In the last article on sales presentation success stories HERE I spoke about why you should use success stories in every sales conversation. Today I’m going to share with you how to write the success stories in your presentation. Follow these steps to write success stories that make your sales conversation sizzle.
Re-Write Boring Stories to Success Stories That Sell.
When you hear about one of your client’s successes the story won’t be ready to use in a sales presentation. Why not? Here are a few reasons.
- Their success stories are almost always too long. Have you ever had a friend tell you a story and after a while you wonder when they will get to the point? I have, and I never want my sales presentation to be boring to my prospect.
- Their stories usually have too many extra words that communicate no benefit to your prospect. Stories with meaningless words will cause your prospect to lose interest.
- Many other times stories are too short. For example, “Jose Gonzalez is a great realtor” is a horrible success story because they don’t say why he is a great realtor.
Your goal is to have your prospect say out loud “wow!” after you tell the story. How do you write a good success story? Here is the formula.
1) What was the problem they had and how did they feel.
2) They did business with you and specifically what did you do to solve their problem.
3) The measurable benefit they received. (For example: They purchased their dream home, found the love of their life, got the big promotion at work, etc.)
Here is an example of a true success story that follows this formula from my presentation.
“When Beth met me she was frustrated because she was bad at getting referrals. Beth put me on her success team and I showed her how to easily get referrals from her network. The next month she closed 5 new sales from referrals using the referral system I taught her.”
Whenever I tell the “Beth Story” my prospect almost always says “wow” and that is exactly what you want your prospect to say.
Document Your Sales Presentation Stories and Name Them
Next, write down your success stories and name the story. Don’t make the mistake of thinking you will remember all the success stories you have. Even if you remember the story, you won’t be able to communicate all the benefits from the story to the prospect clearly. Write your stories down word for word and then give them a name like “picture frame story” or “car battery story” or “Beth story” like the one I shared with you today. Giving the story a name will help you keep track of your story so you have the story when you need it in your presentation. Keep your stories in a book or a file on your computer so you can keep adding new stories to them over time.
I urge you to take action on this idea right now! Take a few minutes right now and create a file in your computer called “success stories”. Then go through your list of satisfied clients and write down how you helped them solve their problem. Then re-write them to sell using the formula above and use them every time you sell.
How many success stories should you use in your sales presentation? Where should you say them in the presentation? What do you do if you are new and don’t have any success stories? We will consider the answers to these questions in the next article HERE.
Master Sales Coach
Increase Sales Training