Slides from my talk at BrightonSEO.

2. How to flip the script and
make more B2B sales

3. NOBODY CARES
ABOUT YOU
(Sorry.)

4. The attention economy in a nutshell

5. This isn’t going to work anymore.

6. There are (at least!) 3
ways to flip the script

7. 1. XEROX

8. The
original
marketing
message
“Our leading-edge, cartridge-free
technology produces 90% less waste
than laser and creates smooth, vibrant
images quickly.”

9. What do we offer you?
Original question:

10. What outcomes do you care
about that we can help you
with?
New question:

11. STUDENT PERFORMANCE!

12. STUDENT
PERFORMANCE
Student engagement
Motivated and inspired
teachers
Individually paced lessons

13. Reliability
Low-cost ink/toner
Easy to use
Color
Higher order customer
concerns
Low price
Supplier’s value prop
Xerox’s Insight
Model
Source: Xerox Corp; CEB, The Challenger Customer

14. New
marketing
copy!

15. New
marketing
copy!

16. ““The deals I get involved in, I’m
winning almost all of them.
Once I reframe the conversation
around student learning and how
Xerox can help, there’s no more
talk of competition. It’s as if the
door closes. I’m on the inside and
everyone else is on the outside.”
-Xerox sales rep
17% saleslift!

17. 2. UBERFLIP

18. Old sales deck:
≈

19. “Our customers and investors...”

20. “You’re doing it wrong…”

21. “You should be doing it like this…”

22. “We were trying to create a
category. We were saying,
‘Hey, there’s this new thing
you need to worry about and
devote resources towards.’
Instead we just confused
people. Prospects were like,
‘I have no idea what you’re
talking about.’”
-Mike at Uberflip

23. New intro:

24. “Remember Blockbusters?”

25. “Then Netflix came along…”

26. “Why be like Blockbusters…”

27. When you could be like Netflix…?

28. “You’re doing it wrong.”
Old approach

29. “I want to present you evidence of a
real shift in the world that you should
be aware of.”
New approach

30. “
“We changed the story that we’re
all aligning around—especially the
scale of it. Now it’s about a big
shift in the world, and that’s
driving urgency. It has taken us
from being a nice-to-have to
literally hearing prospects say,
‘Holy shit, I need this.’”
-Mike at Uberflip

31. Source: https://medium.com/the-mission/the-making-of-a-great-sales-narrative-978938b3926

32. 3. TRANSFERWISE

33. ← The
competitor

34. Meanwhile on the Tube...

35. In Brighton...

36. THE ENEMY?
Bankers.
THE HERO?
Transferwise.

37. Current Transferwise
copy

38. ““£1 billion is just a slice of
the market, which means
millions of people are still
being ripped off by banks
and traditional currency
brokers every day.”
-Taavet Hinrikus
Co-Founder at Transferwise

39. Wow, look at those numbers, huh?

40. 1. Be like Xerox! → Focus on higher order
concerns
2. Be like Transferwise → Name the enemy
3. Be like Uberflip → Introduce a big,
undeniable change in the world
RECAP: Talk about business without
talking about your business

41. GO GET ‘EM!
I’m Nandini Jammi
B2B sales copywriter
Product marketing consultant
Talk to me:
@nandoodles
nandinijammi.com