Displace the Competition and Win That Sale!

transcript

DISPLACE THE COMPETITION AND WIN THAT SALE #CrushCompetition

AVENTION.COM | SHIFTSELLING.COM | CORPORATEVISIONS.COM #B2BU

Tim Riesterer Chief Strategy and Marketing

Officer- Corporate Visions

www.corporatevisions.com @CorpV

Craig Elias Creator, Trigger Event

Marketing™

@CraigElias

Roger Ciliberto

Director, Enterprise Sales- Avention

www.avention.com

roger.ciliberto@avention.com 978.318.4398

Photograph by EwanNicholson.ca

CraigElias

What we see depends on what

we look for -John Lubbock

The Power of Status Quo

“… The thing we do more often than anything else – is to continue to do what

we are already doing.”

Status Quo

Searching For Alternatives

Ready to Buy is Too Late!

Bit.ly/57PercentOfDecisionMade

“57% of the buying decision is made before a sales person gets involved”

Blue Ocean Strategies

Window of Dissatisfaction™

Timing and The Best Customers

•  Loyal •  Profitable •  Testimonials & referrals

The Best Prospects

Specific People Or

Businesses

Ability To Make A

Purchase

Dissatisfied With The

Status Quo*

What Triggers Timing

Three Forms of Trigger Events

Afford Funnel Movers

Justify Funnel Shakers

Want Funnel Fillers

StatusQuo

Window of Dissatisfaction™

Searching for Alternatives

NEW StatusQuo

McKinsey 2009

Interest Trigger

Decision Trigger

Afford Trigger*

* The Afford Trigger is not part of McKinsey’s original research

20,000 CONSUMERS5 INDUSTRIES3 CONTINENTS"

Google 2011

Trigger Event*

* Trigger Events are not part of Google’s original research

It Applies to B2B Sales

“It applies in both a consumer

AND a business-to-

business context” Beth Comstock

CMO & SVP

DemandGen 2013

Breaking Out Of The Funnel– DemandGen, 2013 bit.ly/BreakingOutOfTheFunnel

“80%

of B2B purchases are unplanned and

unbudgeted”

A Want Trigger Event ...

Turns On Selective Perception

Create Content That JUMPS OUT!

Get the attention of the right people at the right time

and tell them what they need to

Tell them what they

want to hear

Get the Attention of the Right People

Examples

•  Minimize inventory write downs

•  Eliminate vendor incompatibility

•  Become the preferred supplier in a highly competitive marketplace

Status Quo

Timing & Trigger Events

Want •  Awareness

–  Legal, Risk Avoidance, Economics

•  Bad Experience –  People, Product, Provider

•  Change –  People, Places, Priorities

Spending $1Million+ on new initiatives did so within the first 90 days

Triggering Better Conversion Rates

bit.ly/PredictablePipeline

Improvement in first call conversion

Improvement in second call conversion

Ray Kroc, Founding CEO

“The two most important requirements for major success are:

1.  Being in the right place at the right time,

2.  Doing something about it.”`

ENGAGE

NO DECISION

WHY YOU?

YOUR REAL COMPETITOR

ENGAGE

WHY YOU? WHY CHANGE?

Status Quo

YOUR REAL COMPETITOR

NO DECISION

Status Quo Threatened

Identify New Needs

Define Solution

Identify Viable Vendors

Review Approaches

Make Decision

“Why Change?” “Why You?”

26 % % BUYING VISION BAKE-OFF

-3 -1 +1 +2 +3 -2

•  Make the status quo unsafe •  Define new set of needs •  Align w/ your Strengths

•  Here’s what you say you need •  Here’s what we do different •  Here’s the benefit you will get

CHANGE MANAGEMENT TRADITIONAL SELLING

Seller Profiles

Winner

Losers

Tradi&onal Selling

Best Prac&ce Imita&on

Change Management

Neuroscience

Social

Psychology

Behavioral Economics

Decision-‐Making Sciences

Identified

CAPABILITIES Specified

Commoditized Conversation

Creating a Buying Vision

Identified

Specified CAPABILITIES

UNKNOWN

STRENGTHS

UNCONSIDERED

Commoditized Conversation

Creating a Buying Vision

UNIQUENESS

and URGENGY

LIVES HERE!

Decision-‐Making Behavioral Economics

CHANGE

The Heart of Change. Ko?er and Cohen. 130 companies across the globe

Visual

Emotional

ANALYZE

CHANGE

Status Quo

New Way Status Quo

From To

New Way

New Way Status Quo

From To

VALUE lies in the contrast

10x - 30x

2x - 3x

ROI in first 90 Days

Larger Deal Size

3x - 4x Increase in Quota Achievement

3rd Party ROI (2 years)

High adopters vs. low adopters

BUILD THE FUTURE

CONFIDENTIAL AVENTION.COM | SHIFTSELLING.COM | CORPORATEVISIONS.COM #B2BU

How to Create a Compelling

Reason to Make the Call!

BACKGROUND

Always Doing What We Have Always Done………

OLD SCHOOL VS. NEW SCHOOL

How Do You Create the PERFECT STORM?

If 90% of companies are status quo……

If competition is more fierce than its ever been…..

If buyers are more educated than they have ever been…..

COMPELLING EVENTS TO CREATE YOUR “STORM’

New Office Opening

Funding Announcement

Merger & Acquisition

Data Initiative

Relocation

Management Change

Contract Win

Joint Venture

Hiring Initiative

CRM Rollout

Product Launch

Moving Overseas

SCENARIO

1. Technology Company that focuses on the Fortune 1000…

2. Looking for a decision maker in a CTO role…

3. Looking for companies in acquisition mode…

A company that sells a service to help CTO’s quickly

combine software and legacy solutions from

companies they are acquiring or merging with…..

How Do You FIND the PERFECT STORM?

CONCEPTUAL SEARCH

New CTO is Darryl Fogal….

Just Acquired Qolsys….

WHAT ELSE?

THE PERFECT STORM

TO LEARN MORE…….

Tim Riesterer Chief Strategy and Marketing

Officer- Corporate Visions

www.corporatevisions.com @CorpV

Craig Elias Creator, Trigger Event

Marketing™

@CraigElias

Roger Ciliberto

Director, Enterprise Sales- Avention

www.avention.com

roger.ciliberto@avention.com 978.318.4398