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Prepare your salespeople to take on first calls with confidence, and arm them with messages effective at converting more conversations into second appointments.
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Advanced Power Messaging: Power Deal Creation
Virtual Preview
Why Deal Creation?
Deal Creation by the Numbers
What does your discovery look like today?
The Interrogation
The Status Quo Barrier
The Field Messaging Challenge
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Change Your Conversations
Building a Buying Vision
1. Frame
• Predict Pain • Amplify Impact
FRAME
Predict Pain: What’s hiding just around the corner?
FRAME
Amplify Impact: Show the potential business impact
Prospect Research Exercise
Differentiation Exercise and 60-Second Story Exercise
Number Play Exercise and Big Picture Exercise
2. Explore
• Diagnose Situation • Speci!c Questions
v
Diagnose Situation: How is this problem being solved today?
EXPLORE
Speci"c Questions: Transfer ownership by using
“What if you…” questions
EXPLORE
Be Curious
Developing Questions Exercise
3. Excite
• Customer Story • Compare and Contrast • Rescue Them
Customer Story: How you helped another company just like them deal with the same problem.
EXCITE
EXCITE Compare and Contrast: Their world today,
made better with you.
EXCITE
Rescue Them: Show them you have
the solution.
Contrast Communicates Value
PAIN
GAIN
Value
The Seller is the Hero?
• Sounds like Bragging
• Diminishes the Customer
• Nobody wants to be the next person you tell about rescuing
• Customer comes off as the villain
Make Your Customer the Hero
Failure to Be Interesting
customer is a company.
They’ve been in business years.
They have locations.
They make, sell and service solutions.
You can tell a lot about a character just by the shoes he’s wearing.
– Tom Wolfe
Telling Details Create Interest
Listen for Stories, Metaphors and Analogies
Not just facts!
Criteria of a Great Customer Story
1. Contrast the pain with the gain
2. Use telling details for more punch
3. Make your prospect the hero
4. Tell a story – don’t just share data
5. Someone else can easily retell it
Customer Story with Contrast Exercise
Power Deal Creation™ Map
4. Agree
• Buying Vision • Politics > Personality • Questions That
Reveal Context
Buying Vision: The need for change with your solution
AGREE
Politics Trump Personality:
Understand the entire deal landscape, anchors
and objections
AGREE
Questions That Reveal Context: Finding out the next steps
AGREE
Context vs. Character
People typically overestimate character and underestimate context in the buying decision
Pulling It Together Exercise
Honest Signals
Pentland Study Results
Persuasion, content and style are indistinguishable
Indicators of Acceptance: • Voice pacing • Tone • Emphasis • Body language
Status is Negotiated
Power Deal Creation™ Map
• Predict Pain • Amplify Impact
• Buying Vision • Politics > Personality • Questions That
Reveal Context
• Diagnose Situation • Speci!c Questions
• Customer Story • Compare and Contrast • Rescue Them
The Status Quo Barrier Make it unsafe and
sell the problem
Mem
orable Insights
Show them the path to safety
Make it safe and
contrast with change
Marketing and Sales Messaging Conference
CHICAGO, SEPT. 18-20 ONLY $399
Breakout Tracks: 1. Marketing
Messaging & Content Creation
2. Sales Conversation Delivery
3. Power Coaching Workshop
Billy Beane
Ben Zander
Q&A
Additional Questions
Join the discussion on LinkedIn
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