Statistics show that the most dangerous competitor you face is the status quo — it’s your prospects deciding to do nothing. If you want to grow your business, you’ll 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.
6. 65 % 35 %
Buying Vision Bake-Off
-3 -2 -1 +1 +2 +3
Status Quo Identify Define Identify Review Make
Threatened New Needs Solution Viable Vendors Approaches Decision
“Why Change?” “Why Us”
• Challenge assumptions • Our promise of what you get
• Do Something different/now • How we do it
• Align w/ Strengths
your • Why we are the best option
SELL A DISTINCT SELL YOUR
POINT OF VIEW VALUE PROPOSITION
7. Create a Buying Vision
Y Status
DISTINCT POINT OF VIEW
Quo
Barrier
Y
8. Risk/Loss Aversion
Incumbent Advantage
Status
Attention Scarcity
Quo
Barrier
Change Burden
9. Risk/Loss Aversion
Incumbent Advantage
Status
Attention Scarcity
Quo
Barrier
Change Burden
10. 3 Years 900,00
2 Months blog entries
posted every day
1 Week 300,000
1 Billion Tweets hours of video
posted every day
1 Week
11. • Don’t play 20 questions
• You got 30 seconds to
tell me something I don’t
already know
• You see more people who
look like me than I do
• So act like it!
24. Your Distinct Point of View Starts Here
Customer Status Quo Define your target “status quos”
Outcome Outcome Outcome
at risk at risk at risk
Identify executive outcomes at-risk
Threats Threats Threats
Reveal threats, problems and missed
Problems Problems Problems opportunities for each outcome that need to
Misses Misses Misses be solved to reach desired outcome
New Needs
New Needs
New Needs
Re-define the needs and point to a solution
that aligns those needs to your unique or
advantaged strengths
Solution Solution Solution
Describe the business impact, including
New End New End New End customer stories with contrast before and
State State State after the solution
25. 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?
26. Objective/ Objective/
Outcome #1 Outcome #2
Target
Customer
Status Quo
Profile
Objective/ • Desired outcome description
Outcome #3 • Compelling industry fact(s)
• Challenge framing questions
28. Challenge 3
Challenge 2
Solution
Story
Objective/ Objective/
Outcome #1 Outcome #2
Target
Customer
Status Quo
Profile
Objective/
Outcome #3 • Your strengths
that solve
Challenge 1 Challenge 3
• What customer
does better
Challenge 2
• What this means
Solution Solution (value)
Story Story • Story with
Solution contrast proof
Story
29. Conversation Roadmap
Customer Customer Customer
Outcome/Objective #1 Outcome/Objective #2 Outcome/Objective #3
Three Challenge-Solution Stories for each Outcome/Objective