DecidingJourney

The Customer Deciding Journey

 

customer
acquisition

CREATE
VALUE
disrupt/
differentiate
Why Change?
Why You?
ELEVATE
VALUE
justify/
close
Why Invest?
Why Now?
CAPTURE
VALUE
negotiate/
protect
Why Pay?
Why Sign?

customer
expansion

EXPAND
VALUE
keep/
grow
Why Stay?
Why Evolve?

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 Deciding Journey.

The Customer Deciding 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 Deciding 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.

create 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.

capture 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.

make value specific with decision science

One-size-fits-all messages and skills won’t hold up across the range of buying decisions you need to influence in the Customer Deciding Journey. 

Corporate Visions is the only sales training company that has rigorously studied the invisible forces that shape human decision-making in each of the Value Conversations. And from this research, we’ve developed a scientifically tested set of sales training programs called The Customer Conversation System.