Learn the three “value conversation moments” your sales reps must master to deliver conversations that win.
Tim Riesterer, co-author of Conversations that Win the Complex Sale and Customer Message Management, shows you how to create, confirm and capture value across the buying cycle.
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
8. GET THE FIRST ‘YES’
YOU
60%
NO
DECISION
ENGAGE
WHY CHANGE?
MISSING!!
WHY YOU?
THEM
9. 74 %
BUYING VISION
-3
26 %
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
DISTINCT POINT OF VIEW
+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
COMMODITIZED MESSAGING
13. 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
17. 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
22. 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
31. 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