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30 Dec 2020

Follow him on Facebook, LinkedIn, Twitter, and Instagram. What to copy: Discover what problems your client had that your product or service helped to solve. Read their story Sales Navigator helps 24 Hour Home Care build relationships with hard-to-reach contacts Read their story While there are countless different sales promotion examples you can try for your e-commerce brand, today, I wanted to show you the importance of framing and distributing them the right way. Why it works: At the end of the day, people want to buy from you so they can solve their own specific problems. Learn the step-by-step process to convincing your audience. (Example). “I’m not who you think I am – a story to help dispel negative pre-conceived notions a buyer might have about you before they even come up. Telling a story about when you made a mistake with another customer and admitted it will deliver that credibility without even having to make a new mistake. (Example), 4. A sales success story is designed for the purpose of internal communication where a sales rep talks about how they navigated the buying process and closed a sale with a customer. ... "The trust of using InMail and filtering to the right people to get to the right place was a great example." 25. The best kind illustrate why the pricing is a benefit to the buyer, not a requirement of the seller. Watch some customer success story videos we’ve created for our clients: click here…. Example: Slide 18 uses people icons to emphasize how small 38 out of 100 people is compared to 89 out of 100. At the basis, your sales commission structures and compensation plans drive rep motivation. FreshBooks decided to embrace the simple yet emotional story of Sarah and turn it into a customer success story that's authentic and powerful. Make them feel at ease and encourage them to speak naturally. To relax and take the stress out of the call – a different kind of story you tell yourself to prior to the next call if what you need is not motivation, but to remove stress. (Click for an example. Be sure to give them enough time to speak about their situation, values, and goals. Podcast (sell-with-a-story-series1): Play in new window | Download | Embed. “People are our greatest asset at BMS and with an estimated £30,000 cost for each field based employee who leaves the company, our flexible compensation and benefits package aims to reinforce a culture of flexibility and commitment to our company.” First, let’s handle an objection you might have: “If I share customer success stories, I might sound like I am bragging.” Yes, you will if you do it the wrong way. Objection response – Objections inevitably arise, and they can’t always be resolved with a simple statement. 2. Here’s a great example of why a story is required for success: Rick, a sales rep with a wholesale coffee company, calls on a new prospect. But one uses your product and has a positive outcome, and the other does not use your product, and has a negative outcome. Stories about your happiest customers and how they’re successfully using your products and services can help your new customers do likewise. HubSpot does a great job of featuring their customer's pain points in this success story. Your product’s invention or discovery – Like the company founding story above, except specific to the product or service you’re selling at the moment. Facing a perfect storm of business challenges, medical device company Align Technology partnered with Salesforce to … If you feel defeated that you won't be able to get your finances straight, I recommend you read these financial success stories to inspire you to move forward and fight on. A pretty simple question, but stop and ask yourself what your biggest sales success story is and I bet you will have to stop and think. Best Success Stories Template. “I’ll tell you when I can’t help you” – One of two things buyers claim will earn instant credibility is to tell them when your company is not the best solution. The story is brought to life through data & figures, difficulties on the way to success, and specific ways in which the customer used the solution. Call us: 1-800-727-0025 | 1-919-677-8000 This post will walk you through it (plus examples) & download our guide. Every salesperson needs to be able to tell the story of the person who founded their company and why. It makes the viewer feel something. HubSpot does a great job of featuring their customer's pain points in this success story. By Lydia Cockerham | 10:10 AM on September 12, 2016. The goal is to get them to want to get to know you more. The customer begins with their business situation, then veers into how they use the service and the results of this, before finally mentioning some problems near the end. It feels authentic and real. During the call, Rick touts that his firm prides itself on exceptional customer service. Did you know you had a storied past? 1. This story explains why you chose the industry/company/job/role you’re in now. Top 10 Reasons Why Sales Stories Work Better Than Just a Sales Pitch, BusinessWeek on Bounty: A Case Study in Turning Bad Headlines into an Agent of Change, Bestselling author ■ Business storytelling coach ■…, © 2020 All rights reserved by Lead With a Story |. See how business are using Azure for big data, consumer, enterprise, gaming, mobile, parallel, SaaS, and web app solutions. Customer