Conversations That Win

Creating Conversations That Win
starts with having
Convince your prospects

to change and
then choose you.
MARKETING
Deliver your story with

impact and articulate
your value.
alignment
www.corporatevisions.com
SALES
Conversations That Win

Convincing your customers to say Yes to change and Yes to you
YOU
YES
Creating the Right Stories the
For B2B companies, the execution of your

companys growth strategies, including new
product launches, go-to-market initiatives, or even
merger and acquisition activity, comes down to
one thing: great conversations between your field
salespeople and your prospects and customers.
development of sales messages and tools that

communicate enough value to break through
your prospects status quo, differentiate you from
competitors, convince skeptical executives, and
protect your pricing and margins. In other words,
you need great stories first so your sales teams
have something of value to articulate.
Face it. Everything you do to get the market to

say yes to you and your initiatives relies on your
salespeople with their lips moving.
Enabling the Right Skills to deliver

your stories to prospects and customers with
power and impact. Your salespeople must be
equipped with messaging techniques to create
value by building a buying vision and delivering
a memorable, compelling discussion. They must
have the business and financial acumen to elevate
And making sure your company delivers great

customer conversations comes down to two
critical activities in every company:
your value and justify the purchasing decision to the executive-level buyers you covet. And they must
be prepared to capture that value by protecting your deals against unnecessary discounting and margin
pressure to maximize your profitability.
Great stories without great skills means your conversations will fall flat or fade away in front of the
prospect or customer. Great skills without a compelling story means your salespeople wont have
anything different or valuable to say once they get that all-important meeting.
Only Corporate Visions brings together the best in story development, including the messages and
tools, along with the conversation skills training to deliver those stories in a way that gives you an unfair
competitive advantage.
And only Corporate Visions can finally help you bring alignment between marketing and sales as you
focus on developing and delivering great customer Conversations That Win!
Case Study:
When CPA Global, an intellectual property management company, came to
Corporate Visions, they were 49% of plan, had flat growth, andsuffered from high
sales rep turnover.
After working with Corporate Visions to create a
compelling story, and train their salespeople to
deliver that story in a compelling and credible
way, CPA Global achieved:
Percent of Sales Team

Meeting Quota
0%
Before CVI
72%
After CVI
120% of plan
26% growth
92% sales team retention
The Right Story

How to develop messages and tools that defeat the status quo and
differentiate your solution
Youve heard the claim: according to major analyst firms,
buyers think theyre 60% or more of the way done with
their purchasing decision by the time they engage
a salesperson.
How does that statistic, if you believe it, affect the way
you create messages and train your salespeople? If you
believe your buyers already know exactly what they
need, you will be tempted to invest your time and budget
entirely on winning the competitive bake-off.
YOU
60%
ENGAGE
NO
DECISION
60% done
with buying
decisions?
60% make no
decision?
your buyer
But theres another 60% stat out there that you

need to be aware of. According to research by Sales
Benchmark Index, compiled by looking at the CRM
systems of hundreds of companies per year, 60% of most
companies qualified pipeline is ending up in No Decision.
The majority of buyers who supposedly come to you
thinking they have a problem to solve end up deciding,
after speaking with your salespeople, that their status
quo is just fine.
THEM
Are your buyers really 60% of the way done with their
buying decision, if 60% of the time, they make no decision at all?
Actions speak louder than words
So which number should you believe? Which 60% are you going to invest your resources in addressing?
Behavioral economists have long argued the difference between declared preference and revealed
preference. Declared preference is your intention how you feel about something. Revealed
preference is what you actually do. And theres typically a wide discrepancy between what people say
they will do, and what they actually do, when theres money and reputation on the line.
These two conflicting 60% stats are a classic case of this discrepancy. Customers may feel that theyre
mostly done with identifying a solution to their business problem by the time they talk to your
salespeople, but their actual decision (or lack thereof ) reveals that they werent convinced they really
had to make a change in the first place.
Every buying cycle comes down to two questions
-3
-2
-1
+1
+2
+3
Buy
Status Quo
WHY CHANGE?
WHY YOU?
Now that you know your customers are unwittingly lying to you about their decision-making process,
you can shift your time and energy into creating content on, and preparing your salespeople for,
the messages that will move the needle for your business: convincing your prospects to do
something different.
Every buying cycle comes down to two big questions: Why Change and Why You. In a typical company,
95% of campaigns, content and sales conversations focus on Why You who you are, what you do,
and why youre better than the competition. But before you can have that conversation, your buyers
need to understand why they even need you in the first place. You need to focus them on the threats,
challenges, new obligations and potential opportunities that theyre missing and wondering what or
if its costing their organization.
The Why Change
conversation requires a
completely different set of
messages, tools and skills
and most companies, and
salespeople, arent equipped
to have that discussion with
their prospects.
THE RIGHT STORY

