The Origin of Value Realization Events: A Delightful Differentiator!

 

Waaay back at the turn of the century (2000, not 1900), I purchased a CRM system for my organization, amounting to an investment of about $100,000 at that time (for a perpetual license). The moment I signed the license agreement and issued the PO to the vendor, a great pressure descended heavily onto my shoulders: the pressure of the responsibility of that $100,000 investment of our company’s money.

 

Was that pressure relieved when installation was complete? No.

 

Was the pressure released when data migration, data loading, and system set-up was finished? 

Nope.

 

Did the weight lessen when we went live and trained all the team? Negative.

 

I first began to feel the burden of responsibility relax when I was able to report my forecast in a few mouse clicks versus what had previously taken hours of my team’s time and my time. When I shared that up-to-date and accurate forecast with the balance of senior management, I commented, “This is the first time we’ve been able to do this in a few moments – and know that it is correct – versus the fire-drills we’ve been suffering for the past year.”

 

That’s when I realized that similar Value Realization Events were equally (if not more) important for our customers. That’s also when we started to work with our customers and prospects to define and track Value Realization Events going forward.

 

Vendors who define Value Realization Events in discovery with their prospects are demonstrating an earnest desire to ensure their prospects’ success as they become customers. Additionally, these vendors are establishing the front portion of the process that can be continued through implementation, through rollout, and handed neatly to customer success.

 

These vendors differentiate delightfully from their competition who sell and then run to their next opportunity (don’t get in their way!).

 

 

Moral: Define and agree upon Value Realization Events in discovery!

 

 

Learn more about Value Realization Events on page 110 in Doing Discovery: https://www.amazon.com/Doing-Discovery-Important-Enablement-Processes/dp/B0B8RJK4C2/

 

If you missed some of these posts, you’ll find another dozen or more waiting for you at https://greatdemo.com/blog/

 

And you’ll find 35 additional story gems in “Suspending Disbelief: A Collection of Sales, Presales, and Marketing Stories (and Lessons Learned)” here: https://tinyurl.com/yc7rsrmy 

Buyer Enablement and Transition Vision: Which Vendor Will Get Your Business?

 

“Drive-in banks were established so most of the cars today could see their real owners.”

– E. Joseph Cossman

 

“If all the cars in the United States were placed end to end, it would probably be Labor Day Weekend.”

– Doug Larson

 

“I replaced the headlights in my car with strobe lights, so it looks like I'm the only one moving.“

– Steven Wright

 

 

You are shopping for a new car: you’ve completed all your research, comparisons, and test drives, and have reached your decision. You’ve even determined the specific color, interior, packages and extras you want. You are ready to buy!

 

You drive to a dealership in your old car, walk in, and are greeted by a salesperson. You say, “I’m ready to purchase a new XD-100 sedan, and I saw the specific model with the trim and options package I want on your lot. All I need to do is to trade-in my old Zephyr to use the money to help with the purchase.”

 

The salesperson says, “Terrific! Simply go ahead and sell your old car. Once you have that done, come back and we’ll get you set up with your new car.”

 

You leave, discouraged, because you don’t really want to invest the time and energy to sell your old car. You’ve never done it before and don’t know how. (And you were clearly unaware of the option of completing this all on the web…!)

 

You decide to visit a second dealership…

 

And as with the first dealer, you see the exact car you want on their lot. You walk into this dealership, are met by their salesperson, and repeat that you are ready to purchase. Once again you say, “All I need to do is to trade-in my old Zephyr to use the money to help with the purchase.”

 

This second salesperson says, “Very good. Simply give us the keys and registration papers for your old car. We’ll give you fair value for it, right out of the Kelly Blue Book, and we’ll handle all the documentation and transfer paperwork. We’ll also take care of the taxes and the government vehicle registration process. We’ll apply the trade-in value to your new purchase, and you can leave here in less than an hour in your new XD-100 sedan.”

 

Which dealer will get your business?

 

Clearly, the second dealer made it easy for you to make the transition from your current situation to the vision you have in mind of driving off in your new car. (And also note that the vision of completing all of this on the web, with web-vendor delivering your new XD-100 right to your front door and taking away your old Zephyr is even more compelling!)

 

 

Moral: The vendor that creates a clear Transition Vision establishes a competitive advantage!

 

 

You’ll learn how to establish a Transition Vision starting on page 108 in Doing Discovery: https://www.amazon.com/Doing-Discovery-Important-Enablement-Processes/dp/B0B8RJK4C2/

 

If you missed some of these posts, you’ll find another dozen or more waiting for you at https://greatdemo.com/blog/

 

And you’ll find 35 additional story gems in “Suspending Disbelief: A Collection of Sales, Presales, and Marketing Stories (and Lessons Learned)” here: https://tinyurl.com/yc7rsrmy