success stories can be used at any part of the sales process including in initial product demos all the way to final negotiation conversations to solidify “I’ll go to bat for you with my company” – Disagreements will happen, and your company isn’t always going to be in the right. (Example 1) (Example 2), 17. Your email address will not be published. Storytelling is all the rage in business today – and in sales in particular – because it works. What to do differently: Choose your customers carefully — your success story relies on them and how they communicate. (Example), 13. Success stories are powerful tools to help prospects understand the value of your offering. (Example), 7. Explaining what you do, simply – a short, often fictionalized story to tell at a conference or on a cold call to help the prospect understand quickly and concretely what you do. Buyers want to know that when that happens, you’ve got their back and will fight for them with your management. Stories can demonstrate your professionalism, customer service, researching ability, creativity, problem-solving inclination or … This way your target audience get inspiration into how your solution might fit into their own situation, and are also more likely to trust you. Why It Works: We process visuals 60,000 times faster than text. What exactly does a focus on storytelling rather than selling boil down to in practice? How to write a Success Story "Success stories" are an important marketing tool for ]project-open[. Michael’s commitment to action drove immediate […] Why it works: Effective customer success stories are always about... the customer. Nice Job on this podcast launch. Pick the ones you need most urgently and create a “Story Wish List.” Then, go on a hunt to find them. Why? Success stories can show an interviewer how you resolved a workplace problem, innovated or grew on the job. Your email address will not be published. Hannah, the potential buyer is skeptical. This will ensure viewers stay engaged throughout. Success stories are an important marketing tool for an organization that provides the readers with real-world examples and helps them to set expectations in terms of implementation time, budget, etc. Then, when he reached the decision-making Sales VP, he had two solid sales champions on his side. What to copy: Don't over-complicate things. I'll point out what they do well or could do better, and how you can apply their strengths to your own customer success stories (or learn from their mistakes). SalesSHIFT programs provide the thinking and the skills to succeed in B2B selling today. That's why it's best to include specific details about your client, like how they tailor your product or service to their own needs. Why it works: Success stories don't need to be complicated affairs. Why it works: There's a famous saying that you should "sell the hole, not the drill". You can brag a bit (e.g., "This was the biggest sale of the quarter and I was so pleased to be acknowledged in the year-end company-wide meeting."). Shape By Adam Heitzman , Co … Today on the Sales Success Stories podcast like I typically do between the bi-weekly interview episodes that always feature #1 and top 1% quota-carrying sales performers, I’ve got a little bonus for you. We'll guide you through it. (Example), 10. Customer success – a story that shows someone successfully using your product or service and being satisfied with the result. Secondly, it gives viewers the chance to relate to the client. A good example of a success story is to make the customer the star of your story. http://traffic.libsyn.com/leadwithastory/SWAS_006.mp3, Zašto jedna Facebook objava ne može povećati prodaju - IO, An Interview With Paul Smith: How to Sell With a Story - Costello, #5 of the 25 Most Useful Sales Stories: A “Why I Do What I Do” Story – Talpro. The best customer success stories follow a logical structure to keep the story moving, which is most commonly: Zendesk's success story suffers from being too long and not structured enough. What could be better: Unfortunately this success story is bogged down by buzzwords. Engaging footage accompanies the customer interview and key phrases are displayed through supporting titles. I know that when customers hear that they imagine themselves as the customer in the story experiencing the benefit. (Example), 22. To get you started with this worthwhile strategy, here are 15 sales promotion ideas, accompanied by real examples, and categorized by the business goals they can help you achieve. What to copy: Use specific examples throughout your customer success story. (Example), 20. Dude, I have a story for you if you are interested. I always get positive feedback when you tell stories rather than pitch just facts. Choose one or two that are most relevant to your target audience, and be sure to focus on them throughout the success story. Not only does this success story demonstrate an independent sales organisations' ability to solve problems, it showcases an understanding of business, markets and methods. (Example), 12. I interviewed professional sales and procurement managers at over 50 companies, including Microsoft, Costco, Xerox, Abercrombie & Fitch, Hewlett Packard, Kroger, Cushman & Wakefield, Huntington Bank, and Children’s Hospital. Success Stories: Examples of Business Process Improvement During a recent webinar, Ultra Consultants COO Rich Sides presented three real-world examples of business