Three Value Conversations: How to Create, Elevate, and Capture Customer Value at Every Stage of the Long-Lead Sale

Tim Riesterer is Chief Strategy and Marketing Officer of Corporate Visions, responsible for leading the strategic direction of the company in thought leadership, positioning and product development. Erik Peterson is Executive Vice President of Consulting of Corporate Visions. He is responsible for leading the company’s consulting team globally, including staff and certified contractors.Conrad Smith, Vice President Consulting Services, Corporate Visions is an operations executive with over 30 years of buying experience. He has delivered the Corporate Visions’ Justification Skills to more than 12,000 people.Cheryl Geoffrion is Vice President of Consulting Services for Corporate Visions. She has devoted more than 24 years to elevating the business results of her client organizations and the individuals within them.

• Acknowledgments viiIntroduction: The Storyteller ixSECTION I CREATE VALUE: The Differentiation Conversation1 Create a Buying Vision 32 Speak to Situations, Not Dispositions 153 Unconsidered Needs Drive Unexpected Opportunity 234 Keep Your Claims Limited and Focused 475 Whiteboard Conversations Versus PowerPoint Presentations 57SECTION II Elevate Value : The Justification Conversation6 Overcoming a Fear of Heights 817 Know Me Before You Meet Me: Developing Customer Insight 918 Financial Statements and ROI 1179 Executive Engagement 149SECTION III Capture Value : The Maximization Conversation10 No Last-Minute Saves 16511 The Conversation Before the Conversation 17112 Pivotal Agreements 17713 Ask for More Than You Are Comfortable Asking 18714 Dealing with Price Pressure 199Afterword: The Last Mile 213Endnotes 219Index 221