Point-of-View Pitch • Problem •Change • Solution
- 52. Solution Briefs • Client-facing • Solves pains • Addresses objectives
- 53. Confirmation of NeedsEmail • “Champion Letter” • Purposeful structure • Differentiates
- 54. • Modular Solution Presentation • Customer-focused • Concise
- 55. Support the BuyingCycle
- 56. Customer Conversations Messages Tools Skills DEVELOP DEPLOY DELIVER Messages Tools that Conversations that Matter Get Used that Win MARKETING SALES Integrated Approach
- 57. Corporate Visions SkillsTraining 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 Get prospects to do Create a different something different buying experience Power Deal Creation™ Power Messaging® Make Your Investment Payoff Power Coaching™
- 58. Power Deal Creation™ AGREE FRAME Challenge Status Quo EXCITE EXPLORE Customer Stories with Contrast Identify Opportunities and Re-define Needs
- 59. Power Messaging® agenda grabber launch big picture credentials 1 2 3 body Grabbers Pain Points Power Position Customer Stories Proof Points close review power positions call to Action public positive feedback
- 60. Your customer conversationsystem Customer Conversations Messages Tools Skills DEVELOP DEPLOY DELIVER Messages Tools that Conversations that Matter Get Used that Win MARKETING SALES Integrated Approach
- 61. Documenting impact 92% 96 % 36% 2 Use High EBITDA Years Consistently Impact Increase
- 62. What do thesehave in common? Forrest Gump Silence of the Lambs Kramer vs. Kramer
- 63. www.conversationsthatwin.com © 2011 Corporate Visions, Inc. All rights reserved. Corporate Visions, Power Positioning and Be Different. Where It Counts. Your Message. are registered trademarks or trademarks of Corporate Visions, Inc. All other trademarks are the property of their respective owners.