THE FUTURE OF SALES CONVERSATIONS
Talk Different – Win Different
THE NEW ERA OF B2B BUYING
New World. New Buyer. New Skills.
Most sales professionals are reaching the limits of their traditional approaches.
Gartner confirms: 72% of sellers also feel overwhelmed by the required skills to excel in their role.
The Buyer 4.0 – A New Mindset
Modern decision-makers think, act, and decide differently. They are more informed, more connected, and more value-driven than ever before. A new mindset shapes their behavior and defines their DECISION LOGIC. Traditional, outside-in selling no longer works in the world of Buyer 4.0. To succeed in the new economy, sales professionals must understand the thinking patterns and buying codes of today’s decision-makers – and master conversations that create impact, trust, and buying readiness. Expectations for salespeople have never been higher.
Build Your Blue Ocean.
SELL DIFFERENT. WIN DIFFERENT.
FROM PRODUCT TO VALUE
Commercial impacts, business value, and financial benefits — clearly articulated by the salesperson in the context of the customer’s specific world — are now the key triggers for successful business deals. This is exactly the kind of experience modern buyers seek and value in sales interactions today. After all, 90% of decision-makers do not move forward with change unless they clearly see financial benefits for themselves and their business. (IDC)
Talk Different - Win Different
73% of all people point to customer experience as an important factor in their purchasing decisions. (PwC)
.... but 70% of salespeople are still in the classic “product selling mode” . (CSO Insights)
Our business and core of CODE I 21
How to Get There ?
- They reflect Buyer’s new mindset and expectations.
- They concentrate on Business Values and comerial aspects.
- They are aligned to Decision-Maker’s position in their Buying Journey (Touchpoints).
- They address the way how Buyers take buying decisions today.
- The use different Storyboards.
- They focus on the Why and the specific buying reasons for each persona.
- They explore the essential financial impacts and benefits.
- They present solutions along the Value-Chain.
- They use Story Telling techniques.
- They create value-based Buying Visions.
- They define an Evaluation Plan for shaping the steps to close the deal.
- They provide different Conversation Models for different sales scenarios.
The answer to the new sales reality with Buyer 4.0.
T
Voice of Customer
Buyer Centricity
The B2B Messy Middle Loop
Business Conversations
Customer Experience
NEW WORLD. New Approach.
The New Direction
Traditional sales approaches, which were largely built around the product as the central design element, no longer meet the demands of today’s buying environment. In contrast, modern sales systems are built around the Customer Conversation — leveraging new dialogue models and communication tools that redefine the role of the salesperson.
In a world flooded with digital information, product-centric selling has lost its persuasive power. Buyers no longer respond to standard features-and-benefits pitches. As a result, salespeople who stick to conventional arguments often fail to create real preference or differentiation in the minds of decision-makers.
NEW BUYER. New Mindset.
Today's Modern Buyer
Today’s decision-maker operates under new rules and is typically in the driving seat. The buying journey now dominates the sales cycle, the Buyer holds firmly the power deciding if when and how a salesperson is involved in the evaluation process.
They extremely value conversation skills that clearly communicate economic impact and financial benefits looking for new perspectives and options that show, how they and their organization can achieve measurable performance gains. Their agenda and role-specific priorities are central to every meaningful conversation.
FROM PRODUCT TO VALUE is the new sales maxim. For 90% of B2B decision-makers, the economic impact behind an offering is the No.1 buying criterion.
CUSTOMER CONVERSATION
is the Core Design Point of 21st Century Selling Systems.
[Scott Santucci, Analyst at Forrester Research]
NEW SKILLS. New Designs.
With the newly developed CONVERSATION MODELING SYSTEM © by CODE I 21, B2B sales professionals are equipped to precisely address the expectations of today’s decision-makers.
CODE I 21 provides four different dialogue models by default:
- The DIAGNOSTIC CONVERSATION
- The INNOVATION CONVERSATION
- The STRATEGY CONVERSATION
- The COMPETITION CONVERSATION,
NEW TRANISITION. New Routines.
Multi-stage Transition Framework
However, the real performance gains only emerge when salespeople actually apply the new tools and techniques in real-world scenarios. According to experts, training alone accounts for no more than 30% of the overall success in transformation efforts. The true challenge lies in implementation – in anchoring change sustainably within daily operations.
To support this process, CODE I 21 offers an integrated Multi-Stage Transition Framework, based on the proven principles of the Toyota Kata.
A LEADERSHIP & COACHING MODEL
A DIGITAL LEARNING PLATFORM
- A SALES ENABLEMENT STRATEGY
This framework enables sales leadership to effectively orchestrate a fast and sustainable transition of new skills and concepts into everyday sales routines — ensuring long-term performance improvements and generating real market resonance.
MASTER TRAINING
CORPORATE TRAINING
