This document discusses three key conversations salespeople need to have to win deals. It emphasizes articulating value to customers, understanding where they are in the buying process, and adapting conversations accordingly. The customer conversation continuum shows stages from threatening the status quo to capturing the deal. Salespeople are advised to create value by addressing unmet needs, not just features, and elevate value with a distinct point of view. Focusing on business impact rather than just product knowledge is also key.
2. Q: #1 Reason Don’t Hit Quota?
A: Inability to Articulate Value! SiriusDecisions
Leads
Process
Products
CRM
Training
3. Customer Conversation Continuum
-3
-2
-1
+1
+2
+3
STATUS QUO
THREATENED
IDENTIFY
NEW NEEDS
DEFINE
SOLUTION
REVIEW
VENDORS
CHOOSE
SOLUTION
TERMS AND
CONDITIONS
DIFFERENTIATION
MAXIMIZATION
Create Value
Elevate Value
Capture Value
6. Customer Conversation Continuum
-3
-2
-1
+1
+2
+3
STATUS QUO
THREATENED
IDENTIFY
NEW NEEDS
DEFINE
SOLUTION
REVIEW
VENDORS
CHOOSE
SOLUTION
TERMS AND
CONDITIONS
DIFFERENTIATION
MAXIMIZATION
Create Value
Elevate Value
Capture Value
9. GET THE FIRST ‘YES’
YOU
60%
NO
DECISION
ENGAGE
WHY CHANGE?
MISSING!!
WHY YOU?
THEM
10. 74 %
BUYING VISION
-3
26 %
BAKE-OFF
-2
Status Quo
Threatened
Identify
New Needs
-1
Define
Solution
“Why Change?”
• Make the status quo unsafe
• Define new set of needs
• Align w/ your Strengths
DISTINCT POINT OF VIEW
+1
+2
Identify
Viable Vendors
Review
Approaches
+3
Make
Decision
“Why You”
• Here’s what you say you need
• Here’s what we do different
• Here’s the benefit you will get
VALUE PROPOSITION
32. Customer Conversation Continuum
-3
-2
-1
+1
+2
+3
STATUS QUO
THREATENED
IDENTIFY
NEW NEEDS
DEFINE
SOLUTION
REVIEW
VENDORS
CHOOSE
SOLUTION
TERMS AND
CONDITIONS
DIFFERENTIATION
MAXIMIZATION
Create Value
Elevate Value
Capture Value
36. EXECUTIVES
VALUE 4X MORE
PRODUCT KNOWLEDGE
AVERAGE
COMPANIES
FOCUS
MORE
88%
PROFICIENT
BUSINESS
VALUE
GAP
BEST IN
CLASS
FOCUS 2X
MORE
BUSINESS EXPERTISE
4X LESS
LIKELY
24%
PROFICIENT
38. First 5 Minutes Earn Next 25 Minutes
Current Situation:
Clearly identify a business issue at risk
and describe the current situation that
needs to change.
Business Change:
Align how your company’s offering will
change the way your prospects operate,
enable them to do things differently and
how that difference will be measured for
business impact.
45. Customer Conversation Continuum
-3
-2
-1
+1
+2
+3
STATUS QUO
THREATENED
IDENTIFY
NEW NEEDS
DEFINE
SOLUTION
REVIEW
VENDORS
CHOOSE
SOLUTION
TERMS AND
CONDITIONS
DIFFERENTIATION
MAXIMIZATION
Create Value
Elevate Value
Capture Value
54. Customer Conversation Continuum
-3
-2
-1
+1
+2
+3
STATUS QUO
THREATENED
IDENTIFY
NEW NEEDS
DEFINE
SOLUTION
REVIEW
VENDORS
CHOOSE
SOLUTION
TERMS AND
CONDITIONS
DIFFERENTIATION
MAXIMIZATION
Create Value
Elevate Value
Capture Value
55. CPA GLOBAL
49 % of budget 123%
0 Sales at quota 72%
- Flat growth 26%
No New Products
No Market Changes
Retain 92% of sales team