1. Hello
and
welcome,
thanks
for
joining
us
for
this
Webinar,
“Visual
Confec<on
that
Sell”.
I’m
Mark
Gibson
I’ve
worked
in
various
B2B
sales
and
marke<ng
leadership
roles
for
more
than
30
years
at
companies
including
For
the
past
two
years,
since
reloca<ng
back
to
USA,
I
have
consulted
with
Whiteboard
Selling,
developing
whiteboard
stories
and
training
thousands
of
people
in
visual
storytelling
technique.
The
idea
for
this
Webinar
came
interest
expressed
in
a
recent
blog
post
I
created.
Actually
the
name
of
this
Webinar
should
read,
“Understanding
how
Visual
confec<ons
can
help
salespeople
communicate”,
but
no-­‐one
would
show
up
with
a
<tle
like
that.
It’s
salespeople
that
sell,
but
visual
confec<ons
can
help
salespeople
own
their
value
proposi<on
and
communicate
it
more
effec<vely.
1

2. This
Webinar
will
run
about
16
minutes
or
so.
My
goal
is
for
you
to
understand
what
visual
confec<on
are
and
why
they
are
important
sales
aids
and
finally
how
to
create
them.
Have
you
ever
had
a
Gotomee<ng
or
Webex
with
an
important
prospec<ve
customer
and
you
just
couldn’t
get
both
par<es
to
work?
Well
it
happened
to
me.
I
had
developed
a
visual
confec<on
to
show
how
it
could
help
their
sales
team
tell
their
story.
The
first
20
minutes
were
wasted
as
we
tried
mul<ple
video
conferencing
tools
and
browsers….nothing
worked,
no
visual
communica<on.
With
10
minutes
leX
I
generated
a
.pdf
of
the
image
I
had
created
and
emailed
it
to
the
prospec<ve
client.
With
5
minutes
remaining
before
he
had
to
leave
for
another
mee<ng,
he
received
my
email.
I
talked
him
through
the
visual
confec<on,
validated
his
issues
and
closed
with
next
steps
and
got
another
mee<ng….he
was
interested….this
took
3
minutes.
Now
for
mee<ngs
over
the
Internet,
I
refer
people
to
the
many
high
quality
visual
confec<ons
on
my
Website
and
I
engage
the
buyer
in
discussion.
I
want
to
give
you
the
formal
defini<on
of
a
visual
confec<on
and
show
you
some
examples
of
visual
confec<ons
before
we
get
into
the
why
and
the
what
of
visual
2

3. This
image
is
a
visual
confec<on,
its
our
big-­‐idea
story;
it’s
fairly
self
evident
and
it
comes
from
the
back
of
my
business
card.
3

4. Edward
TuXe’s
Defini<on:
Visual
Confec<ons
should
be
transparent,
straigh_orward,
obvious,
natural,
ordinary,
conven<onal
This
illustra<on
from
Wikipedia,
is
Charles
Minard’s
map
of
Napoleon's
disastrous
Russian
campaign
and
is
feature
in
Edward
TuXe’s
book,
Beau<ful
Evidence.
Emeritus
Professor
Edward
TuXe
of
Princeton
and
Yale
Universi<es
is
acknowledged
as
world’s
leading
analyst
of
graphic
informa<on.
This
map
is
a
masterpiece
in
sta<s<cal
graphic
representa<on,
and
it’s
also
a
visual
confec<on.
The
numbers
of
men
present
are
represented
by
the
widths
of
the
colored
zones
at
a
rate
of
one
millimeter
for
every
ten-­‐thousand
men;
they
are
further
wrieen
across
the
zones.
The
pale
brown
designates
the
men
who
enter
into
Russia,
the
black
line
those
who
leave
it.
Across
the
boeom
from
right
to
leX
is
another
graph
of
the
temperature
on
their
retreat.
Maps
are
great
visual
confec<ons
4

