Don't Let Selling Interfere With The Sale - Instead, Tell Me A Story
A portfolio of compelling success stories proves that your company is in the customer results business and that you're not just a vendor of products and services.
With each one narrowcasted for a target audience, and without sounding like an infomercial, a Success Story inspires people to act. Each story demonstrates how you've tackled
challenges similar to theirs with solutions that produced desired
results. As a retention tool, success stories remind customers of what you did for them.
Brand your company as an array of
customer stories that can be narrated by your employees and by external people who draw their own conclusions, insert themselves into your story, and retell it in their own words.
Top tier BizD professionals are natural
"Story Sellers". The middle
tier, who fear the risk of tackling new customer challenges, will learn what
your company has done for its customers and feel less threatened when looking
for new customer problems to solve.
If you don't tell your stories, you are wasting
an opportunity to differentiate your company.
If you don't have compelling stories to tell, you probably compete on
features, price and delivery, which shouldn't give you a high degree of
confidence in your business.
Stories should be available in hard copy and online to provide more details that support the narrative. Online versions should include keywords that enable self-service discovery by those looking for solutions.
Email marketing campaigns can direct a story to the appropriate audience if your CRM system or mail list includes the right account and profile information.
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