Our customers are already telling themselves a story about us. Some of it is inspired by what we say. Some of it derived from what we don’t say. Some of it is formed by past experience and some by future expectation.
They have a story. We have a story. How can we accelerate and improve the chances of customer and salesperson converging with a mutually beneficial ending?
– Be crystal clear on our own (true) value proposition and story
– Listen for how the customer’s version (true from their perspective) differs from ours
– Equip our salespeople (training and tools) to present the right content at the right time
Stories can serve a variety of purposes, but we only earn the sale when stories intersect.