© 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.

Malcolm Gladwell – Tipping Point

Scientist for Tipping Point

Morton M. Grodzins

Malcolm Gladwell - Outliers

Dr. K. Anders Ericsson

Scientist for Deliberate Practice

Create a Buying Vision

Don’t Call the Baby Ugly

Make me Smarter

Which would you choose?

Which would you choose?

Are you messaging for a decision?

Haven’t got time for the pain…

Are bigger than the pain of change.

The pains I’m living with…

Find Your Contrast

Missing Link? Processes Buying Cycle Lead Management Sales Framework

Systems Marketing Automation Content Management

Sales Automation

Content Marketing & Selling Messages

Coaching & Customer-facing Tools Conversation Skills Training

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

Buying Vision Messaging Roadmap

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

Cha

lleng

e 2

Challenge 3

Challenge 2

Challenge 3

• 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 So

lutio

n St

ory

Target Customer

Status Quo Profile

Objective/ Outcome #1

Objective/ Outcome #2

Objective/ Outcome #3

Challenge 1

Challenge 2

Challenge 3

Cha

lleng

e 2

Challenge 3

Challenge 2

Challenge 3

Conversation Roadmap

Point-of-View Pitch

Sales Tools

CVI Content Consultant

Development  of  a  core,  detailed  source  messaging  document  (Conversa7on  Roadmap),  early-­‐stage,  execu7ve  interac7ve  presenta7on  (Point-­‐of-­‐View  Pitch)  and  a  range  of  buying  cycle-­‐relevant  demand  genera7on  and  selling  tools  

Power Tools®

DemandGen and Sales-Ready

Integrated Campaign Content

2

Corporate Visions Customer Conversation System

Power Positioning®

Messaging Workshop

CVI Delivery Consultant

CVI Content Consultant

Product

Marketing

Executive

Sales

Sales

Cross-­‐func7onal  workshop  with  Products,  Marke7ng  and  Sales  to  iden7fy  your  “dis7nct  point  of  view”  and  develop  differen7ated  sales-­‐ready  messaging  and  stories.  

1

Power Messaging®

Sales Skills training

Complete  set  of  sales  conversa7on  and  presenta7on  skills  training  programs  for  early-­‐stage  deal  crea7on  and  later  stage  solu7on  differen7a7on.  

3 Sales Conversation

Competency Skills Training

Customer Conversation System

Who are you going to be?

© 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.

Webinar Recording Available on www.corporatevisions.com/events

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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.

Measure the ROI of Your Training Initiatives How to take the guesswork out of ROI measurement for marketing and sales training initiatives

December 15, 2011, 10-11 a.m. Pacific Register www.corporatevisions.com/events

Speaker:

Scott Watson, Founder of Beyond ROI