5. Here’s
a
visual
confec<on
form
you
might
be
more
familiar
with,
the
Infographic.
This
one
about
the
ROI
of
inbound
marke<ng
for
lead
genera<on.
5

6. Finally,
Websites
are
visual
confec<ons,
or
at
least
they
could
be
if
you
remove
the
meaningless
smiley
faces
and
stock
imagery
and
replace
them
with
images
that
mean
something
to
the
visitors
you
are
interested
in
aerac<ng.
6

7. Unfortunately
for
many
salespeople,
this
is
what
they
are
given
to
go
to
market
with….a
PowerPoint
presenta<on
loaded
with
bullets.
Most
salespeople
struggle
to
figure
out
how
to
convert
their
PowerPoint
presenta<ons
into
meaningful
conversa<ons
with
buyers.
Instead
of
conversa<ons,
salespeople
are
leaning
on
PowerPoint
to
tell
their
story
and
nothing
kills
a
conversa<on
faster
than
PowerPoint
bullets
According
to
Forrester,
88%
of
buyers
don’t
want
presenta<ons
from
salespeople,
they
want
conversa<ons
with
salespeople
who
know
what
they
are
talking
about
and
can
bring
insight
to
the
table
Buyers
aren’t
interested
in
your
features
and
benefits
either,
yet
this
is
what
a
majority
of
product
marke<ng
teams
arm
their
salespeople
with
today.
Buyers
are
interested
in
capabili<es
and
the
value
they
can
get
from
using
your
products.
But
it
doesn’t
have
to
be
this
way.
7

8. Recent
research
by
Aberdeen
Group
found
that
53%
of
best
in
class
companies
iden<fied
“crea<ng
more
meaningful
conversa<ons”
as
a
top
priority
for
increasing
and
sustaining
revenue
in
an
uncertain
economy.
Visual
confec<ons
can
help
to
capture
your
unique
story
and
to
empower
salespeople
to
tell
it
in
more
meaningful
conversa<ons
with
buyers.
8

9. Visual
confec<ons
are
important
selling
tools,
although
up
un<l
recently
have
been
given
scant
aeen<on.
A
big
advantage
in
a
well
thought
out
visual
confec<on
for
sales
is
that
its
scalable.
From
a
7
second
back
of
the
business
card
“I
get
it”
-­‐
to
a
3
minute
tradeshow-­‐floor
conversa<on
in
this
example,
I
can
communicate
a
lot
of
ideas
in
a
short
space
with
a
visual
confec<on,
a
picture
is
worth
a
thousand
words..
Visual
confec<ons
can
convey
meaning
without
a
talk
track.
In
the
process
of
crea<ng
a
visual
confec<ons
for
clients
we
create
a
messaging
architecture
which
can
be
used
to
create
congruence
in
both
marke<ng
and
sales
communica<on.
Do
your
sales
conversa<ons
mirror
the
messages
on
your
Website?
9

10. Here
is
an
excerpt
from
a
recent
inbound
marke<ng
proposal
we
sent
to
a
customer,
with
our
partners
Kuno
Crea<ve.
Visual
confec<ons
are
great
in
proposals
and
help
buyers
to
cut
through
the
clueer
and
get
a
mental
picture
of
what
you
mean.
Visual
confec<ons
can
communicate
your
big
ideas
to
large
numbers
of
stakeholders
way
beeer
than
proposals
with
just
words.
Visual
confec<ons
that
are
well
thought
out
can
be
used
an
infinite
number
of
<mes;
within
Websites,
in
proposals,
in
mee<ng
summaries,
customer
communica<on
and
on
paper
whiteboards
or
the
back
of
a
napkin
in
front
of
prospects
to
convey
meaning.
10

