In his keynote at #CTW16, Corporate Visions’ Tim Riesterer positioned the “triple threat” as a sales ideal, likening the rep who masters the entire buying cycle to Gene Kelly, one of Hollywood’s original triple threats, who excelled at acting, dancing and singing.
But the concept of the sales triple threat is relevant to product marketers and sales enablement leaders too, especially if you’re trying to unify your marketing and sales message and develop content that reinforces winning behaviors. And so there was no escaping a Gene Kelly reference in the marketing breakout session on Enabling the Three Value Conversations, led by Eric Nitschke, director of product marketing and sales enablement at Corporate Visions.
To make articulating value a mainstay of your content (and by extension, your sales team), Nitschke advised that companies focus their messaging efforts on three moments of truth in every buying cycle—or three “value conversations.”
- Value Conversation #1: Create Value™ – This is where your message needs to defeat the status quo bias and create clear differentiation between you and your competition. Your “why change” story should follow a specific choreography that you can incorporate in your content, leading prospects from an insight, to an explanation of how their current approach is flawed, to a new and safer approach, and—finally—to a better outcome. This story needs to be disruptive, and it has to create urgency by demonstrating what the consequences of buyer inaction will be.
- Value Conversation #2: Elevate Value™ – This is where enablement content has to help salespeople create a business case that passes muster with savvy executive-level buyers. You can create an executive buying vision by first adopting a CXO-relevant perspective, and linking their external factors and business initiatives to a business change scenario that yields performance improvements and measurable results.
- Value Conversation #3: Capture Value™– Develop content that prepares reps to negotiate better and more creatively. One way to do this most effectively is by leading with an unconsidered need, which can expand the value of (and need for) your solutions, and give your reps leverage as pricing tension heats up.