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• Why are you in this business?
• What do you believe?
• Why are you inspired?
• What big problems do you want to solve?
People don’t buy what you do - they buy why you do it. 1. START WITH WHY
• Buy More - Buy Faster - Buy More Often
2. TARGET DREAM CLIENTS
B2B PROFILING
Grab and keep the attention of your ideal buyer
• PROBLEMS
• CHALLENGES
• NEEDS
• WANTS
• DESIRES
• PAINS
3. ENGAGE & MAGNIFY
• Provide Entertainment - Create an Experience - Identify Problems
ACTIVATORS
IDENTIFY PROBLEMS
• Stories & statistics
• Creating an experience
• Being different
• Re-enforces activators
WOW FACTORS
• Ask questions to elicit hot buttons
• Open ended questions leading to close ended
• Relevancy is paramount
• PROBLEMS
• CHALLENGES
• NEEDS
• WANTS
• DESIRES
• PAINS
ASK ENGAGEMENT QUESTIONS
• Picture yourself as one of your dream clients
• What matters most to them?
• How would you find common ground in both of your businesses?
• Imagine you were in front a group of 100 dream clients, what valuable information could you teach them?
4. EDUCATE ON HOW YOU CAN HELP
• What frustrates you most about this industry?
• If a best friend were to buy a service or product like yours, what would you warn them to look out for?
• How could the industry be improved?
• How are you or could you solve these issues?
INDUSTRY ISSUES
• Features: How do you solve this problem? Be specific!
• Benefits: What does this mean for the prospect?
• Examples: What stories, analogies, and visuals can you use to get your point across?
FEATURES, BENEFITS, AND EXAMPLES
MESSAGING MATRIX
Messaging Matrix
# Industry Issue (Hot Buttons)
Prospects Challenge(The specific Challenge to
the buyer is)
Feature (The way we solve this
problem)
Benefit (What that means to you
is)
Story / Example / Analogy / Visuals
1 Sell more locally and internationally. (Locations LST)
- Don’t understand benefit of product- Proper differentiation- Culturally acceptable messaging. - Negative connotation
- 15+ years experience- Culture awareness- Local experiences- Translation and editing- Subject matter experts. - Female / male translation.
Receive a message that accurately reflects the original language in feel and style.
- Elextrolux “nothing sucks”- Chevy “nova”- Lists of mistranslations. - Microsoft apologizing to natives.
2 Timing vs Quality and Accuracy - Lost revenues, contracts or opportunities
- Increased expenses- Message is confusing
- 700 to 800 WPH productivity.- Hand picked people- Time to market- Quality control checks- Use CAT tools
- High quality service every time. - We’re fast and reliable.
- Regulation change for immigration. - Visual chart. - Not getting your visa image.
3 Local and international legal issues - Sued by non-compliance with local authority.
- Procedures not properly followed can cost millions.
- Cross culture implications- Poor training causing damage. - Not meeting the standards or
requirements which results in a a fine.
- Legal specialization- 5 years experience- Professional association- Regulated subject matter experts. - Specialized subject matter experts.
- Accurate and precise- Large volume processed fast
- Environmental standards- Chilean Mining Company- Mexican Gulf Disaster
4 Communication with foreign suppliers, workers and partners
- Safety procedures, lost productivity. - Procedures aren’t being followed. - Can’t use equipment properly- Late delivery of goods- Partnership break-ups- Potential for accidents of even death
- Use knowledge of of culture and language to bridge communication
- In-country linguist- Specific business expertise
- Safety, find common ground. Reduced expenses.
- Gain expertise faster.- Communicate more effectively w
_______.
- Computer manual (begin vs. start) - Friends death. - Decision making and training time. - Meat processing factory .
5 Confidentiality & Risk Assurance - Competition leakages- Lost business, law suits- Disruption of immigration process- Cultural understanding of confidentiality
(Mongolia vs. Canada)
- Secure data centre- Confidentiality agreements- Canadian certified linguists- Western business practices.
- Adherence to ethical standards- Controlled in Canada- Safe, secure, reliable.
Eastern and Western business practices
PRESENTATION TOOLS
• Powerpoint - least favorite
• Infographics / landing pages
• Screen sharing with join.me
• Prezi.com
• Whiteboards - most favorite
Present logical evidence to back up your claims
5. PROVIDE EVIDENCE
TESTIMONIALS AND CASE STUDIES
COMPETITIVE ANALYSIS
BUSINESS CASE / ROI ANALYSIS
Provide a low risk way to take the next step
6. MAKE AN OFFER
• Low cost, high value
• Packages and checklists
• Should be genuine and not gimmicky
• Risk reversal
CALLS TO ACTION
REMEMBER TO QUALIFY
Gabriel Padva 1(855) 508-2471
Thank You!
