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How to Use
CustomerValue Stories
to Win More Sales
May 26, 2016
Steve Rankel
In the next 40 minutes, you’ll discover:
• What is value?
• What is storytelling?
• Examples of success (and failure!)
• T...
To begin, I want to tell you…
A story!
In the heart of the…
In Painted Post, NY
A young man needed to feed his family…
To do so, he decided to get a job selling…
Crazy, right?
How wouldYOU sell pianos in a depression?
He went on to be very successful…
Shared theVALUE of what a piano could do for them, for example:
• Wouldn’t it be great f...
I’ll share more about his
story later…
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 ...
If you feel like this…
You are in the right place
My story
Case Study – IT Services
Drive everything
Well respected
Key to this market
Handle with care
Case Study – Medical Billing
• ROI
• Profit
Let’s talk about the
ENEMIES of effective value
storytelling
Enemy #1:Value Hallucination
Enemy #2: Law of Familiarity
Enemy #3: Product Romance
Selling to David 
We were founded in 1962. We delivered the
first product to have dual flux cap...
Enemy #4:The ROI Myth
Enemy # 5:Techno-Latin
“We provide enterprise-class, best-of-breed,
productivity solutions that maximize ROI for
mission-c...
Imagine the feeling
• Of knowing exactly what to say
• Knowing exactly what customers value
• Being able to use the exact ...
You CAN.
What isValue Anyway?
Is it this?
Or this?
It Depends
Are you here?
Or here?
Takeaway:Value Changes
According toTiming & Need
Why Storytelling?
Facts tell, stories sell.
Stories penetrate our limbic brain…
…and move people to act…
LET'S DIG IN! How to unlock what
customer’s really value
1. IdentifyYour Choke Point(s)
2. Create a List of Customers that Made It
Through, Successfully
3. AgreeWhich CustomersYou’d Like to
Replicate
• 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, th...
5. DecodeWhatYou Have Learned, Looking
for Patterns
6. COPY DIRECTLY INYour Selling, Sales
Training or SalesTools
• In-Person Case Studies
• Recordings
• Snippets
• Email quo...
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, g...
It’s time for you to stop struggling and start
selling more…
I’m not extra special
• Just stumbled on this…
05/27/16 47
TheValue Storytelling System provides
you with the ability to glean from existing
customers the stories, language and word...
In Summary
• Product, ROI, Features aren’t enough
• Value stories can set us apart
• The EXACT customer stories and langua...
If you want more information…
Email me – steve@valuestorytelling.com
Watch your inbox – share an invite to a more in-depth...
Questions?
05/27/16 51
I told you I’d share the young man’s name…
Thank you!
Steve Rankel
steve@valuestorytelling.com
www.valuestorytelling.com
+781-760-2070
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Data.com Connect Presents: Steve Rankel - How to Use “Customer Value Stories” to Attract & Win More Business

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Data.com Connect Presents: Steve Rankel - How to Use “Customer Value Stories” to Attract & Win More Business

  1. 1. Tweet your learning's using #ConnectWebinars or @ConnectMembers for a chance to win a special prize! Visit Connect.Data.com Sign up (for free) today and get 2 free contacts! /ConnectMembers @ConnectMembers Data.com
  2. 2. How to Use CustomerValue Stories to Win More Sales May 26, 2016 Steve Rankel
  3. 3. 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?
  4. 4. To begin, I want to tell you…
  5. 5. A story!
  6. 6. In the heart of the…
  7. 7. In Painted Post, NY
  8. 8. A young man needed to feed his family…
  9. 9. To do so, he decided to get a job selling…
  10. 10. Crazy, right?
  11. 11. How wouldYOU sell pianos in a depression?
  12. 12. 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 tenacity required? • What about the joy this will bring to your family as you go through this difficult time? And to other families around you?
  13. 13. I’ll share more about his story later…
  14. 14. 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 competition 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…
  15. 15. If you feel like this…
  16. 16. You are in the right place
  17. 17. My story
  18. 18. Case Study – IT Services Drive everything Well respected Key to this market Handle with care
  19. 19. Case Study – Medical Billing • ROI • Profit
  20. 20. Let’s talk about the ENEMIES of effective value storytelling
  21. 21. Enemy #1:Value Hallucination
  22. 22. Enemy #2: Law of Familiarity
  23. 23. 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 category.
  24. 24. Enemy #4:The ROI Myth
  25. 25. 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?
  26. 26. 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
  27. 27. You CAN.
  28. 28. What isValue Anyway?
  29. 29. Is it this?
  30. 30. Or this?
  31. 31. It Depends
  32. 32. Are you here? Or here?
  33. 33. Takeaway:Value Changes According toTiming & Need
  34. 34. Why Storytelling?
  35. 35. Facts tell, stories sell.
  36. 36. Stories penetrate our limbic brain… …and move people to act…
  37. 37. LET'S DIG IN! How to unlock what customer’s really value
  38. 38. 1. IdentifyYour Choke Point(s)
  39. 39. 2. Create a List of Customers that Made It Through, Successfully
  40. 40. 3. AgreeWhich CustomersYou’d Like to Replicate • This is like defining an ideal customer • But easier
  41. 41. 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
  42. 42. 5. DecodeWhatYou Have Learned, Looking for Patterns
  43. 43. 6. COPY DIRECTLY INYour Selling, Sales Training or SalesTools • In-Person Case Studies • Recordings • Snippets • Email quotes • Life as a Customer • Buyer’s Guide • Answer with customer stories… Warning…. This is an easy place to lose the value story…
  44. 44. Case Study – Software Guess what our lowest "newly reduced" sales cycle was?
  45. 45. 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.
  46. 46. It’s time for you to stop struggling and start selling more…
  47. 47. I’m not extra special • Just stumbled on this… 05/27/16 47
  48. 48. TheValue Storytelling System provides you with the ability to glean from existing customers the stories, language and words thatWON their trust, and their business.
  49. 49. In Summary • 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 05/27/16 49
  50. 50. If you want more information… Email me – steve@valuestorytelling.com Watch your inbox – share an invite to a more in-depth webinar next Thursday, June 2nd @ 1pm EST 05/27/16 50
  51. 51. Questions? 05/27/16 51
  52. 52. I told you I’d share the young man’s name…
  53. 53. Thank you! Steve Rankel steve@valuestorytelling.com www.valuestorytelling.com +781-760-2070

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