Speaking

With today’s sophisticated and well-informed buyers, the “standard” value proposition just doesn’t cut it anymore. That, coupled with increasing competition, makes communicating the uniqueness of your offer and what truly differentiates you from all the other available alternatives very challenging. In this dynamic keynote address, you will learn how to create a buyer-focused message that SELLS. Get the highlights of buyer research that provides actionable steps to transform your messaging for content creation and sales conversations.

• What does returning your messaging to a buyer-focus entail?
• What are the most desired attributes to get your offer on the shortlist?
• Learn the key value prop weaknesses you need to avoid.
• Learn steps to finding and using buyer language to make your offer more relevant.

Lisa will share the steps to help your marketing and sales teams shift focus from standard product and service messaging to buyer experience messaging. She will teach your teams the keys to message alignment that drive buyers’ decision making.

The market gets noisier and the challenges of coming up with a convincing sales message only get harder. What drives buyers in an environment where everyone has the latest and greatest? Both marketers and sellers need to truly communicate the business imperatives that buyers need to drive to success. Only value propositions that align your buyer’s needs with your offering will get attention. In this keynote you will get:

• The highlights of buyer research on how Value Propositions factor into Buying Decisions.
• How to retune your message with buyers to gain traction.
• The real impact of value propositions to get on the buyer’s shortlist.
• The process to shift to more buyer-focused, rather than product/service focused.
• How to remove the top 5 weaknesses that technology value props suffer from the most.
• Ensure message alignment to drive home customer success stories.

Tired of fulfilling requests for more white papers and case studies from your sales force? The shift in control from the seller to the buyer in today’s markets make it even harder to deliver messaging that is both consistent and flexible to drive buyer engagement. The first place that marketing must “tool-up” is your offering’s value proposition. But the challenge is that most of us have never even received any training on how to construct a really good one. How do you tell? The real proof is when your salespeople can deliver a solid message consistently across all their prospects and can drive through the buyer journey.

The typical value proposition isn’t geared up to be used by sales “in conversation.” Connecting the dots between buyer needs and a product- or service-focused value proposition is hard and not every salesperson can do it well.

Attendees of this session will:

• Learn how to deliver a consistent and “sales ready” message.
• Define the right set of content and path to help salespeople deliver the right buyer conversation that closes deals.
• Learn how to assemble a Value Proposition Messaging Playbook for field and inside sales.
• Map the Sales Conversation and the content needed across the buyer journey.
• Create modular messaging that can pivot based on key targets’ needs.
• Develop value drivers, quantification, and proof to bolster your story.