Duration, audience, language
- Duration: 45-90 minutes (or more with a keynote + workshop combo).
- Format: in-person, live-virtual or hybrid.
- Target audience: sales professionals (particularly those involved in complex B2B consultative selling) and anyone who needs to influence in the company’s external environment (e.g. in the healthcare industry: market access specialists, regulatory affairs professionals, scientific affairs specialists, etc.)
- Language: English or French.
Note − this keynote for Sales Pros is based on our highly popular session for change-makers.
Overview
Selling complex B2B solutions means advocating for change. Through the sales process, stakeholders adopt one of Six Change Personas™ — depending on how they truly feel about the proposed change: Campaigner, Helper, Skeptic, Wind Watcher, Foot Dragger, or Torpedo. As their feelings evolve, stakeholders switch personas.
Edmond begins by unpacking each persona. He shares research data to highlight how often we adopt each of them.
Next, Edmond guides sales pros — and their marketing colleagues — through a two-step reflection: first, when they are on the receiving end of change; second, when they are advocating for change as part of the consultative selling process.
Through this reflection, participants not only increase their resilience — they also become significantly more strategic as Sales Pros, investing their limited time, energy, and influence where it matters most to close the sale.
Edmond delivers this keynote with the passion, humour, and engaging style that are his trademarks — leaving participants inspired and equipped to influence change and close deals more effectively.
Key highlights
- Different & powerful tool – Explore the Six Change Personas™ that people adopt when impacted by change
- Resilience – Develop the necessary perspective to increase your resilience when dealing with change
- Sales effectiveness – Invest your limited time, energy & influence more strategically to close the sale
Related episode from the #NimbleVlog
Edmond explains why transformation leaders should move away from using broad categories of stakeholders such as: Supporters, Fence Sitters and Opponents. He introduces the ORCHANGO Ladder of Commitment-Resistance™ – a nimble tool that is way more practical; and specifically designed to work with and through the inevitable politics of change…
Other keynotes by Edmond Mellina
For anyone impacted by change
For change makers i.e. anyone working on transforming the organization
- The Six Change Personas™ – Multiplying our resilience and impact as change makers
- The Emotional Case™ – How to build a movement for change like Greta Thunberg
- Light-side Politics™ – How to use internal politics ethically when leading change
- Co-disruptors™ – What it takes to successfully disrupt from within
For anyone involved in decision-making
For C-Suite executives & corporate directors
- The Nimble Transformation Executive™ – Raising our change leadership game for the new normal
- From Sluggish to Nimble™ – Disrupt change management to win in today’s fast-paced world
- Three Integrated Thrusts™ – Transform the business and its culture while executing the strategy