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Statistics show that the most dangerous competitor you face is the status quo — it’s your prospects deciding to do nothing. If you want to grow your business, you’ll need to challenge your customers to do something different and turn more opportunities from "no decision" into decisions that favor you. The best way to do this is to establish the buying vision in the first place.
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© 2011 Corporate Visions, Inc. All rights reserved. Corporate Visions, Power Messaging, Power Positioning and Be Different. Where It Counts. Your Message. are registered trademarks or trademarks of Corporate Visions, Inc. All other trademarks are the property of their respective owners.
Breaking the Status Quo Barrier
Your ability to sell more depends on convincing your prospects to do something different
You Y YES
Status Quo
Barrier
Attention Scarcity
Risk/Loss Aversion
Change Burden
Incumbent Advantage
? Ignored Invaluable
60% No decision
Y
Malcolm Gladwell – Tipping Point
Scientist for Tipping Point
Morton M. Grodzins
What made the difference?
• Challenge assumptions • Do Something different/now • Align w/your Strengths
SELL A DISTINCT POINT OF VIEW
Status Quo Threatened
Identify New Needs
Define Solution
Identify Viable Vendors
Review Approaches
Make Decision
65
“Why Change?” “Why Us” • Our promise of what you get • How we do it • Why we are the best option
SELL YOUR VALUE PROPOSITION
35 % % Buying Vision Bake-Off
-3 -1 +1 +2 +3 -2
Create a Buying Vision
Y Status Quo
Barrier
DISTINCT POINT OF VIEW Y
Status Quo
Barrier
Attention Scarcity
Risk/Loss Aversion
Change Burden
Incumbent Advantage
Attention Scarcity
Status Quo
Barrier
Risk/Loss Aversion
Change Burden
Incumbent Advantage
3 2 1 1 1
900,00 blog entries
posted every day
300,000 hours of video
posted every day
Years
Months
Week
Billion Tweets
Week
• Don’t play 20 questions
• You got 30 seconds to tell me something I don’t already know
• You see more people who look like me than I do
• So act like it!
Don’t Call the Baby Ugly
Get Attention with Insights
Risk/Loss Aversion
Attention Scarcity
Status Quo
Barrier
Change Burden
Incumbent Advantage
Which would you choose?
A guaranteed gain of $75,000 An 80% chance of gaining $100,000 with a 20% chance of getting nothing
Which would you choose?
A certain loss of $75,000 An 80% chance of losing $100,000 with a 20% chance of not losing anything
New Brain Designed for Analysis
Old Brain Designed for Survival
Are you messaging for a decision?
Decision-Making Engine
Change Burden
Attention Scarcity
Status Quo
Barrier
Risk/Loss Aversion
Incumbent Advantage
The pains I’m living with…
Are bigger than the pain of change…
Risk/Loss Aversion
Attention Scarcity
Status Quo
Barrier
Change Burden
Incumbent Advantage
Find your Contrast
Your Distinct Point of View Starts Here
Customer Status Quo
Identify executive outcomes at-risk
Reveal threats, problems and missed opportunities for each outcome that need to
be solved to reach desired outcome
Re-define the needs and point to a solution that aligns those needs to your unique or
advantaged strengths
Describe the business impact, including customer stories with contrast before and
after the solution
Define your target “status quos”
Threats
Misses
New
Nee
ds
Outcome at risk
Problems
Solution
New End State
Threats
Misses
New
Nee
ds
Outcome at risk
Problems
Solution
New End State
Threats
Misses
New
Nee
ds
Outcome at risk
Problems
Solution
New End State
Target Customer
Status Quo Profile
• What are they doing today? • Why do they consider it safe? • Where are the gaps that will make
it unsafe?
Target Customer
Status Quo Profile
• Desired outcome description • Compelling industry fact(s) • Challenge framing questions
Objective/ Outcome #1
Objective/ Outcome #2
Objective/ Outcome #3
Target Customer
Status Quo Profile
Objective/ Outcome #1
Objective/ Outcome #2
Objective/ Outcome #3
Challenge 1
Challenge 2
Challenge 3
Challenge 3
Challenge 2
• Pain/impact/risk description
• Urgent industry validation
• Solution explore questions
• Your strengths that solve
• What customer does better
• What this means (value)
• Story with contrast proof
Solution Story
Solution Story
Solution Story
Solution Story
Target Customer
Status Quo Profile
Objective/ Outcome #1
Objective/ Outcome #2
Objective/ Outcome #3
Challenge 1
Challenge 2
Challenge 3
Challenge 3
Challenge 2
Customer Outcome/Objective #1
Customer Outcome/Objective #2
Customer Outcome/Objective #3
Three Challenge-Solution Stories for each Outcome/Objective
Conversation Roadmap
Who are you going to be?
What the best are doing different
