Effectively Launching New Products To, and Through, Your Field Organization
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Most companies plan an integrated Marketing Communications strategy when launching new products, but those efforts have the potential to fall flat if the seller is able to deliver the right information at the right time.
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Effectively Launching New Products To, and Through, Your Field Organization
- 1. Messaging for Product Launch How do you g et a fire going?
- 2. Your Product Launch Challenge You 60% Status Quo Prospect Launch Why Us? Them
- 3. Pick the Right Starting Point 65 % Buying Vision 35 % Bake-Off You 60% Status Quo St Product Launch Why Change? Why Us? Yes#1 Yes#3 Why Now? Yes#2 Them
- 4. Your Prospect’s Brain Whitepaper New Brain Designed for Analysis Old Brain Designed for Survival Decision-Making Engine
- 5. How do you do this?
- 6. Customer Conversation System Message it Great Messages Tools Skills Develop Deploy Deliver status quo- in distinctive, with compelling, busting messages relevant tools memorable skill Marketing Sales Integrated Approach
- 7. Wake the Old Brain Your messaging needs to: • Make the status quo unsafe • Challenge current assumptions • Create urgency for change • Show desired outcomes at risk
- 8. Use the Right Design Point Threats Solution Outcome at risk Problems Solution New End State Customer Status Quo Misses Solution
- 9. Big Idea #1 Develop Prospect-centric, Challenge-Focused Content that loosens the status quo and convinces the prospect they need to change.
- 10. Messaging Warning! There’s a risk: If you are using Personas and Voice of the Customer (VOC) to drive your message development.
- 11. Customer Conversation System Message it Great Messages Tools Skills Develop Deploy Deliver status quo- in distinctive, with compelling, busting messages relevant tools memorable skill Marketing Sales Integrated Approach
- 12. Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper
- 13. Your Prospect’s Brain Whitepaper New Brain Designed for Analysis blah blah blah blah Old Brain Designed for Survival Decision-Making Engine
- 14. Speak to the Old Brain Visual Storytelling
- 15. Big Idea #2 Use proven Visual Storytelling “message objects” for appealing to the old brain and breaking free from the written-word trap.
- 16. Tools Warning! There’s a risk: If you aren’t using videos to coach salespeople and tell prospects your story in a product launch.
- 17. Customer Conversation System Message it Great Messages Tools Skills Develop Deploy Deliver status quo- in distinctive, with compelling, busting messages relevant tools memorable skill Marketing Sales Integrated Approach
- 19. YOU ARE HERE
- 20. Big Idea #3 Integrate product launch messaging and tools with high-impact conversation and presentation skills training that ensure salespeople are role-playing your new story.
- 21. Skills Warning! There’s a risk: If your reps can’t deliver an engaging conversation when trying to differentiate your product launch.
- 22. Customer Conversation System Message it Great Messages Tools Skills Develop Deploy Deliver status quo- in distinctive, with compelling, busting messages relevant tools memorable skill Marketing Sales Integrated Approach