Create brain-friendly messaging to differentiate yourself on your unique values, relentlessly prove that you’re different–and better, and beat commoditizationCommoditization Absence of any perceived value, making it so that price becomes the only determining factor. Whether there is real differentiation or not, if the prospect’s brain cannot or will not distinguish this differentiation, it doesn’t matter..
The Accelerated Age
It may get you to the short list, but a great reputation and an acclaimed portfolio is no longer enough to win the project. In today’s accelerated world, the speed of change is empowering new competitors, and turning relationships, tradition and previous routes to success upside down. Even the best of the best are struggling to grow.
In Thank You for Being Late: An Optimist’s Guide to Thriving in the Age of Accelerations, Thomas Friedman notes the rate of change is coming from all directions – technology, the environment, and the marketplace. These tectonic forces are dislocating your prospects, making it harder than ever before to stand out and differentiate yourself…and most importantly, win the deal. If you don’t evolve your approach, your firm is at risk of becoming irrelevant.
“How did you go bankrupt? Two ways…gradually, the suddenly”
Ernest Hemingway, The Sun Also Rises
Meet The 3 Deadly C’s
Compressed Selling Time
You’ve lost 70% of your selling time, mainly your time to build relationships and influence the decision making process. You have to fight off more competitors and in less time, leaving you no room for error.
You risk becoming less relevant as hyper-competition and perceived “sameness” continue to squeeze the margin – and fun – out of your business.
Consensus Decision Making
Prospect decision making teams are getting bigger, forcing you to fight to continually maintain prioritization and eliminate delay. The more people involved, the more time it takes to make a decision….and time kills deals.
of the sales process is happening before a prospect even talk to a sales rep.
To the prospect, you all LOOK THE SAME- You can’t rely on past work and a great reputation to win projects.
To the prospect, you all SOUND THE SAME – It’s a struggle to differentiate yourself from the competition.
To the prospect, you all ACT THE SAME – You pitch just like your competition. Same format, same promises.
Conquer The Threat
It’s not about marketing more or selling harder. No one wants to feel pushy and desperate, which is what you risk coming across as if you’re trying too hard.
If you want to truly see the revenue growth you know you’re capable of, win work more consistently, become a recognized pillar of your industry, and leave a legacy for the next generation…
You need to rethink how you’re currently doing sales and marketing.
“People don’t buy what you do; they buy why you do it.”
— Simon Sinek, “How Great Leaders Inspire Action” Ted Talk
Will the real prospect please step forward?
Believe it or not, you’re not selling to people, hearts and souls. Your real prospect is a 3 lb. organ called the brain. And while it’s a fascinating and complex organ, it’s actually a highly primitive and predictable decision-maker. Those who are consistently winning more projects are using brain science to separate from the pack and connect at a visceral level with their audience, whether or not they realize it.
- You can beat commoditization by using messages in line with the order, speed and emotional context your prospect’s brain expects.
- You can overcome compressed selling time driving preference with your Convincing Advantages as quickly as possible.
- You can make consensus easier by aligning your prospects with one great pitch.
Empower your team with the right tools to beat the Deadly C’s, win projects more consistently, and grow your revenue. What have you got to lose, other than more prospects, projects, and customers?
Build Your Future Ready Team Starting Today
Download our free ebook and learn specific actions you can take today to beat the 3 Deadly C’s and how the science behind the way we make decisions can help you.
“Our advantages are woven into everything we do and all that we talk about. We eat, sleep and breathe them and this has revolutionized how we get– and keep– business.
Now 70% of our business is awarded without having to go to bid! Before RPG it was 10% tops.”
“The prospect left the presentation knowing we were the best team for the project, and awarded us their $10m contract!”
“RPG helped us streamline our messaging into a pitch that our prospects can better understand and will move on. It’s transformed how we approach winning business and we’ve seen immediate benefits.”
Start with Neuro!
Smarter Training for Executives and Leadership.
The crucial first step to eliminating the obstacles; making it easier for your prospects to choose you. Your leadership team, seller/doers & project managers will learn how the brain buys, how to differentiate your firm and how to win the room. Remember, what it takes to win the room is MUCH different than what it took to get in the room.
We guide the development of your firm’s differentiators and create a pitch deck designed to win the room. Brain science creates more and better wins.
Snapshot your team’s strengths and needs and articulate specific areas for improvement.
Coach. Train. Pursue.
Short lists are built off websites. Does yours attract and convert better than your competitor’s?
Your Why Playbook
Competitive teams in the future must align their entire firm around your unqiue value and your advantages. This becomes the foundation to reinforce your differentiators.