MESSAGES
TOOLS
LAUNCH
Distinct Point
of View
Visual
Storytelling
Conversation
Skills
You need to create compelling status-quo busting messages, embed those messages into remarkable
selling tools, and launch them to the field in a way that ensures adoption. Only Corporate Visions can
give you an effective and repeatable system to achieve this.
5
The Right Story
Messages
Why you need a distinct point of view
NEEDS
UNCONSIDERED NEEDS
UNKNOWN
STRENGTHS
Identified
Specified
Commodity Messaging
CAPABILITIES
If youre like most companies, your current

messaging is based on matching your
customers identified, known needs to the
capabilities of your solution that solves them.
Seems straightforward enough.
your competitors are responding to the exact

same problems with (more or less) the exact
same capabilities.
When your prospects cant see the difference
between you and the competition, they become
indecisive, and force you to be different in the
one area they can easily comprehend price.
Heres the issue with that approach. When you

create so-called value propositions based on
your customers stated needs, your messaging
becomes commoditized. Why? Because all of
DISTINCT POINT
OF VIEW
Creating differentiated messaging, and avoiding
commoditized messaging, requires you to get

beyond the obvious identified needs, and the
corresponding specified capabilities.
by developing an unexpected urgency in your

prospects to make a change, and then proving
your unique value by amplifying the needs that
point to the strengths of your organization.
To accomplish this, you first have to introduce

your prospects to unconsidered needs
problems and challenges that your prospects
have either overlooked or underestimated. Then,
you connect those unconsidered needs with
your strongest capabilities that were
previously unspecified.
Only Corporate Visions helps you build this

Distinct Point of View a message that unhinges
your prospects status quo, and positions you
to win against the commodity trap. Visit www.
corporatevisions.com/solutions/the-right-story/
to learn more about creating your differentiated
message in a Power Positioning
Consulting engagement.
This is how you develop a Distinct Point of View.

You set yourself apart from your competitors
Case Study:
Looking to make the paradigm shift from selling
products to selling solutions, CenturyLink knew they
needed to start with their message. They engaged
Corporate Visions to help them develop a distinct,
differentiated point of view, and then enable their
salespeople to deliver that message to the market.
High-adopter salespeople of the new message saw:
7X larger new opportunity sizes
4X larger won deal sizes
15% higher quota acheivement
Annual quota achievement

based on adoption
92.6%
78.1%
low
high
adopters adopters
The Right Story
Tools
How to deploy your message in visual stories

Creating a differentiated message your Distinct
Point of View is only one part of enabling a
successful sales conversation. You must then
package that message in a remarkable and
memorable delivery tool to ensure your story is
told in a way that is as powerful and unique as the
story itself.
10%
88%
According to Forrester Research, 88% of

executive buyers the ones you covet, the
ones you want to reach prefer to have a
conversation, not a presentation. They want a
dialogue, not a PowerPoint pitch.
The Picture Superiority Effect
Buyers are not only picky about how you deliver

your message they also forget most of it. A study
called the Picture Superiority Effect showed that
buyers remember only 10% of your message just
one week after you leave the room. The other 90%
disappears like vapor.
To ensure your message is told in a remarkable

