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The Three Value Conversations
Creating, Elevating and Capturing Value
Tips for the Webinar
Tweeting? Please use these tags:
@Triesterer @corpv
Citrix Tech Support (800) 263-6317
Welcome
For More Info / To Register / To Access Archive:Search “Webinars” or “On Demand” at
TrainingIndustry.com
Tweeting? Please use these tags:
@Triesterer @corpv
Citrix Tech Support (800) 263-6317
Today’s Speaker
Tim RiestererChief Strategy and Marketing Officer
Corporate Visions
DIFFERENCE?
71 % Inability to Articulate Value!
Low High
Accounts?
Products?
Process?
Technology?
GREAT CONVERSATIONS!
STATUS QUO
-3 -1 +1 +2 +3-2
BUY
• Expand Deal
• Avoid Discounting
Product and Process Training
STATUS QUO
-3 -1 +1 +2 +3-2
BUY
CREATE VALUE
CAPTURE VALUE
• Break Status Quo
• Differentiation
Product and Process Training
STATUS QUO
-3 -1 +1 +2 +3-2
BUY
CREATE VALUE
• Break Status Quo
• Differentiation
Product and Process Training
STATUS QUO
-3 -1 +1 +2 +3-2
BUY
CREATE VALUE
CAPTURE VALUE
Value Conversation Continuum
• Break Status Quo
• Differentiation
• Expand Deal
• Protect Margins
Product and Process Training
Decision-Making Science
Seller Profiles
Best Practices Imitation
Winner
Decision-Making Science
Seller Profiles
Best Practices Imitation
Winner
Losers
Decision-Making Science
Neuroscience
Seller Profiles
Best Practices Imitation
Winner
Losers
Buyer’s Brain
CONTEXT
TWO BIG IDEAS
CONTRAST
TESTED AND PROVEN
CONTEXT
TWO BIG IDEAS
TESTED AND PROVEN
Which conversation communicates more value?
A message from a bank that says your company might
fail if you take their money
A message from a bank that focuses on your critical
business needs and the benefits of taking their money
A
B
Condition 1 Respond to Stated Needs Condition 2 Value Added Services
Condition 3 Unconsidered Needs LAST Condition 4 Unconsidered Needs FIRST n = 400
$10 Million line
of credit at a
competitive rate
Serving the
community for
over 75 years
Understand
the needs
of small
business
$10 Million line
of credit at a
competitive rate
Serving the
community for
over 75 years
Experience
with your
type of
business
Tailored
services
On-staff
experts
$10 Million line
of credit at a
competitive rate
Serving the
community for
over 75 years
On-staff
experts
42% fail due
to underlying
problems
Ensure no
hidden
problem areas
for max results
!
$10 Million line
of credit at a
competitive
rate
Serving
companies
like yours for
over 75 years
42% fail due
to underlying
problems
Ensure no
hidden
problem areas
for max results
On-staff
experts to
review your
operations
!
Condition 1 Respond to Stated Needs Condition 2 Value Added Services
Condition 3 Unconsidered Needs LAST Condition 4 Unconsidered Needs FIRST n = 400
• How compelling
• How thorough
• How clear
• How unexpected (or unusual)
• How unique (or different)
• How good or bad
• How likely to choose this lender
• How likely to accept the pitch and go with this offer
• Overall rating of the lending firm
• Overall attitude toward the lending firm
• How likely to choose this firm over other competing firms with similar rate
• How willing to choose this firm over another one offering a lower rate
• How much more than the proposed rate would they be willing to pay this firm
Uniqueness and
Quality Ratings
Choice and
Attitude Measures
Presentation Uniqueness
2
3
4
5
6
StandardSolution
Value AddedSolution
UnconsideredNeeds Last
UnconsideredNeeds First
Statistically Significant
Uniqueness Improvement
Presentation Quality
5
6
7
8
9
StandardSolution
Value AddedSolution
UnconsideredNeeds Last
UnconsideredNeeds First
Statistically Significant
Quality Improvement
Presentation Persuasiveness
4
5
6
7
8
StandardSolution
Value AddedSolution
UnconsideredNeeds Last
UnconsideredNeeds First
Statistically Significant
Persuasion Improvement
“Highlighting unconsidered needs
is unexpected, which can boost persuasion,
but this only helps when it happens at the
beginning of the message. When it
happens at the end, it’s too late.”
