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Your Participation

Tim Riesterer

Co-Author:

Customer Message Management

Conversations That Win the Complex Sale

The Three Value Conversations

Chief Strategy and Research Officer

Corporate Visions

@TRiesterer

David KrissVice President, Sales Enablement

SAVO

@davidkriss

Product

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Product

280+ Products

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5 Plays

Product

ProductProduct

ProductProduct

Product

ProductProduct

ProductProduct

MarketingTraining

Stories Skills

JIT, Situational Learning Gaps

Messages DeliverySkills

Messages Delivery

JIT, Situational Learning Gaps

The questions that need answering

Defeat Status Quo/Differentiate Build Business Case/Justify to Executives Maximize Margins/Expand Customers

The questions that need answering

Neuroscience

BehavioralEconomics

Social Psychology

Decision Sciences

Invisible forces that shape decisions

How people frame value and make

choices

Research Partners

Zakary Tormala, PhD Margaret Neale, PhD Nick Lee, PhD

Stanford Graduate Business School

Stanford Graduate Business School

Warwick Business School

Methodology

Existing, Proven Science Concepts

Exclusive Simulation Testing

Frameworks and Skills

Defeat Status Quo/Differentiate Build Business Case/Justify to Executives Maximize Margins/Expand Customers

The questions that need answering

Defeat Status Quo/Differentiate Build Business Case/Justify to Executives Maximize Margins/Expand Customers

The questions that need answering

Situational Messaging Frameworks

Why Change Customer Acquisition Messaging Model

Unconsidered Need

Flawed Current Approach

Improved New Way

Story with Contrast

De-StabilizePreferences

Cost of Staying Same

Clear Contrast

Before and After Hero

Defeat Status Quo/Differentiate Build Business Case/Justify to Executives Maximize Margins/Expand Customers

The questions that need answering

Situational Messaging Frameworks

Defeat Status Quo/Differentiate Build Business Case/Justify to Executives Maximize Margins/Expand Customers

The questions that need answering

Situational Messaging Frameworks

Document Results

Review Prior Decision Process

Mention Risk of Change

Highlight Cost of Change

Detail Your Competitive Advances

Reinforce Preference Stability

Reinforce Anticipated Regret and

Blame

Reinforce Perceived Cost

of Change

Reinforce Selection Difficulty

Why Stay Customer Renewal Messaging Model

Defeat Status Quo/Differentiate Build Business Case/Justify to Executives Maximize Margins/Expand Customers

The questions that need answering

Situational Messaging Frameworks

Defeat Status Quo/Differentiate Build Business Case/Justify to Executives Maximize Margins/Expand Customers

The questions that need answering

Situational Messaging Frameworks

Messages Delivery

JIT, Situational Learning Gaps

Messages Delivery

JIT, Situational Learning Gaps

DeliverySkills

JIT, Situational Learning Gaps

Messages

Defeat Status Quo/Differentiate Build Business Case/Justify to Executives Maximize Margins/Expand Customers

Aligning Skills with Stories

Overcoming StatusQuo Bias

Telling a “Why Change” Story

Creating Competitive Differentiation

Telling a “Why You” Story

Preparing and Telling a Better Story

Using Visuals forGreater Impact

Grabbing/Keeping Customers’ Attention

Reframing and Handling Objections

Executive Buyer’sPerspective

Relevant Industry/Company Research

Using HistoricalFinancial Analytics

Winning Access to Executives

“Why Now” StoryBusiness Change

DemonstratingBusiness Impact

Providing FinancialJustification (ROI)

EstablishingPerformance Metrics

Identifying Buyer’sAlternatives

Creating PricingUncertainty

Exchange Value vsGive it Away

Manage Consensus Buying Process

Make First Offers toSet High Targets

Concession Psychology

Ensure Renewals with “Why Stay” Story

Communicating Price Increases

CREATE VALUE ELEVATE VALUE CAPTURE VALUEDefeat Status Quo/Differentiate Build Business Case/Justify to Executives Maximize Margins/Expand Customers

Situational Value Selling Skills and Competencies

Performance-BasedCustom Learning PathsWith Just-in-Time Delivery

1

Struggling to create pipe Struggling to get sign off Struggling to maintain margins

BIG DATA

Overcoming StatusQuo Bias

Telling a “Why Change” Story

Creating Competitive Differentiation

Telling a “Why You” Story

Preparing and Telling a Better Story

Using Visuals forGreater Impact

Grabbing/Keeping Customers’ Attention

Reframing and Handling Objections

Executive Buyer’sPerspective

Relevant Industry/Company Research

Using HistoricalFinancial Analytics

Winning Access to Executives

“Why Now” StoryBusiness Change

DemonstratingBusiness Impact

Providing FinancialJustification (ROI)

EstablishingPerformance Metrics

Identifying Buyer’sAlternatives

Creating PricingUncertainty

Exchange Value vsGive it Away

Manage Consensus Buying Process

Make First Offers toSet High Targets

Concession Psychology

Ensure Renewals with “Why Stay” Story

Communicating Price Increases

Build Business Case/Justify to ExecutivesDefeat Status Quo/Differentiate Maximize Margins/Expand Customers

Needs-BasedCustom Learning PathsWith Just-in-Time Delivery

2

Fluency Assessment

Overcoming StatusQuo Bias

Telling a “Why Change” Story

Creating Competitive Differentiation

Telling a “Why You” Story

Preparing and Telling a Better Story

Using Visuals forGreater Impact

Grabbing/Keeping Customers’ Attention

Reframing and Handling Objections

Executive Buyer’sPerspective

Relevant Industry/Company Research

Using HistoricalFinancial Analytics

Winning Access to Executives

“Why Now” StoryBusiness Change

DemonstratingBusiness Impact

Providing FinancialJustification (ROI)

EstablishingPerformance Metrics

Identifying Buyer’sAlternatives

Creating PricingUncertainty

Exchange Value vsGive it Away

Manage Consensus Buying Process

Make First Offers toSet High Targets

Concession Psychology

Ensure Renewals with “Why Stay” Story

Communicating Price Increases

Build Business Case/Justify to Executives Maximize Margins/Expand CustomersDefeat Status Quo/Differentiate

Situationally-RelevantCustom Learning PathsWith Just-in-Time Delivery

3

Grabbing and

Keeping Attention

Telling a “Why

Change” Story

Creating Competitive

Differentiation

Using Visuals for

Greater Impact

Winning Access to

Executives

Embedding Skills Training

Showing the

Business Change

Demonstrating

Business Impact

Providing Financial

Justification

Pivotal Agreements

Needed to CloseManage Consensus

Buying Process

Embedding Skills Training

Sales “Play”-SpecificCustom Learning PathsWith Just-in-Time Delivery

4

Integrated stories and skills

DeliverySkills

JIT, Situational Learning Gaps

Messages

DeliverySkillsMessages

JIT, Situational Learning Reality!

EXAMPLE

SAVO

DeliverySkillsMessages

JIT, Situational Learning Reality!

Tim RiestererChief Strategy and Research Officer

Corporate Visions

@Triesterer

David KrissVice President, Sales Enablement

SAVO

@davidkriss

Link to Guide: http://cvi.to/savo-guide

Link to eBook: http://cvi.to/savo-jit