This week's episode is entitled "Your most important sales meetings just went virtual. How do you differentiate and still win." Join me as I talk with Tim Riestererwho is the Chief Strategy Officer at Corporate Visions

A lot of Tim's talks really center on the idea of conversations. Conversations in marketing, conversations and sales. I ask Tim to talk a little about the origin of that as a focus area, and why the concept of conversation is so important to effective sales and marketing.

"....oftentimes products sound the same, products look the same, product smell the same. And the real winner is the one who can tell the best story, the one who can articulate value."

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The definition of value, and what constitutes value, has a lot of opinions and it can be very abstract. Right? And so, as long as everybody starts to understand that value is what the customer determines it to be, and the primary driver of value is in the mind of the customer, is the contrast between what they're doing today and what you're asking them to do tomorrow. They can't even perceive value if you just talk about your solution, it's features and benefits. There is no value proposition in your solution, even if you try to link it to a customer problem.

"The real perception of value is being able to understand their current situation, and the change they need to make, and what that impact will be."

Of course we had to also talk about the new book published earlier this year, The Expansion Sale. And it really focuses on not only keeping customers, but growing customers. I think this is a place where, thankfully, I'm seeing a lot more CMOs and organizations invest in not just winning the initial funnel, but really treating the end of the sales funnel as the middle of the revenue bow tie.

Tim shares what that means and some of the other ideas that were really important in this new book.

Listen in now or read the full transcript on our blog starting Monday, 7/20/20 at 6am PST.

Tim Riesterer, Chief Strategy Officer at Corporate Visions, is dedicated to helping companies improve the conversations they are having with prospects and customers to win more business. A visionary researcher, thought leader, keynote speaker, and practitioner with more than 20 years of experience in marketing and sales management, Riesterer is co-author of four books, including Customer Message Management, Conversations that Win the Complex Sale, The Three Value Conversations, and The Expansion Sale.

Sales Pipeline Radio is hosted by Matt Heinz of Heinz Marketing which is a program on the Funnel Radio Channel. Heinz Marketing is the sponsor of Sales Pipeline Radio.

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