Sales Techniques, Sales Training

Don’t sell on product features, sell on customer success stories

In the last four weeks, 6 different companies have pitched to me their product online.  Not one of them mentioned any client success stories as they pitched me their product. Only 1 followed up with a case study after.

They spent 90% of their time talking about themselves and their product rather then relating back to me real examples of how they are helping their clients to achieve their goals. I’ve always pitched my client success stories when trying to win new business and I’ve always found it hugely successful. It made me wonder if we’re doing enough to train and prepare our teams with, the stories they need to sell. Here are 7 ways you can start doing this today.

Client Service

The most connected team to success stories are your service team.  If you’re a growing business there’s most likely 10 new stories a week. Outline what’s important for your sales team to understand first of all.  Think about the clients buying reasons, their goals and what they are doing to achieve them, alongside where you need more success stories, is it in a particular size company? Industry? Or particular challenge?  Then work with your service team to create a way this information can be easily shared. Is it through a monthly lunch & learn? Is it a webinar? maybe it’s a SlideShare? Most importantly think about how you collate the information and store it somewhere people can access it in the future.

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