Three Critical Selling Conversations You Must Enable With Content
Post on 26-Aug-2014
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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!
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