Your story is how your prospect sees themselves before, during and after doing business with you.
SPOILER ALERT: It’s the only story your prospect cares about. And really, the only story you care about.
This happens a lot after we begin an engagement with a new client
A lot of the larger sales teams insist on starting with a “brain dump”
Which is all the features and benefits
Of what they know about the company.
We listen and take a lot of notes
But to be honest, it’s a little scary.
Because there isn’t nearly enough talk about the customer.
Maybe we found the one story-proof company?
Going into the next meeting
Where we have to come away with the answers
To 7 simple questions
That leave no room for anyone else but the customer
It’s as if the people from the session before
That used an avalanche of insider language and industry buzzwords
Have been abducted by alien captors
And replaced with the rockstars they are
In front of their prospects.
Maybe it’s just me getting to know them
But they look right at home.