Your business is losing deals you'll never hear about.
The Million Dollar Blind Spot is the gap between the revenue you could be winning and the revenue you actually see. Most B2B companies only look at half of it.
The 5 Kinds of Lost Deals
Some deals you lose
in plain sight.
You're in the conversation, the prospect seems interested and then goes quiet. You know something broke. You're just not sure what.
Other deals
never reach you at all.
Nobody calls to tell you about those.
Every company has at least one of these. The question is...which one is costing you the most right now?
"Ask five people what we do and you'll get five answers."
Identity Diffusion
Your company has tried to be a little bit of everything for everyone, so your story has spread thin.
Prospects can't tell what makes you different, which means they default to comparing you on price.
"We do great work. We just can't explain why it matters."
Outcome Ambiguity
You can describe what you do but not what changes for the customer afterward.
Buyers don't purchase services. They purchase results and if you can't name yours, a competitor will name theirs.
"Every prospect gets the same pitch."
Buying Stage Blindness
Someone who just noticed a problem needs something very different from someone comparing three vendors.
Talk to both the same way and you'll lose the early one to confusion and the late one to a competitor who answered their actual questions.
Own It Proudly. Communicate It Confidently.
4 outcomes you can expect from the Own Your Story solution
01
Stronger Positioning
With the
Own Your Story solution, you have a new, improved way of how you and your team describe the business and who you view as your ideal customer.
It's the kind of positioning that accurately reflects what your customers are saying and the true statements your employees can believe in.
02
A Playbook For Messaging You Can Apply To Every Major Audience
Hand the Messaging Playbook we develop to any new hire or contractor and they'll know exactly where you're coming from.
The key messages within this document are backed by real conversations we've had, including the strongest reasons why customers choose your company over the alternatives. Not something manufactured out of thin air.
03
Content That Reflects The Fully Evolved Brand
Forget rough examples that only live in strategy documents.
We're talking about real content we've collaborated on, brought to life on your website, social media channels, email and sales materials.
04
More Team Members That Believe In Your New Story
Since leadership and other key contributors across marketing, sales and more are purposefully involved early on, they feel stronger ownership over the story.
This leads to more people becoming real ambassadors for the brand out there in the world, communicating the virtues of your company with great consistency.
MONTH 1:
Diagnose & Discover What Makes The Business Different
Brand discovery sessions
with leadership
- How you describe the business
- Who you view as your ideal customer
- Where you're losing deals
- What you wish people understood about you
Audit current materials
and top competitors
- What your brand is currently saying, what it stands for and to whom
- Who you're truly running up against
- What they're doing better, worse or different
Internal interviews
- Sales heads and long-tenured employees
- Views of the brand, messaging, customers and competitors
- What's working and what stands to improve
5-7 customer interviews
- Extracting stories, expertise and perspectives
- Why they chose you over competitors
- What they'd tell their peers
MONTH 2:
Build & Create Messaging
Synthesizing common threads
- Distinguishing traits we keep hearing
- The gaps occurring between how the company talks about itself and how its customers talk about it
Develop core positioning
- Key messages for each audience
- Proof points from interviews
- Brand voice guide
MONTH 3:
Launch & Measure A New Brand Voice
Proving it works in the real world
- Restructured Home, About pages
- Linked posts in new voice
- Revised elevator pitch
Team rollout
- Final revisions to messaging framework and sample content
- Team session (especially sales) to confirm story is ready for field use
Messaging playbook
- Document and recording for company employees and new hires
- Recommendations for best channels
Next initiative discussion
- Build Your Content Engine program
- Win More Deals program
GET AN ESTIMATE ON THIS SOLUTION NOW!
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