CRO Rule #4 - Find the "Emotional" Decision Maker

CRO Rule #4
For a shorter sell cycle, your Differentiating Value message(s) should be directed toward the emotional decision maker, describing what he/she will lose without you.

People make decisions emotionally and later justify them intellectually.  This fact is critical to understanding the purpose of finding the emotional decision maker in any potential deal.  I explain how this principle works in my book, but for brevity let me offer this excerpt:

The emotional decision maker can be described as the one who suffers the consequences of life without you.

…

Emotional decision makers are usually harder to find, easier to close, not as price sensitive, and can typically tell the technical buyer what to do.

This fact is paramount as you develop, refine and implement your Differentiating Value.

CRO Rule #3 - No Decision IS a Decision

CRO Rule #3
If a prospect decides not to do business with your company and there is no impact in his/her world as a result of that decision, the person made a good business decision.  As such, your Message objective is to make sure prospects understand what they will give up (lose) if they decide not to do business with you.

Last week we talked about Differentiating Value (DV) which is a fundamental component of successful selling.  This week we are going to apply DV to your messaging.

DV is what sets your solution apart from your competition.  The key is that the value cannot be tied to quality, service or support.  Those 3 bromides are the backbone of many marketing messages…and an ineffective approach.  The reason is these 3 traits are assumed by prospects and claimed by competitors.  They are the opening ante to enter the game and therefore are difficult topics in which to differentiate your solution.

The key in applying your DV to your message is this – in today’s market you have to clearly express what sets you apart from your competitors and your prospects must find this valuable.  I’m not talking about traditional features and benefits, rather the value you bring that differentiates your solution from your competitor’s.  When there is differentiation, then there is loss for not choosing your solution.  This fact is the key to your message.

CRO Rule #1 - Why Sales Training Doesn't Work

CRO Rule #1
If all four tires on  a car are flat, putting some air in one tire does not remedy the situation.  That is why companies know sales training alone doesn’t work, and it won’t until they implement the three remaining core processes of a closed-loop Revenue System.

I grant you it is a simple analogy, but you see the wisdom in it.  Revenue development has many components of which sales training is a singular piece to a larger puzzle.  Here is a graphic representation of a CRO’s role:

These are the activities that lead to a closed-loop, Revenue-as-a-System engine that drives department-wide success.  The 5M’s Sales Process is a key component, but it is only 1 “tire” on the car.

Top 10 Signs Your Revenue System Needs Upgrading

1. Discounting is our primary closing strategy

2. All sales and marketing related promotional materials are feature / benefit focused.

3. Every sales presentation starts and ends with the company plaque in the lobby promoting the company’s on-going commitment to quality, service and support.

4. Forecast updates only require moving out the projected close dates.

5. New account business is on everyone’s goal sheet but we are not closing any new accounts.

6. Sales expense is the only number above plan.

7. Everyone in sales works a 40 hr. week as an account manager.

8. Reps say the sales cycle is getting longer due to all the new technology they have to explain first.

9. The names change on the forecast but the bottom line numbers don’t.

10. The only turnover in sales is with existing accounts.