The Three Value Conversations: How to Create, Elevate, and Capture Customer Value at Every Stage of the Long-Lead Sale

by Erik Peterson, Tim Riesterer, Conrad Smith, Cheryl Geoffrion

Overview

The three conversations B2B sale pros must have with customers to control every step of long lead buying cycle

The Three Value Conversations provides the tools and methods you need to differentiate you and your solution from the competition, elevate value to the right decision maker, and maximize all sales opportunities across the entire long lead buying cycle.

Based on extensive research, the authors’ program enables salespeople to articulate value in three essential conversations with the customer: the Differentiation Conversation (creating value), the Justification Conversation (elevating the value to the right level of decision maker), and the Maximization Conversation (capturing that value and maximizing the size of your opportunities).

Product Details

ISBN-13:	9780071849722
Publisher:	McGraw Hill LLC
Publication date:	06/05/2015
Sold by:	Barnes & Noble
Format:	eBook
Pages:	256
File size:	8 MB

About the Author

Tim Riesterer is Chief Strategy and Marketing Officer of Corporate Visions, responsible for leading the strategic direction of the company in thought leadership, positioning and product development.
Erik Peterson is Executive Vice President of Consulting of Corporate Visions. He is responsible for leading the company’s consulting team globally, including staff and certified contractors.
Conrad Smith, Vice President Consulting Services, Corporate Visions is an operations executive with over 30 years of buying experience. He has delivered the Corporate Visions’ Justification Skills to more than 12,000 people.

Table of Contents

Acknowledgments vii
Introduction: The Storyteller ix

SECTION I CREATE VALUE: The Differentiation Conversation
1 Create a Buying Vision 3
2 Speak to Situations, Not Dispositions 15
3 Unconsidered Needs Drive Unexpected Opportunity 23
4 Keep Your Claims Limited and Focused 47
5 Whiteboard Conversations Versus PowerPoint Presentations 57

SECTION II Elevate Value : The Justification Conversation
6 Overcoming a Fear of Heights 81
7 Know Me Before You Meet Me: Developing Customer Insight 91
8 Financial Statements and ROI 117
9 Executive Engagement 149

SECTION III Capture Value : The Maximization Conversation
10 No Last-Minute Saves 165
11 The Conversation Before the Conversation 171
12 Pivotal Agreements 177
13 Ask for More Than You Are Comfortable Asking 187
14 Dealing with Price Pressure 199
Afterword: The Last Mile 213

Endnotes 219
Index 221