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3 Conversations You Need to Win
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Q: #1 Reason Don’t Hit Quota? A: Inability to Articulate Value! SiriusDecisions
Leads
Products
Process
Training
CRM
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Good Intentions. Wrong Instincts.
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STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
MAXIMIZATION
Customer Conversation Continuum
Create Value
Elevate Value
Capture Value
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STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
Customer Conversation Continuum
Create Value
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ENGAGE
YOU
THEM
NO DECISION
WHY YOU?
60%
YOUR REAL COMPETITOR
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ENGAGE
YOU
THEM
WHY YOU? WHY CHANGE?
MISSING!!
GET THE FIRST ‘YES’
NO DECISION
60%
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DISTINCT POINT OF VIEW
Status Quo Threatened
Identify New Needs
Define Solution
Identify Viable Vendors
Review Approaches
Make Decision
74
“Why Change?” “Why You”
COMMODITIZED MESSAGING
26 % % BUYING VISION BAKE-OFF
-3 -1 +1 +2 +3 -2
• Make the status quo unsafe • Define new set of needs • Align w/ your Strengths
• Here’s what you say you need • Here’s what we do different • Here’s the benefit you will get
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Identified
NEEDS
CAPABILITIES Specified
Commodity Messaging
Creating a Buying Vision
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NEEDS
Identified
Specified CAPABILITIES
UNKNOWN STRENGTHS
UNCONSIDERED NEEDS
Commodity Messaging
Creating a Buying Vision
Distinct Point of View
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STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
Customer Conversation Continuum
Create Value
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STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
MAXIMIZATION
Customer Conversation Continuum
Create Value
Elevate Value
Capture Value
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STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
Customer Conversation Continuum
Elevate Value
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PRODUCT KNOWLEDGE BUSINESS EXPERTISE
EXECUTIVES VALUE 4X MORE
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EXECUTIVES VALUE 4X MORE
88% PROFICIENT
24% PROFICIENT
4X LESS LIKELY
PRODUCT KNOWLEDGE BUSINESS EXPERTISE
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EXECUTIVES VALUE 4X MORE
88% PROFICIENT
24% PROFICIENT
4X LESS LIKELY
BEST IN CLASS
FOCUS 2X MORE
AVERAGE COMPANIES
FOCUS MORE
PRODUCT KNOWLEDGE BUSINESS EXPERTISE BUSINESS ACUMEN GAP
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Business Knowledge
Customer Insight
Financial Acumen
ROI Executive Engagement
Fluency target
core competencies
1 2 3 4 5
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Business Knowledge
Customer Insight
Financial Acumen
ROI Executive Engagement
50% average current competence
Fluency target
core competencies
1 2 3 4 5
Typical self-asses- sment
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50% average current competence
Fluency target
Intellectual Altitude
Industry Benchmarks
core competencies
1 2 3 4 5
Business Knowledge
Customer Insight
Financial Acumen
ROI Executive Engagement
Typical self-asses- sment
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STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
Customer Conversation Continuum
Elevate Value
![Page 22: 3 Conversations that Win - TrainingIndustry.com webcast](https://reader033.vdocument.in/reader033/viewer/2022052822/554e159fb4c90518298b58c6/html5/thumbnails/22.jpg)
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
MAXIMIZATION
Customer Conversation Continuum
Create Value
Elevate Value
Capture Value
![Page 23: 3 Conversations that Win - TrainingIndustry.com webcast](https://reader033.vdocument.in/reader033/viewer/2022052822/554e159fb4c90518298b58c6/html5/thumbnails/23.jpg)
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
MAXIMIZATION
Customer Conversation Continuum
Capture Value
![Page 24: 3 Conversations that Win - TrainingIndustry.com webcast](https://reader033.vdocument.in/reader033/viewer/2022052822/554e159fb4c90518298b58c6/html5/thumbnails/24.jpg)
Your Price I% increase in discounting
9% decrease in operating
margin
A SLIPPERY SLOPE
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Your Price
Their Price
TYPICAL VIEW OF DISCOUNTING
Negotiating Tactics
Selling to business buyer
Deal moves to purchasing
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Your Price
Their Price
WHAT’S REALLY HAPPENING
Negotiating Tactics
Selling to business buyer
Deal moves to purchasing
Value Leaks
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Demonstrating Value?
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CHECKING BOXES
Demonstrating Value?
Giving Away Value
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Exchanging Value
PIVOTAL AGREEMENTS
CHECKING BOXES
Demonstrating Value?
Giving Away Value
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STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
MAXIMIZATION
Customer Conversation Continuum
Capture Value
![Page 31: 3 Conversations that Win - TrainingIndustry.com webcast](https://reader033.vdocument.in/reader033/viewer/2022052822/554e159fb4c90518298b58c6/html5/thumbnails/31.jpg)
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
MAXIMIZATION
Customer Conversation Continuum
Create Value
Elevate Value
Capture Value
![Page 32: 3 Conversations that Win - TrainingIndustry.com webcast](https://reader033.vdocument.in/reader033/viewer/2022052822/554e159fb4c90518298b58c6/html5/thumbnails/32.jpg)
32
@TRiesterer
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Malcolm Gladwell
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Scientist for Tipping Point Morton M. Grodzins
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What was the difference?
Gladwell told a better story!