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© 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.
Executive Briefing: Creating and Delivering a Differentiated Customer Conversation
Last bastion of differentiation
9% 19% 19% 53%
FIELD
PRODUCTS
PRICE
BRAND
Customer conversations have more impact than all others combined
Your Desired Outcomes are at-risk and here’s how you can fix that
Status Quo Threatened
Identify New Needs
Define Solution
-3
Sell the Problem
Identify Viable Vendors
Review Approaches
Make Decision
65
-1 +1 +2 +3
“Why Change?” “Why Us”
Why our offerings are better than the competition
Sell the Product
35 % % Buying Vision Bake-Off
-2
Messages Tools Skills
Customer Conversations
DEVELOP Messages
that Matter
DEPLOY Tools that Get Used
DELIVER Conversations
that Win
Integrated Approach
MARKETING SALES
A customer conversation system is needed
Documented Experience and Impact
65 35 % % AGENDA
o Building a Buying Vision
o Creating a Conversation System
Relevant to Your
Prospect
Unique to You
14% Only 14% of “benefits” promoted create commercial impact
Failure to create impact
86%
10%
Only 10% of sales calls are worth executive’s time
Not adding value
90%
The impact of parity
You
Them
Status Quo
Bake-off Sales Call
20-60%
They don’t see enough reason to do something different
Re-thinking your approach
You
Them
Status Quo
Bake-off Sales Call
6
2.5
1.5
20-60%
Your real competitor is
“Status Quo”
Haven’t got time for the pain…
Your new conversations
You
Them
Status Quo
Bake-off Sales Call
Challenge Assumptions
Re-Define Needs
Align Solution 20-60%
St
? ? ? ?
? ?
?
?
? ? ? ?
? ?
? ? ?
? ? ? ?
?
Traditional Discovery
Salespeople “Play 20 Questions”
Customer
Based on customer response configure a solution to identified pains from
among the product portfolio
Customer Status Quo
Buying Vision
Outcome at Risk
Outcome at Risk
Outcome at Risk
Pre-Determine Executive-Level Outcomes
Reveal threats, risks, problems and missed opportunities that put each outcome at risk
and need to be solved
Threat Problem
Miss Problem
Miss
Threat Problem
Miss
Threat
Align strengths of products, services, programs to solve the re-defined needs
and “engineer“ desired outcomes
Your Solution
Your Solution
Your Solution
Did you know you had a music problem?
Deal Creation NOT Discovery
EXCITE Customer Stories with Contrast
EXPLORE Define the Pain and
Re-define Needs
FRAME Challenge Status Quo
AGREE
20 Questions
You Need a Distinct Point of View
Distinct Point of View
© 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.
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
145 115 Deals Closed
90 10 Previously
Stalled Days
X
ROI
Documenting impact
100 11 Hit
Number
90 1 Missed
Quarters Days Thing
changed
Documenting impact
%
Distinct Point of View
Typical Brain Activity
Information about you
How the customer is helped
70%
20%
100% - ---------------------
HOT OPENING SPIKE IT! HOT CLOSE
Typical Brain Activity
70%
20%
100%
Grabbers get attention
o Number Plays
-Make numbers tell a story that disrupts status quo
-Tell them something they don’t know that makes them want to know more
Distinct Point of View
CONTEXT: Give them enough reason to do
something different
Context Creates Urgency
New Brain vs
Old Brain
Messaging for information vs messaging for a decision
Which would you choose?
A guaranteed gain of $75,000
An 80% chance of gaining $100,000 with a 20% chance of getting nothing
Which would you choose?
A certain loss of $75,000
An 80% chance of losing $100,000 with a 20% chance of not losing anything
o Documentation
o Visualization
Pain and Impact
Distinct Point of View
The need for contrast
Con
tras
t =
Val
ue
Big Picture • Make the
complex, simple
• Make the abstract, concrete
Contrast
Proof
Proof Points • 3rd party testimony
validates story
• Outside research that corroborates your story
Distinct Point of View
65 35 % % AGENDA
o Building a Buying Vision
o Creating a Conversation System
Messages Tools Skills
Customer Conversations
DEVELOP Messages
that Matter
DEPLOY Tools that Get Used
DELIVER Conversations
that Win
Integrated Approach
MARKETING SALES
A customer conversation system is needed
Customer Status Quo
Outcome at risk
Threats Problems
Misses
Solution Solution Solution
Outcome at risk
Outcome at risk
Threats Problems
Misses
Threats Problems
Misses
New
Nee
ds
New
Nee
ds
New
Nee
ds
New End State
New End State
New End State
Conversation Roadmap
• Structured process • Customer-focused • Sales-ready • Repeatable
Conversation Roadmap
Most important corporate asset
Your iTunes library
Roadmap is your Source Document
Messages Tools Skills
Customer Conversations
DEVELOP Messages
that Matter
DEPLOY Tools that Get Used
DELIVER Conversations
that Win
Integrated Approach
MARKETING SALES
90
40
Percentage of marketing
content that go unused
Hours a month salespeople
spend creating their own
Possible number of different
messages being delivered
and effort being wasted
SALES ACTIVITY
Buying Cycle-Relevant Tools
Status Quo Define a Need Determine Solutions Review Options
BUYING CYCLE
Creating Demand Qualifying Solving Closing SALES CYCLE
Introduce Solution
Present Follow-up Meeting
Call Prep
Get Appointment
Conduct Meeting
Call Guides Emails Point-of-View Pitch
Confirmation of Needs Email
Solution Briefs Presentation
• Attention-getting • Insightful • Excite to hear more
Emails with Impact
• Cheat Sheet • Chunked • Adaptable
Call Guides
• Cheat Sheets Cue-Cards
• Problem • Change • Solution
Point-of-View Pitch
Solution Briefs
• Client-facing • Solves pains • Addresses
objectives
Solution Briefs
• “Champion Letter” • Purposeful structure • Differentiates
Confirmation of Needs Email
• Modular • Customer-focused • Concise
Solution Presentation
Support the Buying Cycle
Messages Tools Skills
Customer Conversations
DEVELOP Messages
that Matter
DEPLOY Tools that Get Used
DELIVER Conversations
that Win
Integrated Approach
MARKETING SALES
Status Quo Threatened
Identify New Needs
Define Solution
-3
Identify Viable Vendors
Review Approaches
Make Decision
-1 +1 +2 +3
Buying Vision Bake-Off
-2
Get prospects to do something different
Make Your Investment Payoff
Create a different buying experience
Corporate Visions Skills Training
Power Deal Creation™
EXCITE Customer Stories with Contrast
EXPLORE Identify Opportunities and Re-define Needs
FRAME Challenge Status Quo
AGREE
launch
body
grabber agenda
credentials big picture
call to Action public positive feedback
close
Proof Points
Pain Points
Customer Stories
Grabbers
review power positions
Power Position
1 2 3
Power Messaging®
Messages Tools Skills
Customer Conversations
DEVELOP Messages
that Matter
DEPLOY Tools that Get Used
DELIVER Conversations
that Win
Integrated Approach
MARKETING SALES
Your customer conversation system
92 96 Use
Consistently
36 2 High
Impact EBITDA Increase
Years
Documenting impact
% % %
What do these have in common?
Forrest Gump
Silence of the Lambs
Kramer vs. Kramer
© 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.
www.conversationsthatwin.com
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