I recently completed a homework assignment my whole company took part in. We collectively read “A Whole New Mind,” by Daniel Pink.
Pink postulates the successful people of the future will master six “new” senses; one of these is story telling. You probably wonder what this has to do with leads – it’s my job to move the A lead you just gave me through the final stages of the decision process to secure them as a customer. To do this I must tell a story.
Tom Peters made the case that markets don’t buy anything, people do. For this to happen, I need to appeal to every buyer in a different way and make the story relevant to them. We all listen to the same radio station: WIIFM (what’s in it for me). My job is to learn the customer’s buying motivations and tailor our story so that it appeals to them.
This story is not about our 700+ features, the historical legacy of our company, our price point, our competitive differentiators, or our product roadmap. The story is only relevant IF each buyer sees and feels how they will benefit from our product. This is no simple feat.
I know you think all I do is talk; however, we will craft our story first by listening. I have mastered the seven most powerful words in the salesperson’s dictionary. They are the keys to my success. I’ll tell you about them in my next post.
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