NOTE: I’d graphically represent these - pecking order in a graphical way, on its own slide
Data.com Connect Presents: Steve Rankel - How to Use “Customer Value Stories” to Attract & Win More Business
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How to Use
to Win More Sales
May 26, 2016
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?
He went on to be very successful…
Shared theVALUE 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
• What about the joy this will bring to your family as you go through this difficult time? And to other
families around you?
Do Any ofThese Sound Familiar?
1. Hit a revenue plateau, and can't seem to break through
2. 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
4. We’ve got a better solution, but end up in price wars
because prospects don’t get it
5. We have a really great solution, but it’s kinda hard to
explain – and my mother doesn’t understand what I do…
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
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
2. Create a List of Customers that Made It
3. AgreeWhich CustomersYou’d Like to
• This is like defining an ideal customer
• But easier
4. Get InsideTheir Heads!
• Do it on the phone
• Record the conversation
• Repeat their answers back, to clarify
• Ask, then LISTEN
• Make sure you’re NOT FAMILIARTOTHEM
5. DecodeWhatYou Have Learned, Looking
6. COPY DIRECTLY INYour Selling, Sales
Training or SalesTools
• In-Person Case Studies
• 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
I’m not extra special
• Just stumbled on this…
TheValue Storytelling System provides
you with the ability to glean from existing
customers the stories, language and words
thatWON their trust, and their business.
• 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
If you want more information…
Email me – firstname.lastname@example.org
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