After a sales presentation, what do your buyers really remember? You may be surprised! It’s not always the compelling statistics you’ve provided. It’s more often the stories you share that stick with them long after the presentation is over.
According to a study noted in Made To Stick by Chip and Dan Heath, 63% of audience members remember stories they’re told. Yet, only 5% remember numbers or statistics.
Are you someone who has always peppered sales presentations with plenty of facts? While specific numbers are important to B2B selling, they need to be infused into relevant stories to make them tangible and valuable to your buyer.
All companies are looking for solutions to increase revenue, reduce costs, and retain customers. And, many vendors claim to help with these. Yet, too often these claims are meaningless and generic because they are not focused enough on the buyer’s specific situation.
Great story-telling can make statistics and figures truly meaningful to your buyer.
So, how can you incorporate hard facts into a story that actually resonates? It starts with turning the focus away from your product and on to your buyer. Yes, it’s all about figuring out your buyers’ perception of value and building the story from there.
The Four Dimensions of Buyer Context
Proving your value begins with having a good understanding of the four dimensions of context for your buyer:
1. Their External Environment
Outside factors can greatly influence your buyer’s situation and decision-making. From what’s happening with competitors and the industry to advances in technology, it’s important to “get” what’s going on in your buyer’s world.
2. Their Internal Environment
What’s happening inside your buyer’s organization is also very relevant to figuring out what’s important to them and how to build a story that will resonate. What’s their decision-making style? Do they have a quick or lengthy purchasing process? Understanding these internal factors can greatly help how you create a value story that makes sense to your buyer.
3. The People Involved in the Decision
Who participates in decision-making? Understanding their mindset, relationships, objectives, and roles can enable you to determine how to construct your sales presentation.
4. Use Cases
How will your buyer most likely use what you’re selling? By creating use cases that incorporate their specific objectives, processes, systems, and more, you’ll be able to bring relevancy to your presentation that your buyer will remember.
To create a story that provides context, relevancy, and facts, it’s essential to listen, show a level of understanding, and then prove value. When this has been done, you’ll have a story that your buyer will want to hear, will remember, and will act upon.
How do you provide relevancy in the value stories you share with your buyers?