and memorable way, Corporate Visions helps
capture your new story in two specific whiteboard
visuals that your salespeople can use to engage
your executive buyers:
An early-stage Point of View Whiteboard for
your Point of View conversation. This is where you
loosen the status quo, and get your prospects to
say yes to change and doing something different.
But, if you make the effort to attach your story to

a simple, concrete visual, theyll remember 65%
of the conversation. They can walk the halls with
your message and retell it to their colleagues
without you there.
A later-stage Solution Whiteboard to get your

prospects to say yes to you. This is where you
prove how youre different, and better, than
competitive alternatives.
Your sales tools need to contain visual stories to

be more effective at advancing your deals.
65%
-3
-2
-1
+1
+2
+3
Buy
Status Quo
WHY CHANGE?
WHY YOU?
POV
SOL
Well then work with you to embed these visual

stories into:

Prospecting tools: including attentiongrabbing emails, online-video versions of

your whiteboards, downloadable calls-toaction and follow-up call prompters.
Sales collateral: executive presentations

and leave-behinds aligned to your message
and to the critical moments of your
customer buying cycle.
Mobile Selling Kits

Give your salespeople access to your new
messaging and tools when and where they
need it on-the-go, on their mobile devices.
This app, included in your Power Tools
roll-out, enables your salespeople to lead
engaging dialogues using your whiteboard
stories, review coaching documents, and
email follow-up content to your prospects
all from their iPads.
Visit www.corporatevisions.com/solutions/
the-right-story/messaging-tools/ to learn more
about Corporate Visions Power Tools solutions
to bring your new message to the market
with impact.
The Right Story
Launch
How to get your message used in the field

Creating differentiated messages and embedding
them into distinctive tools is only part of
the battle.
oning Messag
es
30,000 ft Positi
To win the war, you have to get your message

adopted by your sales force, and get them to use
it across the buying cycle. You need to launch
your message in a way thats as differentiated as
the story and tools themselves.
70-90%
Unfortunately, the numbers are not in your favor.

Most positioning messages, and most sales tools,
dont make it to the customer conversation. In
fact, the American Marketing Association reports
that 70-90% of the content created in the name
of sales support goes unused. We call this NoBrands-Land, where all of your good positioning
goes to die. Your 30,000 foot brand positioning
and differentiation dissipates by the time it hits
the 3-foot level the distance between your
salesperson and your prospect.
UNUSED
So, what do you need to do differently to save

your new message and tools from suffering the
same fate?
3 ft
10
C o nv e r s a
omer
tio
t
s
u
n
Whiteboard conversations
lead to 50% higher lead
conversion rates...
... and 29% shorter timeto-productivity for sales.

Aberdeen Research
Aberdeen Research
Your salespeople are just-in-time learners, so

we help you deploy your message in a way
that captures their attention, strengthens their
understanding of the content, and prepares
them for real-life selling conversations.
Then, your teams will master the message by

practicing it in a workshop setting working out
the kinks in their delivery in front of their peers,
not your prospects.
And finally, theyll get access to the best-practice
coaching examples right on their mobile devices,
so they can receive on-the-go reinforcement
when and where they need it.
First, your salespeople are introduced to new

whiteboarding concepts, so they understand
why and how you created the messages and
tools the way you did, and why visual
storytelling is so effective.
Visit www.corporatevisions.com/solutions/theright-story/messaging-launch/ to learn more

about how Corporate Visions Power Launch
will get your message enthusiastically and
confidently adopted by your field sales force.
Theyll see what good looks like from video

examples and expert consultants, so they
know exactly how your new message should
be delivered.
11
The Right Skills

How to equip your salespeople to create, elevate, and capture your value
Q. #1 Reason salespeople dont hit quota?

A: Inability to articulate value!1
CRM
Leads
Process
Products
Analyst firm SiriusDecisions recently asked

hundreds of sales managers at B2B companies:
Whats the #1 reason your salespeople dont
hit quota?
And do they capture that value and maximize the

size of your opportunities?
The three great conversations
It wasnt because they didnt have enough leads.