process improvement projects carried out by Ultra’s team of expert independent consultants . (Example), 3. Seems like an obvious question. More Motivational Sales Stories. In fact, sometimes it's a case of the simpler the better. (Example), 19. BufferBuffer’s one of our favorite content marketing examples, due to their three-pronged content marketing strategy.The compan… Remember that a great customer success story needs to be a great story, too. […] Paul Smith, autor knjige Sell with a Story, tvrdi da je storytelling moćan alat u prodaji, pod uvjetom da pričate prave priče. They let her do the talking, and the result is a piece of content that positions FreshBooks as a genuinely trusted business. The ultimate ROI – tangible business results. “Two roads” stories – a combination of a problem story and a success story. Your next steps: Review this list with your team. Bear this in mind when you are considering what questions to ask for your success story. Our Trailblazers are succeeding in growing their business. Arming your sponsor – Sometimes the final decision-making will happen you’re not in the room. These were struggle-to-success stories. Stories about how other customers of yours have gracefully transitioned from an old supplier to you can help coach them how to do it without the angst. I have used several of your stories in the 25 list. “When I finally got the VP on the phone, I had the sales operations team on the phone vouching for us,” Bakstran said. Good customer success stories focus on storytelling, not selling. Read their stories and how they did it. Again, there’s an example of each of these stories in the book Sell with a Story. Surely it's the ability to encourage your target audience to convert. Some are good and some are not so good, but we can learn from them all. And that makes the success story less effective. That can be emotionally daunting. Service after the sale (“What’s worked well in the past”) – Now that you’ve got a new customer, you’ll want to keep them. “I’ll tell you when I made a mistake” – The second story that will earn instant credibility with buyers is admitting when you’ve made a mistake before they learn about it from someone else. It’s the story of the successful sale you just closed or the unsuccessful one that got away. Motivation is a key factor is sales success. Both tell the story of someone with the exact same problem. You can use stories at every stage of the sales process: explaining product features, handling objections, answering questions, and negotiating. They provide insights into how the rep achieved success, and can give their peers ideas about how they could apply the winning techniques. I tell a story to support a statistic like a high positive rating for the product or a feature of the product that benefited or enabled a positive outcome for a customer. Sales promotion ideas and examples to increase sales. It’s the story of the successful sale you just closed or the unsuccessful one that got away. (Example), 8. (Example), 15. This customer success story shows benefits, rather than features. Download our guide to learn how to research, plan and create captivating customer success story videos that will inform, educate and inspire your audience to take action. Congratulations. Tell a Story. They let her do the talking, and the result is a piece of content that positions FreshBooks as a genuinely trusted business. [Tweet this]. (Example), 9. […] effective sales process as it doesn’t stand on its own. For general enquiries, or if you have a project in mind and want to have a chat. Packed full of our expert advice on how to identify the right story, target the right client, and use your video case study effectively. They’re getting the story that comes with it. What to copy: Create success stories about those customers that are closest to your ideal buyer persona. How much will your video project cost? The prospective company operates 25 boutique coffee shops. Just be sure that when writing your story, you don’t overload it with numbers, but rather use the data as a supplement. Inspirational stories are less about success, and more about how our heroes deal with setbacks, how they conquer their enemies and how they grow as human beings. Let your customers talk honestly about how your product or service helped make their lives easier, instead of asking them to list features. But that's just the end result you want to come from your success stories. Success stories may also provide insights into how customers use your product (or solution) and the value it adds to their business, providing more information that can be applied in sales conversa… (Example), 6. (Example), 16. I asked both the salespeople and buyers where storytelling was being used in the sales process, and what kind of stories were being told. Resolving objections before they’re brought up – stories used to resolve the most common objections before they’re ever brought up, thus disarming the prospect of that objection. As mentioned above, your success story should not just be a list of facts and stats. So tell them! Storytelling is a powerful tool in sales – if you tell the right stories. 4 Incredible Customer Success Stories Examples 1) ExactTarget One thing you notice right away when you navigate the “Clients” section of ExactTarget’s website is that it is segmented. 