Dr. Zakary Tormala, Stanford
NEEDS
CAPABILITIES
Identified
NEEDS
CAPABILITIESSpecified
Identified
NEEDS
CAPABILITIESSpecified
Commoditized Conversation
NEEDS
Identified
SpecifiedCAPABILITIES
UNKNOWN
STRENGTHS
Commoditized Conversation
NEEDS
Identified
SpecifiedCAPABILITIES
UNKNOWN
STRENGTHS
Commoditized Conversation
NEEDS
Identified
SpecifiedCAPABILITIES
UNKNOWN
STRENGTHS
Commoditized Conversation+ COST
+COMPLEXITY
NEEDS
Identified
SpecifiedCAPABILITIES
UNKNOWN
STRENGTHS
UNCONSIDERED
NEEDS
Commoditized Conversation+ COST
+COMPLEXITY
NEEDS
Identified
SpecifiedCAPABILITIES
UNKNOWN
STRENGTHS
UNCONSIDERED
NEEDS
Commoditized Conversation
Urgency and
Uniqueness
Lives in the
Context!
+ COST
+COMPLEXITY
CONTEXT
TWO BIG IDEAS
CONTRAST
TESTED AND PROVEN
TWO BIG IDEAS
CONTRAST
TESTED AND PROVEN
Which conversation communicates the most value?
A message for a new product that first tells you
what’s wrong with your existing product
A message for a new product that leads with the
best, most different new features and benefits
A
B
Feature Benefits Only
New Smartphone Features:
• Latest security improvements
eliminate hackers looking to gain
access through applications.
• Automatic app shutdown closes
unused apps and increases
battery life by 30%.
• New photo and video
compression. feature shrinks size
of data-hogging content to enable
you to keep more of your favorites
on your phone.
• New high resolution image and
expanded screen size improves
ability to run professional
applications you use in your
business right on your phone
instead of a second device.
Contrast Condition
New Smartphone Features:
• Latest security improvements
eliminate hackers looking to gain
access through applications.
• Automatic app shutdown closes
unused apps and increases
battery life by 30%.
• New photo and video
compression. feature shrinks size
of data-hogging content to enable
you to keep more of your favorites
on your phone.
• New high resolution image and
expanded screen size improves
ability to run professional
applications you use in your
business right on your phone
instead of a second device.
Current Smartphone Issues:
• Today’s smartphones are susceptible
to hackers through your keyboard app,
giving people access to your data and
the ability to turn on your camera.
• With today’s smartphones, unused
apps running in the background are
responsible for 70% of battery
drainage, leading to frequent charging
and decreased battery life.
• On current phones, photos and videos
hog storage capacity, which means
you often have to store files
somewhere else or periodically
choose photos and videos to delete.
• Current screen sizes and resolutions
keep people from being able to
maximize all the programs they want
to use and run on their phone,
requiring them to have a second
device like a tablet for things like
business applications.
What did we measure impact on?
Purchase IntentInterest and likelihood of making a purchase
Attitudes and ChoiceWillingness to switch and willingness to pay more
AdvocacyLikely to tell others and recommend a new product
Product PerceptionsRepresents innovation and a clear improvement
3
4
5
6
7
8
Future Only Current then Future(Same Screen)
Current then Future(Separate Screens)
Current and Future(Side by Side)
+14.63%Interest and likelihood of
making a purchase
Purchase Intent
3
4
5
6
7
8
Future Only Current then Future(Same Screen)
Current then Future(Separate Screens)
Current and Future(Side by Side)
+14.06% Willingness to switch and
willingness to pay more
Attitudes and Choice
3
4
5
6
7
8
Future Only Current then Future(Same Screen)
Current then Future(Separate Screens)
Current and Future(Side by Side)
+12.46% Likely to tell others and
recommend a new product
Advocacy
3
4
5
6
7
8
Future Only Current then Future(Same Screen)
Current then Future(Separate Screens)
Current and Future(Side by Side)
+13.40%
Represents innovation and
a clear improvement
Product Perceptions
Contrast can improve all of these!
Purchase IntentInterest and likelihood of making a purchase
Attitudes and ChoiceWillingness to switch and willingness to pay more
AdvocacyLikely to tell others and recommend a new product
Product PerceptionsRepresents innovation and a clear improvement
+14.63%
+14.06%
+12.46%
+13.40%
CURRENT STATE
FUTURESTATE
External
Factors
Your
Initiatives
VALUE LIVES IN THE CONTRAST!
CONTEXT
TWO BIG IDEAS
CONTRAST
TESTED AND PROVEN
Creates urgency Creates value
“When all
things seem to
be the same,
the one with
the best story,
told the best,
will win!”
Q&A
Tim Riesterer
@Triesterer @corpv
triesterer@corporatevisions.com
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Today’s Speakers: Tim Riesterer
Today’s Sponsor: Corporate Visions
Questions or Comments?
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