three critical selling conversations you must enable with content

3 Conversations You Need to Win

Q: #1 Reason Don’t Hit Quota?

A: Inability to Articulate Value!

Leads

Products

Process

Training

CRM

STATUS QUO

THREATENED

DEFINE

SOLUTION

REVIEW VENDO

RS

CHOOSE SOLUTIO

N

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

TERMS AND

CONDITIONS

DIFFERENTIATION

IDENTIFY NEW

NEEDS

MAXIMIZATION

Customer Conversation Continuum

JUSTIFICATION

Create Value

Elevate Value

Capture Value

Good  Inten)ons.  Wrong  Ins)ncts.  

STATUS QUO

THREATENED

DEFINE

SOLUTION

REVIEW VENDO

RS

CHOOSE SOLUTIO

N

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

TERMS AND

CONDITIONS

DIFFERENTIATION

IDENTIFY NEW

NEEDS

Customer Conversation Continuum

Create Value

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

               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”    

New Brain Designed for Analysis

Old Brain Designed for Survival

Decision-Making Engine

Neuroscience  

Social  Psychology  

 Kahneman,  D.  and  Tversky,  A.  (1984).  “Choices,  Values,  and  Frames.”  

American  Psychologist  39  (4):  341–350  

Gain Loss

Value

3X stronger preference to avoid loss vs. acquire gains = “Loss Aversion”

Prefer risk that might mitigate a loss = “Risk Seeking”

Outcome

“PROSPECT THEORY”

Identified

NEEDS

CAPABILITIES Specified Commoditized Conversation

Finding the Inconsistencies

NEEDS

Identified

Specified CAPABILITIES

UNKNOWN STRENGTHS

UNCONSIDERED

NEEDS

Commoditized Conversation

Finding the Inconsistencies Distinct Point of

View

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

CFO

CMO

CIO

More than typical Personas

M

Lead Gen Conversions Alignment ROI

Old Automation

SS & DB New Competitor

SIT

UAT

ION

D

ISP

OS

ITIO

N

Inconsistencies ………………………………..

Live Here!

STATUS QUO

THREATENED

DEFINE

SOLUTION

REVIEW VENDO

RS

CHOOSE SOLUTIO

N

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

TERMS AND

CONDITIONS

DIFFERENTIATION

IDENTIFY NEW

NEEDS

Customer Conversation Continuum

Create Value

STATUS QUO

THREATENED

DEFINE

SOLUTION

REVIEW VENDO

RS

CHOOSE SOLUTIO

N

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

TERMS AND

CONDITIONS

DIFFERENTIATION

IDENTIFY NEW

NEEDS

MAXIMIZATION

Customer Conversation Continuum

JUSTIFICATION

Create Value

Elevate Value

Capture Value

STATUS QUO

THREATENED

DEFINE

SOLUTION

REVIEW VENDO

RS

CHOOSE SOLUTIO

N

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

TERMS AND

CONDITIONS

DIFFERENTIATION

IDENTIFY NEW

NEEDS

Customer Conversation Continuum

JUSTIFICATION

Elevate Value

80% decisions

10% executive contacts

80% decisions

FEAR

PRODUCT KNOWLEDGE

BUSINESS EXPERTISE

EXECUTIVES VALUE 4X MORE

EXECUTIVES VALUE 4X MORE

88% PROFICI

ENT

24% PROFICIENT

4X LESS LIKELY

PRODUCT KNOWLEDGE

BUSINESS EXPERTISE

EXECUTIVES VALUE 4X MORE

88% PROFICI

ENT

24% PROFICIENT

4X LESS LIKELY

BEST IN

CLASS FOCUS

2X MORE

AVERAGE COMPANIES FOCUS

MORE

PRODUCT KNOWLEDGE

BUSINESS EXPERTISE

BUSINESS VALUE GAP

Close  the  Business  Value  Gap  

STATUS QUO

THREATENED

DEFINE

SOLUTION

REVIEW VENDO

RS

CHOOSE SOLUTIO

N

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

TERMS AND

CONDITIONS

DIFFERENTIATION

IDENTIFY NEW

NEEDS

Customer Conversation Continuum

JUSTIFICATION

Elevate Value

STATUS QUO

THREATENED

DEFINE

SOLUTION

REVIEW VENDO

RS

CHOOSE SOLUTIO

N

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

TERMS AND

CONDITIONS

DIFFERENTIATION

IDENTIFY NEW

NEEDS

MAXIMIZATION

Customer Conversation Continuum

JUSTIFICATION

Create Value

Elevate Value

Capture Value

STATUS QUO

THREATENED

DEFINE

SOLUTION

REVIEW VENDO

RS

CHOOSE SOLUTIO

N

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

TERMS AND

CONDITIONS

DIFFERENTIATION

IDENTIFY NEW

NEEDS

MAXIMIZATION

Customer Conversation Continuum

JUSTIFICATION

Capture Value

Your Price I% increase in discounting

9% decrease in

operating margin

A SLIPPERY SLOPE

Your Price

Their Price

TYPICAL VIEW OF DISCOUNTING

Negotiating

Tactics

Selling to business buyer

Deal moves to

purchasing

Your Price

Their Price

WHAT’S REALLY HAPPENING

Negotiating

Tactics

Selling to business buyer

Deal moves to

purchasing

Value Leaks

Demonstrating Value?

CHECKING BOXES

Demonstrating Value?

Giving Away Value

CHECKING BOXES

Exchanging Value

PIVOTAL AGREEMENTS

CHECKING BOXES

Demonstrating Value?

Giving Away Value

STATUS QUO

THREATENED

DEFINE

SOLUTION

REVIEW VENDO

RS

CHOOSE SOLUTIO

N

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

TERMS AND

CONDITIONS

DIFFERENTIATION

IDENTIFY NEW

NEEDS

MAXIMIZATION

Customer Conversation Continuum

JUSTIFICATION

Capture Value

STATUS QUO

THREATENED

DEFINE

SOLUTION

REVIEW VENDO

RS

CHOOSE SOLUTIO

N

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

TERMS AND

CONDITIONS

DIFFERENTIATION

IDENTIFY NEW

NEEDS

MAXIMIZATION

Customer Conversation Continuum

JUSTIFICATION

Create Value

Elevate Value

Capture Value

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

Malcolm  Gladwell  

Scien9st  for  Tipping  Point  Morton  M.  Grodzins  

What  was  the  difference?  

Gladwell told a better story!