Power Messaging
5. Proof: Quick story how we solved the problem. Before vs. After
4. Contrast: new way to look at or address the problem --- tied to your solution.
>Different from current approach
>>>Requires Change
3. Impact: identify closeness and urgency of problem. Personal-Business-Financial
2. Pain: shock prospect by telling of unknown or under appreciated problem threatening core business objective.
1. Grabber: key industry fact or finding, relevant to a core business objective but is new and fresh to prospect.
Proof
Contrast
Impact
Pain
Grabber
Power Messaging
Need to
Guts to create constructive
tension and use to advantage
Highlight specific painful
situation and make them urgent
Help prospect see competitive
challenges in a new light
Push prospect out
of comfort zone
Distinct Point
of View
Convince to consider making a change
Challenge assumptions
Grab attention
Well-choreographed conversation
Get Meeting
Gain right to ask questions
About problem that prospect is
unaware he has
Something prospect doesn't know