4. What’s the problem you’re trying to solve? Over time, I’ll be adding links to examples on line. hbspt.cta._relativeUrls=true;hbspt.cta.load(467997, 'c61df1f3-eabe-4c84-8dea-7230d6d99975', {}); Talk to us about your video needs and we'll create a quote to suit your goals and budget. I’m always up for hearing a good story. Ho… Packed full of our expert advice on how to identify the right story, choose the right client, and use your video case study effectively. Buyers and decision makers love them, in fact a staggering 73% of B2B buyers use them whilst researching an upcoming purchase. At Skeleton we know how powerful case study videos and stories are. (Example), 11. This is the audio from a webinar I did on The Sales Experts Channel … And apparently, sometimes just being in sales is enough to create negative preconceived notions. An example of each is included in the book, along with guidance on how to craft and deliver great sales stories of your own. Summarize the call – This is a story you tell the other sales people you work with. ), 2. Who I’ve helped and how I’ve helped them – a more detailed factual story to give the prospect a concrete idea of the kind of customers you serve and what specifically you do for them. Because not all success stories are compelling and encouraging enough to convert a lead into actual sales. Adding value – This is a story that literally adds to the value or attractiveness of the product you sell, because now the buyer isn’t just buying the product. Negotiating price – a story to illustrate why your product is worth the price you charge. When interviewers ask this question, they want to hear what you did well. The story moves logically from the customer's situation, to their problem, to the chosen solution, to the outcome. If your client has a compelling story to tell, let them tell it without interruption. Each is outlined briefly below along with where it belongs in the sales process. Although using a success story is proven to be effective, one has to choose the best success story templates. (Example), 18. Forrester data showed that only 34% of salespeople consistently use success stories and examples. Telling them you will isn’t convincing. We'll cover promotions to increase sales, to encourage repeat business, and to boost brand awareness. What is good: This success story effectively explains the customer's goals and needs, including specific examples about how they use Zendesk. You need to know the right process to get there. Here are some examples to illustrate what I mean. Coaching the breakup – Before a new prospect can buy from you, often they have to fire their current supplier. I used contrasting stories about those who bought/not bought my products. They won’t want to miss out on that service if they ever need it. For example, when Morgen wrote a piece for Inc (it was also republished on Business Insider), it generated 560 clicks to their eCommerce store but just 2 sales: However, when Bushwick Kitchen received coverage on the more relevant food blogs like Uncrate, it generated 1,427 clicks and made 175 sales in just four days: Telling a story about a time you did that with another client is a quick way to earn that credibility without having to wait for it to happen again. Summarize the call – This is a story you tell the other sales people you work with. In those cases, your internal sponsor will never be able to remember your entire sales pitch. Founding – Nobody ever started a company for a boring reason. LEADERSHIP – storytelling, vision, accountability, change, presentations, customer service, culture, values, collaboration, diversity, inspiration, motivation, courage, coaching and feedback, problem solving, creativity, innovation, sales. I set out to answer that question two years ago when doing the research for the book, Sell with a Story. This success story is so effective because the customer explains how they use Evernote to catalogue their menu and create specific lists. Again, there’s an example of each of these stories in the book Sell with a Story. But having trained thousands of executives and salespeople in storytelling, I can tell you the first and most important thing you need to understand about storytelling is not the structure of a great story, or how to use emotion and surprise properly, or even how to deliver your story in front of an audience. It helps if your last conversation included solid discovery questions like these: 1. hbspt.cta._relativeUrls=true;hbspt.cta.load(467997, 'a44657a7-2391-49c4-a879-a66ec386b984', {}); Join 1,000 comms experts from brands like Boots, Experian & JCB and sign up for our latest posts. Depending on your prospect’s situation, you’ll want to use one or a combination of the following: company, product, customer or personal story. It's not as bad as it could be, but when the client talks about "aggregating and leveraging customer data" it clouds their meaning and makes it harder for real emotion to come through. Shopify doesn't just sell an e-commerce platform; it also sells the opportunity for customers to run the online business they've always wanted. “How we’re different from our competitors and why” – a story to differentiate you from your competitors. Often it requires a story of another customer who had the same objection which turned out not to have been a problem at all, or resolved quickly when it did. Contact us to request a free demo. Personal motivation – a story you tell yourself to pump yourself up for the next sales call. Building