Create the buying vision
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The document discusses communication challenges faced by salespeople, highlighting that a significant percentage struggle to achieve their quotas due to insufficient skills and messaging. It emphasizes the importance of creating impactful messaging tailored to the prospect's needs and the necessity of addressing the status quo effectively in sales conversations. The document advocates for an integrated approach in developing and delivering messaging to enhance customer engagement and sales outcomes.
Create the buying vision
- 4. Messaging matters Biggest Inhibitors to Achieving Quota 24.3 26 21.4 16 13.3 Insufficient Poor Sales Skills Too Many Information Gap Inability to Leads Products to Know (Industry, Communicate Solution, Etc.) Value Messages Source: SiriusDecisions PMM Survey
- 7. Scientist for Tipping Point Morton M. Grodzins
- 9. Scientist for Deliberate Practice Dr. K. Anders Ericsson
- 11. Failure to create impact Only 14% of 14% messaging salespeople promote creates commercial impact Relevant to Your Prospect 86% Unique to You
- 12. Your new biggest competitor You They don’t see enough reason to do something different 20-60% Status Quo Sales Bake-off Call Them
- 13. 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” Your Desired Outcomes Why our company and are at-risk and here’s offerings are better how you can fix that than the competition SELL THE PROBLEM SELL THE PRODUCT
- 14. Your new conversations You Challenge Re-Define Align Assumptions Needs Solution 20-60% Status Quo St Sales Bake-off Call Them
- 15. Buying Vision Creation “Solution” Selling Customer Status Quo Customer Outcome Outcome Outcome Salespeople “Play 20 Questions” at Risk at Risk at Risk ? Pre-Determine Executive-Level Outcomes ?? ? ? ? ? ? ? ? Threat Threat Threat ?? ? ? ? ? Problem Problem Problem ? ? ? ? ? Miss Miss Miss Reveal threats, risks, problems and missed Wait to hear a couple keywords and opportunities that put each outcome at risk then jump into prepared products and need to be solved presentation and competitive matrix Your Your Your Solution Solution Solution Align strengths of products, services, programs to solve the re-defined needs and “engineer“ desired outcomes
- 16. Do you have a music problem?
- 17. I don’t have a music problem!
- 18. Maybe a 10 CD changer?
- 19. 1000 songs in your pocket
- 20. …I DID HAVE A MUSIC PROBLEM!
- 22. You need a messaging system Customer Conversations Messages Tools Skills DEVELOP DEPLOY DELIVER MARKETING SALES Integrated Approach
- 23. On purpose vs. by accident
- 25. Who do you want to be? Messaging Matters