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.
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
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
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
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