the three value conversations - training industry · pdf filethe three value conversations...

The Three Value Conversations

Creating, Elevating and Capturing Value

Tips for the Webinar

Tweeting? Please use these tags:

@Triesterer @corpv

Citrix Tech Support (800) 263-6317

Welcome

For More Info / To Register / To Access Archive:Search “Webinars” or “On Demand” at

TrainingIndustry.com

Tweeting? Please use these tags:

@Triesterer @corpv

Citrix Tech Support (800) 263-6317

Today’s Speaker

Tim RiestererChief Strategy and Marketing Officer

Corporate Visions

DIFFERENCE?

71 % Inability to Articulate Value!

Low High

Accounts?

Products?

Process?

Technology?

GREAT CONVERSATIONS!

STATUS QUO

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

BUY

• Expand Deal

• Avoid Discounting

Product and Process Training

STATUS QUO

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

BUY

CREATE VALUE

CAPTURE VALUE

• Break Status Quo

• Differentiation

Product and Process Training

STATUS QUO

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

BUY

CREATE VALUE

• Break Status Quo

• Differentiation

Product and Process Training

STATUS QUO

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

BUY

CREATE VALUE

CAPTURE VALUE

Value Conversation Continuum

• Break Status Quo

• Differentiation

• Expand Deal

• Protect Margins

Product and Process Training

Decision-Making Science

Seller Profiles

Best Practices Imitation

Winner

Decision-Making Science

Seller Profiles

Best Practices Imitation

Winner

Losers

Decision-Making Science

Neuroscience

Seller Profiles

Best Practices Imitation

Winner

Losers

Buyer’s Brain

CONTEXT

TWO BIG IDEAS

CONTRAST

TESTED AND PROVEN

CONTEXT

TWO BIG IDEAS

TESTED AND PROVEN

Which conversation communicates more value?

A message from a bank that says your company might

fail if you take their money

A message from a bank that focuses on your critical

business needs and the benefits of taking their money

A

B

Condition 1 Respond to Stated Needs Condition 2 Value Added Services

Condition 3 Unconsidered Needs LAST Condition 4 Unconsidered Needs FIRST n = 400

$10 Million line

of credit at a

competitive rate

Serving the

community for

over 75 years

Understand

the needs

of small

business

$10 Million line

of credit at a

competitive rate

Serving the

community for

over 75 years

Experience

with your

type of

business

Tailored

services

On-staff

experts

$10 Million line

of credit at a

competitive rate

Serving the

community for

over 75 years

On-staff

experts

42% fail due

to underlying

problems

Ensure no

hidden

problem areas

for max results

!

$10 Million line

of credit at a

competitive

rate

Serving

companies

like yours for

over 75 years

42% fail due

to underlying

problems

Ensure no

hidden

problem areas

for max results

On-staff

experts to

review your

operations

!

Condition 1 Respond to Stated Needs Condition 2 Value Added Services

Condition 3 Unconsidered Needs LAST Condition 4 Unconsidered Needs FIRST n = 400

• How compelling

• How thorough

• How clear

• How unexpected (or unusual)

• How unique (or different)

• How good or bad

• How likely to choose this lender

• How likely to accept the pitch and go with this offer

• Overall rating of the lending firm

• Overall attitude toward the lending firm

• How likely to choose this firm over other competing firms with similar rate

• How willing to choose this firm over another one offering a lower rate

• How much more than the proposed rate would they be willing to pay this firm

Uniqueness and

Quality Ratings

Choice and

Attitude Measures

Presentation Uniqueness

2

3

4

5

6

StandardSolution

Value AddedSolution

UnconsideredNeeds Last

UnconsideredNeeds First

Statistically Significant

Uniqueness Improvement

Presentation Quality

5

6

7

8

9

StandardSolution

Value AddedSolution

UnconsideredNeeds Last

UnconsideredNeeds First

Statistically Significant

Quality Improvement

Presentation Persuasiveness

4

5

6

7

8

StandardSolution

Value AddedSolution

UnconsideredNeeds Last

UnconsideredNeeds First

Statistically Significant

Persuasion Improvement

“Highlighting unconsidered needs

is unexpected, which can boost persuasion,

but this only helps when it happens at the

beginning of the message. When it

happens at the end, it’s too late.”

Dr. Zakary Tormala, Stanford

NEEDS

CAPABILITIES

Identified

NEEDS

CAPABILITIESSpecified

Identified

NEEDS

CAPABILITIESSpecified

Commoditized Conversation

NEEDS

Identified

SpecifiedCAPABILITIES

UNKNOWN

STRENGTHS

Commoditized Conversation

NEEDS

Identified

SpecifiedCAPABILITIES

UNKNOWN

STRENGTHS

Commoditized Conversation

NEEDS

Identified

SpecifiedCAPABILITIES

UNKNOWN

STRENGTHS

Commoditized Conversation+ COST

+COMPLEXITY

NEEDS

Identified

SpecifiedCAPABILITIES

UNKNOWN

STRENGTHS

UNCONSIDERED

NEEDS

Commoditized Conversation+ COST

+COMPLEXITY

NEEDS

Identified

SpecifiedCAPABILITIES

UNKNOWN

STRENGTHS

UNCONSIDERED

NEEDS

Commoditized Conversation

Urgency and

Uniqueness

Lives in the

Context!