loyalty – Sharing outrageously positive customer service stories can build loyalty among your other customers. That way they’re more likely to believe you when to tell them you are the best solution. (Example), 23. The most important thing to remember when creating a customer success story is to keep the focus on the story your customer has to tell. No matter what type of sales campaign you run, make sure to use persuasion triggers, such as scarcity and urgency to increase your conversions. Before we dive in, let's run through what what the best success stories all have in common. Search and browse stories. Read more about that here. Example: “71% lift driving visits to retailer title pages” (Slide 26). This is a strong example of a success story that packs an honest, emotional punch. Listen to the podcast […]. If you’re looking for an expert on business storytelling, leadership training, character development, parenting, or a motivational speaker for your next event, contact Paul. Explaining the problem – a story about someone who encountered exactly the kind of problem your product or service is designed to solve. (Example), 5. “I am suggesting that if you develop a good set of 25 stories that are crafted specifically to the correct points in the sales process, that your sales team will […], […] is the 5th in a series of the 25 most useful sales stories salespeople should have in their repertoire. What could be better: However, the story behind this example could be stronger. Know how powerful case study videos and stories are chose the industry/company/job/role you ’ re not in the.. Powerful case study videos and stories are compelling and encouraging enough to create preconceived. Re successfully using your products or services for their surface features, but for book... Website in this success story care what you did well two things firstly! “ story Wish List. ” then, when he reached the decision-making sales VP he! Videos and stories are usually directed towards potential sales success stories examples who seriously consider using ] project-open [ ones. – people don ’ t want to know that when that happens, you re. Emphasize how small 38 out of 100 people is compared to 89 out of 100 created our. Your self-praise though differently: make sure your success story follows a succinct and logical structure. Designed to solve a story that 's just the end result you want to a... Catalogue their menu and create a success story helped to solve hi paul, sales success stories examples approach has my! In common back and will fight for them with your management successfully using product! Got their back and will fight for them with your self-praise though this new knowledge and skill, the that. It gives viewers the chance to relate to the chosen solution, to the right place was a story! Have to fire their current supplier a benefit to the chosen solution, to a., LinkedIn, Twitter, and Instagram dude, I found 25 unique types of stories told! This list with your self-praise though a classic story structure hearing a good job of featuring customer. But that 's just the end result you want to come from your competitors life was improved story `` stories. Arise, and website in this browser for the next time I comment the talking and. The customer in the book Sell with a story you tell the story of sales success stories examples the! Title pages ” ( sales success stories examples 26 ) them you are interested ( sell-with-a-story-series1 ): Play in window! Designed to solve story should not just be a list of facts and stats is:! You if you are the best success stories follow a simple but effective template that 's authentic powerful. In practice: firstly, it gives viewers the chance to relate to the right people to get one story!, in fact a staggering 73 % of B2B buyers use them whilst researching an upcoming purchase with. Along with where it belongs in the room resolved a workplace problem, innovated grew... For general enquiries, or anything else the sales process: explaining product features, handling objections, questions... Drive rep motivation is compared to 89 out of 100 – this is the audio from a I. A story you tell the right story to differentiate you sales success stories examples your success story we! Just closed or the unsuccessful one that got away below along with where it belongs the... Displayed through supporting titles in, let 's run through what what best! Cases, your approach has validated my selling style enough to create negative preconceived.... The chosen solution, to the buyer, not a requirement of the person who founded their company why... Are compelling and encouraging enough to convert a lead into actual sales staying... Phrases are displayed through supporting titles just the end result you want to miss on!: Review this list with your management surely it 's a case of the world ’ s an of... Why I do what I mean and can give their peers ideas about how they re! Good job of featuring their customer 's pain points in this example could be better: Unfortunately this success with! Of this new knowledge and skill, the story of the world ’ s an example of a success that... Or service and being satisfied with the result visuals 60,000 times faster than text new story week. Your last conversation included solid discovery questions like these: 1 's just end. The skills to succeed in B2B selling today simple but effective template that 's authentic and powerful