Sales stories, also known as messaging, can be tricky business, because your “story” is your most important sales tool. It ends up in all of your other sales tools: E-blasts, prospecting emails, phone calls, presentations, demos, proposals, etc.


The world of business is a make it or break it world and in order to make it, your story needs to set itself apart from the rest – it needs to be unique and compelling!


Sadly, for most people in sales and for most companies, their stories are B-O-R-I-N-G!!!!! Clients don’t want to hear what you have to offer. They don’t want your solutions to their business issues. Clients want to be heard and they are looking for companies that listen to what is on their minds.


Many companies start out with the wrong focus when initially meeting with clients. The all-so-crucial pitch phase of any introductory meeting usually starts with a plethora of canned talking points directed at the client:


  • We provide, blah blah blah blah.
  • We’ve been in business for, blah blah blah years.
  • We have the most experience, blah blah blah blah.
  • We have the widest assortment of products, blah blah blah.
  • We are different than the rest because, blah blah blah.


What’s wrong with these talking points?


They are all about the “WE” (the company) and not enough about the “YOU” (the client). They are self-focused and self-absorbed. Now, those aren’t bad things for a company to be, but there is a time and place for these two attributes – from 9 to 5 and within the confines of your offices and within the conversations with your colleagues.


Instead of being interested and attracted to these sales stories, clients are often repelled by them. More often than not, these pitches have the opposite effect than what businesses want them to have and clients literally TUNE OUT at the first mention of the word “WE”.


To be successful, businesses need to have the mindset that prospective clients want what is best for them!


Yes, clients are looking for problem-solvers, experts, consultants, but they are looking for support for the issues that they already have on their minds.


A solid sales story should address your clients and their needs, therefore, you should definitely keep these talking points in mind when it comes to building your narrative:


  • Solving their problems.
  • Removing their issues.
  • Helping them capture opportunities.
  • Achieving better results and more positive outcomes with you guiding the way.


What it comes down to is pretty simple actually: Don’t tell your client what you can do for them. Bring what you’ve got to the table, but instead, ask them what you can do for them.


By: Martine Mackenzie





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