Breaking the Status Quo Barrier

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Statistics show that the most dangerous competitor you face is the status quo its your prospects deciding to do nothing. If you want to grow your business, youll need to challenge your customers to do something different and 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

Getting Your Customers to Do Something Different

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Breaking the Status Quo Barrier

Your ability to sell more depends on convincing your prospects to do something different

You Y YES

Status Quo

Barrier

Attention Scarcity

Risk/Loss Aversion

Change Burden

Incumbent Advantage

? Ignored Invaluable 60%

No decision

Y

Malcolm Gladwell Tipping Point

Scientist for Tipping Point

Morton M. Grodzins

What made the difference?

Challenge assumptions Do Something different/now Align w/your Strengths

SELL A DISTINCT POINT OF VIEW

Status Quo Threatened

Identify New Needs

Define Solution

Identify Viable Vendors

Review Approaches

Make Decision

65

Why Change? Why Us Our promise of what you get How we do it Why we are the best option

SELL YOUR VALUE PROPOSITION

35 % % Buying Vision Bake-Off

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

Create a Buying Vision

Y Status Quo Barrier

DISTINCT POINT OF VIEW Y

Status Quo

Barrier

Attention Scarcity

Risk/Loss Aversion

Change Burden

Incumbent Advantage

Attention Scarcity

Status Quo

Barrier

Risk/Loss Aversion

Change Burden

Incumbent Advantage

3 2 1 1 1

900,00 blog entries

posted every day

300,000 hours of video

posted every day

Years

Months

Week

Billion Tweets

Week

Dont play 20 questions

You got 30 seconds to tell me something I dont already know

You see more people who look like me than I do

So act like it!

Dont Call the Baby Ugly

Get Attention with Insights

Risk/Loss Aversion

Attention Scarcity

Status Quo

Barrier

Change Burden

Incumbent Advantage

Which would you choose?

A guaranteed gain of $75,000 An 80% chance of gaining $100,000 with a 20% chance of getting nothing

Which would you choose?

A certain loss of $75,000 An 80% chance of losing $100,000 with a 20% chance of not losing anything

New Brain Designed for Analysis

Old Brain Designed for Survival

Are you messaging for a decision?

Decision-Making Engine

Change Burden

Attention Scarcity

Status Quo

Barrier

Risk/Loss Aversion

Incumbent Advantage

Havent got time for the

pain

The pains Im living with

Are bigger than the pain of change

Risk/Loss Aversion

Attention Scarcity

Status Quo

Barrier

Change Burden

Incumbent Advantage

Find your Contrast

Your Distinct Point of View Starts Here

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

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

Challenge 3

Challenge 2

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

Target Customer

Status Quo Profile

Objective/ Outcome #1

Objective/ Outcome #2

Objective/ Outcome #3

Challenge 1

Challenge 2

Challenge 3

Challenge 3

Challenge 2

Customer Outcome/Objective #1

Customer Outcome/Objective #2

Customer Outcome/Objective #3

Three Challenge-Solution Stories for each Outcome/Objective

Conversation Roadmap

Who are you going to be?

What the best are doing different

Breaking the Status Quo BarrierSlide Number 2Malcolm Gladwell Tipping PointScientist for Tipping PointWhat made the difference?Slide Number 6Create a Buying VisionSlide Number 8Slide Number 9Slide Number 10Slide Number 11Dont Call the Baby UglyGet Attention with InsightsSlide Number 14Which would you choose?Which would you choose?Are you messaging for a decision?Slide Number 18Slide Number 19Slide Number 20The pains Im living withSlide Number 22Find your ContrastYour Distinct Point of View Starts HereStatus Quo ProfileObjective / OutcomeChallengeSolution StoryConversation RoadmapWho are you going to be?What the best are doing different