BY Jessica Helinski
Sales narratives can help sellers connect better with prospects and lead them to a close. The key is using an effective narrative. You must be thoughtful to ensure it connects with what they want, and need, to hear.
Often, sellers will start with a “why us” narrative, according to Anthony Iannarino. But this doesn’t appeal to buyers, especially at the beginning.
“It feels like you are pitching before you create value, a sure way to kill the sale before it starts,” he explains.
Instead, Iannarino encourages sellers to cater narratives to each prospect. This creates a highly personalized experience and delivers custom value.
Common sales narratives to consider
There are quite a few common sales narratives sellers can adapt to their own use. These successful narratives boost connections, help show value and inspire action.
The first one Iannarino introduces is the “Why Change” narrative. This storyline puts the focus on the prospect and their business. And it calls out why your solution should be part of that change.
This highly personalizes the sales process for the buyer. It also clearly highlights the value you can deliver. But it’s most effective when it’s backed up by data, Iannarino notes.
Use data and citations that provide the credibility necessary for the client to believe the narrative is true,” he writes.
As SalesFuel points out, the more evidence you provide, the more credible you’ll appear. Offering case studies, testimonials, data reports, and other supportive content will wow prospects.
“Sharing the right content will help establish you as a credible option and demonstrate social proof,” SalesFuel adds.
And you also must ensure you have thorough, detailed knowledge of the prospect. You won’t be able to connect the dots without knowing how your solution can impact them.
Plus, buyers want to work with knowledgeable sellers, according to SalesFuel. 55% of B2B buyers say knowledge of their line of business is a top attribute they seek in a seller. Half also say the same for knowledge about their solution and how it aligns with their goals.
Positioning this evidence in relation to the need for change can be powerful. It paints a full picture of the opportunities that working with you will bring. And you’ve established trust and credibility in the process.
Risk mitigation
Another one of the most effective sales narratives is one that emphasizes what could happen if they don’t buy. This narrative points out risks, and even continued challenges, they may encounter without your solution.
Iannarino emphasizes the importance of showing you as a “safe choice.” And Andy Raskin, writing for LinkedIn, agrees.
He points out that smart sellers identify and call out challenges impacting the buyer and their business. This can include highlighting changes impacting the industry, the economy, their buyers, and their own vendors.
Using this narrative to focus on changes and future impacts can inspire urgency and action. It also positions you as the ideal solution to help cut risks and strive in changing conditions.
Rasking advises sellers to explain how they “help prospects embrace and thrive in the new world that the change creates.”
This sales narrative requires factual support. You must deliver insights that are backed by data, which requires quality research.
Make sure that the research you do prior is up-to-date and relevant. Try to think outside the most common challenges, too. The more unique insights you can bring, the more value you share. Avoid focusing on the most obvious and general risks, which they likely already know.
These are only two of the many effective sales narratives you can use to engage and win over buyers. With the right research, content and approach, you’ll find they can help drive more deals to close.
Photo by SEO Galaxy