The Keys to Building Trust and Demonstrating Empathy

© ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
The Keys to Building
Trust and
Demonstrating
Empathy
Presented by JulieThomas
President & CEO
May 7, 2020
This document contains proprietary information of ValueSelling Associates. Its receipt or possession does not convey any rights to reproduce or disclose its
contents or to manufacture, use, or sell anything it may describe. Reproduction, disclosure, or use without specific written authorization of ValueSelling Associates
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How to engage executives in high-level
conversations
How to create value-based stories that
captivate and create interest
How to deliver any story with confidence
WHAT WE’LL LEARNTODAY

WHAT DOYOU
THINK?
Poll
What percentage of sales meetings do executive
buyers consider to be valuable?

HOW DO WE GET IN DOOR?
Prospects are constantly
protecting themselves

GAINING CXO/EXECUTIVE ACCESS
I don’t know who you are.
I don’t know your company.
I don’t know your company’s product.
I don’t know what your company stands for.
I don’t know your company’s record.
I don’t know your company’s customers.
I don’t know your company’s reputation.
Now – why should I spend any time with you?

© ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®© ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Source information on prospects
and their industry from partners,
past customers and business
journals.This produces an
educated sales team and
consistent rigorous sales
approach that links using the
prospect's business acumen.
01
Articulate a compelling value
proposition by telling the story
of past successes of when you
solved similar business issues
and problems with measurable
outcomes.
02
Elevate your confidence by
practicing theValue-based
stories and honing how you
communicate them leveraging
your research and new business
acumen.
03
GAINING EXECUTIVE ACCESS
Research and
Business Acumen
Value-based
Stories
Practice with
Confidence

BUILDTRUST
AND
DEMONSTRATE
EMPATHY
BY CONVEYING
YOU ARE:
Experienced
Knowledgeable
Professional
Value their time
Credible
Candid
Likeable
Trusted Advisor
Understands how to
martial resources

IS IT WORTHTHE EFFORT?
VALUE STORIES
Stories are up to
22 times
more memorable
than facts or figures alone.
RESEARCH
82%
of sales people
are not aligned with the
needs of their buyer.
TRAINING
& PRACTICE
The star reps are spending
25%
more time — pre-sales and
post-sales lining up internal
resources.
Source 1: https://www.salesforce.com/blog/2014/02/how-to-make-good-sales-pitch.html
Source 2: Jennifer Aaker Professor, Stanford Graduate School of Business - http://powerofstorystanford.com/
Source 3: https://hbr.org/2011/02/are-your-sales-reps-spending-t

DOTHE RESEARCHTO
UNDERSTANDTHEM
INTERNAL
DATA
Marketing
campaigns,
Past customers
INDUSTRY
INFORMATION
Associations,
Trade Press
PARTNERS
Co-marketing
opportunities,
Other local
sales people
CUSTOMER
CLIENTS
NETWORKING
LOCAL
INFORMATION
Business Journals
PAST
CLIENT
RELATIONSHIPS
SOCIAL
NETWORKING
LinkedIn,Twitter,
Facebook, Google+,
and endless more

DEVELOP AVALUE-BASED STORY
Credible
Experience
Professional Knowledgeable
Trustworthy
Value-based Stories
(Credibility Introduction)
For the right contact level
1. Understanding of high-level
Business Issue (BI) or drivers
2. Problems in addressing the BI
3. Value/Result/Impact/Outcomes

WHAT MAKES A GREAT
VALUE-BASED STORY?

BUILDYOUR CREDIBILITY
Who are you and what you do?
That you solved a top business challenge for an
organization similar to mine.
What were the top connected 1-2 problems?
What value (financial impact) did they receive from it?

OPEN PROBE CONFIRM
© 1993-2020 ValueSelling Associates, Inc. All rights reserved.
BUSINESS ISSUE:
ANXIETY QUESTION:
CONTACT:
PROBLEM SOLUTION
VALUE POWER
PLAN
OPEN PROBE CONFIRM
OPEN PROBE CONFIRM OPEN PROBE CONFIRM
OPEN PROBE CONFIRM

Result and measurable impact
Typical problems
OPEN PROBE CONFIRM
© 1993-2020 ValueSelling Associates, Inc. All rights reserved.
BUSINESS ISSUE:
ANXIETY QUESTION:
What is the role of your target?
What is the likely business issue?
CONTACT:
PROBLEM SOLUTION
VALUE POWER
PLAN
OPEN PROBE CONFIRM
OPEN PROBE CONFIRM OPEN PROBE CONFIRM
OPEN PROBE CONFIRM

ELEMENTS OF A 30-SECOND
CREDIBILITY INTRODUCTION
TOP 1-2 PROBLEMS:
losing on price; too many stalled deals,
overall pipeline too low
VALUE:
Stalled sales reduced by 30% and
qualified pipeline grew by 3X within first
six months, they said this was worth
over $2M to them in those six months
WHO/WHAT:
A CRO in a SaaS provider
BUSINESS ISSUE SOLVED:
Revenue goals are aggressive and at
risk for not achieving

Only one
chance to
make a good
first
impression
The more
senior the
person = the
less time you
have
30 seconds to
gain a senior
decision
maker’s initial
attention
MAKETHE MOST OFYOURTIME
First meeting
requires that
you anchor
credibility in
about 2 minutes

One of the best ways to communicate your product’s value
is by telling stories about how similar organizations to the
buyers’ have used it successfully.
HubSpot research shows that only
are ready to tell such stories.
33%of reps

SUMMARY
“If I were given one hour to save the planet, I would spend
59 minutes defining the problem and one minute resolving it.”
Albert Einstein

DELIVERVALUE-BASED STORIES
WITH CONFIDENCE
CONFIDENCE
noun
the feeling or belief that one can rely on someone or something;
firm trust.
the state of feeling certain about the truth of something.
a feeling of self-assurance arising from one's appreciation of one's
own abilities or qualities.

WRITE DOWN ONETHINGYOU WILL
DOTO DEMONSTRATEYOUR EMPATHY
AND BUILDYOUR CREDIBILITY
… over the next 10 days as a result of today’s session.

PLAN OF ACTION
Find a client win and gather the details for the story
– Leverage theValuePrompter as a template for content
Establish your credibility – create a “Value” based story
– Leverage examples and build your own personal stories
Practice telling the value stories with confidence
– Practice the story, make it a conversation not a pitch

QUESTIONS?

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ENGAGETO WIN
ValueSelling- Associates@Valuselling

Go to valueselling.com > resources > webinars
to download today’s slides
ATTHE END OFTODAY’S WEBINAR

Thank you!
• KEEP IT SIMPLE. DRIVE RESULTS.
JULIE THOMAS
+1 858 759 7954
julie.thomas@valueselling.com
/in/julieathomas

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