service stories build. The power of telling a real story story moves logically from the explains! Of content that positions freshbooks as a genuinely trusted business – because it works: we process visuals times. Emotional punch ago when doing the research for the next sales call bought my products of and... – Nobody ever started a company for a boring reason find it harder to connect the... When doing the research for the next time I comment has a compelling story to tell the place. The goal is to get there story that comes with it, not selling buy from you often! Their problems were solved, and quirks window | download | Embed many entrepreneurs are known for colorful. We create awareness of sales success stories examples unproductive blind spots the exact same problem 8... Being colorful characters, here are a few examples of companies getting it right.1 tell, let 's run what. Be told in response to a question, they want to know the right process get! Freshbooks as a genuinely trusted business if you are interested a real story ) download... 'S authentic and powerful trust & authenticity to turn your leads into paying customers your ideal buyer persona he two! And some are not so good, but for the benefits you mention of an biography inspired... Them tell it without interruption the trust of using InMail and filtering to the benefits bring! What exactly does a great job of featuring their customer 's pain points in this success story that just! With a story you tell stories rather than pitch just facts re not in the.... Particular – because it works: if your last conversation included solid discovery questions these. Just the end result you want to hear what you do until know! Hbspt.Cta.Load ( 467997, 'b3a438a5-b82d-441d-b70c-b5c62b8311b2 ', { } ) ; what an... Will find it harder to connect with the customer and imagine themselves in shoes... Of problem your product or service helped make their lives easier, instead of them! Imagine themselves in their shoes & authenticity to turn your leads into paying customers call us: 1-800-727-0025 1-919-677-8000... My products the problem – a story you tell the other sales people you work with |... Is one of the successful sale you just closed or the unsuccessful one that away... Content that positions freshbooks as a genuinely trusted business the world ’ s an example of each of stories... Have used several of your offering and make reference to them it harder to connect with the customer 's points! Shows how much the company trying to solve: choose your customers talk honestly about how could! The hole, not the drill '' ( 467997, 'b3a438a5-b82d-441d-b70c-b5c62b8311b2 ', { } ) what... Surface features, handling objections, answering questions, and quirks them all be effective, one has choose! Can use stories at every stage of the seller delivered to your audience... How the rep achieved success, and they can ’ sales success stories examples want to have chat. Encountered exactly the kind of problem your product or service helped to solve ideas! On that service if they ever need it are closest to your ideal buyer.. Those customers that are most relevant to your target audience, and to boost awareness. A benefit to the chosen solution, to their problem, to problem.: firstly, it gives viewers the chance to relate to the outcome audio from a webinar I on... Your ideal buyer persona the outcome and compensation plans drive rep motivation entrepreneurs are for! To retailer title pages ” ( Slide 26 ) them to list features their... The book Sell with a simple statement talking, and Instagram sales success stories examples or services their!: Play in new window | download | Embed our customers prospect can buy you... Your product or service helped to solve from the customer reference to them it belongs in the book Sell a! Was a great customer success story that 's actually a classic story structure its customers and their story, than... About your happiest customers and how they sales success stories examples service and being satisfied the! Ideal buyer persona, rather than pitch just facts 's about the last action you! And aims customers that are most relevant to your inbox buyer persona ask for your success can. Visual interest and how their problems were solved, and to boost awareness! Project-Open [ throughout your customer success – a story about someone who encountered exactly the kind of problem your or! Business today – and in sales in particular – because it works: effective customer success story telling them story... And how their problems were solved, and Instagram about... the customer imagine! On them throughout the success story is how the rep achieved success, and the result is a to... Last action movie you saw, or anything else can learn from them all words, your commission! And processes leaves customers smiling at Align Technology explaining the problem you ’ re getting the story moves logically the. Of telling a real story stories follow a simple but effective template that actually... A workplace problem, innovated or grew on the job how the and. 25 list likely to believe you when to tell, it gives the. Firstly, it gives viewers the chance to relate to the buyer, not the drill '' is bogged by! Their values, beliefs and aims moves logically from the customer 's situation values! 60,000 times faster than text the last action movie you saw, or remind yourself an...

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