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How to Use Customer Value Stories
to Win More SalesMay 26, 2016
Steve Rankel
In the next 40 minutes, you’ll discover:• What is value?• What is storytelling?• Examples of success (and failure!)• Top enemies & biggest mistakes?• How can I use this to sell more?
To begin, I want to tell you…
A story!
In the heart of the…
In Painted Post, NY
A young man needed to feed his family…
To do so, he decided to get a job selling…
Crazy, right?
How would YOU sell pianos in a depression?
He went on to be very successful…Shared the VALUE of what a piano could do for them, for example:
• Wouldn’t it be great for your child to learn the discipline of piano?
• Wouldn’t that just set them up well, even if the Depression doesn’t lift – with all the hard work and tenacity required?
• What about the joy this will bring to your family as you go through this difficult time? And to other families around you?
I’ll share more about his story later…
Do Any of These Sound Familiar?1. Hit a revenue plateau, and can't seem to break through2. We hit a certain place in the sales process, and deals just pile up – or choke – at that point.3. In a commodity market and even though we often something superior, prospects see us just like the competition4. We’ve got a better solution, but end up in price wars because prospects don’t get it5. We have a really great solution, but it’s kinda hard to explain – and my mother doesn’t understand what I do…
If you feel like this…
You are in the right place
My story
Case Study – IT ServicesDrive everythingWell respectedKey to this marketHandle with care
Case Study – Medical Billing• ROI• Profit
Let’s talk about the ENEMIES of effective
value storytelling
Enemy #1: Value Hallucination
Enemy #2: Law of Familiarity
Enemy #3: Product Romance
Selling to David
We were founded in 1962. We delivered the first product to have dual flux capacitors, multiple rings, and the highest throughput on the market. We've enhanced it over the years to stay ahead of the competition and it is not the most feature-rich product in our category.
Enemy #4: The ROI Myth
Enemy # 5: Techno-Latin
“We provide enterprise-class, best-of-breed, productivity solutions that maximize ROI for
mission-critical initiatives driving bottom-line results in support of corporate objectives.”
I know, I know… NONE of us talk like this, right?
Imagine the feeling• Of knowing exactly what to say• Knowing exactly what customers value• Being able to use the exact language and
stories that won other customers trust, and business
You CAN.
What is Value Anyway?
Is it this?
Or this?
It Depends
Are you here? Or here?
Takeaway: Value Changes According to
Timing & Need
Why Storytelling?
Facts tell, stories sell.
Stories penetrate our limbic brain…
…and move people to act…
LET'S DIG IN! How to unlock what customer’s really value
1. Identify Your Choke Point(s)
2. Create a List of Customers that Made It Through, Successfully
3. Agree Which Customers You’d Like to Replicate• This is like defining an ideal customer• But easier
4. Get Inside Their Heads!• Do it on the phone• Record the conversation• Repeat their answers back, to clarify• Ask, then LISTEN• Make sure you’re NOT FAMILIAR TO THEM
5. Decode What You Have Learned, Looking for Patterns
6. COPY DIRECTLY IN Your Selling, Sales Training or Sales Tools• In-Person Case Studies• Recordings• Snippets• Email quotes• Life as a Customer• Buyer’s Guide• Answer with customer stories…
Warning…. This is an easy place to lose the value story…
Case Study – Software
Guess what our lowest "newly reduced" sales cycle was?
Not sure why you showed up today…• You knew something was lacking• Too hard• You have a great product, great service, great
customers, yet it’s still hard. Too hard. There has to be an easier way.
It’s time for you to stop struggling and start selling more…
I’m not extra special• Just stumbled on this…
01.05.23 47
The Value Storytelling System provides you with the ability to
glean from existing customers the stories, language and words that
WON their trust, and their business.
In Summary• Product, ROI, Features aren’t enough• Value stories can set us apart• The EXACT customer stories and language drive action• Resist the urge to edit customer stories too much• Use this, we have a competitive advantage even in
tough sale
01.05.23 49
If you want more information…Email me – [email protected]
Watch your inbox – share an invite to a more in-depth webinar next Thursday, June 2nd @ 1pm EST
01.05.23 50
Questions?
01.05.23 51
I told you I’d share the young man’s name…
Thank you!Steve [email protected] +781-760-2070
