Conversations that win the complex sale: using power messaging to create more opportunities, differentiate your solutions, and close more deals

✍ Scribed by Peterson, Erik;Riesterer, Tim

Publisher: McGraw-Hill Education
Year: 2011
Tongue: English
Edition: 1st ed
Category: Library

No coin nor oath required. For personal study only.

✦ Synopsis

The power of change -- Intentions and instincts -- Overcoming the status quo -- Bring a little bad news : if you want customers to care enough to do something different -- Everyone lives in story : even your buyers -- The power of story -- Finding your story : the value wedge -- Building your story : power positions -- You-phrasing creates engagement and ownership -- The hero model : play the right part -- The hammock -- Your power message -- Grabbers : creating impact and spiking attention -- Stories with contrast : help them see value -- Props : 3d visuals : are you serious? -- Big pictures : making the abstract more concrete : the complex more simple -- Stories, metaphors and analogies -- Messaging for the decision : old brain vs. new brain -- Proof points : pain vs. gain -- Messaging delivery : your words, voice, and body.

✦ Table of Contents

The power of change --
Intentions and instincts --
Overcoming the status quo --
Bring a little bad news : if you want customers to care enough to do something different --
Everyone lives in story : even your buyers --
The power of story --
Finding your story : the value wedge --
Building your story : power positions --
You-phrasing creates engagement and ownership --
The hero model : play the right part --
The hammock --
Your power message --
Grabbers : creating impact and spiking attention --
Stories with contrast : help them see value --
Props : 3d visuals : are you serious? --
Big pictures : making the abstract more concrete : the complex more simple --
Stories, metaphors and analogies --
Messaging for the decision : old brain vs. new brain --
Proof points : pain vs. gain --
Messaging delivery : your words, voice, and body.

✦ Subjects

Customer orientation;Sales promotion;Communication in marketing

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