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THE CUSTOMER
branding journey
customer acquisition
BUILD VALUE
disrupt
differentiate
Why Change
Why You
UPRAISE VALUE
justify
close
Why Invest
Why Now
SEIZE VALUE
negotiate
protect
Why Pay
Why Sign
EXTEND VALUE
keep
grow
Why Stay
Why Evolve
customer expansion
“
It’s tempting to believe that prospects and customers will all follow a set of repeatable steps that eventually inspire them to choose you. But in reality, your buyers are asking a series of weighty, specific questions in, what we call, the Customer Branding Journey. The Customer Branding Journey includes four Value Conversations. These are pivotal moments for both you and your buyers because in each of these conversations, they’re asking difficult questions that your team needs to answer if you want to win their business. While most training programs teach a more internally focused sales process, the Branding Journey reflects what’s happening in your buyers’ minds—what they’re thinking and doing while they’re deciding whether or not to buy from you. When you understand how your buyers frame value and make choices, you can tailor your approach to match their specific motivations and psychology within each moment.
Build Value
Why should I change?Why should I choose you?
Selling to new prospects is more about change management than it is about selling. As the outsider, you’re fighting inertia—your buyer’s natural tendency to stay with their current situation. So to persuade them to change and choose you, you need to disrupt your prospect’s status quo, drive the need for change, and create a buying vision that favors you over your competition.
Elevate Value
Why should I invest?Why should I do it now?
What about when you need to justify the value of your solution to executive decision-makers? In these conversations, your goal is to demonstrate the urgency for change by highlighting the risks affecting their situation, introducing previously Unconsidered Needs, and providing a solution that will have a positive and tangible impact on their business.
What about when you need to justify the value of your solution to executive decision-makers? In these conversations, your goal is to demonstrate the urgency for change by highlighting the risks affecting their situation, introducing previously Unconsidered Needs, and providing a solution that will have a positive and tangible impact on their business.
Upraise Value
Why should I invest?Why should I do it now?
Seize Value
Why should I pay what you’re asking?Why should my company sign?
As deals advance, it becomes harder to handle pricing pressures and avoid unnecessary discounting. Your sales reps need the training to deal with that pressure and close deals profitably. In complex selling scenarios, they also need to learn techniques for guiding conversations through multi-party buying committees and avoiding any “last mile” challenges to reaching agreement.
Expand Value
Why should I stay with you?Why should I buy more from you?
When your prospect becomes a customer, you become their status quo. Your salespeople won’t win these conversations by using the same provocative approach as they use for winning new business—keeping and growing customer revenue requires entirely different messages, content, and skills.To keep and grow business with existing customers, you need to reinforce your value early and often, and actively defend the relationship against your competition.
When your prospect becomes a customer, you become their status quo. Your salespeople won’t win these conversations by using the same provocative approach as they use for winning new business—keeping and growing customer revenue requires entirely different messages, content, and skills.To keep and grow business with existing customers, you need to reinforce your value early and often, and actively defend the relationship against your competition.
Extend Value
Why should I stay with you?Why should I buy more from you?
Let’s Start a Conversation
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