11. Using
visual
confec<ons
to
train
salespeople
to
tell
their
story
and
communicate
value
is
a
quick
and
powerful
way
of
genng
message
ownership
across
a
sales
force.
Message
ownership
is
power.
When
salespeople
know
their
story,
its
like
body
armour,
they
can
go
into
any
customer
situa<on
with
confidence
and
engage,
like
our
knight
ready
for
baele.
Confidence
opens
the
door
to
beeer
buyer
engagement
and
with
rapport
and
trust
established,
opportunity
for
discovery
improves.
Beeer
discovery
leads
to
beeer
qualifica<on
and
salespeople
who
qualify
effec<vely,
sell
more
than
those
that
don’t.
So
visual
confec<ons
can
help
you
reduce
sales
ramp
<me
through
message
ownership
and
they
can
help
you
grow
sales
faster
than
exis<ng
methods.
11

12. Now
lets
examine
how
we
create
visual
confec<ons,
But
before
I
do,
I
want
to
share
a
story
with
you.
I
was
referred
to
a
prospec<ve
client
by
a
business
colleague
and
agreed
to
meet
them
for
lunch.
There
were
several
people
at
the
lunch
table
when
I
arrived.
In
advance
of
the
mee<ng,
I
prepared
a
high
quality
visual
confec<on
to
emphasize
how
I
thought
the
prospect
could
transform
their
sales
and
marke<ng
performance.
On
the
way
to
the
mee<ng,
I
stopped
at
Kinko’s
and
printed
it
on
high
quality
A-­‐3
paper.
During
lunch,
the
conversa<on
came
around
to
sales
and
marke<ng
performance
and
aXer
we
had
established
rapport
and
trust,
I
produced
the
visual
and
talked
them
through
it.
This
served
to
bring
the
economic
buyer
a
long
way
up
the
learning
curve
around
how
they
could
transform
marke<ng
and
sales
performance
and
he
had
an
Ah
Ha
moment.
12

13. So
how
to
construct
a
story
using
a
visual
confec<on?
The
star<ng
point
for
my
visual
stories
is
with
the
buyer.
Start
by
asking
who
the
audience
is
for
your
story.
• What
are
their
issues,
what’s
happening
in
their
industry,
with
compe<<on,
in
their
company,
anything
you
can
find
out
about
the
audience
that
could
be
relevant
and
important
to
the
buyer.
• Figure
out
why
its
important
and
what
is
important
and
their
priori<es.
• Understand
what
alterna<ves
exist
–
what
if
they
do
nothing?
How
will
that
impact
them?
Remember
doing
nothing
is
where
up
to
35%
of
forecast
deals
end
up
today,
no
decision.
• How
can
you
help,
specifically
–
how
can
they
use
your
stuff.
• Why
should
they
care?
• And
finally
why
should
they
buy
from
you.
If
you
brainstorm
all
of
these
ques<ons
out,
you
will
have
the
basis
for
a
story.
But
before
you
get
to
tell
your
visual
story,
you
have
to
engage
the
buyer.
13

14. As
men<oned,
Visual
storytelling
starts
with
the
buyer.
The
goal
is
to
engage
the
buyer
in
conversa<on
around
their
issues
and
have
your
stuff
–
your
capabili<es
and
the
value
that
using
them
creates
in
the
buyers
context
–
unfold
naturally
in
conversa<on.
We
develop
role
based
persona’s
that
examine
what
buyers
are
trying
to
achieve
and
the
internal
and
external
barriers
they
are
facing.
We
need
to
understand
their
constraints
and
the
implica<ons
of
change
in
their
organiza<on
and
the
risks
involved.
We
also
need
to
understand
where
our
buyers
are
spending
<me
online
and
the
industry
issues
they
are
aeuned
to…and
their
ideal
customer.
14

15. Next
we
brainstorm
the
Messaging
Architecture.
This
starts
by
developing
an
understanding
of
your
capabili<es
that
are
relevant
to
solving
the
buyer’s
problem.
By
brainstorming
out
all
of
the
relevant
capabili<es,
we
can
sort
them
into
like
groups
and
abstract
the
posi<oning
pillars.
Posi<oning
pillars
help
you
posi<on
your
capabili<es
in
the
market
versus
your
compe<<on.
Once
we
have
grouped
Win
themes
under
the
appropriate
Posi<oning
Pillars,
its
<me
to
abstract
the
Big
idea,
which
is
a
short
meaningful
sentence
containing
your
posi<oning
pillars.
Now
we
are
ready
to
start
to
build
our
visual
confec<on
15

