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How to Sell in the U.S. -Value Proposition Seminar
Presented by:Denise Patrick, Managing Director, Energy Markets Access
Overview
Moving to a Mindset
That Works
Understand Buying
Behavior
Influence Buyer
Actions
Stand Out From Your
Competition
Make Them an Offer
They Can’t Refuse!
Moving to a Mindset That Works •TECHNOLOGY Mindset
– Just build a better mousetrap
•SALES Mindset
– Shout it to the rooftops!
•TARGET AUDIENCE Mindset
– Developing your strategies with the customer’s
needs at the core of your business
Buying Behavior
Need Awareness
Compare & Review-
Approved Vendor List
Preparation and Action
Retention and New
Sales
Buying Behavior
PRWhite PapersSpeaking Gigs
Rich Media Email / Direct
Stra
tegy
Tact
ics Collateral
Slide DecksRich Media
Website
Thought Leadership
Lead Generation
Frame the Question
Competitive DifferentiationDemonstrate
Value Proposition
Propose Solution
Implementation Plan
Build Contract / Scope of
Work
Implementation Playbook:
What Can I Expect?
Return to Buying Process
NewsletterVirtual
Customer Engagement
EventsActivity Reports
Close(Get a signed
contract or confirm a date)
Onboarding Process
Need Awareness Compare & Review Preparation Action Retention
You are asking your customers to:
•Buy something
•Let go of old ideas, values or views of the industry
•Make changes in the “way we have always done it”
•Give you their time and energy
What Actions Do You Want to Influence?
EXERCISE:
Need Awareness
Compare & Review-
Approved Vendor List
Preparation and Action
Retention and New
Sales
What types of actions do you ask customers to take during different stages of the buying
process?
What Do They Need?
Financial
Business Needs
Strategic
Regulatory
EXERCISE: How do you help them meet theirneeds?
Financial
Strategic / Operational
Regulatory
How Many Options Do Your Prospects Have?
Need Awareness
• Very Broad
Compare and
Review
• Narrower Set of Options
Action • Targeted Negotiations
Competitive Differentiation
Identify Targets and Competition
Media Audit
SurveysWebsite Analysis
Depth Interviews / Focus Groups
Build Your Value Proposition
Customer Needs
Benefits and
Competitive Advantage
Unique Value Proposition
SMILE
Their Current Industry Situation
How You Can Help
Next Steps
Exercise:
15 minute Exercise:
Divide into groups of three and take turnsdeveloping a follow up conversation forsomeone you met this week
Player 1: YouPlayer 2: CustomerPlayer 3: Observer
3-4 minutes for value proposition story; 1-2 minutes feedback;
Switch players
Presented By
Denise Patrick, Managing Director, Energy Markets Access
www.energymarketsaccess.com
Thank you!