It wasnt because the sales process was broken. It
wasnt because they didnt have the right products
or product mix. It wasnt because they didnt
have enough training. It wasnt because the CRM
system wasnt doing what it was supposed to do.
Sales managers agreed: The #1 reason salespeople
dont hit their quota is their inability to
articulate value.
You can do everything right as a company
design the right products, put the right strategies
in place, promote the right campaigns but
the one thing that stands between you and your
customer saying yes is your salespeople with
their lips moving.
Do they create enough value? Do they elevate
that value to the right level of decision maker?
Source: SiriusDecisions, PMM 2010 Survey

1
Training
12
Every buying cycle comes down to three great

business conversation moments of truth.
And your salespeople have to be great at all
of them. Think of it as the Customer
Conversation Continuum:
The Differentiation Conversation
The Differentiation Conversation is where your
salespeople create value in the minds eye of your
prospects and customers by advising them on a
problem, threat or missed opportunity they didnt
know they had showing them why their status
quo is unsafe, and building the buying vision
for a new solution. Once theyve demonstrated
why your prospects need to change, they then
articulate why your prospects need to change
with you by creating contrast between you and
your arch rival competitors.
-3
Status Quo
Threatened
Customer Conversation Continuum

-2
-1
+1
+2
Identify
New Needs
Define
Solution
Review
Vendors
Choose
Solution
+3
Terms and
Conditions
DIFFERENTIATION
ION
T
A
C
I
USTIF
MAXIMIZATION
Create Value
Elevate Value
The Justification Conversation
Capture Value
from unnecessary discounting. Negotiation

doesnt just happen at the end of the sales
cycle. Profitable conversations are a result of a
disciplined, purposeful set of interactions that
take place throughout the entire selling process
identifying unconsidered needs that only your
solution solves, exchanging instead of giving away
value, and embracing the natural tension that
occurs between buyers and sellers.
The Justification Conversation is where your

salespeople elevate the value of your offering to
your prospects senior-level decision makers. The
value you created can quickly evaporate if your
salespeople dont have the business and
financial acumen required to defend and justify
the purchasing decision, especially at the CXO
level. Your salespeople must have the competence
and confidence to make a compelling, credible
business case for your solution, and appeal to
those executive decision makers business and
financial objectives.
Your salespeople need to be equipped with three

distinct but complementary conversation skills
and approaches. Only Corporate Visions can
help enable your reps to be great at all three of
these dialogues.
The Maximization Conversation

The Maximization Conversation is where you
capture and protect the value of your opportunity
13
The Right Skills
The Differentiation Conversation

How to create value and build a buying vision
Your salespeople are your most important
resource when it comes to convincing your
prospects and customers to make a decision in
your favor. You could say theyre the last bastion
of competitive differentiation. So, how do you
ensure that the words coming out of your
salespeoples mouths create value by delivering
the messages youve worked so hard to develop
and deploy?
Get the first Yes
Salespeople are just as guilty as marketers of

wanting to jump straight into talking about Why
You convincing your prospect to choose you
by telling them who you are, what you do, and
why youre great. But at the early stages of the
sales process, your prospects arent even sure
they need to stop doing what they are doing and
make a change.
Answer Why Change?
Your salespeople need a special set of skills to

take on this Why Change conversation breaking
through your prospects status quo barriers, by
showing them the unknown threats, challenges,
new obligations, or even potential opportunities
theyre missing. By building a buying vision
for your solution, your salespeople create a
differentiated experience for your customers,
and instill an unfair bias for your solutions before
the competitive bake-off even has a chance
to begin.
The principles shared in this book

are praised by senior sales and
marketing executives at some of
the most admired companies in the
world, such as Dell, Oracle, ADP,
SAP, and others who transformed
their salespeople into differentiated
messengers and are seeing real
business results.
http://www.conversationsthatwin.com
14
HOT
OPENING
SPIKE IT!
70%
HOT
CLOSE
100%
20%
Skills to message for a decision

