Conversations That Win the Complex Sale: Using POWER MESSAGING to Create More Opportunities, Differentiate Your Solutions, and Close More Deals
- 3h 7m
- Erik Peterson, Tim Riesterer
- McGraw-Hill
- 2011
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 20 years, and now they reveal all their secrets in Conversations That Win the Complex Sale.
Presenting a catalog of facts or playing 20 questions with prospective customers is the surest way to lose the 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
- Prove all your claims without resorting to lists of boring facts and statistics
Your competitors are out there telling their own corporate story—a story customers don’t want to hear. Now is the time to seize the moment. 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.
Conversations That Win the Complex Sale helps you create and deliver messages that customers care about, giving your brand the clear edge in today’s crowded markets.
About the Authors
Tim Riesterer, CMO and SVP of Strategic Consulting Corporate Visions, is responsible for guiding the strategic direction of Corporate Visions' Senior Consultants and driving all marketing initiatives. Riesterer has over 20 years of experience in strategic consulting services, executive marketing and sales, advertising and communications with in-depth knowledge in message development and delivery methods.
Erik Peterson, a Consultant for Corporate Visions, helps the sales and marketing teams of the top Fortune 500 companies deliver their company's message with power and passion, leading to winning results. Peterson's extensive professional background equips him with a unique blend of sales, marketing, and business development skills.
In this Book
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Conversations That Win the Complex Sale—Using Power Messaging to Create More Opportunities, Differentiate Your Solutions, and Close More Deals
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Introduction—Messaging fuels Methodology
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Intentions and Instincts: Why You Need This Book
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Overcoming the Status Quo: Your Biggest Competitor
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Bring a Little Bad News: If You Want Them to Care
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Everyone Lives in Stories: Even Your Buyers
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Finding Your Story: The Value Wedge
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Building Your Story: Power Positions
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You Phrasing: Creating Engagement and Ownership
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The Hero Model: Play the Right Part
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The Hammock: Getting Their Attention
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Grabbers: Creating Impact
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Stories with Contrast: Help Them See Value
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3D Props: Are You Serious?
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Big Pictures: Make the Abstract Concrete and the Complex Simple
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Personal Stories, Metaphors, and Analogies: The Key to Liking
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Old Brain vs. New Brain: Messaging for a Decision
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Proof: It’s Not Just Numbers
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Words, Voice, and Body: Message Delivery Matters
