Create a distinct marketing point of view for your complex b2b sales environment. Slides from live executive briefing session by Tim Riesterer. See this presentation live by registering at http://www.corpv.com/events-exec-briefing-sessions.html

1. Executive Briefing:
Creating and
Delivering a
Differentiated
Customer
Conversation
© 2011 Corporate Visions, Inc. All rights reserved.
Corporate Visions, Power Positioning and Be Different. Where It Counts. Your Message. are registered trademarks or trademarks of Corporate Visions, Inc.
All other trademarks are the property of their respective owners.

2. Last bastion of differentiation
FIELD
Customer conversations have more
impact than all others combined
BRAND PRODUCTS
PRICE
9% 19% 19% 53%

3. 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”
Your Desired Outcomes Why our offerings
are at-risk and here’s are better than
how you can fix that the competition
Sell the Problem Sell the Product

4. A customer conversation system is needed
Customer Conversations
Messages Tools Skills
DEVELOP DEPLOY DELIVER
Messages Tools that Conversations
that Matter Get Used that Win
MARKETING SALES
Integrated
Approach

5. Documented Experience and Impact

6. 65 % AGENDA 35 %
o Building a Buying Vision
o Creating a Conversation System

7. Failure to create impact
Only 14% of
“benefits”
14% promoted
create
commercial
impact
86%
Relevant
to Your
Prospect
Unique to You

8. Not adding value
Only 10% of sales
calls are worth
executive’s time
10%
90%

9. The impact of parity
You
They don’t see enough reason to
do something different
20-60%
Status Quo
Sales Bake-off
Call
Them

10. Re-thinking your approach
You 2.5
Your real competitor is
“Status Quo”
20-60%
Status Quo 6
Sales Bake-off
Call
Them 1.5

11. Haven’t got time
for the pain…

12. Your new conversations
You
Challenge Re- Align
Assumptions Define Solution
20-60%
Needs
St
Status Quo
Sales Bake-off
Call
Them

13. Traditional Discovery Buying Vision
Customer Customer Status Quo
Salespeople “Play 20 Questions” Outcome Outcome Outcome
? at Risk at Risk at Risk
?? ? ? ? ? ?
?
? ? Pre-Determine Executive-Level Outcomes
?? ? ? ? ? Threat Threat Threat
? ? ? ? ? Problem Problem Problem
Miss Miss Miss
Based on customer response configure Reveal threats, risks, problems and missed
a solution to identified pains from opportunities that put each outcome at risk
among the product portfolio and need to be solved
Your Your Your
Solution Solution Solution
Align strengths of products, services,
programs to solve the re-defined needs
and “engineer“ desired outcomes

14. Did you know you had a music problem?

15. Deal Creation NOT Discovery
AGREE
FRAME
Challenge
Status Quo
20
Questions
EXCITE EXPLORE
Customer Stories
with Contrast Define the Pain and
Re-define Needs

16. You Need a Distinct
Point of View

17. Distinct Point of View

18. The Hero Model
The Hero Model:
based on The Hero with A Thousand Faces
by Joseph Campbell
• The world is normal
• Something changes
• Hero struggles
• Enter: the mentor
• Hero accepts the quest
© 2011 Corporate Visions, Inc. All rights reserved.
Corporate Visions, Power Positioning and Be Different. Where It Counts. Your Message. are registered trademarks or trademarks of Corporate Visions, Inc.
All other trademarks are the property of their respective owners.

19. Documenting impact
145 115 90 10 X
Deals Previously Days ROI
Closed Stalled

20. Documenting impact
100% 11 90 1
Hit Missed Days Thing
Number Quarters changed

21. Distinct Point of View

22. Typical Brain Activity
Information How the 100%
- ---------------------
about you customer
is helped
70%
20%

23. Typical Brain Activity
HOT OPENING SPIKE IT! HOT CLOSE
100%
70%
20%

24. Grabbers get attention
o Number Plays
-Make numbers tell a
story that disrupts
status quo
-Tell them something
they don’t know
that makes them
want to know more

25. Distinct Point of View
CONTEXT:
Give them enough reason to do
something different

26. Context Creates Urgency

27. Messaging for
New Brain vs
information vs
Old Brain
messaging for
a decision

29. Which would you choose?
A guaranteed gain of $75,000
An 80% chance of gaining $100,000
with a 20% chance of getting nothing

