breaking the status quo barrier (messaging matters webinar series)
DESCRIPTION
Statistics show that the most dangerous competitor you face is the status quo — it’s your prospects deciding to do nothing. If you want to grow your business, you’ll need to challenge your customers to do something different. And you need to turn more opportunities from "no decision" into decisions that favor you. The best way to do this is to establish the buying vision in the first place.TRANSCRIPT
© 2011 Corporate Visions, Inc. All rights reserved. Corporate Visions, Power Messaging, Power Positioning and Be Different. Where It Counts. Your Message. are registered trademarks or trademarks of Corporate Visions, Inc. All other trademarks are the property of their respective owners.
Malcolm Gladwell – Tipping Point
Scientist for Tipping Point
Morton M. Grodzins
Malcolm Gladwell - Outliers
Dr. K. Anders Ericsson
Scientist for Deliberate Practice
Create a Buying Vision
Don’t Call the Baby Ugly
Make me Smarter
Which would you choose?
Which would you choose?
Are you messaging for a decision?
Haven’t got time for the pain…
Are bigger than the pain of change.
The pains I’m living with…
Find Your Contrast
Missing Link? Processes Buying Cycle Lead Management Sales Framework
Systems Marketing Automation Content Management
Sales Automation
Content Marketing & Selling Messages
Coaching & Customer-facing Tools Conversation Skills Training
Customer Status Quo
Identify executive outcomes at-risk
Reveal threats, problems and missed opportunities for each outcome that need to
be solved to reach desired outcome
Re-define the needs and point to a solution that aligns those needs to your unique or
advantaged strengths
Describe the business impact, including customer stories with contrast before and
after the solution
Buying Vision Messaging Roadmap
Define your target “status quos”
Threats
Misses
New
Nee
ds
Outcome at risk
Problems
Solution
New End State
Threats
Misses
New
Nee
ds
Outcome at risk
Problems
Solution
New End State
Threats
Misses
New
Nee
ds
Outcome at risk
Problems
Solution
New End State
Target Customer
Status Quo Profile
• What are they doing today? • Why do they consider it safe? • Where are the gaps that will make
it unsafe?
Target Customer
Status Quo Profile
• Desired outcome description • Compelling industry fact(s) • Challenge framing questions
Objective/ Outcome #1
Objective/ Outcome #2
Objective/ Outcome #3
Target Customer
Status Quo Profile
Objective/ Outcome #1
Objective/ Outcome #2
Objective/ Outcome #3
Challenge 1
Challenge 2
Challenge 3
Cha
lleng
e 2
Challenge 3
Challenge 2
Challenge 3
• Pain/impact/risk description
• Urgent industry validation
• Solution explore questions
• Your strengths that solve
• What customer does better
• What this means (value)
• Story with contrast proof
Solution Story
Solution Story
Solution Story
Solution Story So
lutio
n St
ory
Target Customer
Status Quo Profile
Objective/ Outcome #1
Objective/ Outcome #2
Objective/ Outcome #3
Challenge 1
Challenge 2
Challenge 3
Cha
lleng
e 2
Challenge 3
Challenge 2
Challenge 3
Conversation Roadmap
Point-of-View Pitch
Sales Tools
CVI Content Consultant
Development of a core, detailed source messaging document (Conversa7on Roadmap), early-‐stage, execu7ve interac7ve presenta7on (Point-‐of-‐View Pitch) and a range of buying cycle-‐relevant demand genera7on and selling tools
Power Tools®
DemandGen and Sales-Ready
Integrated Campaign Content
2
Corporate Visions Customer Conversation System
Power Positioning®
Messaging Workshop
CVI Delivery Consultant
CVI Content Consultant
Product
Marketing
Executive
Sales
Sales
Cross-‐func7onal workshop with Products, Marke7ng and Sales to iden7fy your “dis7nct point of view” and develop differen7ated sales-‐ready messaging and stories.
1
Power Messaging®
Sales Skills training
Complete set of sales conversa7on and presenta7on skills training programs for early-‐stage deal crea7on and later stage solu7on differen7a7on.
3 Sales Conversation
Competency Skills Training
Customer Conversation System
Who are you going to be?
© 2011 Corporate Visions, Inc. All rights reserved. Corporate Visions, Power Messaging, Power Positioning and Be Different. Where It Counts. Your Message. are registered trademarks or trademarks of Corporate Visions, Inc. All other trademarks are the property of their respective owners.
Webinar Recording Available on www.corporatevisions.com/events
Got Questions? Join us on LinkedIn to continue the conversation http://www.linkedin.com/groups?about=&gid=4101593
© 2011 Corporate Visions, Inc. All rights reserved. Corporate Visions, Power Messaging, Power Positioning and Be Different. Where It Counts. Your Message. are registered trademarks or trademarks of Corporate Visions, Inc. All other trademarks are the property of their respective owners.
Measure the ROI of Your Training Initiatives How to take the guesswork out of ROI measurement for marketing and sales training initiatives
December 15, 2011, 10-11 a.m. Pacific Register www.corporatevisions.com/events
Speaker:
Scott Watson, Founder of Beyond ROI