SKILLS WHITEBOARDS

Q: #1 Reason Don’t Hit Quota?A: Inability to Articulate Value! SiriusDecisions

Leads

Products

Process

Training

CRM

STATUS QUO

THREATENED

DEFINE

SOLUTION

REVIEW

VENDORS

CHOOSESOLUTIO

N

-3 -1 +1

+2 +3-2

TERMS AND

CONDITIONS

DIFFERENTIATION

IDENTIFYNEW

NEEDS

MAXIMIZATION

Customer Conversation Continuum

JUSTIFICATION

Create Value

Elevate Value

Capture Value

STATUS QUO

THREATENED

DEFINE

SOLUTION

REVIEW

VENDORS

CHOOSESOLUTIO

N

-3 -1 +1

+2 +3-2

TERMS AND

CONDITIONS

DIFFERENTIATION

IDENTIFYNEW

NEEDS

Customer Conversation Continuum

Create Value

Status Quo Buy

60

“Why Change?”“Why You”

%-3

-1

+1 +2

+3

-2

NO DECISION60

%

Declared Preference

Revealed Preference

DIFFERENTIATION

COMMODITY

Status Quo Buy

60

“Why Change?”“Why You”

%-3

-1

+1 +2

+3

-2

NO DECISION60

%

Identified

NEEDS

CAPABILITIESSpecified

Commodity Messaging

DIFFERENTIATED MESSAGING

NEEDS

Identified

Specified CAPABILITIES

UNKNOWNSTRENGTH

S

UNCONSIDERED

NEEDS

Commodity Messaging

Distinct Point of

View

DIFFERENTIATED MESSAGING

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10%65%

Picture Superiority Effect

88%

DIFFERENTIATED TOOLS

Status Quo Buy“Why Change?”“Why You”

-3

-1

+1

+2

+3

-2

POV WB SOL WB

Visual Storytelling

DIFFERENTIATED TOOLS

© Copyright 2014, Corporate Visions, Inc. All Rights Reserved.