30. Which would you choose?
A certain loss of $75,000
An 80% chance of losing $100,000 with
a 20% chance of not losing anything

31. Pain and Impact
o Documentation
o Visualization

32. Distinct Point of View

33. The need for contrast

34. Cont
rast
= Va
lue

35. Contrast
Big Picture
• Make the
complex,
simple
• Make the
abstract,
concrete

36. Proof
Proof Points
• 3rd party testimony
validates story
• Outside research
that corroborates
your story

37. Distinct Point of View

38. 65 % AGENDA 35 %
o Building a Buying Vision
o Creating a Conversation System

39. A customer conversation system is needed
Customer Conversations
Messages Tools Skills
DEVELOP DEPLOY DELIVER
Messages Tools that Conversations
that Matter Get Used that Win
MARKETING SALES
Integrated
Approach

40. Conversation Roadmap
Customer Status Quo
Outcome Outcome Outcome
• Structured process at risk at risk at risk
• Customer-focused Threats Threats Threats
• Sales-ready Problems Problems Problems
Misses Misses Misses
• Repeatable
New Needs
New Needs
New Needs
Solution Solution Solution
New End New End New End
State State State

41. Conversation Roadmap

42. Most important corporate asset

43. Your iTunes library

44. Roadmap is your Source Document

45. Customer Conversations
Messages Tools Skills
DEVELOP DEPLOY DELIVER
Messages Tools that Conversations
that Matter Get Used that Win
MARKETING SALES
Integrated
Approach

46. 90 Percentage of marketing
content that go unused
Hours a month salespeople
40 spend creating their own
Possible number of different
messages being delivered
and effort being wasted

47. Buying Cycle-Relevant Tools
BUYING CYCLE
Review
Status Quo Define a Need Determine Solutions
Options
SALES CYCLE
Creating Demand Qualifying Solving Closing
SALES ACTIVITY
Follow-up Present
Introduce
Conduct
Meeting Solution
Meeting
Get
Appointment
Call Prep
Solution
Call Guides Point-of-View Confirmation of Presentation
Emails Briefs
Pitch Needs Email

48. Emails with Impact
• Attention-getting
• Insightful
• Excite to hear more

49. Call Guides
• Cheat Sheet
• Chunked
• Adaptable

50. Cue-Cards
• Cheat Sheets

51. Point-of-View Pitch
• Problem
• Change
• Solution

52. Solution Briefs
Solution Briefs
• Client-facing
• Solves pains
• Addresses
objectives

53. Confirmation of Needs Email
• “Champion Letter”
• Purposeful structure
• Differentiates

54. • Modular Solution Presentation
• Customer-focused
• Concise

55. Support the Buying Cycle

56. Customer Conversations
Messages Tools Skills
DEVELOP DEPLOY DELIVER
Messages Tools that Conversations
that Matter Get Used that Win
MARKETING SALES
Integrated
Approach

57. Corporate Visions Skills Training
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
Get prospects to do Create a different
something different buying experience
Make Your
Investment Payoff

58. Power Deal Creation™
AGREE
FRAME
Challenge
Status Quo
EXCITE EXPLORE
Customer Stories
with Contrast Identify Opportunities
and Re-define Needs

59. Power Messaging®
agenda grabber
launch
big picture credentials
1 2 3
body Grabbers
Pain Points
Power Position
Customer Stories
Proof Points
close review power positions
call to Action public positive feedback

60. Your customer conversation system
Customer Conversations
Messages Tools Skills
DEVELOP DEPLOY DELIVER
Messages Tools that Conversations
that Matter Get Used that Win
MARKETING SALES
Integrated
Approach

61. Documenting impact
92% 96 % 36% 2
Use High EBITDA Years
Consistently Impact Increase

62. What do these have in common?
Forrest Gump
Silence of the Lambs
Kramer vs. Kramer

63. www.conversationsthatwin.com
Available now!
© 2011 Corporate Visions, Inc. All rights reserved.
Corporate Visions, Power Positioning and Be Different. Where It Counts. Your Message. are registered trademarks or trademarks of Corporate Visions, Inc.
All other trademarks are the property of their respective owners.