16. I
like
to
use
a
blank
A-­‐3
sketchbook
to
capture
ini<al
ideas.
The
process
I
use
is
to
cram
as
much
material
I
can
on
that
sheet,
make
notes,
underline,
sketch
images
that
come
to
mind
and
jot
things
down.
I
tend
to
group
ideas
in
chunks
of
related
context.
I
write
down
all
the
buyer
issues
in
red,
and
use
them
to
convey
the
core
ideas
around
product
usage
What
industry
issues
are
relevant
–
get
the
on
paper
Are
there
any
visual
metaphors
that
come
to
mind
–
I
always
do
an
image
search
around
key
phrases
to
see
if
I
can
adapt
any
ideas.
Crea<ng
Visual
Confec<ons
requires
intellectual
effort
discipline
and
persistence….and
it
takes
mul<ple
itera<ons
to
eliminate
extraneous
ideas
and
dis<l
the
idea
to
its
simplest
form.
When
you
have
captured
enough
ideas,
move
to
your
chosen
graphical
design
tool
and
begin
to
create
your
visual
confec<on
and
visual
story
flow.
You
might
find
our
Visual
Storytelling
Webinar
of
use
in
developing
your
story
16

17. Here
is
a
completed
visual
confec<on
that
I
used
at
a
recent
tradeshow.
It
was
very
effec<ve
and
cost
$60.00
to
buy
the
materials
and
draw
it
out.
I
used
it
for
2
days
and
it
paid
for
itself
handsomely.
Can
you
see
how
visual
confec<ons
can
be
used
to
capture
the
buyers
issues
and
enable
salespeople
to
have
more
useful
sales
conversa<ons.
Can
you
see
how
the
messaging
capture
and
alignment
process
can
help
both
sales
and
marke<ng
tell
the
same
story?
And
can
you
see
how
message
ownership
is
the
big
payoff
for
salespeople?
17

18. Lastly
aXer
you
have
created
your
final
visual
confec<on,
it’s
<me
to
train
the
sales
team.
In
the
words
of
John
Medina
in
Brain
Rules,
You
need
to
prac<ce
to
remember
and
remember
to
prac<ce.
Itera<ve
role-­‐playing
is
the
way
to
go,
using
all
of
the
senses,
talking,
seeing,
hearing,
doing,
interac<ng
for
maximum
impact
on
memory
reten<on.
The
principle
is
Supra
addi<ve
integra<on
applies
here,
-­‐
that
is,
the
impact
of
mul<-­‐
sensory
learning
on
the
whole
learning
experience
is
greater
than
the
sum
of
the
individual
parts.
AXer
the
storytelling
workshop,
salespeople
need
to
remember
to
prac<ce
….and
sales
managers
have
a
role
here
to
mentor
and
develop
storytelling
skills
in
the
field.
Deliberate
prac<ce
is
uncomfortable,
but
worth
the
effort.
Most
salespeople
take
six
months
to
a
year
to
master
their
story;
what
would
it
do
for
your
business
if
your
sales
team
could
master
it
in
two
weeks?
We
wish
you
well
in
crea<ng
visual
confec<ons
and
highly
recommend
the
Edward
TuXe
Workshop
and
the
four
books
in
the
Visual
Explana<ons
series.
18

19. Finally
our
visual
storytelling
Webinar
concludes
with
a
call
to
ac<on.
I
hope
you
found
it
useful
and
learned
something
useful
about
visual
confec<ons
We
can
help
you
translate
your
PowerPoint
into
a
simple,
yet
powerful
and
compelling
visual
story
and
help
everyone
on
your
team
master
it.
Please
give
us
a
call
or
click
on
the
URL
and
complete
the
feedback
form.
19