this workbook belongs to

This workbook belongs to:

my Why You notes

W h y Y o u

© 2020 Corporate Visions, Inc. All rights reserved.

W h y Y o u


the th ree deadly s ins of messag ing

t o o m u c h i n f o r m a t i o n

f a i l i n g t o t e l l w h a t ’ s d i f f e r e n t a b o u t y o u

n o t m e s s a g i n g f r o m b u y e r s ’ p o i n t o f v i e w

W h y Y o u


descr ibe your dif ferent iat ion

Uniqueness means you are the only one who can solve this problem, or that you can do something better than your competition. Look for

the intersection of your customer needs and your unique areas of differentiation This is your competitive messaging advantage.

t h e v a l u e w e d g e

W h y Y o u


power pos i t ions

i m p o r t a n t t o y o u r p r o s p e c t• Does it provide value to your prospect? • Do they care about it? • Can you make it so exciting that they must have it?

u n i q u e t o y o u• Are you the only one who can do this?• How are you better than competitive products? • Can your competitors easily duplicate it?

d e f e n s i b l e• Is it defensible and can you prove your claim?• How can you defend it?

v a l u e w e d g e t e s t s

W h y Y o u


convey what your cus tomer can do dif ferent ly

value of your solution

m e s s a g e p y r a m i d

your power position statement

features & functions

is: do: means:

A description of your solution

and its features.

Your Power Position statements describes

what the customer can do different or better than what they were able to do before.

The value or the results created.

W h y Y o u


de l i ver powerful s to r ies

• How they’ve typically done things

• Industry change, macro trends

• Companies struggle, business outcomes at risk

• With the “right approach”

• They’ll respond to changes and overcome the challenges

t h e h e r o m o d e l

• the world is normal

• something changes

• hero struggles

• enter: the mentor

• hero accepts the quest

m a k i n g t h e c u s t o m e r t h e h e r o :

W h y Y o u


Why “You ” phras ing

w e o r I y o u

What I’m going to show you…

The solution allows you to…

Next up, we’re going to…

What if I could show you…

What you’ll see…

What you’ll be able to do…

Next, you’ll be able to…

What if you could…

“ y o u ” t r a n s f e r s o w n e r s h i p

“ y o u ” m a k e s t h e m t r y o n y o u r s o l u t i o n

“ w e ” i s c o n f u s i n g

W h y Y o u


use s to r ies to spike i n te res t

Metaphors and Analogies draw upon your understanding of everyday experiences, and make it easier to understand abstract concepts.

m e t a p h o r s & a n a l o g i e s

p e r s o n a l s t o r i e s

c u s t o m e r s t o r i e s

w i t h c o n t r a s t

If you want to use a customer story as a grabber you need to ensure it includes contrast, the contrast your customer sees between their status quo and their potential likely outcome.

Personal stories help you make personal connections and make abstract concepts concrete.

W h y Y o u


don ’ t rob your s to ry o f i t s power

a n d p r a c t i c e

k e e p i t s h o r t

i n c l u d e t e l l i n g d e t a i l s p r a c t i c e

d o n ’ t p r e f a c e y o u r s t o r y .

s t a r t t e l l i n g i t w i t h c o n f i d e n c e .

W h y Y o u


d iscover how the brain makes dec i s ions

e m o t i o n a lDecisions are based on emotions. Use stories to

appeal to emotions.

f i r s t & l a s tThe Old Brain puts

emphasis on beginnings and endings...firsts and lasts.

It’s called the “Recency Primacy Effect.”

c o n t r a s tYour Old Brain craves

contrast. Contrast is the only way decisions are made.

s i m p l eThe brain loves simplicity. The reason complexity kills deals is because the Old Brain is wired to make

decisions fast.

p e r s o n a lYour prospects care much more about

themselves than they do about you.

c o n c r e t eMake your message

concrete, not abstract. Concrete is something

experienced with one or more of your five senses.

v i s u a lThe brain loves visuals. The Picture Superiority Effect established that

people remember information up to 6 times

more when a visual involved.

W h y Y o u


emot ions impact memory

Emotion is tightly linked with decision-making. Emotion makes your messages memorable, be sure emotion is part of your message, both the

negative emotions associated with the risk of a wrong choice, and the positive emotions associated with the benefits from your solution.

W h y Y o u


handl ing emot iona l ob jec t ions

Some objections are simply questions or concerns, that are usually based on a lack of information or a misunderstanding between you and your customer. These types of objections you can answer directly and rationally.Other objections are rooted in emotion. Objections rooted in emotion are like anchors. When an objection is deeply rooted in an emotion, you need to reframe it using metaphors and analogies.

r a t i o n a l e m o t i o n a l

W h y Y o u


reframe emot iona l ob jec t ions

d e v e l o p t h e r e f r a m e :

1. What is the objection?

2. Underlying fear?

3. Your rational response?

4. Brainstorm a metaphor

d e l i v e r t h e r e f r a m e :

1. Acknowledge the issue

2. State the truth

3. Step into it

4. Deliver the reframe metaphor

5. Support it with proof

W h y Y o u


Why You concept summary

W h y Y o uCraft customer messages that are presented from the buyer’s point of view. Clearly show what your customer can do with your solution, and what that means.

v a l u e w e d g eCompose messages that map your differentiation to your customer’s business challenges. Avoid information overload, focus on your 3 Power Positions.

t h e p o w e r o f s t o r yUse storytelling models and techniques to make your messages connect with customers in personal and emotional ways.

o b j e c t i o n r e f r a m e sRecognize and successfully reframe customer objections where customers get emotionally anchored.

W h y Y o u


act i va te your re inforcement

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© Corporate Visions, Inc. All Rights Reserved.

W h y Y o u p l a n n e r

C r e a t e V a l u e

Target Contact & Customer

Challenge

A challenge that we hear from a lot of customers is....

DO statement

What if you could…

MEANS statement

Which means you’ll see…

IS statement

And this is only available with…

Grabbers

Objection Reframe

1. Acknowledge the issue 2. State the truth 3. Step into it 4. Deliver your reframe 5. Support it with proof

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