Sales-Ready Narratives

Advanced Marketing & Sales

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From R&D Product Development to Effective Technology Sales

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SALES

MAR

KETI

NG

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?DID YOUKNOW

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When Marketing organizations grade themselves on Sales materials...

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Gave themselves a “D” or “F”

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of Marketing materials created to support Sales go unused

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of salespeople create their own messaging materials

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Because Customers are in Pain...

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Top Salespeople use use Sales-Ready Narratives to Diagnose a Clienta Client’’s Pain s Pain

and...and...

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...create ValueValue--Based SolutionsBased Solutions

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Traditional Marketing communicates from 35,000 feet

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Sales-Ready Narratives are delivered at 3.5 feet

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What About

Branding ?

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““85% of Brand Equity is created at 85% of Brand Equity is created at point of sales and by postpoint of sales and by post--sale sale

supportsupport””

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Sales-Ready Narratives

Created

HOW AREBUT...

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Top Salespeople are like Doctors

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They Anticipate the Customer’s Pain

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and Know what Questions to Ask

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Proof Points Validate CriticalSolutions

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But ...But ...

How do you make these skills How do you make these skills ready for your entire sales team?ready for your entire sales team?

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Focus on the Narrative

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the Sales-Ready Narrative Process

* Skills

Required

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Frame the Discussion

“...what is your role? Will you tell me about your expectations & plans for your new project...?”

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Diagnose “Pain”

“In your role (as CIO, CTO, CFO) how much experience have you had with this technology? Do you plan to change any mission-critical processes...?”

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Envision Success

“When thinking about strategy, would it be valuable to you & your team to have direct contact with subject-matter expertswho have already deployed 100’s of successful solutions?”

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Relevant Proof

“Here are specific resonant examples of success in yourmarket and industry”

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How about an example?

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A National Commission has reliably estimated that 60 percent of adult Americans are afflicted with a

health problem.

Global Frame

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Positioning

Lifestyle General Health

Medical Need

* Capabilities

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Customer Profiles

Healthy Adult

Disorder

Aged/ Retired

* Needs

33SOLUTIONS

MATRIX

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Capabilities

Nee

ds

Effective Solutions = Capabilities + Needs

Be Here!

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Choose single words and short phrases that identify where Choose single words and short phrases that identify where the product has advantages as a Solution.the product has advantages as a Solution.

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Lifestyle General Health

Medical Need

Healthy Adult

Sleep Disorder

Aged/ Retired

The phrases in yellow-boxes are most compelling within the indicated contexts.

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Assembling the Sales-Ready Narrative

A three-stage process

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Ask a Framing questions based on the anticipated needs of your customer.

For a client this may seem like a simple discussion. In truth it is something the Salesperson has been trained & well developed with.

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Ask probing, diagnostic questions. Listen for “pain”

The Salesperson knows which areas to continue to explore and which to skip over.

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Create Buyer-Vision

“When you think about your future would it be valuable to you (and your team) to think in terms of this type of solution?”

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Proof Point

Profile: Provide Examples that Specifically Profile: Provide Examples that Specifically Match a ClientMatch a Client’’s Real Needss Real Needs

1. Key Player, 2. Goal, 3. Contributing Reasons, 4. True Capability, 5. Action Taken, 6. Quantified Results

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A Sales - Ready Template(*image from Web... Not just a bunch of paper)

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Title: Healthy Adult Goal: Better Relationship

Framing Question – Tell me a little about your habits –your overall level of satisfaction?

Follow-up – Have you any plans to do anything about improvements?

Low Cost

Low Risk

Non-invasive

Win Themes

Event: When evaluating alternativesQuestion: would it bring an extra layer of confidencePlayer: to youAction: to know that you were using a low-risk

alternative that can be stopped at anytime?

What do you think are the risks associated with disorder-related solutions? How effective are other alternatives? Have you considered the risks and other impacts on your lifestyle if they don’t work?

Event: When you think about the impact on your relationships

Question: would it be cost effectivePlayer: for youAction: to use a low-cost fashionable alternative?

Roughly what value do you place on pain free? How much do medications and/or surgery cost?

Event: When you think about treatmentsQuestion: would it valuablePlayer: for you (and your family)Action: to try a solution that is completely non-

invasive and has no side-effects?

Have you considered medications or surgery to help with your problem? What do you think about the potential side-effects?

Buyer Vision/Product Usage Questions Pain Getting/Diagnostic Questions

Lifestyle

Proof Point & Case Studies Bob & Janet

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Online ResourcesOnline Resources

Provide Sales-Ready Messages for the Salesperson via the Web

* An easy to update dynamic resource that helps keep all Salespeople at the top of their

performance

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Questions & Answers

http://advanced-marketing-concepts.com