Value Marketing and Selling for Start-Ups - Leveraging ROI, Emotions and Trust to Improve Marketing...
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Mind the Value Gap Thomas Pisello CEO & Founder, Alinean @tpisello, @AlineanROI [email protected] www.Alinean.com www.FrugalnomicsSurvivalGuide.com
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Transcript of Value Marketing and Selling for Start-Ups - Leveraging ROI, Emotions and Trust to Improve Marketing...
Mind the Value GapThomas Pisello
CEO & Founder, Alinean
@tpisello, @AlineanROI
www.Alinean.com
www.FrugalnomicsSurvivalGuide.com
Each day your prospect gets over 50 download offers...
...And if your prospect responds?
32%More vendor communicationsthan 2 years ago(SiriusDecis
ions)
@tpisello
... and over 35 sales emails...
71%Turned off by product centric content
(Economist) @tpisello
… And when they do take a meeting?
58%
Disengaged due to product pitches vs.
value selling approach(Qvidian)
@tpisello
CompanyProductsFeatures
How have Prospects Changed?
In ControlCautious
Economic-Focused
Frugalnomics
@tpisello
Your biggest revenue growth challenge?
#1 Revenue Growth Issue = Inability to Articulate Value(SiriusDe
cisions)
10%
95%
Sellers focused on Valuevs Product
Buyers that demand aValue-centric approach
(IDC)(Forrester)
@tpisello
Typical Sales and Marketing Your prospects
What if?
Logos
New Brain,Logic
Pathos
Reptilian Brain,Emotions
Ethos
Middle Brain,Credibility
@tpisello
How do you market & sell your solutions best using
“logic”?
@tpisello
Logos & the New Brain
Value Map
@tpisello
Logos & the New Brain
Unique Value per Prospect
Challenge vs. Product Centric
@tpisello
Logos & the New Brain
Right Value at the Right Time
@tpisello
Why Change?
Why Now? Why You?
Donothing Yes
How do you better market & sell your solutions using
“emotions”?
@tpisello
Pathos & the Reptilian Brain
Simple Visuals
@tpisello
Pathos & the Reptilian Brain
Contrast
@tpisello
Pathos & the Reptilian Brain
Storytelling
@tpisello
Exposition
Complication
Climax
Resolution
Outcome
Storyteller’s Arc or Freytag’s Triangle
How do you better market & sell your solutions using
“Trust”?
@tpisello
Ethos & the Middle Brain
See themselves in Results
@tpisello
Ethos & the Middle Brain
Concrete Value
@tpisello
Ethos & the Middle Brain
3rd Party Certification(Insights, Metrics, Justification, Claims)
@tpisello
Research AnalystsYour CustomerSuccess Stories
@tpisello
Putting it into Practice …
What Does this Look / Sound Like?
@tpisello
Products
Value
How to Implement?
Reshape the conversation
Value Messaging& Insights
Value Marketing & Selling Tools
Value Training& Coaching
@tpisello
Splunk
• 25% acceleration of sales cycle
• Deals 30-90 days sooner
• Doubling of average order size
• Reduced new hire ramp-up time
Splunk ValueStory
@tpisello
Thank you!
Join the discussion:
Thomas PiselloCEO & Founder, Alinean
@tpisello, @AlineanROI
www.Alinean.com
www.FrugalnomicsSurvivalGuide.com
