sales ready narratives
DESCRIPTION
How to successfully introduce a new technical product or application to a complex marketTRANSCRIPT
![Page 1: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/1.jpg)
Sales-Ready Narratives
Advanced Marketing & Sales
![Page 2: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/2.jpg)
2
From R&D Product Development to Effective Technology Sales
![Page 3: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/3.jpg)
3
SALES
MAR
KETI
NG
![Page 4: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/4.jpg)
4
?DID YOUKNOW
![Page 5: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/5.jpg)
5
When Marketing organizations grade themselves on Sales materials...
![Page 6: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/6.jpg)
6
Gave themselves a “D” or “F”
![Page 7: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/7.jpg)
7
of Marketing materials created to support Sales go unused
![Page 8: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/8.jpg)
8
of salespeople create their own messaging materials
![Page 9: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/9.jpg)
9
![Page 10: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/10.jpg)
10
Because Customers are in Pain...
![Page 11: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/11.jpg)
11
Top Salespeople use use Sales-Ready Narratives to Diagnose a Clienta Client’’s Pain s Pain
and...and...
![Page 12: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/12.jpg)
12
...create ValueValue--Based SolutionsBased Solutions
![Page 13: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/13.jpg)
13
Traditional Marketing communicates from 35,000 feet
![Page 14: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/14.jpg)
14
Sales-Ready Narratives are delivered at 3.5 feet
![Page 15: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/15.jpg)
15
What About
Branding ?
![Page 16: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/16.jpg)
16
““85% of Brand Equity is created at 85% of Brand Equity is created at point of sales and by postpoint of sales and by post--sale sale
supportsupport””
![Page 17: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/17.jpg)
17
Sales-Ready Narratives
Created
HOW AREBUT...
![Page 18: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/18.jpg)
18
Top Salespeople are like Doctors
![Page 19: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/19.jpg)
19
They Anticipate the Customer’s Pain
![Page 20: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/20.jpg)
20
and Know what Questions to Ask
![Page 21: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/21.jpg)
21
Proof Points Validate CriticalSolutions
![Page 22: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/22.jpg)
22
But ...But ...
How do you make these skills How do you make these skills ready for your entire sales team?ready for your entire sales team?
![Page 23: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/23.jpg)
23
Focus on the Narrative
![Page 24: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/24.jpg)
24
the Sales-Ready Narrative Process
* Skills
Required
![Page 25: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/25.jpg)
25
Frame the Discussion
“...what is your role? Will you tell me about your expectations & plans for your new project...?”
![Page 26: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/26.jpg)
26
Diagnose “Pain”
“In your role (as CIO, CTO, CFO) how much experience have you had with this technology? Do you plan to change any mission-critical processes...?”
![Page 27: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/27.jpg)
27
Envision Success
“When thinking about strategy, would it be valuable to you & your team to have direct contact with subject-matter expertswho have already deployed 100’s of successful solutions?”
![Page 28: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/28.jpg)
28
Relevant Proof
“Here are specific resonant examples of success in yourmarket and industry”
![Page 29: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/29.jpg)
29
How about an example?
![Page 30: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/30.jpg)
30
A National Commission has reliably estimated that 60 percent of adult Americans are afflicted with a
health problem.
Global Frame
![Page 31: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/31.jpg)
31
Positioning
Lifestyle General Health
Medical Need
* Capabilities
![Page 32: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/32.jpg)
32
Customer Profiles
Healthy Adult
Disorder
Aged/ Retired
* Needs
![Page 33: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/33.jpg)
33SOLUTIONS
MATRIX
![Page 34: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/34.jpg)
34
Capabilities
Nee
ds
Effective Solutions = Capabilities + Needs
Be Here!
![Page 35: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/35.jpg)
35
Choose single words and short phrases that identify where Choose single words and short phrases that identify where the product has advantages as a Solution.the product has advantages as a Solution.
![Page 36: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/36.jpg)
36
Lifestyle General Health
Medical Need
Healthy Adult
Sleep Disorder
Aged/ Retired
The phrases in yellow-boxes are most compelling within the indicated contexts.
![Page 37: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/37.jpg)
37
Assembling the Sales-Ready Narrative
A three-stage process
![Page 38: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/38.jpg)
38
Ask a Framing questions based on the anticipated needs of your customer.
For a client this may seem like a simple discussion. In truth it is something the Salesperson has been trained & well developed with.
![Page 39: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/39.jpg)
39
Ask probing, diagnostic questions. Listen for “pain”
The Salesperson knows which areas to continue to explore and which to skip over.
![Page 40: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/40.jpg)
40
Create Buyer-Vision
“When you think about your future would it be valuable to you (and your team) to think in terms of this type of solution?”
![Page 41: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/41.jpg)
41
Proof Point
Profile: Provide Examples that Specifically Profile: Provide Examples that Specifically Match a ClientMatch a Client’’s Real Needss Real Needs
1. Key Player, 2. Goal, 3. Contributing Reasons, 4. True Capability, 5. Action Taken, 6. Quantified Results
![Page 42: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/42.jpg)
42
A Sales - Ready Template(*image from Web... Not just a bunch of paper)
![Page 43: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/43.jpg)
43
Title: Healthy Adult Goal: Better Relationship
Framing Question – Tell me a little about your habits –your overall level of satisfaction?
Follow-up – Have you any plans to do anything about improvements?
Low Cost
Low Risk
Non-invasive
Win Themes
Event: When evaluating alternativesQuestion: would it bring an extra layer of confidencePlayer: to youAction: to know that you were using a low-risk
alternative that can be stopped at anytime?
What do you think are the risks associated with disorder-related solutions? How effective are other alternatives? Have you considered the risks and other impacts on your lifestyle if they don’t work?
Event: When you think about the impact on your relationships
Question: would it be cost effectivePlayer: for youAction: to use a low-cost fashionable alternative?
Roughly what value do you place on pain free? How much do medications and/or surgery cost?
Event: When you think about treatmentsQuestion: would it valuablePlayer: for you (and your family)Action: to try a solution that is completely non-
invasive and has no side-effects?
Have you considered medications or surgery to help with your problem? What do you think about the potential side-effects?
Buyer Vision/Product Usage Questions Pain Getting/Diagnostic Questions
Lifestyle
Proof Point & Case Studies Bob & Janet
![Page 44: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/44.jpg)
44
Online ResourcesOnline Resources
Provide Sales-Ready Messages for the Salesperson via the Web
* An easy to update dynamic resource that helps keep all Salespeople at the top of their
performance
![Page 45: Sales Ready Narratives](https://reader033.vdocuments.site/reader033/viewer/2022052507/5590d1511a28ab11398b47d0/html5/thumbnails/45.jpg)
45
Questions & Answers
http://advanced-marketing-concepts.com