You Want Me to Say That? Creative Ways to Motivate the Field to Adopt Your Messaging
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You want me to say that?!
Creative Ways to Motivate the Field to Adopt Your Messaging
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Rising Chronic Conditions
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Silver Tsunami
Population Dissatisfaction
Rising Chronic Conditions
GovernmentCollections
$
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Healthcare CFO Timelapse
2000 2006 2012
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2%
-17%
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Third Annual “Celebrities that want to look
like Bob”Charity Event
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Creative ways to motivate
the field to adopt your messaging
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Survey
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3rd Largest Enterprise Software Vendor
$3 Billion
70,000 Customers
13 Industries
$400 Million
1,500 Customers
350 employees
100 in sales
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Industry facing tectonic shifts
Company undernew management
Product line ballooning
Retooling Sales Operations
Competition getting serious
C O M P L E X I T Y
Healthcare
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Simplicity Complexity
Facilitator
Warrior
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• Relationships
• Past
Performance
• Industry Expertize
• Trusted Authority
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We have 1,000+ Customers
Largest market share in the world
Stable company with strong finances
OLD WAY – MESSAGING BACKWARD
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We can see over the next ridge
We will take you to the promised land
NEW WAY – MESSAGING FORWARD
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1.To gather, organize and communicate all useful healthcare information at the moment of decision making
2.To provide systems that ensure consistency and alignment across the enterprise, while promoting agility. Agility that enables the whole organization to quickly adapt in unison.
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When you discover that you are riding a dead horse, the best strategy is to dismount
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Develop powerful new messaging
Get the sales team to embrace that
messaging
2
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Developing The Messaging
Executive Interest
Branding
Progress Reveals
Creative
Launch Plans
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Sales Enablement
Webex
The portal is updated!
Here is your Timetable
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Develop powerful new messaging
Get the sales team to embrace that
messaging
2
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The messages have to work!
First things first
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Tastiness of
Soup
# Cooks in the Kitchen
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Candidates Pool 1: Heroes
successfulsales
people peoplethat really help
them sell
heroes
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Candidate Pool 2: People that look like this
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1. Apply it in the real world
2. Tune and Simplify
3. Rinse and Repeat
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1. To gather, organize and communicate all useful healthcare information at the moment of decision making
2. To provide systems that ensure consistency and alignment across the enterprise, while promoting agility. Agility that enables the whole organization to quickly adapt in unison.
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get systems to work together better
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get people to work together better
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but ..... support every discussion
context
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Develop powerful new messaging
Get the sales team to embrace that
messaging
2
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The traditional approach
MessageDevelopment
Field Enablement
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Learn by Doing
TheyWont Retain
Long Messages
TheyAre Motivated
by Money
They are BusyMost do Things at the Last Minute
They are Selective
They are Independent
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How much information can the sales team
absorb?
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Learn by Doing
TheyWont Retain
Long Messages
TheyAre Motivated
by Money
They are busyMost do Things at the Last Minute
They are Selective
They are Independent
PM
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1986 1997 2006
75% 15-20% 8-10%
Robert Kelley, Carnegie-Mellon University, 20 Year Longitudinal Study of Knowledge Workers
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Information
Confidence
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TheyWont Retain
Long Messages
They are Independent
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Information
Confidence
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So, while we were deep into the messaging ...
MessageDevelopment
Field Enablement
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Learn by Doing
TheyWont Retain
Long Messages
TheyAre Motivated
by Money
They are BusyMost do Things at the Last Minute
They are Selective
They are Independent
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if you want different results,
behave differently
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When will they pay attention?
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Learn by Doing
TheyWont Retain
Long Messages
TheyAre Motivated
by Money
They are busyMost do Things at the Last Minute
They are Selective
They are Independent
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Frenzy
Quarters
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Willingnessto
Re-Message
Stage of a Sales Pursuit
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Willingnessto
Re-Message
Stage of a Sales Pursuit
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Learn by Doing
TheyWont Retain
Long Messages
TheyAre Motivated
by Money
They are busyMost do Things at the Last Minute
They are Selective
They are Independent
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Click here to insert stuff about workshops
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Don’t not change everything (at once)
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Learn by Doing
TheyWont Retain
Long Messages
TheyAre Motivated
by Money
They are busyMost do Things at the Last Minute
They are Selective
They are Independent
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Learn by Doing
TheyWont Retain
Much
TheyAre Motivated
by Money
They are busyMost do Things at the Last Minute
They are Selective
They are Independent
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We give them an awesome toolkit, but they make up there own stuff,and then they blame us
Don’t get me started,they can’t sell,
they don’t even talk to customers
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http://www.ainsbury.com/corporatevisions
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THE END
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www.ainsbury.com