In today's highly competitive world of complex sales, commoditization of your brand is one of the greatest dangers. You must differentiate yourself from the competition-or you will lose out. And the way to do that is through customer engagement. Rather than sell your own corporate story and brand message, you need to tell customers their story-the one in which they are the heroes and they achieve success. Erik Peterson and Tim Riesterer have been developing and honing their Power Messaging sales technique for more than twenty years, and now they reveal all their secrets in Conversations That Win the Complex Sale. Peterson and Riesterer provide the tools you need to recraft your message into a compelling story that wins more deals. With Conversations That Win the Complex Sale, you'll learn how to: differentiate yourself from the competition by finding your "Value Wedge"; avoid parity in your value propositions by creating "Power Positions"; create a message that can literally double the number of deals you close; spike customer attention and create "Wow" in your conversations; and prove all your claims without resorting to lists of boring facts and statistics. This book is the one and only source you need to reframe your sales story and turn the tables on the competition by fully engaging their would-be customers.