Breaking the Status Quo Barrier
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Statistics show that the most dangerous competitor you face is the status quo — it’s your prospects deciding to do nothing. If you want to grow your business, you’ll need to challenge your customers to do something different and turn more opportunities from "no decision" into decisions that favor you. The best way to do this is to establish the buying vision in the first place.
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Breaking the Status Quo Barrier
- 1. Breaking the Status Quo Barrier Your ability to sell more depends on convincing your prospects to do something different © 2011 Corporate Visions, Inc. All rights reserved. Corporate Visions, Power Messaging, 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. Risk/Loss Aversion Y Y Incumbent Advantage Status Attention Scarcity Quo You Barrier YES Change Burden 60% No decision ? Ignored Invaluable
- 3. Malcolm Gladwell – Tipping Point
- 4. Scientist for Tipping Point Morton M. Grodzins
- 5. What made the difference?
- 6. 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” • Challenge assumptions • Our promise of what you get • Do Something different/now • How we do it • Align w/ Strengths your • Why we are the best option SELL A DISTINCT SELL YOUR POINT OF VIEW VALUE PROPOSITION
- 7. Create a Buying Vision Y Status DISTINCT POINT OF VIEW Quo Barrier Y
- 8. Risk/Loss Aversion Incumbent Advantage Status Attention Scarcity Quo Barrier Change Burden
- 9. Risk/Loss Aversion Incumbent Advantage Status Attention Scarcity Quo Barrier Change Burden
- 10. 3 Years 900,00 2 Months blog entries posted every day 1 Week 300,000 1 Billion Tweets hours of video posted every day 1 Week
- 11. • Don’t play 20 questions • You got 30 seconds to tell me something I don’t already know • You see more people who look like me than I do • So act like it!
- 12. Don’t Call the Baby Ugly
- 13. Get Attention with Insights
- 14. Risk/Loss Aversion Incumbent Advantage Status Attention Scarcity Quo Barrier Change Burden
- 15. Which would you choose? A guaranteed gain of $75,000 An 80% chance of gaining $100,000 with a 20% chance of getting nothing
- 16. 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
- 17. Are you messaging for a decision? New Brain Designed for Analysis Old Brain Designed for Survival Decision-Making Engine
- 18. Risk/Loss Aversion Incumbent Advantage Status Attention Scarcity Quo Barrier Change Burden
- 19. Haven’t got time for the pain…
- 21. The pains I’m living with… Are bigger than the pain of change…
- 22. Risk/Loss Aversion Incumbent Advantage Status Attention Scarcity Quo Barrier Change Burden
- 24. Your Distinct Point of View Starts Here Customer Status Quo Define your target “status quos” Outcome Outcome Outcome at risk at risk at risk Identify executive outcomes at-risk Threats Threats Threats Reveal threats, problems and missed Problems Problems Problems opportunities for each outcome that need to Misses Misses Misses be solved to reach desired outcome New Needs New Needs New Needs Re-define the needs and point to a solution that aligns those needs to your unique or advantaged strengths Solution Solution Solution Describe the business impact, including New End New End New End customer stories with contrast before and State State State after the solution
- 25. Target Customer Status Quo Profile • What are they doing today? • Why do they consider it safe? • Where are the gaps that will make it unsafe?
- 26. Objective/ Objective/ Outcome #1 Outcome #2 Target Customer Status Quo Profile Objective/ • Desired outcome description Outcome #3 • Compelling industry fact(s) • Challenge framing questions
- 27. Challenge 3 Challenge 2 Objective/ Objective/ Outcome #1 Outcome #2 Target Customer Status Quo Profile Objective/ Outcome #3 • Pain/impact/risk description Challenge 1 Challenge 3 • Urgent industry validation Challenge 2 • Solution explore questions
- 28. Challenge 3 Challenge 2 Solution Story Objective/ Objective/ Outcome #1 Outcome #2 Target Customer Status Quo Profile Objective/ Outcome #3 • Your strengths that solve Challenge 1 Challenge 3 • What customer does better Challenge 2 • What this means Solution Solution (value) Story Story • Story with Solution contrast proof Story
- 29. Conversation Roadmap Customer Customer Customer Outcome/Objective #1 Outcome/Objective #2 Outcome/Objective #3 Three Challenge-Solution Stories for each Outcome/Objective
- 30. Who are you going to be?
- 31. What the best are doing different