3 Conversations that Win - TrainingIndustry.com webcast

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Learn the three “value conversation moments” your sales reps must master to deliver conversations that win. Tim Riesterer, co-author of Conversations that Win the Complex Sale and Customer Message Management, shows you how to create, confirm and capture value across the buying cycle.

Empresariales

Q: #1 Reason Don’t Hit Quota?
A: Inability to Articulate Value! SiriusDecisions

Leads

Process

Products

CRM

Training

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

YOUR REAL COMPETITOR
YOU

60%

NO
DECISION

ENGAGE
WHY YOU?

THEM

GET THE FIRST ‘YES’
YOU

60%

NO
DECISION

ENGAGE
WHY CHANGE?

MISSING!!

WHY YOU?
THEM

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

COMMODITIZED MESSAGING

Creating a Buying Vision
NEEDS

Identified
Specified

Commodity Messaging

CAPABILITIES

Creating a Buying Vision
NEEDS

Distinct Point
of View

UNCONSIDERED
NEEDS

UNKNOWN
STRENGTHS

Identified
Specified

Commodity Messaging

CAPABILITIES

EXECUTIVES
VALUE 4X MORE

PRODUCT KNOWLEDGE

BUSINESS EXPERTISE

EXECUTIVES
VALUE 4X MORE

PRODUCT KNOWLEDGE

BUSINESS EXPERTISE

24%
PROFICIENT

88%
PROFICIENT

4X LESS
LIKELY

EXECUTIVES
VALUE 4X MORE

PRODUCT KNOWLEDGE
AVERAGE
COMPANIES
FOCUS
MORE

88%
PROFICIENT

BUSINESS
ACUMEN
GAP

BEST IN
CLASS
FOCUS 2X
MORE
BUSINESS EXPERTISE

4X LESS
LIKELY

24%
PROFICIENT

Fluency
target

1

2

3

4

5

Business Customer Financial ROI Executive
Engagement
Knowledge Insight Acumen
core competencies

Fluency
target

Typical
selfassessment

50%
1

2

3

4

5

average
current
competence

Business Customer Financial ROI Executive
Knowledge Insight Acumen
Engagement
core competencies

Intellectual
Altitude

Fluency
target
Industry
Benchmarks

Typical
selfassessment

50%
1

2

3

4

5

average
current
competence

Business Customer Financial ROI Executive
Knowledge Insight Acumen
Engagement
core competencies

A SLIPPERY SLOPE
I% increase in discounting

Your Price

9% decrease

in operating
margin

TYPICAL VIEW OF DISCOUNTING

Your Price

Selling to
business buyer

Negotiating
Tactics

Deal moves to
purchasing

Their
Price

WHAT’S REALLY HAPPENING

Your Price

Negotiating
Tactics

Value Leaks

Selling to
business buyer

Deal moves to
purchasing

Their
Price

Demonstrating Value?

CHECKING BOXES

Giving Away Value

Exchanging Value
PIVOTAL AGREEMENTS

Demonstrating Value?

CHECKING BOXES

Giving Away Value

Scientist for Tipping Point
Morton M. Grodzins

What was the difference?

Gladwell told a better story!

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4. Good Intentions. Wrong Instincts.

5. 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 Create Value

7. YOUR REAL COMPETITOR YOU 60% NO DECISION ENGAGE WHY YOU? THEM

8. GET THE FIRST ‘YES’ YOU 60% NO DECISION ENGAGE WHY CHANGE? MISSING!! WHY YOU? THEM

9. 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 COMMODITIZED MESSAGING

10. Creating a Buying Vision NEEDS Identified Specified Commodity Messaging CAPABILITIES

11. Creating a Buying Vision NEEDS Distinct Point of View UNCONSIDERED NEEDS UNKNOWN STRENGTHS Identified Specified Commodity Messaging CAPABILITIES

12. 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 Create Value

13. 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

14. 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 Elevate Value

15. EXECUTIVES VALUE 4X MORE PRODUCT KNOWLEDGE BUSINESS EXPERTISE

16. EXECUTIVES VALUE 4X MORE PRODUCT KNOWLEDGE BUSINESS EXPERTISE 24% PROFICIENT 88% PROFICIENT 4X LESS LIKELY

17. EXECUTIVES VALUE 4X MORE PRODUCT KNOWLEDGE AVERAGE COMPANIES FOCUS MORE 88% PROFICIENT BUSINESS ACUMEN GAP BEST IN CLASS FOCUS 2X MORE BUSINESS EXPERTISE 4X LESS LIKELY 24% PROFICIENT

18. Fluency target 1 2 3 4 5 Business Customer Financial ROI Executive Engagement Knowledge Insight Acumen core competencies

19. Fluency target Typical selfassessment 50% 1 2 3 4 5 average current competence Business Customer Financial ROI Executive Knowledge Insight Acumen Engagement core competencies

20. Intellectual Altitude Fluency target Industry Benchmarks Typical selfassessment 50% 1 2 3 4 5 average current competence Business Customer Financial ROI Executive Knowledge Insight Acumen Engagement core competencies

21. 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 Elevate Value

22. 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

23. 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 Capture Value

24. A SLIPPERY SLOPE I% increase in discounting Your Price 9% decrease in operating margin

25. TYPICAL VIEW OF DISCOUNTING Your Price Selling to business buyer Negotiating Tactics Deal moves to purchasing Their Price

26. WHAT’S REALLY HAPPENING Your Price Negotiating Tactics Value Leaks Selling to business buyer Deal moves to purchasing Their Price

27. Demonstrating Value?

28. Demonstrating Value? CHECKING BOXES Giving Away Value

29. Exchanging Value PIVOTAL AGREEMENTS Demonstrating Value? CHECKING BOXES Giving Away Value

30. 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 Capture Value

31. 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

32. @TRiesterer 32

33. Malcolm Gladwell

34. Scientist for Tipping Point Morton M. Grodzins

35. What was the difference? Gladwell told a better story!

3 Conversations that Win - TrainingIndustry.com webcast

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