What You'll Learn: - What CFOs really care about in today’s environment - How to reposition your value-prop to “CFO-proof” your deals - Tips & tricks to increase your impact with intentional, value-driven meetings - How to use extreme preparation to “earn the right” to engage with your buyers

1. The Secret
Recipe to Show
Extreme Value
to Your New
Buyer: The CFO
WEBINAR

2. Today’s Speakers
RANDY DEHAAN
RVP of Sales
Chorus.as
JON-DAVID HAGUE
SVP of Sales, Marketing
and CS, Cerego
SCOTT BARKER
Head of Partnerships &
Moderator, Sales Hacker

3. The New
Buying Process
The Recipe for
Extreme Value
How We Do It
Agenda of the Webinar

4. The New
Buying Process

5. The New Normal
is Here to Stay

6. CFOs joining 91% more
calls than before
Deals are under more
scrutiny than ever
before.
Your team has to drive
real value, really quickly
AMOUNT OF CFOs IN CALLS
+91%
The Buying Process has Changed
FEB MAR APR MAY JUN

7. PAYMENT TERMS MENTIONED
We’re seeing a gradual return to 30-day payment terms, but longer terms popping
up at the end of the month.
FEB
100.0%
30 DAY TERMS
75.0%
50.0%
25.0%
0.0%
MAR APR
76.7%
72.2%
27.8%
68.8%
31.2%
62.1%
37.9%
61.4%
38.6%
56.4%
43.6%
56.2%
43.8%
58.0%
42.0%
60.5%
39.5%
63.1%
36.9%
76.7%
23.3%
GREATER THAN 30 DAY
66.2%
33.8%
67.2%
32.8%
61.5%
38.5%
MAY
Longer Payment Terms

8. Director and executive-level management joining significantly more sales conversations
Over the past five weeks,
leaders joining their seller’s
calls were up significantly vs.
the baseline.
Vs. Pre-Covid Baseline:
+72%
EXECUTIVES
MORE LEADERS JOINING CUSTOMER CALLS
+88%
DIRECTORS
EXECUTIVE DIRECTOR
JAN 20 JAN 27 FEB 3 FEB 10 FEB 17 FEB 24 MAR 2 MAR 9 MAR 16 MAR 23 MAR 30 APR 6 APR 13 APR 27 MAY 4APR 20 MAY 11 May 18
Sales Leaders Joining More Customer Meetings

9. The Recipe for
Extreme Value

10. Creative Deal Packaging
Extreme
Preparation
Reposition Your
Value Prop
Have Intentional
Conversation

11. Extreme Preparation
ONE
C-Suite Impact
Uplevel convo from use
case to business case
You Must be able
to show 5-10x ROI Make Your Software an
Essential Service

12. Reposition your Value Proposition
TWO
Overall ROI
Time to ROI
Long Lasting Behavior-Change
and Benefits
What do they
care about?

13. Intentional Conversations
THREE
Why are you
meeting right now?
Meeting Structure
Stick to Showing What
They Need to See
Powerful Empathetic
Conversations

14. How We Do It

15. How We Prepare
Reps provide info within 24 hours of
scheduled meeting. Incorporate all
data into your CRM, including your
recordings and/or notes
ONE
TWO
Coach your champion. Ask for access to
power earlier
Determine the key phrases that keep
coming up
THREE

16. Thoughtful Execution
Clearly Defined Role in the Deal,
Meeting, and Company
Names Clearly Visible
ONE
TWO
THREE
Cameras On
Brief, Very Brief, Introductions
FOUR
Testimonials from Customers Like Them
Engaging Moments
FIVE
SIX
SEVEN
Open Ended Questions

17. Impactful Coaching
Mandate a set of critical questions
Create a T Chart. Their Objectives and
Your Objectives
ONE
TWO
THREE
Intentional, consistent practice
Be a painkiller not a vitamin
FOUR

18. Uplevel Your Value Prop
With Market Intelligence
Show You’ve Earned
the Meeting
Show Immediate and
Extreme Impact
Key Takeaways

19. Email Randy DeHaan at Randy@chorus.ai
for any questions or to request a demo
Email Jon-David Hague at JDHague@cerego.com
to learn more about Cerego

20. Thank You