What is the secret behind a great sales pitch? Is it sharing your customer’s latest wins? Is it great discounts and pricing? According to David Priemer—sales genius and author—NONE of those things win you new customers. The answer lies in the narrative. Your sales team needs to master story-telling.
The power of the narrative
David is a big fan of the narrative. You don’t want to give prospects bullet points of numbers and cost-savings. You do want to give them infomercial type stories. You lay out: Here’s the problem the customer is looking to solve. They could’ve solved it this way, but it would’ve cost them a lot of money. They started exploring for a new solution. Enter your company. They love working with us because we believe what they believe.
This creates alignment on an emotional level.
You have to architect a story to make it memorable. David points out that hormones get released when we build trust with someone. Those same hormones also get released when we hear stories that are arced in a certain way. Your sales team must relay those stories in a compelling fashion.
It should feel intuitive, like talking to a best friend. David emphasizes that you should use stories that are formulaic that marketing can weave together for their sales teams and the rest of their company. Use stories that are easy for the company to relay and easy for the customers to digest.
Your business isn’t the hero—it’s the punchline
The value of the story is so much more important. You are creating your customers as the hero. You need to create a common enemy that you face and overcome together. You can do all the PPC you want, but without good stories to back it up, it falls on deaf ears. There’s so much in-your-face marketing today that lands flat because there’s no compelling reason to buy the product. Even if your product or service is more expensive, the story will sell it.
David points out that the customer, the environment, the market—they’re the star of the story. You’re just coming into the story at the end as the punchline. For example, you’re trying to get healthy and lose weight. So you want to go to the gym and workout and eat healthily. But a lot of the gyms are closed. They’re expensive. But I have a solution. In that example, you don’t relay the product first. You take the client on a journey first.
We need to be armed with the knowledge that we need to go out and do battle. But product marketing gives sales the tech info. It becomes a pitch around features or benefits. That’s not important.
Align with your customer’s pain points
The journey of the customer is the most important aspect of selling. You need to align with the pain that they’re experiencing. The more that you can talk about the customer’s pain, the more the customer believes you understand that pain.
That’s where marketing can play a huge role in intercepting the product marketing. Customers will care about the features later. What do they care about now? They care about how your product or service solves the problem they have. You might be 90% of the way through the story before you get to the product you’re selling.
The secret behind a great sales pitch isn’t your service or product, it isn’t your pricing, it isn’t your value proposition. It’s your customers. How do you properly highlight their stories? How can you help your sales team passionately tell customer’s stories? David shares his thoughts in episode #10 of the Content Callout podcast. Check it out!