Your buyers remember 70% of what you say at
the beginning of your presentations, 20% of
the middle, and 100% of the end. We call it the
hammock (see image above) because thats what
it looks like...and your prospects are zoning out in
the bottom of it for most of your
sales presentations.
With Corporate Visions Power Messaging, your

salespeople will learn a powerful and proven
set of conversation skills based on the science
of how the brain makes decisions. Using these
techniques, theyll be able to grab and command
your prospects attention throughout the entire
meeting, leaving your prospect with a lasting
impression and memorable story to share with
fellow stakeholders.
Most salespeople misuse their time with prospects,

wasting the most critical moments of their
conversations on formalities and credentialing
your company. Theyre talking about you when
your prospects are still trying to figure out if they
should be speaking with you at all.
Visit www.corporatevisions.com/solutions/theright-skills/differentiation-skills/ to
learn more.
Case Study:
Philips Respironics engaged Corporate Visions to help
train their salespeople to clearly establish value in their
customer conversations and to avoid being pulled into
the commodity trap by their competition. Just 90 days
after rolling out Power Messaging, Philips saw:
$6M factored business impact
1.8X larger deal sizes for high adopters
4.7% increase in quota achievement for high adopters
15
The Right Skills
The Justification Conversation
How to elevate your value with business and financial acumen

Recent statistics by several analyst firms reveal
a growing gap between the conversations your
salespeople are equipped to deliver,
and the conversations your buyers want to
be having.
(1) According to SiriusDecisions, executive
decision makers value conversations about
business trends, issues, and insights up to 4X
more than they value relationships and product
expertise. No surprise there.
(2) According to Forrester Research,

executive decision makers conceded that
salespeople are 88% proficient in their product
knowledge but only 24% proficient in their
ability to hold a conversation around business
challenges.
2
(3) Average-performing companies were more
likely to focus on traditional training for products
and services.
Essentially, salespeople are 4X less likely to be

good at the conversation buyers find 4X more
valuable. Thats a severe gap in the business
acumen of your field sales force.
(4) High-performing companies emphasized

executive selling skills and business/financial
acumen training 2X more than the average
performing companies.
This gaps negative impact on your

potential growth was validated when
TrainingIndustry.com recently compared
the training emphasis between highperforming companies and average-
performing companies:
What does this all mean? The decision makers you

most need to win access to and win over view
your salespeople as woefully unprepared to talk
about the business issues that matter.
16
Those C-level conversation can no longer be

avoided. According to IDC Research, buying
power is shifting, and 80% of purchasing
decisions will soon be controlled, validated and
justified by the decision makers who live at the
top of the chain, whether theyre C-level, EVP or
line of business leaders. These leaders require
a completely different set of competencies
in your salespeople: financial and business
expertise to prove your business case and
justify the purchasing decision.
Most salespeople have a fear of heights,
and avoid working their way up from the
linoleum floors of mid-level management to
the mahogany of the C-Suite. Its an unnatural
dialogue that pushes them too far outside of
their comfort zone, and the consequences of
failure are high.
Only Corporate Visions Executive Conversations

training gives your sales team the unique
opportunity to learn the business and financial
acumen skills they need from experts who have
held those C-level titles. Theyll get to engage
and practice going toe-to-toe with a real-life
executive in a safe environmentone where
their quota, and your account relationship, isnt
at risk.
You need to prepare and empower your

salespeople with the confidence and
competencies they need to call high, and
have compelling conversations with the most
senior decision makers.
Visit http://corporatevisions.com/solutions/theright-skills/justification-skills to learn more.
Case Study:
After realizing their salespeople were shying away from engaging executive-level buyers,
SuccessFactors came to Corporate Visions looking to improve their sales teams CXO relevancy.
After Executive Conversations training, they achieved an:
18% increase in size of opportunities created
64% increase in the size of deals won
$5.4M seasonally adjusted incremental bookings
17
The Right Skills
The Maximization Conversation

How to minimize discounting and capture more value
Your price
Negotiating
tactics
Value leaks
Selling to
business buyer
Deal moves to
purchasing
When does 1% equal 9%?
Its not an end-game strategy. Your pricing

doesnt fall apart at the end of every buying
cycle. All throughout, the perceived value of
your solution is leaking out, as your so-called
champion compares and contrasts your offering
with your competitors solutions and makes
repeated demands for give-aways. By the time
procurement steps in, youve got nothing left of
value to offer because youve often conceded to
the maximum discount level.
No, its not fuzzy math. According to McKinsey