+ COST

+COMPLEXITY

CONTEXT

TWO BIG IDEAS

CONTRAST

TESTED AND PROVEN

TWO BIG IDEAS

CONTRAST

TESTED AND PROVEN

Which conversation communicates the most value?

A message for a new product that first tells you

what’s wrong with your existing product

A message for a new product that leads with the

best, most different new features and benefits

A

B

Feature Benefits Only

New Smartphone Features:

• Latest security improvements

eliminate hackers looking to gain

access through applications.

• Automatic app shutdown closes

unused apps and increases

battery life by 30%.

• New photo and video

compression. feature shrinks size

of data-hogging content to enable

you to keep more of your favorites

on your phone.

• New high resolution image and

expanded screen size improves

ability to run professional

applications you use in your

business right on your phone

instead of a second device.

Contrast Condition

New Smartphone Features:

• Latest security improvements

eliminate hackers looking to gain

access through applications.

• Automatic app shutdown closes

unused apps and increases

battery life by 30%.

• New photo and video

compression. feature shrinks size

of data-hogging content to enable

you to keep more of your favorites

on your phone.

• New high resolution image and

expanded screen size improves

ability to run professional

applications you use in your

business right on your phone

instead of a second device.

Current Smartphone Issues:

• Today’s smartphones are susceptible

to hackers through your keyboard app,

giving people access to your data and

the ability to turn on your camera.

• With today’s smartphones, unused

apps running in the background are

responsible for 70% of battery

drainage, leading to frequent charging

and decreased battery life.

• On current phones, photos and videos

hog storage capacity, which means

you often have to store files

somewhere else or periodically

choose photos and videos to delete.

• Current screen sizes and resolutions

keep people from being able to

maximize all the programs they want

to use and run on their phone,

requiring them to have a second

device like a tablet for things like

business applications.

What did we measure impact on?

Purchase IntentInterest and likelihood of making a purchase

Attitudes and ChoiceWillingness to switch and willingness to pay more

AdvocacyLikely to tell others and recommend a new product

Product PerceptionsRepresents innovation and a clear improvement

3

4

5

6

7

8

Future Only Current then Future(Same Screen)

Current then Future(Separate Screens)

Current and Future(Side by Side)

+14.63%Interest and likelihood of

making a purchase

Purchase Intent

3

4

5

6

7

8

Future Only Current then Future(Same Screen)

Current then Future(Separate Screens)

Current and Future(Side by Side)

+14.06% Willingness to switch and

willingness to pay more

Attitudes and Choice

3

4

5

6

7

8

Future Only Current then Future(Same Screen)

Current then Future(Separate Screens)

Current and Future(Side by Side)

+12.46% Likely to tell others and

recommend a new product

Advocacy

3

4

5

6

7

8

Future Only Current then Future(Same Screen)

Current then Future(Separate Screens)

Current and Future(Side by Side)

+13.40%

Represents innovation and

a clear improvement

Product Perceptions

Contrast can improve all of these!

Purchase IntentInterest and likelihood of making a purchase

Attitudes and ChoiceWillingness to switch and willingness to pay more

AdvocacyLikely to tell others and recommend a new product

Product PerceptionsRepresents innovation and a clear improvement

+14.63%

+14.06%

+12.46%

+13.40%

CURRENT STATE

FUTURESTATE

External

Factors

Your

Initiatives

VALUE LIVES IN THE CONTRAST!

CONTEXT

TWO BIG IDEAS

CONTRAST

TESTED AND PROVEN

Creates urgency Creates value

“When all

things seem to

be the same,

the one with

the best story,

told the best,

will win!”

Q&A

Tim Riesterer

@Triesterer @corpv

triesterer@corporatevisions.com

Upcoming Webinars

– September 30: A Blueprint to Building Better Training Programs

– October 5: The Learner Evolution: It’s Time to Modernize

Your Training with Microlearning Technique

– October 6: The New Normal: Everybody’s a Leader!

– October 7: From Blah to Aha: Engaging Learners in the

Virtual Classroom

For More Info / To Register / To Access Archive:

Search “Webinars” or “On Demand” at TrainingIndustry.com

More Ways to Get Involved

Join our LinkedIn Group to continue this discussion.

Visit the TrainingIndustry.com Webinars page for more information.

Become a CPTM

Oct 26-28 | San Francisco, CA

Nov 16-18| Atlanta, GA

Our webinars count as one hour of continuing

education for maintaining the CPTM credential.

Thank you!

On behalf of TrainingIndustry.com, thanks to:

Today’s Speakers: Tim Riesterer

Today’s Sponsor: Corporate Visions

Questions or Comments?

Please contact Lea Johnson:

ljohnson@trainingindustry.com