executive insights - whiteboarding on purpose
TRANSCRIPT
Whiteboarding on Purpose Powering Marketing and Sales
through visual stories
PRODUCT KNOWLEDGE BUSINESS EXPERTISE
VALUE 4X MORE
89% OF
MEETINGS FAIL
53% Focus on Sales Conversations
Avoiding epic sales call fails
Great Selling Conversations
Why Change? vs.
Why You? Grabbers
vs. The Hammock
Pictures vs.
PowerPoint
Value Wedge Vs.
Value Parity
ENGAGE
YOU
THEM
STATUS
QUO
WHY YOU?
24%
60%
16%
Why Change vs. Why You
WHY CHANGE?
MISSING!!
Avoiding epic sales call fails
Great Selling Conversations
Why Change? vs.
Why You? Grabbers
vs. The Hammock
Pictures vs.
PowerPoint
Value Wedge Vs.
Value Parity
Grabbers Vs. The Hammock
70%
20%
100%
Hot
Spike
Hot
Avoiding epic sales call fails
Great Selling Conversations
Why Change? vs.
Why You? Grabbers
vs. The Hammock
Pictures vs.
PowerPoint
Value Wedge Vs.
Value Parity
YOU
Value Parity Value
Wedge PROSPECT
COMPETITION
Value Wedge vs. Value Parity
Avoiding epic sales call fails
Great Selling Conversations
Why Change? vs.
Why You? Grabbers
vs. The Hammock
Pictures vs.
PowerPoint
Value Wedge Vs.
Value Parity
Pictures vs Powerpoint
100%
70%
20%
Avoid the Hammock
Avoiding epic sales call fails
Great Selling Conversations
Why Change? vs.
Why You? Grabbers
vs. The Hammock
Pictures vs.
PowerPoint
Value Wedge Vs.
Value Parity
Old Brain Vs. New Brain
Old Brain vs. New Brain
Simple Concrete Contrast
Conversations not presentations
88%
50% 29%
15%
higher lead conversion rate
shorter time- to-productivity
shorter average sales cycles
50% 29%
15%
higher lead conversion rate
shorter time- to-productivity
shorter average sales cycles
50% 29%
15%
higher lead conversion rate
shorter time- to-productivity
shorter average sales cycles
50%
29%
15%
higher lead conversion rate
shorter time-to-productivity
shorter sales cycles
Conversation Types
POWERPOINT NOTHING
WHITEBOARDING
vs.
87%
13%
Going Rogue
PURPOSE-BUILT AD-HOC CREATION
69% 31%
Missed Opportunity?
POWERPOINT NOTHING
WHITEBOARDING
vs.
87%
13%
4%
Pre-built,
purposeful
DEVELOP DEPLOY DELIVER
Pre-built, Purposeful
Message Tools Skills
DEVELOP
Pre-built, Purposeful
Message
Remember This Discussion?
SELL A PROBLEM
Status Quo Threatened
Identify New Needs
Define Solution
Identify Viable Vendors
Review Approaches
Make Decision
65
“Why Change?” “Why You”
SELL A PRODUCT
35 % % BUYING VISION BAKE-OFF
-3 -1 +1 +2 +3 -2
• Make the status quo unsafe • Define new set of needs • Align w/ your Strengths
• Here’s what we do • How we think we do it better • Why we are the best option
Problem Finder vs. Problem Solver
Opportunity to move others hinges more on helping them see their situations in fresh more revealing ways and to identify problems they didn’t realize they had.
Dan Pink “To Sell is Human”
Customer Status Quo
Identify executive outcomes and strategic objectives that may be at risk
Reveal threats, problems and missed opportunities that need to be solved to
eliminate the risk
Re-de!ne the needs and point to your relevant and advantaged strengths that solve for each
challenge above
Describe the positive business impact, including customer stories with contrast
before and after the solution
De!ne your target “status quo” why it’s safe and where there are gaps
Threats
Misses
New
Nee
ds
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
Outcome at risk
A repeatable messaging
development methodology for
creating problem-oriented messaging
that aligns with consultative,
solution selling processes
Conversation Roadmap
Big Idea 1
A disciplined, approach for
structuring and aligning the typically unstructured process
of developing customer-focused
marketing and sales messaging.
Big Idea 1
DEPLOY
Pre-built, Purposeful
Tools
Status Quo Threatened
Identify New Needs
Define Solution
Identify Viable Vendors
Review Approaches
Make Decision
“Why Change?”
-3 -1 +1 +2 +3 -2
Targeted Whiteboards
Point of View Whiteboard Loosen the status quo
Solu4on Differen4a4on Whiteboard Separate yourself from compe>tors
“Why You”
Why Change Whiteboard
Grabber
Pain Contrast
Proof
Why You Whiteboard
Outcome
Problems
Fixes
Proof
DELIVER
Pre-built, Purposeful
Skills
Delivery Coaching
Video Demo Sales Guide
Delivery Skills
Prepare See
Practice
Deliver
Virtual Delivery
PaperShow or PowerPoint Version
DEVELOP DEPLOY DELIVER
Pre-built, Purposeful
Message Tools Skills
Whiteboarding on Purpose