& Company, a 1% change in discounting has a
nearly 9% impact on your operating margin. A
seemingly small change with huge downside or
upside potential.
So, what are you doing to take back that 1%?
Most companies believe the gap opens up at
the end of the sales cycle, when purchasing or
procurement steps in to beat you up on price.
In reaction, you throw some negotiation tactics
training at your salespeople in the hopes that
theyll be able to save as much margin as they
can in the waning moments of the sales cycle.
This means you have to be great in your decisionmaker conversations, not just procurement
negotiations. Creating and capturing maximum
value has to be part of a disciplined, purposeful
set of interactions across the entire
selling process.
Unfortunately, these last-second, late-in-thegame negotiating efforts arent always enough.

Their
price
18
Creating Value
PIVOTAL AGREEMENTS
Demonstrating Value?
CHECKING BOXES
Giving Away Value
In a typical buying cycle, your salesperson moves

through the steps of the sales process, checking
the boxes of your sales stages and diligently
demonstrating the appropriate amount of value
to your customer. This value is freely provided,
in hopes that when its time to make a decision,
your customers will see that youre worth the
asking price.
Only Corporate Visions Maximization Skills

workshops equips your salespeople to add value
throughout the sales process...not by freely
giving it away, but by offering it in exchange
for something in return. We call these pivotal
agreements preplanned, purposeful exchanges
of value at every step of the buying process.
Visit www.corporatevisions.com/solutions/
the-right-skills/maximization-skills/ to learn
more about how to improve the ability of your
salespeople to add value, increase deal size and
protect your profitability.
However well-intentioned, unfortunately this

behavior is the source of your value leaks.
By giving away value and asking nothing in
exchange, your perceived value is going down...
and No Decisions, pricing battles and discounting
goes up.
Case Study: Fortune 500 high-tech company

This Fortune 500 high-tech industry company knew they had a discounting problemso
they brought in Corporate Visions to equip their salespeople with the maximization and
negotiations skills they needed to plug the value leaks in their sales conversations. While
untrained regions continued to degrade their discounting rates by 1.8%, trained regions
improved their discounting by 1%. In total, this was a 2.8% net improvement in discounting
between the trained and untrained regions, for a $1.8M return in the first quarter alone.
These pilot results drove a global rollout to thousands of salespeople.
19
Documented Business Impact with Built-in,

3rd Party ROI Assessment
$134 billion is spent on sales performance initiatives every year, yet 90% of
companies have no idea if its paying off.
Dave Stein, ES Research Group
Clueless is no excuse
Everyone says they want their sales performance
initiatives to show ROI. But when push comes
to shove, very few companies get around to
measuring it. Why? Because its hard. Because no
one really knows where to start. And, its risky.
What if you invested a ton of time and effort into
building a measurement discipline, only to find
out that your executives dont believe the results?
Unfortunately, this isnt going to cut it with your
CXO-level executives. They want and deserve to
know whether their investments are creating the
intended impact. After all, its your companys
profits that have been diverted to your programs
with the intention of driving even more
positive results.
PowerView, the custom ROI measurement report by

BeyondROI, provides a complete picture of how the skills
training and messaging are impacting your business.
You get a complete picture of messaging and

sales skills adoption and impact, as well as
recommendations on areas where additional
coaching and reinforcement may be needed.
Serious measurement, objective results

Only Corporate Visions gives you built-in ROI
measurement analysis through an independent
3rd party company. This means you can measure
your initiative to determine adoption and impact
with confidence, knowing that a proven approach
and firm is being used, versus it being you or
us. This goes over really well with executive
sponsors, too.
20
Real Business Impact
$2.7
MILLION
average deal size for

high adopters
Results have shown:

