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All other trademarks are the property of their respective owners.
Getting Your Customers to Do Something Different
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“Conversations are the medium where the bulk of your value is communicated”
53 % Field Interactions’ Impact on Decisions
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“Conversations are the medium where the bulk of your value is communicated”
11-13 % Sales calls add value according to executives
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Source: SiriusDecisions PMM Survey
13.3 16
21.4 24.3 26
Insufficient Leads
Poor Sales Skills Too Many Products to Know
Information Gap (Industry,
Solution, Etc.)
Inability to Communicate
Value Messages
Biggest Inhibitors to Achieving Quota
Messaging Matters
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Scientist for Tipping Point
Morton M. Grodzins
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Dr. K. Anders Ericsson
Scientist for Deliberate Practice
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Messaging Matters
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Relevant to Your
Prospect
Unique to You
14% Only 14% of messaging salespeople promote creates commercial impact
Failure to create impact
86%
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Your new biggest competitor
You
Them
Status Quo
Bake-off Sales Call
20-60%
They don’t see enough reason to do something different
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Your Desired Outcomes are at-risk and here’s how you can fix that
SELL THE PROBLEM
Status Quo Threatened
Identify New Needs
Define Solution
Identify Viable Vendors
Review Approaches
Make Decision
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“Why Change?” “Why Us”
Why our company and offerings are better
than the competition
SELL THE PRODUCT
35 % % Buying Vision Bake-Off
-3 -1 +1 +2 +3 -2
Establishing a Buying Vision
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Your new conversations
You
Them
Status Quo
Bake-off Sales Call
Challenge Assumptions
Re-Define Needs
Align Solution 20-60%
St
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Customer Status Quo
Buying Vision Creation
Outcome at Risk
Outcome at Risk
Outcome at Risk
Pre-Determine Executive-Level Outcomes
Reveal threats, risks, problems and missed opportunities that put each outcome at risk
and need to be solved
Threat Problem
Miss Problem
Miss
Threat Problem
Miss
Threat
Align strengths of products, services, programs to solve the re-defined needs
and “engineer“ desired outcomes
Your Solution
Your Solution
Your Solution
? ? ? ?
? ?
?
?
? ? ? ?
? ?
? ? ?
? ? ? ?
“Solution” Selling
Salespeople “Play 20 Questions”
Customer
Wait to hear a couple keywords and then jump into prepared products
presentation and competitive matrix
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Do you have a music problem?
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I don’t have a music problem!
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Maybe a 10 CD changer?
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1000 songs in your pocket
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…I DID HAVE A MUSIC PROBLEM!
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Messaging Matters
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Messages Tools Skills
Customer Conversations
DEVELOP DEPLOY DELIVER
Integrated Approach
MARKETING SALES
You need a messaging system
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On purpose vs. by accident
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Who do you want to be?
Messaging Matters
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Where to Learn More
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