Front-line salespeople are desperate for new and varied stories. For them, compelling stories are ammunition, used to address prospects’ ever-shifting priorities and objections. Unfortunately, most sales teams don’t have a story library; they rarely collect and document stories for reps to use.
And if they do document them, these stories — and their supporting data — are typically saved in disparate departments or directories. Competitive information might be in a “Competition” folder. Industry trends are buried in the “Analyst” wiki. Product info is stored in the “Product” library, and so on.
This disorganization works against sales reps. Stories & supporting data should be stored in one place. Create a consolidated Story Library, and make it a front-line focused tool. It should be well-organized, and easy to access.
Create sections to address different front-line needs, such as:
- Selling Stories: This section includes industry, company, customer, competitor, solution and partner stories
- Objection Handling: Responses to the Why buy anything?, Why buy ours? and Why buy now? questions
- Demo Stories: Anecdotes that connect the features & functions shown in your product demo, to value
- Evaluation Plan Stories: Stories that illustrate why the prospect would benefit from additional evaluation steps and broader sponsorship for the project
Paul McGhee founded SharperAx in 2013. SharperAx develops role-play automation software.
This article is the fourth excerpt from “10 Best Practices for a Great Storytelling Program,” an eBook written by Paul McGhee, based on years of research and practice in delivering great story programs. To download the entire eBook from Sharperax.com click here.