What’s Your Story?

I have been cleaning out my files in preparation for a move of offices and came across newsletters that I wrote ten, fifteen years ago. It is amazing how even with the technical changes in our lives in this time period, how some things never change. For  example…

From Winter: 2000 “So, What’s Your Story?”

Too often sales people, regardless of the service they are selling, make the same mistake. When asked, “Why should I work with you?” they either have the wrong message or a weak message, or arguably worse, no substantive message at all for their clients.

Solution: Assuming you understand your client’s situation and where you stand competitively, here are 5 ways to ensure your story always registers with buyers.

1. Use a short list of numbered items. State the number of items first. Aim for no more than three Three items are easily remembered, and easily repeated, if necessary to other decision-influencers.
2. Show a conceptual fit with their existing situation. Does your service complement their status quo? Strengthen it, extend it, shrink it, reduce it or  otherwise improve it in some way?
3. Position your service competitively. All services do X. Only your service does X + Y to help them achieve their goal.
4. Use a metaphor or analogy and reinforce it with that image on your slide. For example, our service provides the fuel you need to fire up your team, Or, Implementing strategy X is the difference between fishing with a hook or a net; you will get only the prospects you want.
5. Use a prop. Depending on the appropriateness of the situation, bring an actual item to drive home your point, e.g., a stack of play hundred dollars bills to reinforce that your recommendation will yield the greatest revenue for your client.

Selling in 2018

If it was a challenge to distinguish yourself and your services in 2000, it is even more of a challenge today as the business world has become an even busier and noisier place. More information wasn’t the answer then and it is certainly not the answer today.  A succinct, memorable message is. 

So, what’s your story?

Anne Miller

Words Matter – Make What You Say Pay!