3 Conversations You Need to Win
Q: #1 Reason Don’t Hit Quota?
A: Inability to Articulate Value!
Leads
Products
Process
Training
CRM
Good Intentions. Wrong Instincts.
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
MAXIMIZATION
Customer Conversation Continuum
Create Value
Elevate Value
Capture Value
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
Customer Conversation Continuum
Create Value
ENGAGE
YOU
THEM
NO DECISION
WHY YOU?
60%
YOUR REAL COMPETITOR
ENGAGE
YOU
THEM
WHY YOU? WHY CHANGE?
MISSING!!
GET THE FIRST ‘YES’
NO DECISION
60%
DISTINCT POINT OF VIEW
Status Quo Threatened
Identify New Needs
Define Solution
Identify Viable Vendors
Review Approaches
Make Decision
74
“Why Change?” “Why You”
COMMODITIZED CONVERSATION
26 % % BUYING VISION BAKE-OFF
-3 -1 +1 +2 +3 -2
• Make the status quo unsafe • Define new set of needs • Align w/ your Strengths
• Here’s what you say you need • Here’s what we do different • Here’s the benefit you will get
Identified
NEEDS
CAPABILITIES Specified
Commoditized Conversation
Creating a Buying Vision
NEEDS
Identified
Specified CAPABILITIES
UNKNOWN STRENGTHS
UNCONSIDERED NEEDS
Commoditized Conversation
Creating a Buying Vision
Distinct Point of View
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
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
Customer Conversation Continuum
Create Value
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
MAXIMIZATION
Customer Conversation Continuum
Create Value
Elevate Value
Capture Value
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
Customer Conversation Continuum
Elevate Value
PRODUCT KNOWLEDGE BUSINESS EXPERTISE
EXECUTIVES VALUE 4X MORE
EXECUTIVES VALUE 4X MORE
88% PROFICIENT
24% PROFICIENT
4X LESS LIKELY
PRODUCT KNOWLEDGE BUSINESS EXPERTISE
EXECUTIVES VALUE 4X MORE
88% PROFICIENT
24% PROFICIENT
4X LESS LIKELY
BEST IN CLASS
FOCUS 2X MORE
AVERAGE COMPANIES
FOCUS MORE
PRODUCT KNOWLEDGE BUSINESS EXPERTISE BUSINESS VALUE GAP
Business Knowledge
Customer Insight
Financial Acumen
ROI Executive Engagement
Fluency target
core competencies
1 2 3 4 5
Business Knowledge
Customer Insight
Financial Acumen
ROI Executive Engagement
50% average current competence
Fluency target
core competencies
1 2 3 4 5
Typical self-asses- sment
50% average current competence
Fluency target
Intellectual Altitude
core competencies
1 2 3 4 5
Business Knowledge
Customer Insight
Financial Acumen
ROI Executive Engagement
Typical self-asses- sment
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
Customer Conversation Continuum
Elevate Value
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
MAXIMIZATION
Customer Conversation Continuum
Create Value
Elevate Value
Capture Value
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
MAXIMIZATION
Customer Conversation Continuum
Capture Value
Your Price I% increase in discounting
9% decrease in operating
margin
A SLIPPERY SLOPE
Your Price
Their Price
TYPICAL VIEW OF DISCOUNTING
Negotiating Tactics
Selling to business buyer
Deal moves to purchasing
Your Price
Their Price
WHAT’S REALLY HAPPENING
Negotiating Tactics
Selling to business buyer
Deal moves to purchasing
Value Leaks
Demonstrating Value?
CHECKING BOXES
Demonstrating Value?
Giving Away Value
CHECKING BOXES
Exchanging Value
PIVOTAL AGREEMENTS
CHECKING BOXES
Demonstrating Value?
Giving Away Value
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
MAXIMIZATION
Customer Conversation Continuum
Capture Value
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
MAXIMIZATION
Customer Conversation Continuum
Create Value
Elevate Value
Capture Value
Malcolm Gladwell
Scientist for Tipping Point Morton M. Grodzins
What was the difference?
Gladwell told a better story!