This workshop is about initiating engagement with key account contacts by crafting appropriate and compelling value messages.

The engagement pyramid is a structural way of analyzing the areas of interest and function within an account so that the value message is effective. Importantly, people in the organization are not necessarily located on any one of the four levels solely according to job title. Rather, the engagement pyramid is a functional structure, depending upon the role played by a person in terms of a particular function and/or decision as well as his or he position on the company's table of organization.

AUDIENCE

• Experienced sales and marketing professionals

OUTCOMES

• Enables you to initiate a sales approach throughout an account by attending to and appealing to the specific needs, interests and levels of detail for key players throughout the organization in such a way as to give you a strategic competitive advantage
• Enables you to develop a series of targeted value propositions and begin to set the agenda for a sales relationship direction

The Engagement Matrix

Value Message dependent upon:

• Level
• Interests
• Issues
• Tolerance for Detail

DIFFERENTIATION: SWOT Analysis

Crafting the Value Message

• Engagement Rationale
• Alignment With Issues/Tasks/Concerns
• Statement of Differentiated   Value
• Description of "Going Forward" Process

ONGOING CONVERSATIONS

NEXT STEPS: LEVERAGING THE VALUE MESSAGE