Are you unable to articulate a monetized value proposition and create sales ready messaging?

Not to worry. Here’s one way to remedy the situation.

I call it Customer Success Story Selling TM.

First, make success stories the primary vehicle to engage your audience and provide customers and prospects with reasons to believe you can give them what they need. Value already delivered, as opposed to promises, builds credibility.

Second, make it mandatory that everyone in your company memorizes at least three success stories.

Third, make a commitment to capturing past, present and future success stories of value received by your customers.

Don’t have them in writing? Don’t have one for each vertical market? Don’t have the facts and figures you need for a compelling story?

Here are just a few tips and techniques I shared in a recent workshop I did:

—Think problem/solution.

—Think contributions made and value received.

—Think about their positive outcomes.

—You must use $’s, %’s, #’s and time frames.

—Use action words like increase, improve, accelerate, enhance, maximize, minimize, save, cut, reduce, eliminate, motivate, revitalize.

—Get in the habit of asking your clients why they work with you. Your good clients will help you.

—Use the Internet to find long lost facts and figures to re-construct success stories from the past.

—Do not write or talk too much how you do what you do and nothing about how much you receive in compensation.

Here’s an added benefit: When everyone writes and speaks the language of success stories your sales and marketing people will finally be “reading from the same script”. They will literally and figuratively be telling the same story.

When you focus on customer success story selling your true value proposition will begin to reveal itself to you, your people and your target audience.

As a result, you will see an increase in referrals, sales calls and requests for proposals. You will see more people walking in the door. You will see an increase in the demand for your products and services.

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