Methodology: Value Based Conversation Cheat Sheet

Component	Description	Linkage
Before  Scenarios	• Paints a picture of an undesirable state of being.  • Elaborates on the pain point, goal or need that the Value Driver addresses. • Conveys empathy with the buyer’s situation.  • Guiding Question: “How would the customer express the current situation?”	• “Cause” of the  Negative   Consequence
Negative   Consequences	• The bad things that result from the Before Scenarios.  • Often expressed as unfavorable operational or financial outcomes.  • Basis for quantifying the value of the pain.  • Guiding Question: “How would the customer express the tangible business implications of  the current situation?”	• “Effect” of the  Before   Scenario
After  Scenarios	• Creates a “stand-in-the-future” vision of how life could be better for the buyer after  resolving the pain points.   • An opportunity to educate the customer on industry best practices.  • Guiding Question: “How would the customer describe the ideal state?”	• “Cause” of the  PBO
Positive   Business   Outcomes	• The good things that result from the After Scenarios.  • Defined in terms that resonate with the Economic Buyer.  • Basis for quantifying the value of the solution (the “R” of the ROI).  • Guiding Question: “Is this PBO compelling enough that the Economic Buyer would reallocate  discretionary funding?”	• “Effect” of the  After Scenario
Required   Capabilities	• The solution capabilities that are required to achieve the PBOs and resolve the Negative  Consequences.   • Often appear as requirements in customer RFPs.  • Basis for the Technical Buyer’s decision criteria.   • Phrased in the customer’s language but influenced by your Defensible Differentiators.  • Guiding Question: “Are these the highest priority requirements that will most impact the  buying decision?”	• The “It” of   How We Do It  • Leverage   Defensible   Differentiators
Metrics	• Customer’s KPIs demonstrating how well Required Capabilities are met to achieve the PBOs. • Expressed as scorecard measures.   • “Speeds and feeds”  • Guiding Question: “How will the Technical Buyer measure the success of our solution?”	• Derived from  the Required   Capabilities
How We   Do It	• Describes how your solution satisfies the Required Capabilities.  • Outlines major product or service offerings.  • Can apply across all or some Value Cards.  • Suggested HWDI Syntax: <Thing That We Have (Product) OR Thing That We Do (Process)>  <Verb> <Benefit You Get>  • Guiding Question: “How do we want our sales teams to explain our solutions?”	• The “How” of  Required   Capabilities
Better	• How your product and service offerings satisfy the Required Capabilities better or differently  than competitive offerings.   • Grouped at the major product or service offering level (from HWDI)  • Guiding Question: “How do we want our sales teams to explain our solution differentiation?”	• Leverage   Defensible   Differentiators
Proof   Points	• Verifiable evidence that you can satisfy the Required Capabilities in a way that achieves the  PBOs.   • Usually expressed as customer case studies, testimonials, etc.   • Includes tangible results commonly expressed in ↑Revenue, ↓Cost, ↓Risk.	• Defend   Required   Capabilities   and PBOs