Challenge Your “Do Nothing” Prospects to Yes
Help your prospects quantify the cost of doing nothing and the value of change
Your Prospects Are...
In Control
- Fueling their buying cycles through the internet & social media
- Learning about opportunities, you & your competition without you
- Inviting sales teams in later during the purchase decision cycle (>65% along)
Overloaded
- Forced to do-more-with-less
- Dealing with hundreds of vendor e-mails & calls each week
- Granting less time for vendors & purchase decisions
- Not waiting for your call or e-mail
Skeptical
- More risk averse than ever
- Tired of traditional / product focused sales & marketing pitches
- Unwilling to engage unless you offer personalized & compelling insight
Frugal
- Willing to change only if the cost of doing nothing / value of change significantly outweighs risks / costs of change
- Waiting for you to step in with the messages & tools to justify change
- Up To60% sales opportunities stuck at Status Quo SBI
- 22% Lengthening of the sales cycle over the past 5 years SiriusDecisions
- 64% decisions made on price, leading to significant Increase in discounting U of Dayton
- 90% Of buyers stay at status Quo because they can't see quantified reason to change
- 2/3 Of Buyers don't have the tools needed to justify the value of change
- 85% Require 3rd party research & tools in order to believe the justification results
IDC
Meet the Challenge with Value Selling & Marketing Tools
Your prospect won't migrate from the status quo and consider your proposals unless they see a quantified reason to change: that there is a significant “cost of doing nothing”, and that your solution represents significant business value.
Traditional marketing collateral and sales tools can help, but are not personalized and compelling enough to get prospects to take action.
You need new interactive value-focused sales and marketing tools to help fight Frugalnomics, challenging “do nothing” prospects to change... quantifying the cost of doing nothing and justifying the value of your solutions at each step in the buyer's journey, from Status Quo to Yes.
Value Selling & Marketing Tools For Each Phase
There's Status Quo, and there's Yes...
and in between there are a number of key questions your prospect has to answer, and you need to help address. Otherwise the deal will stall or not go your way... and you will not get to Yes.
Why Change?
In order to break the status quo, you have to convince your prospect that they have an issue worth addressing; that the issue if not addressed has significant costs / risks.
Why Now?
There are many issues worth addressing. So what makes your proposal “attention worthy” - an absolute priority compared to everything else they could invest in?
Why Your Solution?
Of all the options available, and there are alternatives, why is your solution the absolute best value?
65%
of deals go to those setting buying need
35%
of deals go to those winning the bake-off
You've likely already invested in traditional sales and marketing content to help answer these key questions, but likely:
- You don't have the provocative content you need to engage earlier, where 65% of deals go to the solution provider able to establish the buying need (Forrester),
- Your content might not be concise, relevant and compelling enough for today's more overloaded and skeptical buyer,
- Your content may not be focused enough on value, falling short on clearly quantifying the "cost of doing nothing", value of change, and differentiating cost.
During each phase of the journey...
You need Alinean value selling and marketing tools to illuminate the “cost of doing nothing”, quantify the value of change and prove superior value – challenging your prospects to move from Status Quo to Yes.
Fuel your demand-gen campaigns
Interactive White Papers & Benefit Estimators can help you break the status quo, first getting your buyer's attention with personalized, compelling insight, and then helping them recognize the important issues, quantify the “cost of doing nothing” and estimate the value of change.
Enable your challenger selling
Diagnostic Assessments can help you identify prospect's issues, help them prioritize opportunities, and generate personalized solution recommendations.
ROI / TCO Sales Tools elevate the discussion beyond price by differentiating your solution's total cost of ownership (TCO), and quantifying the benefits, payback and ROI of proposed solutions in a CFO ready business case.
Value Marketing
Drive Content Marketing Effectiveness
- Engage with Interactive White Papers
- Entice with Benefit Estimators
- Diagnose with Assessment Tools
Value Selling
Enable Better Sales Effectiveness
- Diagnose with Assessment Tools
- Justify with ROI Tools
- Differentiate with TCO Comparisons
Benefits of Value Marketing
- Personalize to better connect and engage your more overloaded / skeptical prospects
- Drive 50% more qualified leads than your traditional marketing content
- Challenge the status quo and more quickly advance your prospects through the buying lifecyle
Benefits of Value Selling
- Engage your sales opportunities earlier with challenging insight and justification
- Challenge your prospect's status quo to create more opportunities
- Increase your deal size / reduce discounting by 20%
- Accelerate your sales cycle by 20-30%
- Double your competitive wins
- Prove realized value to drive renewals, up-sell and cross-sell
The Bottom Line
Your prospects have fundamentally and permanently changed – more in control, overloaded, skeptical and frugal than ever before – a condition called Frugalnomics. As a result, the majority of current deals are stuck at status quo, sales cycles have significantly lengthened, and discounting has increased.
Traditional sales and marketing techniques have not worked to deliver the personalized, compelling insight buyers need to drive decisions and facilitate the justification process.
You can effectively meet the new challenges and fight Frugalnomics with interactive value selling & marketing tools – quantifying the “cost of doing nothing” and justifying the value of your solutions – challenging the prospect to move from Status Quo to Yes.