Corporate Visions PPT Template Situatio… · Corporate Visions @TRiesterer David Kriss Vice...
Transcript of Corporate Visions PPT Template Situatio… · Corporate Visions @TRiesterer David Kriss Vice...
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Your Participation
Tim Riesterer
Co-Author:
Customer Message Management
Conversations That Win the Complex Sale
The Three Value Conversations
Chief Strategy and Research Officer
Corporate Visions
@TRiesterer
David KrissVice President, Sales Enablement
SAVO
@davidkriss
Product
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280+ Products
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5 Plays
Product
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ProductProduct
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MarketingTraining
Stories Skills
JIT, Situational Learning Gaps
Messages DeliverySkills
Messages Delivery
JIT, Situational Learning Gaps
The questions that need answering
Defeat Status Quo/Differentiate Build Business Case/Justify to Executives Maximize Margins/Expand Customers
The questions that need answering
Neuroscience
BehavioralEconomics
Social Psychology
Decision Sciences
Invisible forces that shape decisions
How people frame value and make
choices
Research Partners
Zakary Tormala, PhD Margaret Neale, PhD Nick Lee, PhD
Stanford Graduate Business School
Stanford Graduate Business School
Warwick Business School
Methodology
Existing, Proven Science Concepts
Exclusive Simulation Testing
Frameworks and Skills
Defeat Status Quo/Differentiate Build Business Case/Justify to Executives Maximize Margins/Expand Customers
The questions that need answering
Defeat Status Quo/Differentiate Build Business Case/Justify to Executives Maximize Margins/Expand Customers
The questions that need answering
Situational Messaging Frameworks
Why Change Customer Acquisition Messaging Model
Unconsidered Need
Flawed Current Approach
Improved New Way
Story with Contrast
De-StabilizePreferences
Cost of Staying Same
Clear Contrast
Before and After Hero
Defeat Status Quo/Differentiate Build Business Case/Justify to Executives Maximize Margins/Expand Customers
The questions that need answering
Situational Messaging Frameworks
Defeat Status Quo/Differentiate Build Business Case/Justify to Executives Maximize Margins/Expand Customers
The questions that need answering
Situational Messaging Frameworks
Document Results
Review Prior Decision Process
Mention Risk of Change
Highlight Cost of Change
Detail Your Competitive Advances
Reinforce Preference Stability
Reinforce Anticipated Regret and
Blame
Reinforce Perceived Cost
of Change
Reinforce Selection Difficulty
Why Stay Customer Renewal Messaging Model
Defeat Status Quo/Differentiate Build Business Case/Justify to Executives Maximize Margins/Expand Customers
The questions that need answering
Situational Messaging Frameworks
Defeat Status Quo/Differentiate Build Business Case/Justify to Executives Maximize Margins/Expand Customers
The questions that need answering
Situational Messaging Frameworks
Messages Delivery
JIT, Situational Learning Gaps
Messages Delivery
JIT, Situational Learning Gaps
DeliverySkills
JIT, Situational Learning Gaps
Messages
Defeat Status Quo/Differentiate Build Business Case/Justify to Executives Maximize Margins/Expand Customers
Aligning Skills with Stories
Overcoming StatusQuo Bias
Telling a “Why Change” Story
Creating Competitive Differentiation
Telling a “Why You” Story
Preparing and Telling a Better Story
Using Visuals forGreater Impact
Grabbing/Keeping Customers’ Attention
Reframing and Handling Objections
Executive Buyer’sPerspective
Relevant Industry/Company Research
Using HistoricalFinancial Analytics
Winning Access to Executives
“Why Now” StoryBusiness Change
DemonstratingBusiness Impact
Providing FinancialJustification (ROI)
EstablishingPerformance Metrics
Identifying Buyer’sAlternatives
Creating PricingUncertainty
Exchange Value vsGive it Away
Manage Consensus Buying Process
Make First Offers toSet High Targets
Concession Psychology
Ensure Renewals with “Why Stay” Story
Communicating Price Increases
CREATE VALUE ELEVATE VALUE CAPTURE VALUEDefeat Status Quo/Differentiate Build Business Case/Justify to Executives Maximize Margins/Expand Customers
Situational Value Selling Skills and Competencies
Performance-BasedCustom Learning PathsWith Just-in-Time Delivery
1
Struggling to create pipe Struggling to get sign off Struggling to maintain margins
BIG DATA
Overcoming StatusQuo Bias
Telling a “Why Change” Story
Creating Competitive Differentiation
Telling a “Why You” Story
Preparing and Telling a Better Story
Using Visuals forGreater Impact
Grabbing/Keeping Customers’ Attention
Reframing and Handling Objections
Executive Buyer’sPerspective
Relevant Industry/Company Research
Using HistoricalFinancial Analytics
Winning Access to Executives
“Why Now” StoryBusiness Change
DemonstratingBusiness Impact
Providing FinancialJustification (ROI)
EstablishingPerformance Metrics
Identifying Buyer’sAlternatives
Creating PricingUncertainty
Exchange Value vsGive it Away
Manage Consensus Buying Process
Make First Offers toSet High Targets
Concession Psychology
Ensure Renewals with “Why Stay” Story
Communicating Price Increases
Build Business Case/Justify to ExecutivesDefeat Status Quo/Differentiate Maximize Margins/Expand Customers
Needs-BasedCustom Learning PathsWith Just-in-Time Delivery
2
Fluency Assessment
Overcoming StatusQuo Bias
Telling a “Why Change” Story
Creating Competitive Differentiation
Telling a “Why You” Story
Preparing and Telling a Better Story
Using Visuals forGreater Impact
Grabbing/Keeping Customers’ Attention
Reframing and Handling Objections
Executive Buyer’sPerspective
Relevant Industry/Company Research
Using HistoricalFinancial Analytics
Winning Access to Executives
“Why Now” StoryBusiness Change
DemonstratingBusiness Impact
Providing FinancialJustification (ROI)
EstablishingPerformance Metrics
Identifying Buyer’sAlternatives
Creating PricingUncertainty
Exchange Value vsGive it Away
Manage Consensus Buying Process
Make First Offers toSet High Targets
Concession Psychology
Ensure Renewals with “Why Stay” Story
Communicating Price Increases
Build Business Case/Justify to Executives Maximize Margins/Expand CustomersDefeat Status Quo/Differentiate
Situationally-RelevantCustom Learning PathsWith Just-in-Time Delivery
3
Grabbing and
Keeping Attention
Telling a “Why
Change” Story
Creating Competitive
Differentiation
Using Visuals for
Greater Impact
Winning Access to
Executives
Embedding Skills Training
Showing the
Business Change
Demonstrating
Business Impact
Providing Financial
Justification
Pivotal Agreements
Needed to CloseManage Consensus
Buying Process
Embedding Skills Training
Sales “Play”-SpecificCustom Learning PathsWith Just-in-Time Delivery
4
Integrated stories and skills
DeliverySkills
JIT, Situational Learning Gaps
Messages
DeliverySkillsMessages
JIT, Situational Learning Reality!
EXAMPLE
SAVO
DeliverySkillsMessages
JIT, Situational Learning Reality!
Tim RiestererChief Strategy and Research Officer
Corporate Visions
@Triesterer
David KrissVice President, Sales Enablement
SAVO
@davidkriss
Link to Guide: http://cvi.to/savo-guide
Link to eBook: http://cvi.to/savo-jit