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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. Getting Your Customers to Do Something Different

Getting your customers to do something different

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Page 1: Getting your customers to do something different

© 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.

Getting Your Customers to Do Something Different

Page 2: Getting your customers to do something different

“Conversations are the medium where the bulk of your value is communicated”

53 % Field Interactions’ Impact on Decisions

Page 3: Getting your customers to do something different

“Conversations are the medium where the bulk of your value is communicated”

11-13 % Sales calls add value according to executives

Page 4: Getting your customers to do something different

Messaging Matters

Page 5: Getting your customers to do something different

Source: SiriusDecisions PMM Survey

13.3 16

21.4 24.3 26

Insufficient Leads

Poor Sales Skills Too Many Products to Know

Information Gap (Industry,

Solution, Etc.)

Inability to Communicate

Value Messages

Biggest Inhibitors to Achieving Quota

Messaging Matters

Page 6: Getting your customers to do something different

Messaging Matters

Page 7: Getting your customers to do something different

Malcolm Gladwell

Page 8: Getting your customers to do something different

Scientist for Tipping Point

Morton M. Grodzins

Page 9: Getting your customers to do something different

Malcolm Gladwell

Page 10: Getting your customers to do something different

Dr. K. Anders Ericsson

Scientist for Deliberate Practice

Page 11: Getting your customers to do something different

Messaging Matters

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Relevant to Your

Prospect

Unique to You

14% Only 14% of messaging salespeople promote creates commercial impact

Failure to create impact

86%

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Your new biggest competitor

You

Them

Status Quo

Bake-off Sales Call

20-60%

They don’t see enough reason to do something different

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Your Desired Outcomes are at-risk and here’s how you can fix that

SELL THE PROBLEM

Status Quo Threatened

Identify New Needs

Define Solution

Identify Viable Vendors

Review Approaches

Make Decision

65

“Why Change?” “Why Us”

Why our company and offerings are better

than the competition

SELL THE PRODUCT

35 % % Buying Vision Bake-Off

-3 -1 +1 +2 +3 -2

Establishing a Buying Vision

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Your new conversations

You

Them

Status Quo

Bake-off Sales Call

Challenge Assumptions

Re-Define Needs

Align Solution 20-60%

St

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Customer Status Quo

Buying Vision Creation

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

? ? ? ?

? ?

?

?

? ? ? ?

? ?

? ? ?

? ? ? ?

“Solution” Selling

Salespeople “Play 20 Questions”

Customer

Wait to hear a couple keywords and then jump into prepared products

presentation and competitive matrix

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Do you have a music problem?

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I don’t have a music problem!

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Maybe a 10 CD changer?

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1000 songs in your pocket

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…I DID HAVE A MUSIC PROBLEM!

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Messaging Matters

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Messages Tools Skills

Customer Conversations

DEVELOP DEPLOY DELIVER

Integrated Approach

MARKETING SALES

You need a messaging system

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On purpose vs. by accident

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I 2 Y

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Who do you want to be?

Messaging Matters

Page 27: Getting your customers to do something different

Where to Learn More

ABOUT US www.corporatevisions.com

CONTACT US +1 775-831-1322 [email protected]

LET’S TALK!

Twitter:

@corpv

@TRiesterer

Facebook:

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ABOUT THE BOOK www.conversationsthatwin.com