corporate visions ppt template · corporate visions ppt template author: corporate visions created...
TRANSCRIPT
INVALUABLE IGNORED
CONTEXT EFFECTInfluence of environmental factors on the perception of a stimulus
Customer Acquisition Customer Expansion
Audience Poll
How different is your approach to customer acquisition vs customer expansion conversations?
❑ No Difference
❑ Slightly Different
❑ Completely Different
Customer Acquisition Customer Expansion
Customer Acquisition Customer Expansion
ReinforceDefeat STATUSQUO BIAS
Customer Acquisition Customer Expansion
ReinforceDefeat
WhyChange?
WhyNow?
WhyStay?
WhyEvolve?
STATUSQUO BIAS
Customer Acquisition Customer Expansion
ReinforceDefeat
WhyChange?
WhyNow?
WhyStay?
WhyEvolve?
STATUSQUO BIAS
Different PsychologyDifferent StoriesDifferent Skills
De-stabilize Preferences
Cost ofSame
ClearContrast
ProofStory
Status Quo Bias
Why Change Messaging Model
Introduce Unconsidered
Needs
Show Limitations of Current Approach
Compare Improved New
Approach
Tell Before and After Success
Story
De-Stabilize Preferences
Cost of Staying Same
Clear Contrast
Proof Story
Why Change Test Results
50
11
10
Different or Unique%Higher Quality +%More Likely to Purchase+%
NEEDS
CAPABILITIES
Identified
NEEDS
CAPABILITIES
Identified
NEEDS
CAPABILITIESSpecified
Identified
NEEDS
CAPABILITIESSpecified
Identified
NEEDS
CAPABILITIESSpecified
Commoditized Conversation
NEEDS
Identified
Specified CAPABILITIES
UNKNOWNSTRENGTHS
Commoditized Conversation
NEEDS
Identified
Specified CAPABILITIES
UNKNOWNSTRENGTHS
Commoditized Conversation + COST +COMPLEXITY
NEEDS
Identified
Specified CAPABILITIES
UNKNOWNSTRENGTHS
Commoditized Conversation + COST +COMPLEXITY
UNCONSIDEREDNEEDS
De-stabilize Preferences
Cost ofSame
ClearContrast
ProofStory
Status Quo Bias
De-stabilize Preferences
Cost ofSame
ClearContrast
ProofStory
Status Quo Bias
XReinforce X Reinforce
XReinforce
XReinforce
Document Results
Review Prior Decision Process
Mention Risk of Change
Highlight Cost of Change
Detail Your Competitive Advances
Reinforce Preference Stability
Reinforce Anticipated Regret and
Blame
Reinforce Perceived Cost
of Change
Reinforce Selection Difficulty
Why Stay Messaging Model
Why Stay Test Results
10
13
11
Higher Favorability %Greater Intention to Renew+%Less Likely to Switch+%
VALUE
TIME
VALUE
TIME
Current Impact
DEAL
VALUE
TIME
Current Impact
DEAL Investment + Effort
VALUE
TIME
Current Impact
DEAL Investment + Effort
Incumbent Advantage
VALUE
TIME
Competitor
Current Impact
DEAL Investment + Effort
Potential Value?
New Needs
Incumbent Advantage
VALUE
TIME
Competitor
Current Impact
DEAL Investment + Effort
Potential Value?
New NeedsFutureImpact
Incumbent Advantage
VALUE
At Risk!
TIME
Competitor
Current Impact
DEAL Investment + Effort
Potential Value?
New Needs
At Risk!
FutureImpact
Why Stay?Incumbent Advantage
VALUE
At Risk!
TIME
Competitor
Current Impact
DEAL Investment + Effort
Potential Value?
New Needs
At Risk!
FutureImpact
ProjectedImpact
At Risk!Incumbent Advantage
Why Evolve?
Why Stay?
Why Evolve Messaging Model
Why Evolve Test Results
10
13
16
More Convincing Case%More Willing to Update+%More Likely to Purchase+%
Customer Acquisition Customer Expansion
ReinforceDefeat
WhyChange?
WhyNow?
WhyStay?
WhyEvolve?
STATUSQUO BIAS
Different PsychologyDifferent StoriesDifferent Skills
