Conversations That Win the Complex Sale: Using Power Messaging to Create More Opportunities, Differentiate your Solutions, and Close More Deals
- 5h 26m 2s
- Erik Peterson, Tim Riesterer
- McGraw-Hill
- 2022
In today's highly competitive world of complex sales, commoditization of your brand is one of the greatest dangers. You must differentiate yourself from the competition—or you will lose out. And the way to do that is through customer engagement. Rather than sell your own corporate story and brand message, you need to tell customers their story—the one in which they are the heroes and they achieve success.
Erik Peterson and Tim Riesterer have been developing and honing their Power Messaging sales technique for more than twenty years, and now they reveal all their secrets in Conversations That Win the Complex Sale. Peterson and Riesterer provide the tools you need to recraft your message into a compelling story that wins more deals.
With Conversations That Win the Complex Sale, you'll learn how to differentiate yourself from the competition by finding your "Value Wedge", avoid parity in your value propositions by creating "Power Positions", create a message that can literally double the number of deals you close, spike customer attention and create "Wow" in your conversations, and prove all your claims without resorting to lists of boring facts and statistics. This book is the one and only source you need to reframe your sales story and turn the tables on the competition by fully engaging their would-be customers.
About the Author
Erik Peterson, Vice President of Strategic Consulting, Corporate Visions, helps companies and salespeople around the world win at the three-foot level―when they’re sitting across the table from their most important prospects. Companies such as GE, AmerisourceBergen, and Oracle have sought his help to create their simple, differentiated, and memorable story. Peterson has delivered consulting, keynotes, and messaging skills workshops to more than 10,000 salespeople in 13 countries, and he leads a team that’s delivered this work in 56 countries around the world.
Tim Riesterer, Chief Marketing Officer and Senior Vice President of Products and Consulting, Corporate Visions, is a recognized thought leader and practitioner in the area of marketing and sales messaging. His first book, Customer Message Management, focused on increasing a marketing department’s impact on selling by providing customer-relevant, salesready messaging and tools that salespeople will actually use. Now, he’s turned his attention to salespeople themselves and what actually happens when they are in front of the customer with their lips moving.
In this Audiobook
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Introduction: Messaging fuels Methodology
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Chapter 1 - Intentions and Instincts: Why You Need This Book
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Chapter 2 - Overcoming the Status Quo: Your Biggest Competitor
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Chapter 3 - Bring a Little Bad News: If You Want Them to Care
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Chapter 4 - Everyone Lives in Stories: Even Your Buyers
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Chapter 5 - Finding Your Story: The Value Wedge
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Chapter 6 - Building Your Story: Power Positions
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Chapter 7 - You Phrasing: Creating Engagement and Ownership
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Chapter 8 - The Hero Model: Play the Right Part
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Chapter 9 - The Hammock: Getting Their Attention
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Chapter 10 - Grabbers: Creating Impact
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Chapter 11 - Stories with Contrast: Help Them See Value
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Chapter 12 - 3D Props: Are You Serious?
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Chapter 13 - Big Pictures: Make the Abstract Concrete and the Complex Simple
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Chapter 14 - Personal Stories, Metaphors, and Analogies: The Key to Liking
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Chapter 15 - Old Brain vs. New Brain: Messaging for a Decision
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Chapter 16 - Proof: It’s Not Just Numbers
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Chapter 17 - Words, Voice, and Body: Message Delivery Matters
