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
10. Distinct Point of View =
NEEDS
UNCONSIDERED
NEEDS
Unexpected Urgency and
Unique Value
UNKNOWN
STRENGTHS
Identified
Specified
Commodity Conversation
CAPABILITIES
11. 65 %
BUYING VISION
-3
35 %
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
DIFFERENTIATED CONVERSATION
+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
COMMODITY CONVERSATION
13. Social Psychology
Value
3X stronger preference
to avoid loss vs. acquire
gains = “Loss Aversion”
“PROSPECT THEORY”
Outcome
Loss
Gain
Prefer risk that might
mitigate a loss = “Risk
Seeking”
Kahneman, D. and Tversky, A. (1984). “Choices, Values, and Frames.”
American Psychologist 39 (4): 341–350
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
MAXIMIZATION
Create Value
Elevate Value
Capture Value
28. What you need to do
1. Identify Unconsidered Needs
2. Exchange Value
Your Price
Negotiating
Tactics
Selling to
business buyer
Deal moves to
purchasing
Their
Price
32. What you need to do
1. Identify Unconsidered Needs
2. Exchange Value
3. Embrace Tension
Your Price
Negotiating
Tactics
Selling to
business buyer
Deal moves to
purchasing
Their
Price
39. What you need to do
1. Identify Unconsidered Needs
2. Exchange Value
3. Embrace Tension
Your Price
Selling to
business buyer
Maximize
Value
Deal moves to
purchasing
Their
Price
42. 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
46. 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
3 CHALLENGES
-COMPETENCE
-CONFIDENCE
-COMPELLING
57. 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