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- Overcome the “no decision” trap by developing messages that create a buying vision for your prospects and a sense of urgency for them to change, change now, and change with you. - Turn your selling conversations and presentations into a differentiated buying experience that sets you apart from your competitors. - Protect and maximize your margins by creating and capturing value throughout the entire sales cycle.
Citation preview
Overcome ‘no decision’
And differentiate in competitive markets
ENGAGE
YOU
THEM
No
Decision
WHY YOU?
24%
60%
16%
ENGAGE
YOU
THEM
No
Decision
WHY YOU?
24%
60%
16%
WHY CHANGE?
MISSING!!
PROBLEM FINDER
Status Quo Threatened
Identify New Needs
Define Solution
Identify Viable Vendors
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
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Problems
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Problems
Problem Solver ?
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Problems
Problem Finder
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Problem Solver
New Brain Designed for Analysis
Old Brain Designed for Survival
Decision-Making Engine
Messaging for a Decision
Make their Current Situation Unsafe
Don’t Call the Baby Ugly
Make Them Feel Smarter – Not Stupid
Ability to Process
“Meaning- Maker”
• Don’t play 20 questions
• 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!
Your conversations need: 1) Concrete concepts force consideration
Context Creates Urgency
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
Fundamental Attribution Error
Tendency to overestimate the effect of disposition and underestimate
the effect of situation on how a person behaves
Social Psychologists have known this…
The pains I’m living with…
Are bigger than the pain of change…
Your conversations need: 1) Concrete concepts force consideration
2) Context for loss creates urgency
Find your Contrast
Con
tras
t =
Val
ue
Literally show contrast
New Way Status Quo
From To 23
Your conversations need: 1) Concrete concepts force consideration
2) Context for loss creates urgency
3) Contrast for gain creates value
Concrete Context Contrast
Your Distinct Point of View
SAFE? UN-SAFE! NEW SAFE
Concrete Context Contrast
Your Distinct Point of View
SAFE? UN-SAFE! NEW SAFE
145 115 Deals Closed
90 10 Previously
Stalled Days
X
ROI
ADP
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
10%
65%
Concrete– Action
Context – Urgent
Contrast – Value
Why Visual Stories
70%
20%
100%
Hot
Spike
Hot
AVOID THE HAMMOCK
Which visual story works best?
1 2 3
Visual Types
POWERPOINT
WHITEBOARDING
vs.
87%
13% 88% Conversation
12% Presentation
Opportunity to be Different
POWERPOINT
WHITEBOARDING
vs.
87%
13%
69% ad hoc
31% pre-built
4% On -purpose
Status Quo Threatened
Identify New Needs
Define Solution
Identify Viable Vendors
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”
Delivery Coaching
Video Demo Sales Guide
Delivery Training
Prepare See
Practice
Deliver
Understand
Believe
Comfortable Confident
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 average sales cycles
50%
29%
15%
higher lead conversion rate
shorter time-to-productivity
shorter sales cycles
Validating the Opportunity
Malcolm Gladwell
Scien>st for Tipping Point Morton M. Grodzins
What was the difference?
Gladwell messaged it great!
WHO ARE YOU GOING TO BE?
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2 NEED IT!
TERMS AND 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 NEW NEEDS
MAXIMIZATION
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2 NEED IT!
TERMS AND CONDITIONS
Creating Value by loosening the status quo and separating you from competitors
DIFFERENTIATION
CUSTOMER CONVERSATION CONTINUUM
IDENTIFY NEW NEEDS
MAXIMIZATION
Capturing Value by getting paid for the value create and avoiding discounting
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2 NEED IT!
TERMS AND CONDITIONS
Creating Value by loosening the status quo and separating you from competitors
DIFFERENTIATION
CUSTOMER CONVERSATION CONTINUUM
IDENTIFY NEW NEEDS
MAXIMIZATION
Capturing Value by getting paid for the value create and avoiding discounting
