Three Critical Selling Conversations You Must Enable With Content

Download Three Critical Selling Conversations You Must Enable With Content

Post on 26-Aug-2014

832 views

Category:

Marketing

9 download

DESCRIPTION

 

TRANSCRIPT

  • 3 Conversations You Need to Win
  • Q: #1 Reason Dont Hit Quota? A: Inability to Articulate Value! Leads Product s Proce ss Training CRM
  • 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
  • Good Inten)ons. Wrong Ins)ncts.
  • 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
  • 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 Heres what you say you need Heres what we do different Heres the benefit you will get
  • Changing someones mind isnt a ques)on of pushing new informa)on on people and trying to explain it in words. Its 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 Dont
  • New Brain Designed for Analysis Old Brain Designed for Surviva Decision-Making Engi Neuroscience
  • Social Psychology Kahneman, D. and Tversky, A. (1984). Choices, Values, and Frames. American Psychologist 39 (4): 341350 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
  • Identified NEEDS CAPABILITIESSpecified Commoditized Conversation Finding the Inconsistencies
  • NEEDS Identified Specified CAPABILITIES UNKNOWN STRENGTHS UNCONSIDERE D NEEDS Commoditized Conversation Finding the Inconsistencies Distinct Point of View
  • 12 Didnt appreciate. The problem is as big or coming as fast as you say?! Didnt realize there was even something to fix that issue or annoyance?! Didnt 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 SITUATIONDISPOSITIO N Inconsistencies Live Here!
  • 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
  • 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
  • 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
  • 80% decision s
  • 10% executive contacts 80% decision s FEAR
  • PRODUCT KNOWLEDGE BUSINESS EXPERTISE EXECUTIVE S VALUE 4X MORE
  • EXECUTIVE S VALUE 4X MORE 88% PROFICI ENT 24% PROFICIE NT 4X LESS LIKELY PRODUCT KNOWLEDGE BUSINESS EXPERTISE
  • 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
  • Close the Business Value Gap
  • 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
  • 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
  • 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
  • Your Price I% increase in discounting 9% decrease in operating margin A SLIPPERY SLOPE
  • Your Price Their Price TYPICAL VIEW OF DISCOUNTING Negotiatin g Tactics Selling to business buyer Deal moves to purchasing
  • Your Price Their Price WHATS REALLY HAPPENING Negotiatin g Tactics Selling to business buyer Deal moves to purchasing Value Leaks
  • Demonstrating Value? CHECKING BOXES
  • Demonstrating Value? GivingAway Value CHECKING BOXES
  • Exchanging Value PIVOTAL AGREEMENTS CHECKING BOXES Demonstrating Value? GivingAway Value
  • 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
  • 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 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 dierence? Gladwell told a better story!