three critical selling conversations you must enable with content
DESCRIPTION
TRANSCRIPT
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3 Conversations You Need to Win
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Q: #1 Reason Don’t Hit Quota?
A: Inability to Articulate Value!
Leads
Products
Process
Training
CRM
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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
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Good Inten)ons. Wrong Ins)ncts.
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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
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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
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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”
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New Brain Designed for Analysis
Old Brain Designed for Survival
Decision-Making Engine
Neuroscience
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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”
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Identified
NEEDS
CAPABILITIES Specified Commoditized Conversation
Finding the Inconsistencies
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NEEDS
Identified
Specified CAPABILITIES
UNKNOWN STRENGTHS
UNCONSIDERED
NEEDS
Commoditized Conversation
Finding the Inconsistencies Distinct Point of
View
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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
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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!
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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
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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
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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
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80% decisions
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10% executive contacts
80% decisions
FEAR
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PRODUCT KNOWLEDGE
BUSINESS EXPERTISE
EXECUTIVES VALUE 4X MORE
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EXECUTIVES VALUE 4X MORE
88% PROFICI
ENT
24% PROFICIENT
4X LESS LIKELY
PRODUCT KNOWLEDGE
BUSINESS EXPERTISE
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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
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Close the Business Value Gap
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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
![Page 24: Three Critical Selling Conversations You Must Enable With Content](https://reader034.vdocuments.mx/reader034/viewer/2022050804/53fbabc18d7f72de698b4616/html5/thumbnails/24.jpg)
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
![Page 25: Three Critical Selling Conversations You Must Enable With Content](https://reader034.vdocuments.mx/reader034/viewer/2022050804/53fbabc18d7f72de698b4616/html5/thumbnails/25.jpg)
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
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Your Price I% increase in discounting
9% decrease in
operating margin
A SLIPPERY SLOPE
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Your Price
Their Price
TYPICAL VIEW OF DISCOUNTING
Negotiating
Tactics
Selling to business buyer
Deal moves to
purchasing
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Your Price
Their Price
WHAT’S REALLY HAPPENING
Negotiating
Tactics
Selling to business buyer
Deal moves to
purchasing
Value Leaks
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Demonstrating Value?
CHECKING BOXES
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Demonstrating Value?
Giving Away Value
CHECKING BOXES
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Exchanging Value
PIVOTAL AGREEMENTS
CHECKING BOXES
Demonstrating Value?
Giving Away Value
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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
![Page 33: Three Critical Selling Conversations You Must Enable With Content](https://reader034.vdocuments.mx/reader034/viewer/2022050804/53fbabc18d7f72de698b4616/html5/thumbnails/33.jpg)
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
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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
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Malcolm Gladwell
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Scien9st for Tipping Point Morton M. Grodzins
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What was the difference?
Gladwell told a better story!