Take a look at 2019’s Marketing Technology Landscape for a moment. Let that reality—representing a single sector of the SaaS industry—sink in. Because in a sea of digital sameness, feature-based selling isn’t cutting it anymore.
Perceiving fewer differentiators, customers no longer focus solely on products. Discerning buyers demand personal connections, insights instead of Sales pitches, and desire a white-glove experience.
That’s why pitching alone isn’t enough. You must communicate in memorable ways that foster connection. So, what’s the key to stand apart in a crowded marketplace? Tell the right stories.
If You Aren’t Storytelling, You’re Already Behind
Telling stories isn’t just for Marketing. We’ve all been storytelling since the dawn of time and that’s because stories sell ideas. They help us connect a singular conversation to a bigger picture. Imagine that!
We’ve learned from Sales experts time and time again that the most successful reps tell phenomenal stories. Their narratives hook prospects on a human level and that connection grows customer relationships.
Every Story Needs a Hero. Sales Stories Are No Different
Author, speaker, and CEO Nancy Duarte studied some of the best orations and developed a roadmap for making a story compelling, no matter the industry or situation. Here’s what we found for Sales reps.
Start with the basics. The best stories have a likable hero who encounters roadblocks and emerges transformed. Use this structure when positioning your lead, helping them envision a business with your product. And make sure your stories are clear, easy to follow, and free of industry jargon.
Now that you know the basics, it’s time to craft your winning Sales story. And since all great Sales relationships start with a connection, here’s a story-writing guide that will help you connect with prospects via email and during in-person meetings.
– Step #1: Simply get your idea on paper (or on a blank email, however you work best). Identify your story goal, without the frills. To help determine this goal, ask yourself: What’s the most influential story I could tell in the allotted time to get my leads to buy?
– Step #2: Once you’ve identified what you want readers to get from your story, write in a way that keeps your audience engaged, listening, and in a heightened state. I like to use the “likable hero” tactic mentioned earlier, but there are other ways to keep your audience interested.
One of my favorite Storytelling and Content Marketing experts, Andrew Davis, shared “four simple truths to create moments of inspiration,” which include building suspense and harnessing your audiences’ emotions (which also requires knowing them personally).
– Step #3: Finally, at the end of your story, make sure that the message is clear, compelling and includes a call-to-action, leaving the ball in their court. To really sell your story, it’s important to contrast “what it’s like right now” and “what it could be like in the future.”
Yes, the SaaS industry is as crowded as ever. So, to stand out, you have to use a more natural, conversational approach for reaching prospects. You’ll best achieve this with personalization and a great story.
Just like you, your leads crave informed authenticity. So, build that story, and they will come.