The messaging skills are highly adopted because
they are practical, highly effective, and personally
rewarding. Not only that, but high adopters of the
techniques experience significant improvements:
$0.95
average deal size

for low adopters
3-4X increase in quota achievement for high

adopters versus low adopters.
High adopters
of sales skills get
triple the deal size
of low adopters.
Percent increase in monthly quota

achievement 90 days after sales
skills training.
7.8%
low adopters
2-3X larger deal sizes for high adopters of

the messaging and skills.
33.0%
High Adopters
More coaching by sales managers increases

adoption by 83%.
98% of salespeople agree the sales skills have

a positive impact on their ability
to differentiate.
13.5%
middle
adopters
high
adopters
Client results show that high adopters of the messaging

techniques triple their deal size and see significant increases
in their quota achievement by as much as 4X.
with any QR
Scan
code reader
The results above are from a Fortune 50

high-tech company, based in Austin, TX.
To see what other results they uncovered,
download the report summary by
scanning the QR code, or going to
http://cvi.to/12U34QK
21
Getting to Know Us
The best way to learn more about Corporate Visions is to meet us in person.
According to sales managers surveyed by SiriusDecisions, your salespeoples inability to articulate value
is the #1 reason theyre missing their quotaand youre missing your growth targets.
Attend an Executive Insights session to learn how companies like ADP, Cisco, GE, Motorola, UPS and
DuPont are creating compelling stories that articulate value, and enabling their salespeople to deliver
them in a remarkable, memorable way. Tim Riesterer, Chief Strategy and Marketing Officer for Corporate
Visions, will discuss how to
Overcome the No Decision trap by
developing messages that create a buying
vision for your prospects and a sense of
urgency for them to change, change now,
and change with you.
Equip your salespeople with the business
and financial acumen they need to justify
that vision to CXO decision makers.
Protect and maximize your margins by
creating and capturing value throughout
the entire sales cycle.
Register now for an Executive Insights session near you!
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Conversations That Win

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Conversations That Win

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Creating Conversations That Win

starts with having

Convince your prospects

Deliver your story with

Conversations That Win

For B2B companies, the execution of your

development of sales messages and tools that

Face it. Everything you do to get the market to

Enabling the Right Skills to deliver

And making sure your company delivers great

Percent of Sales Team

The Right Story

But theres another 60% stat out there that you

THE RIGHT STORY

The Right Story

Why you need a distinct point of view

If youre like most companies, your current

your competitors are responding to the exact

Heres the issue with that approach. When you

Creating differentiated messaging, and avoiding

commoditized messaging, requires you to get

by developing an unexpected urgency in your

To accomplish this, you first have to introduce

Only Corporate Visions helps you build this

This is how you develop a Distinct Point of View.

Annual quota achievement

The Right Story

How to deploy your message in visual stories

According to Forrester Research, 88% of

The Picture Superiority Effect

Buyers are not only picky about how you deliver

To ensure your message is told in a remarkable

But, if you make the effort to attach your story to

A later-stage Solution Whiteboard to get your

Your sales tools need to contain visual stories to

Well then work with you to embed these visual

Prospecting tools: including attentiongrabbing emails, online-video versions of

Sales collateral: executive presentations

Mobile Selling Kits

The Right Story

How to get your message used in the field

To win the war, you have to get your message

Unfortunately, the numbers are not in your favor.

So, what do you need to do differently to save

... and 29% shorter timeto-productivity for sales.

Your salespeople are just-in-time learners, so

Then, your teams will master the message by

First, your salespeople are introduced to new

Visit www.corporatevisions.com/solutions/theright-story/messaging-launch/ to learn more

Theyll see what good looks like from video

The Right Skills

Q. #1 Reason salespeople dont hit quota?

Analyst firm SiriusDecisions recently asked

And do they capture that value and maximize the

The three great conversations

It wasnt because they didnt have enough leads.

Source: SiriusDecisions, PMM 2010 Survey

Every buying cycle comes down to three great

Customer Conversation Continuum

The Justification Conversation

from unnecessary discounting. Negotiation

The Justification Conversation is where your

Your salespeople need to be equipped with three

The Maximization Conversation