70%

20%

100%Hot

Spike

Hot

GRABBERS VS. THE HAMMOCK

STATUS QUO

THREATENED

DEFINE

SOLUTION

REVIEW

VENDORS

CHOOSESOLUTIO

N

-3 -1 +1

+2 +3-2

TERMS AND

CONDITIONS

DIFFERENTIATION

IDENTIFYNEW

NEEDS

Customer Conversation Continuum

JUSTIFICATION

Elevate Value

PRODUCT KNOWLEDGE

BUSINESS EXPERTISE

EXECUTIVESVALUE 4X MORE

EXECUTIVESVALUE 4X MORE

88%PROFICI

ENT

24%PROFICIENT

4X LESS LIKELY

PRODUCT KNOWLEDGE

BUSINESS EXPERTISE

EXECUTIVESVALUE 4X MORE

88%PROFICI

ENT

24%PROFICIENT

4X LESS LIKELY

BEST IN

CLASS FOCUS 2X

MORE

AVERAGECOMPANI

ES FOCUSMORE

3 CHALLENGES-COMPETENCE-CONFIDENCE-COMPELLING

PRODUCT KNOWLEDGE

BUSINESS EXPERTISE

BUSINESS ACUMEN GAP

Business

Knowledge

Customer

Insight

Financial

Acumen

ROIExecutiveEngagemen

t

COMPETENCEFluency target

core competencies

1 2 3 4 5

Business

Knowledge

Customer

Insight

Financial

Acumen

ROIExecutiveEngagemen

t

COMPETENCE

50%average current competence

Fluency target

core competencies

1 2 3 4 5

ExecutiveEngagemen

t

Business

Knowledge

Customer

Insight

Financial

Acumen

ROI

COMPETENCE

50%average current competence

Fluency target

10-40%lift

Industry Benchmarks

core competencies

1 2 3 4 5

80%decisions

CONFIDENCE

CONFIDENCE

10%executive contacts

80%decisions

FEAR

CONFIDENCE

10%executive contacts

80%decisions

Executive-led experience

vs. typical sales trainer

FEAR

STATUS QUO

THREATENED

DEFINE

SOLUTION

REVIEW

VENDORS

CHOOSESOLUTIO

N

-3 -1 +1

+2 +3-2

TERMS AND

CONDITIONS

DIFFERENTIATION

IDENTIFYNEW

NEEDS

MAXIMIZATION

Customer Conversation Continuum

JUSTIFICATION

Capture Value

Your Price

I% increase in discounting

9% decrease

in operating

margin

A SLIPPERY SLOPE

Your Price

Their Price

TYPICAL VIEW OF DISCOUNTING

Negotiating

Tactics

Selling tobusiness buyer

Deal moves to

purchasing

Your Price

Their Price

WHAT’S REALLY HAPPENING

Negotiating

Tactics

Selling tobusiness buyer

Deal moves to

purchasing

Your Price

Their Price

WHAT YOU NEED TO DO

Negotiating

Tactics

Selling tobusiness buyer

Deal moves to

purchasing

1. Identify Unconsidered Needs

Your Price

Their Price

WHAT YOU NEED TO DO

Negotiating

Tactics

Selling tobusiness buyer

Deal moves to

purchasing

1. Identify Unconsidered Needs2. Exchange Value

Your Price

Their Price

WHAT YOU NEED TO DO

Negotiating

Tactics

Selling tobusiness buyer

Deal moves to

purchasing

1. Identify Unconsidered Needs2. Exchange Value 3. Embrace Tension

Your Price

Their Price

WHAT YOU NEED TO DO

Selling tobusiness buyer

Deal moves to

purchasing

1. Identify Unconsidered Needs2. Exchange Value

3. Embrace Tension

MaximizeValue

Here’s how you get your

1%!

MAXIMIZATION CASE STUDY

Untrained Regions -

1.8% Pilot Training

Trained Regions

+1%2.8% Net Improvem

ent$1.8M

Return in 90 days

Discounting Problem

CRM Impact Methodology Failure

Invest/Rep

Demonstrating Value?

20% 70% $10,000

CRM Impact Methodology Failure

Invest/Rep

CHECKING BOXES

Demonstrating Value?

20% 70% $10,000

Giving Away Value

CRM Impact Methodology Failure

Invest/Rep

Creating Value

PIVOTAL AGREEMENTS

CHECKING BOXES

Demonstrating Value?

20% 70% $10,000

Giving Away Value

8.7% 1% 4% McKinsey

Discounting Op Margin Stock Price

Discount Reduction Programs

Price Increases

1% 4% McKinsey

Discounting Stock Price8.7% Op Margin

Discount Reduction Programs

Price Increases

1% 4% McKinsey

Discounting Stock Price

Savvy

Buyers

Pricing

Pressure

Comp Threats

Commodity

Pressure

“The Numbers”

Closing Pressure

8.7% Op Margin

Discount Reduction Programs

Price Increases

1% 4% McKinsey

Discounting Stock Price

Savvy

Buyers

Pricing

Pressure

Comp Threats

Commodity

Pressure

“TheNumbers”

Closing Pressure

FLEE?

Customer Advocate

Give Away Too Much

Drop Too Soon

8.7% Op Margin

Discount Reduction Programs

Price Increases

1% 4% McKinsey

Discounting Stock Price

Savvy

Buyers

Pricing

Pressure

Comp Threats

Commodity

Pressure

“TheNumbers”

Closing Pressure

FLEE?

Customer Advocate

Give Away Too Much

Drop Too Soon

8.7% Op Margin

Discount Reduction Programs

Price Increases

Price Increases

Discount Reduction Programs

1% 4% McKinsey

Discounting Stock Price

Savvy

Buyers

Pricing

Pressure

Comp Threats

Commodity

Pressure

“The Numbers”

Closing Pressure

EMBRACE?FLEE?

Customer Advocate

Give Away Too Much

Drop Too Soon

Acknowledge/Defer

High Targets & Trades

Concede to Plan Counter-intuitive

Behaviors

8.7% Op Margin