Conversations That Win the Complex Sale: Using Power Messaging to Create More
Opportunities, Differentiate your Solutions, and Close More Deals
In today's highly competitive world of complex sales, commoditization of your brand is
one of the greatest dangers. You must differentiate yourself from the competition'or you
will lose out. And the way to do that is through customer engagement. Rather than sell
your own corporate story and brand message, you need to tell customers their story'the one
in which they are the heroes and they achieve success.
Erik Peterson and Tim Riesterer have been developing and honing their Power Messaging
sales technique for more than 20 years, and now they reveal all their secrets in
Conversations That Win the Complex Sale.
Presenting a catalog of facts or playing 20 questions with prospective customers is the
surest way to lose the sale. Peterson and Riesterer provide the tools you need to recraft
your message into a compelling story that wins more deals.
With Conversations That Win the Complex Sale, you'll learn how to:
Differentiate yourself from the competition by finding your 'Value Wedge'
Avoid parity in your value propositions by creating 'Power Positions'
Create a message that can literally double the number of deals you close
Spike customer attention and create 'Wow' in your conversations
Prove all your claims without resorting to lists of boring facts and statistics
Your competitors are out there telling their own corporate story'a story customers don't
want to hear. Now is the time to seize the moment. This book is the one and only source
you need to reframe your sales story and turn the tables on the competition by fully
engaging their would-be customers.
Conversations That Win the Complex Sale helps you create and deliver messages that
customers care about, giving your brand the clear edge in today's crowded markets.
Section 1: No Brand's Land;
Chapter 1. Brand vs. Field Messaging;
Chapter 2. The Last Bastion of Competitive Differentiation;
Chapter 3. Three Deadly Sins of Customer Messaging
Chapter 4. Avoiding No Brand's Land;
Section 2: The Power of Story;
Chapter 5. Inside Out vs. Outside In;
Chapter 6. The Hero Model;
Chapter 7. Your Old Brain and What it Craves;
Chapter 8. There's No Such Thing as a Rational Decision;
Section 3: Creating Impact;
Chapter 9. Be Different Where it Counts--Your Customer Conversations;
Chapter 10. Find Your Value Wedge--The Difference that Makes the Difference;
Chapter 11. Power Positions--Putting Value Propositions in their Place;
Chapter 12. The Big Picture ' People Don't Fix What They Can't See;
Section 4: Messaging for a Decision;
Chapter 13. Avoiding No Decision;
Chapter 14. Be a Clarifier Not a Confuser--Messaging Above the Line;
Chapter 15. Connect the Head and the Heart--The Importance of Emotion;
Chapter 16. Make them Care--Create Contrast to Show Value;
Section 5: Messaging Tools and Tips;
Chapter 17. On the Phone;
Chapter 18. Using Email;
Chapter 19. Web/Tele-Conferences;
Chapter 20. In-Person Presentations
Hardcover , 272pp
