Most salespeople tell customer stories in a lackluster way: as data dumps. Here's how to tell customer stories in a way that sets the trajectory of your deal.

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Customer Stories
The Gong.io Way :)

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How most sellers tell customer stories:
- A data dump, not a story
- As a proof point

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Tell the “before” part of the story
Your prospect should be able to “see themselves”
in the story, leading to their own “self discovery”

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What they don’t do:
- AA changed my life. My career is
back on track, and my family life is
better than ever.
Alcoholics Anonymous does this really well
What they do do:
- It started with a few drinks on the
weekends.
- That soon became a few drinks every
day.
- Eventually, I couldn’t even relax at
night without a few drinks.
- That’s when I realized something had
to change.

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If you tell a story that describes the
customer’s pain better than they can,
they will assume you have the best
solution.