When trying to convince prospects to change to your solution, your sales reps need to tell an edgy, disruptive story that makes a compelling case for moving away from their status quo. But when you ARE the status quo, that same provocative approach with existing customers will backfire, increasing the likelihood that they’ll switch or shop around—and there’s research to prove it. 
 These slides from a recent webinar hosted by Selling Power and featuring special guest, Tim Riesterer, Chief Research Officer from Corporate Visions, will show you surprising research that uncovers the dangers of applying a one-size-fits-all approach to customer conversations. You will learn how to: - Create provocative messages to challenge your prospects and persuade them to buy
 - Reinforce your position when you need to protect and expand with existing customers
 - Break free from one-size-fits-all messaging that puts your business at risk of losing existing customers and new business
 - Tailor your messages and enable your team to deliver a winning conversation every time View the full webinar recording here: https://corporatevisions.com/content-library/webinar-the-art-of-a-winning-sales-conversation-selling-power/

2. INVALUABLE IGNORED
CONTEXT EFFECT
Influence of environmental factors on the perception of a stimulus

3. Customer Acquisition Customer Expansion

4. Audience Poll
How different is your approach to customer
acquisition vs customer expansion
conversations?
❑ No Difference
❑ Slightly Different
❑ Completely Different

5. Customer Acquisition Customer Expansion

6. Customer Acquisition Customer Expansion
ReinforceDefeat
STATUS
QUO BIAS

7. Customer Acquisition Customer Expansion
ReinforceDefeat
Why
Change?
Why
Now?
Why
Stay?
Why
Evolve?
STATUS
QUO BIAS

8. Customer Acquisition Customer Expansion
ReinforceDefeat
Why
Change?
Why
Now?
Why
Stay?
Why
Evolve?
STATUS
QUO BIAS
Different Psychology
Different Stories
Different Skills

9. De-stabilize
Preferences
Cost of
Same
Clear
Contrast
Proof
Story
Status Quo Bias

10. Why Change Messaging Model
Introduce
Unconsidered
Needs
Show
Limitations
of Current
Approach
Compare
Improved New
Approach
Tell Before
and After
Success
Story
De-Stabilize Preferences
Cost of Staying Same
Clear Contrast
Proof Story

11. Why Change Test Results
50
11
10
Different or Unique%
Higher Quality+%
More Likely to Purchase+%

12. NEEDS
CAPABILITIES

13. Identified
NEEDS
CAPABILITIES

14. Identified
NEEDS
CAPABILITIESSpecified

15. Identified
NEEDS
CAPABILITIESSpecified

16. Identified
NEEDS
CAPABILITIESSpecified
Commoditized Conversation

17. NEEDS
Identified
Specified CAPABILITIES
UNKNOWN
STRENGTHS
Commoditized Conversation

18. NEEDS
Identified
Specified CAPABILITIES
UNKNOWN
STRENGTHS
Commoditized Conversation + COST
+COMPLEXITY

19. NEEDS
Identified
Specified CAPABILITIES
UNKNOWN
STRENGTHS
Commoditized Conversation + COST
+COMPLEXITY
UNCONSIDERED
NEEDS

20. De-stabilize
Preferences
Cost of
Same
Clear
Contrast
Proof
Story
Status Quo Bias

21. De-stabilize
Preferences
Cost of
Same
Clear
Contrast
Proof
Story
Status Quo Bias
XReinforce
XReinforce
XReinforce
XReinforce

22. Document
Results
Review Prior
Decision
Process
Mention Risk
of Change
Highlight
Cost of
Change
Detail Your
Competitive
Advances
Reinforce
Preference
Stability
Reinforce
Anticipated
Regret and
Blame
Reinforce
Perceived Cost
of Change
Reinforce
Selection
Difficulty
Why Stay Messaging Model

23. Why Stay Test Results
10
13
11
Higher Favorability%
Greater Intention to Renew+%
Less Likely to Switch+%

24. VALUE
TIME

25. VALUE
TIME
Current
Impact
DEAL

26. VALUE
TIME
Current
Impact
DEAL Investment
+ Effort

27. VALUE
TIME
Current
Impact
DEAL Investment
+ Effort
Incumbent
Advantage

28. VALUE
TIME
Competitor
Current
Impact
DEAL Investment
+ Effort
Potential
Value?
New Needs
Incumbent
Advantage

29. VALUE
TIME
Competitor
Current
Impact
DEAL Investment
+ Effort
Potential
Value?
New Needs
Future
Impact
Incumbent
Advantage

30. VALUE
AtRisk!
TIME
Competitor
Current
Impact
DEAL Investment
+ Effort
Potential
Value?
New Needs
AtRisk!
Future
Impact
Why Stay?Incumbent
Advantage

31. VALUE
AtRisk!
TIME
Competitor
Current
Impact
DEAL Investment
+ Effort
Potential
Value?
New Needs
AtRisk!
Future
Impact
Projected
Impact
AtRisk!
Incumbent
Advantage
Why Evolve?
Why Stay?

32. Why Evolve Messaging Model

33. Why Evolve Test Results
10
13
16
More Convincing Case%
More Willing to Update+%
More Likely to Purchase+%

34. Customer Acquisition Customer Expansion
ReinforceDefeat
Why
Change?
Why
Now?
Why
Stay?
Why
Evolve?
STATUS
QUO BIAS
Different Psychology
Different Stories
Different Skills