With today’s B2B buyers, every word counts. Getting your messaging right can mean the difference between closing a deal or losing it to a competitor. Crafting messages that resonate and convert is more than just a creative exercise—it's a strategic imperative. Yet, many organizations fall into the trap of using the same messaging tactics across all stages of the customer lifecycle, missing opportunities to leverage buyer psychology effectively.
This episode explores the nuances of messaging and positioning, diving into how value propositions must evolve based on where your buyer is in their journey. We break down the critical difference between "value selling" and "solution selling" and why it's essential to tailor your approach. For customer acquisition, it's all about disrupting the status quo, shaking up your prospects' thinking to show them why change is necessary. But when it comes to expansion and renewals, your messaging needs to shift gears—focusing on the value and outcomes you've already delivered to reinforce why sticking with you is the best choice.
Joining us is Tim Reisterer, a seasoned expert on the intersection of messaging, psychology, and sales effectiveness. Tim brings decades of experience helping organizations understand what truly drives conversion and how to leverage buyer psychology to craft messages that align with each stage of the customer lifecycle. In this episode, he shares actionable insights into how you can transform your messaging strategy to not just communicate, but truly connect—and convert.
KEY MOMENTS IN THIS EPISODE:
0:00 – Intro
3:02 – How 'status quo' has evolved as a competitor
12:20 – Does your company have a lazy value proposition?
21:54 – Connecting messaging from marketing and the digital buyers journey to sales conversations
29:30 – Looking to expand a current customer? Disrupting status quo isn't the answer anymore.
37:06 – How to use your outside perspective to drive renewals and expansion motions
40:46 – Defining value selling and how to do it well
44:32 – If you aren't value selling...this is what you might be doing
49:05 – Is AI going to replace the SDR role? If so..when?
54:50 – The secret sauce for defeating status-quo bias, vs deescalation of commitment
Tim Riesterer, Chief Strategy Officer at Corporate Visions, is the sought after expert on evidence-based revenue growth using counterintuitive approaches. Known for his candid thought leadership and engaging keynotes, he’s spent decades testing and refining go-to-market strategies that put buyers squarely at the center. Tim is the author of four insightful books, including Customer Message Management, Conversations that Win the Complex Sale, The Three Value Conversations, and The Expansion Sale.
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