We show salespeople how to find, create, and then deliver stories that sell so that customers are inspired to buy.
The Sales challenge
Do you lose sales because your salespeople spend too much time selling to customers who are only ankle deep in problems?
Do your salespeople fail to motivate these customers to change, because they don’t know how to create enough contrast between the before and after picture of owning your product?
Would you sell more if your salespeople knew how to challenge your customers thinking that they are not just ankle deep in problems, but that they are actually out in the middle of the lake drowning in problems before they try to rescue them with their product?
And yet, could they still fail to motivate a customer to change, because they challenged the customer instead of just challenging the customer’s thinking.
1) Sell the problem before the solution: Instead of making customers feel like they are being dragged into the middle of the lake as you try to convince them that they have a problem, we suggest that you use an indirect approach, and share a short customer story.
Because a story is about someone else, the customer doesn’t feel attacked. A story simply presents a scenario that allows the customer to draw their own conclusions. Without feeling pressured, the customer can now relax and listen to your message, and possibly gain enough insight that they start to tell themselves a new story, where new choices make more sense.
It’s as if your customers were able to step inside a buying simulator, and take your offering out for a virtual test drive.
2) Find & fill customer knowledge gaps: The hidden knowledge gaps of your salespeople will be exposed when they tell stories, because the before and after picture of owning your product will be out of focus.
However, by working together in the Stories that Sell Workshop, the knowledge gaps will fill in, and their story will then display a clear picture of hell if the customer doesn’t and heaven if they do buy your product.
3) Sell value: Salespeople will learn to increase the contrast between the before and after picture of their story, so that they can increase the value of their product. And when the contrast is crystal clear, the story pops, and that’s when the magic happens (story examples).
4) Create sales assets: And unlike other sales training programs that become shelf-ware, you can use the stories that you created the next day with customers.
But we have case studies?
Case studies are unlike stories that sell for two reasons: 1) they are conversation-killing monologues that flood the customer with too much information and; 2) they focus too much on product proof, and not enough on selling the problem before the solution.
Our clients include such companies as Microsoft, Epicor Software, Eaton Corp and Transunion Corp (see testimonials video).
Call or email (contact) to book a 20-minute appointment to discuss how your salespeople can inspire your customers to buy with stories that sell.