gaining executive access - corporate visions
TRANSCRIPT
Executive Access Test Conditions
Common approach for 20+ Years
Seller demonstrates understanding of
customer challenges
Shares Quantified Results / ROI
Known Business Initiative + ROI
ProvocativeIndustry Insight
Tested and proven by CVI and others
Introduce new need exec hasn’t considered
Based on experience with other clients
CompetitiveBenchmark
Approach getting a lot of buzz
Seller offers benchmark
comparison to similar companies
Unique ProductValue Prop
Proven model for product
differentiation
Shows how solution solves problem in new,
different, better way
“Power Position” taught for 20 years,
but not as exec access approach
Research Simulation Scenario• You are a senior exec (President / COO type)• Leading initiative to improve customer churn &
customer sat• You haven’t decided on specific course of action• Outside vendors start soliciting you• You get an email from a vendor
– Heard of vendor, no strong opinion– Don’t know vendor rep
Executive Access Test Conditions
Common approach for 20+ Years
Seller demonstrates understanding of
customer challenges
Shares Quantified Results / ROI
Known Business Initiative + ROI
ProvocativeIndustry Insight
Tested and proven by CVI and others
Introduce new need exec hasn’t considered
Based on experience with other clients
CompetitiveBenchmark
Approach getting a lot of buzz
Seller offers benchmark
comparison to similar companies
Unique ProductValue Prop
Proven model for product
differentiation
Shows how solution solves problem in new,
different, better way
“Power Position” taught for 20 years,
but not as exec access approach
Status
Quo
BiasPreference
Stability
Anticipated Regret /Blame
Cost of Action/ Change
Selection Difficulty
YourSolution
Status Quo Bias
Executive Access Test ConditionsProvocative
Industry Insight
Tested and proven by CVI and others
Introduce new need exec hasn’t considered
Based on experience with other clients
CompetitiveBenchmark
Approach getting a lot of buzz
Seller offers benchmark
comparison to similar companies
Unique ProductValue Prop
Proven model for product
differentiation
Shows how solution solves problem in new,
different, better way
“Power Position” taught for 20 years,
but not as exec access approach
Executive Access Test ConditionsProvocative
Industry Insight
Tested and proven by CVI and others
Introduce new need exec hasn’t considered
Based on experience with other clients
CompetitiveBenchmark
Approach getting a lot of buzz
Seller offers benchmark
comparison to similar companies
Unique ProductValue Prop
Proven model for product
differentiation
Shows how solution solves problem in new,
different, better way
“Power Position” taught for 20 years,
but not as exec access approach
Executive Access Test ConditionsProvocative
Industry Insight
Tested and proven by CVI and others
Introduce new need exec hasn’t considered
Based on experience with other clients
CompetitiveBenchmark
Approach getting a lot of buzz
Seller offers benchmark
comparison to similar companies
Unconsidered Need
Flawed Current Approach
Improved New Way
Business Impact
De-Stabilize Preferences
Cost of sticking with status quo
Solution response
Customer story with contrast and
quantifiable results
Business Issue
Why Now Study
Industry trend aligned with
strategic initiative
Why Now? Why Change? Why Now?
Executive Access Test ConditionsProvocative
Industry Insight
Tested and proven by CVI and others
Introduce new need exec hasn’t considered
Based on experience with other clients
CompetitiveBenchmark
Approach getting a lot of buzz
Seller offers benchmark
comparison to similar companies
Executive Access Test ConditionsProvocative
Industry Insight
Tested and proven by CVI and others
Introduce new need exec hasn’t considered
Based on experience with other clients
Unconsidered Need
Flawed Current Approach
Improved New Way
Business Impact
De-Stabilize Preferences
Cost of sticking with status quo
Solution response
Customer story with contrast and
quantifiable results
Business Issue
Using ROI the Right Way
Industry trend aligned with
strategic initiative
Why Change? Why Now?
System #2 (Slow)Rational, LogicalDesigned for AnalysisJustifies Decisions
System #1 (Fast)Emotional, IntuitiveDesigned for SurvivalMakes Decision for Change
Language
Research Simulation Scenario
• You are a senior exec (President / COO type)• Leading initiative to improve customer churn &
customer sat• You haven’t decided on specific course of action• A Direct Report requests a meeting with vendor
– You’ve heard of vendor, no strong opinion– Don’t know vendor rep
Executive Access Test Conditions
Common approach for 20+ Years
Seller demonstrates understanding of
customer challenges
Shares Quantified Results / ROI
Known Business Initiative + ROI
ProvocativeIndustry Insight
Tested and proven by CVI and others
Introduce new need exec hasn’t considered
Based on experience with other clients
CompetitiveBenchmark
Approach getting a lot of buzz
Seller offers benchmark
comparison to similar companies
Unique ProductValue Prop
Proven model for product
differentiation
Shows how solution solves problem in new,
different, better way
“Power Position” taught for 20 years,
but not as exec access approach
How Interested in Meeting? How Likely to Take Meeting?
Product Hero Known BusinessInitiative
Industry Insight CompetitiveBenchmark
Unique Product Value Proposition
Known Business Initiative + ROI
Provocative Industry Insight
Competitive Benchmark Offer
Product Hero Known BusinessInitiative
Industry Insight CompetitiveBenchmark
Known Business Initiative + ROI
Provocative Industry Insight
Competitive Benchmark Offer
Known Business Initiative + ROI
Unique Product Value Proposition
Executive Access Test ConditionsKnown Business Initiative + ROI
ProvocativeIndustry Insight
CompetitiveBenchmark
Unique ProductValue Prop
Trust in direct report seems to transcend messaging approach*
Suggests execs accept meeting based on relationship with that person, not what they say*
* Within reason