Displace the Competition and Win That Sale!
Transcript of Displace the Competition and Win That Sale!
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
[email protected] 978.318.4398
Photograph by EwanNicholson.ca
CraigElias
© COPYRIGHT Craig Elias 2002 - 2014 Slide 4
What we see depends on what
we look for -John Lubbock
Slide 5
The Power of Status Quo
“… The thing we do more often than anything else – is to continue to do what
we are already doing.”
© COPYRIGHT Craig Elias 2002 - 2014 Slide 6
Status Quo
Slide 7 © COPYRIGHT Craig Elias 2002 - 2014
Searching For Alternatives
Slide 8
Ready to Buy is Too Late!
Bit.ly/57PercentOfDecisionMade
“57% of the buying decision is made before a sales person gets involved”
© COPYRIGHT Craig Elias 2002 - 2014 Slide 9
Blue Ocean Strategies
© COPYRIGHT Craig Elias 2002 - 2014 Slide 10
Window of Dissatisfaction™
© COPYRIGHT Craig Elias 2002 - 2014 Slide 11
© COPYRIGHT Craig Elias 2002 - 2014 Slide 12
Timing and The Best Customers
• Loyal • Profitable • Testimonials & referrals
© COPYRIGHT Craig Elias 2002 - 2014 Slide 13
© COPYRIGHT Craig Elias 2002 - 2014 Slide 14
The Best Prospects
Specific People Or
Businesses
Ability To Make A
Purchase
Dissatisfied With The
Status Quo*
© COPYRIGHT Craig Elias 2002 - 2014 Slide 15
What Triggers Timing
© COPYRIGHT Craig Elias 2002 - 2014 Slide 16
Three Forms of Trigger Events
Afford Funnel Movers
Justify Funnel Shakers
Want Funnel Fillers
StatusQuo
Window of Dissatisfaction™
Searching for Alternatives
NEW StatusQuo
Slide 17
McKinsey 2009
Interest Trigger
Decision Trigger
Afford Trigger*
* The Afford Trigger is not part of McKinsey’s original research
20,000 CONSUMERS5 INDUSTRIES3 CONTINENTS"
Slide 18
Google 2011
Trigger Event*
* Trigger Events are not part of Google’s original research
Slide 19
It Applies to B2B Sales
“It applies in both a consumer
AND a business-to-
business context” Beth Comstock
CMO & SVP
Slide 20
DemandGen 2013
Breaking Out Of The Funnel– DemandGen, 2013 bit.ly/BreakingOutOfTheFunnel
“80%
of B2B purchases are unplanned and
unbudgeted”
© COPYRIGHT Craig Elias 2002 - 2014 Slide 21
A Want Trigger Event ...
© COPYRIGHT Craig Elias 2002 - 2014 Slide 22
Turns On Selective Perception
© COPYRIGHT Craig Elias 2002 - 2014 Slide 23
Create Content That JUMPS OUT!
© COPYRIGHT Craig Elias 2002 - 2014 Slide 24
Get the attention of the right people at the right time
and tell them what they need to
hear
Tell them what they
want to hear
Get the Attention of the Right People
© COPYRIGHT Craig Elias 2002 - 2014 Slide 25
Examples
• Minimize inventory write downs
• Eliminate vendor incompatibility
• Become the preferred supplier in a highly competitive marketplace
© COPYRIGHT Craig Elias 2002 - 2014 Slide 26
Status Quo
Timing & Trigger Events
Want • Awareness
– Legal, Risk Avoidance, Economics
• Bad Experience – People, Product, Provider
• Change – People, Places, Priorities
© COPYRIGHT Craig Elias 2002 - 2014 Slide 27
© Craig Elias 2002 - 2011
Spending $1Million+ on new initiatives did so within the first 90 days
80%
Slide 28
Triggering Better Conversion Rates
bit.ly/PredictablePipeline
530%
Improvement in first call conversion
330%
Improvement in second call conversion
Slide 29
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
YOU
THEM
NO DECISION
WHY YOU?
60%
YOUR REAL COMPETITOR
ENGAGE
YOU
THEM
WHY YOU? WHY CHANGE?
Status Quo
Bias
YOUR REAL COMPETITOR
NO DECISION
60%
Status Quo Threatened
Identify New Needs
Define Solution
Identify Viable Vendors
Review Approaches
Make Decision
74
“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
NEEDS
CAPABILITIES Specified
Commoditized Conversation
Creating a Buying Vision
NEEDS
Identified
Specified CAPABILITIES
UNKNOWN
STRENGTHS
UNCONSIDERED
NEEDS
Commoditized Conversation
Creating a Buying Vision
UNIQUENESS
and URGENGY
LIVES HERE!
Decision-‐Making Behavioral Economics
SEE
FEEL
CHANGE
The Heart of Change. Ko?er and Cohen. 130 companies across the globe
Visual
Emotional
ANALYZE
THINK
CHANGE
Status Quo
From
New Way Status Quo
From To
New Way
To
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!
AVENTION.COM | SHIFTSELLING.COM | CORPORATEVISIONS.COM #B2BU
BACKGROUND
Always Doing What We Have Always Done………
AVENTION.COM | SHIFTSELLING.COM | CORPORATEVISIONS.COM #B2BU
OLD SCHOOL VS. NEW SCHOOL
AVENTION.COM | SHIFTSELLING.COM | CORPORATEVISIONS.COM #B2BU
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…..
AVENTION.COM | SHIFTSELLING.COM | CORPORATEVISIONS.COM #B2BU
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
AVENTION.COM | SHIFTSELLING.COM | CORPORATEVISIONS.COM #B2BU
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?
AVENTION.COM | SHIFTSELLING.COM | CORPORATEVISIONS.COM #B2BU
CONCEPTUAL SEARCH
AVENTION.COM | SHIFTSELLING.COM | CORPORATEVISIONS.COM #B2BU
New CTO is Darryl Fogal….
Just Acquired Qolsys….
AVENTION.COM | SHIFTSELLING.COM | CORPORATEVISIONS.COM #B2BU
WHAT ELSE?
AVENTION.COM | SHIFTSELLING.COM | CORPORATEVISIONS.COM #B2BU
THE PERFECT STORM
AVENTION.COM | SHIFTSELLING.COM | CORPORATEVISIONS.COM #B2BU
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
[email protected] 978.318.4398