Three Critical Selling Conversations You Must Enable With Content
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Three Critical Selling Conversations You Must Enable With Content
- 1. 3 Conversations You Need to Win
- 2. Q: #1 Reason Don’t Hit Quota? A: Inability to Articulate Value! Leads Product s Proce ss Training CRM
- 3. STATUS QUO THREATE NED DEFIN E SOLUT ION REVIEW VENDO RS CHOOSE SOLUTIO N -3 -1 +1 +2 +3-2 TERMS AND CONDITI ONS DIFFERENTIATION IDENTIFY NEW NEEDS MAXIMIZATION Customer Conversation Continuum JUSTIFICATION Create Elevate Value Capture Value
- 4. Good Inten)ons. Wrong Ins)ncts.
- 5. STATUS QUO THREATE NED DEFIN E SOLUT ION REVIEW VENDO RS CHOOSE SOLUTIO N -3 -1 +1 +2 +3-2 TERMS AND CONDITI ONS DIFFERENTIATION IDENTIFY NEW NEEDS Customer Conversation Continuum Create
- 6. DISTINCT POINT OF VIEW Status Quo Threatened Identify New Needs Define Solutio n Identify Viable Vendors Review Approach es Make Decisio n 74 “Why Change?” “Why You” COMMODITIZED CONVERSATION 26% % BUYING VISION BAKE-OFF -3 -1 + 1 +2 +3-2 • Show inconsistencies in model • Identify unconsidered needs • Align with unspecified strengths • Here’s what you say you need • Here’s what we do different • Here’s the benefit you will get
- 7. Changing someone’s mind isn’t a ques)on of pushing new informa)on on people and trying to explain it in words. It’s more about helping people see the inconsistency in themselves and then all of a sudden the mental model will shi> naturally and easily. Gary Klein, scien)st and author “The Power of Intui)on” and “Seeing What Others Don’t”
- 8. New Brain Designed for Analysis Old Brain Designed for Surviva Decision-Making Engi Neuroscience
- 9. Social Psychology Kahneman, D. and Tversky, A. (1984). “Choices, Values, and Frames.” American Psychologist 39 (4): 341–350 GainLoss Value 3X stronger preference to avoid loss vs. acquire gains = “Loss Aversion” Prefer risk that might mitigate a loss = “Risk Seeking” Outcome “PROSPECT THEORY”
- 10. Identified NEEDS CAPABILITIESSpecified Commoditized Conversation Finding the Inconsistencies
- 11. NEEDS Identified Specified CAPABILITIES UNKNOWN STRENGTHS UNCONSIDERE D NEEDS Commoditized Conversation Finding the Inconsistencies Distinct Point of View
- 12. 12 Didn’t appreciate…. The problem is as big or coming as fast as you say?! Didn’t realize… there was even something to fix that issue or annoyance?! Didn’t know… that was a problem I was having until you pointed it out?! Under-Valued Un-Met Unknown
- 13. CFO CMO CIO More than typical Personas M Lead Gen Conversions Alignment ROI Old Automation SS & DB New Competitor SITUATIONDISPOSITIO N Inconsistencies Live Here!
- 14. STATUS QUO THREATE NED DEFIN E SOLUT ION REVIEW VENDO RS CHOOSE SOLUTIO N -3 -1 +1 +2 +3-2 TERMS AND CONDITI ONS DIFFERENTIATION IDENTIFY NEW NEEDS Customer Conversation Continuum Create
- 15. STATUS QUO THREATE NED DEFIN E SOLUT ION REVIEW VENDO RS CHOOSE SOLUTIO N -3 -1 +1 +2 +3-2 TERMS AND CONDITI ONS DIFFERENTIATION IDENTIFY NEW NEEDS MAXIMIZATION Customer Conversation Continuum JUSTIFICATION Create Elevate Value Capture Value
- 16. STATUS QUO THREATE NED DEFIN E SOLUT ION REVIEW VENDO RS CHOOSE SOLUTIO N -3 -1 +1 +2 +3-2 TERMS AND CONDITI ONS DIFFERENTIATION IDENTIFY NEW NEEDS Customer Conversation Continuum JUSTIFICATION Elevate Value
- 17. 80% decision s
- 21. EXECUTIVE S VALUE 4X MORE 88% PROFICI ENT 24% PROFICIE NT 4X LESS LIKELY BEST IN CLASS FOCUS 2X MORE AVERAGE COMPANIE S FOCUS MORE PRODUCT KNOWLEDGE BUSINESS EXPERTISE BUSINESSVALUEGAP
- 22. Close the Business Value Gap
- 23. STATUS QUO THREATE NED DEFIN E SOLUT ION REVIEW VENDO RS CHOOSE SOLUTIO N -3 -1 +1 +2 +3-2 TERMS AND CONDITI ONS DIFFERENTIATION IDENTIFY NEW NEEDS Customer Conversation Continuum JUSTIFICATION Elevate Value
- 24. STATUS QUO THREATE NED DEFIN E SOLUT ION REVIEW VENDO RS CHOOSE SOLUTIO N -3 -1 +1 +2 +3-2 TERMS AND CONDITI ONS DIFFERENTIATION IDENTIFY NEW NEEDS MAXIMIZATION Customer Conversation Continuum JUSTIFICATION Create Elevate Value Capture Value
- 25. STATUS QUO THREATE NED DEFIN E SOLUT ION REVIEW VENDO RS CHOOSE SOLUTIO N -3 -1 +1 +2 +3-2 TERMS AND CONDITI ONS DIFFERENTIATION IDENTIFY NEW NEEDS MAXIMIZATION Customer Conversation Continuum JUSTIFICATION Capture Value
- 26. Your Price I% increase in discounting 9% decrease in operating margin A SLIPPERY SLOPE
- 27. Your Price Their Price TYPICAL VIEW OF DISCOUNTING Negotiatin g Tactics Selling to business buyer Deal moves to purchasing
- 28. Your Price Their Price WHAT’S REALLY HAPPENING Negotiatin g Tactics Selling to business buyer Deal moves to purchasing Value Leaks
- 32. STATUS QUO THREATE NED DEFIN E SOLUT ION REVIEW VENDO RS CHOOSE SOLUTIO N -3 -1 +1 +2 +3-2 TERMS AND CONDITI ONS DIFFERENTIATION IDENTIFY NEW NEEDS MAXIMIZATION Customer Conversation Continuum JUSTIFICATION Capture Value
- 33. STATUS QUO THREATE NED DEFIN E SOLUT ION REVIEW VENDO RS CHOOSE SOLUTIO N -3 -1 +1 +2 +3-2 TERMS AND CONDITI ONS DIFFERENTIATION IDENTIFY NEW NEEDS MAXIMIZATION Customer Conversation Continuum JUSTIFICATION Create Elevate Value Capture Value
- 34. 34 Homework Develop distinct point of view to show ‘inconsistencies’ and defeat the status quo Create business impact model that puts current state/ future state/ business change into financial context Pre-build pivotal agreements to exchange value at critical moments your prospects want you to give it away
- 35. Malcolm Gladwell
- 36. Scien9st for Tipping Point Morton M. Grodzins
- 37. What was the difference? Gladwell told a better story!